Entain Rolls Out “What’s at Stake” Campaign to Defend UK Betting Shops From Tax Increases
Ellis Baumann · Oct 6, 2026
Entain Rolls Out “What’s at Stake” Campaign to Defend UK Betting Shops From Tax Increases
Entain has rolled out its “What’s at Stake” campaign to push back against possible tax increases on UK betting shops just weeks before the Autumn Budget scheduled for the end of October 2026, and the move comes as operators face mounting pressure from proposed changes to Machine Games Duty that could see the rate rise from 20 percent to 40 percent. The company owns Ladbrokes and Coral, and chief executive Stella David has sent a direct letter to Prime Minister Andy Burnham outlining the risks that higher taxes would pose to employment, high street vitality, British racing, government tax income, and the potential migration of customers toward unregulated offshore sites. The campaign launch follows a series of shop closures announced by other major operators including Betfred, while the Betting and Gaming Council has already been running its own “Back Our Betting Shops” initiative aimed at highlighting the same issues. Data from industry tracking shows that betting shops have already reduced in number over recent years, and Entain’s initiative seeks to bring attention to how further duty hikes could accelerate that trend across towns and cities throughout the United Kingdom.Details Behind the Proposed Tax Changes
Reports circulating ahead of the budget indicate that Machine Games Duty, the levy applied to gaming machines in betting shops, could double under new government plans, and this adjustment would represent one of the largest single tax increases the sector has faced in recent memory. Stella David’s letter to the Prime Minister details how such a change would affect thousands of jobs directly tied to the retail betting network, while also reducing the financial support that operators provide to British horse racing through existing levy arrangements. The correspondence further notes that higher costs could drive some activity into unregulated markets where consumer protections do not apply and where tax revenue would not reach the Treasury.Industry Context and Recent Closures
Recent closures by Betfred and similar decisions by other operators have already trimmed the total number of licensed betting shops, and those reductions have concentrated in areas where footfall has declined and operating margins have tightened. Entain’s campaign draws on these developments to argue that additional tax pressure would compound existing challenges, and the company has positioned the initiative as an effort to inform policymakers about the broader economic role that physical betting outlets continue to play in local communities. The Betting and Gaming Council’s parallel campaign has focused on similar themes, emphasizing employment figures and contributions to the racing industry that would be placed at risk.
Observers note that the timing of the campaign, just weeks before the Autumn Budget at the end of October 2026, reflects the narrow window available for industry input before final decisions are taken. Entain has framed the effort around transparency, supplying figures on current tax contributions, staff numbers, and racing sponsorships that would face direct pressure if Machine Games Duty rises sharply. The company has also highlighted data indicating that a shift of activity to unregulated operators would reduce overall tax receipts rather than increase them, since those platforms operate outside the UK licensing system.