by Darren Moore
Irish bookmaker takes bold swing at High Street while others go digital
While most gambling operators are streamlining their high street presence, BoyleSports is doing the opposite. The Irish betting firm has announced plans to spend £100 million expanding its retail operations in the UK, with up to 200 new shops and around 1,000 new jobs on the cards.
It’s a bold move in an industry that’s been leaning heavily into online gambling and mobile apps. But BoyleSports CEO Vlad Kaltenieks believes there’s still life—and value—in the UK high street.
“We see huge long-term potential in the UK retail market,” Kaltenieks said. “It’s a regulated space, with loyal customers and room for growth. We’re not just opening shops. We’re creating community hubs with a strong focus on service.”
The operator already owns over 390 betting shops, mostly in Ireland, with about 70 locations across the UK. If the new expansion goes ahead as planned, it could make BoyleSports one of the UK’s largest high-street bookies—rivaling the likes of Coral and William Hill.
Why invest in shops when everyone’s going digital?
Many industry analysts are asking the same question. Most major UK brands have trimmed their retail footprint in favor of digital growth. But BoyleSports believes brick-and-mortar betting still plays an important role, particularly in towns underserved by modern outlets.
“We’re seeing that punters still value a local shop—especially one that’s well-run and inviting,” said a company spokesperson. “There’s trust in face-to-face interaction, and a shop offers more than just placing bets. It’s about experience.”
The investment will also likely include new technology and shop designs to modernize the retail experience. Touchscreen betting terminals, improved in-play features, and better customer service training are all on the agenda.
Recent challenges and fresh focus
The announcement comes just months after BoyleSports was hit with a £2.8 million fine from the UK Gambling Commission for failing to meet anti-money laundering standards. Since then, the company says it has tightened controls and is working to build trust with regulators and customers alike.
Despite the compliance setback, the company’s ambitions haven’t slowed. In fact, they may grow further—BoyleSports is rumored to be eyeing a Premier League shirt sponsorship deal, which would be a significant play to boost its brand visibility across the UK.
What this means for the industry
While the broader industry consolidates and automates, BoyleSports is carving its own path. Some see it as risky. Others say it’s savvy—especially at a time when retail betting employment in the UK is falling and high streets need fresh energy.
Whether this £100M gamble pays off remains to be seen. But in a sector full of digital clones, BoyleSports is at least making a different kind of bet.
Darren Moore is an experienced sports writer with over a decade of expertise, having worked with Ladbrokes and Racing Post. He specializes in sports betting, providing expert insights and strategies to help bettors make informed decisions.
