We are constantly working to provide a richer and more engaging experience for our customers. At the product level this means a continuous process of optimising our sites, apps and games to create the smoothest, most enjoyable experience.

Our customers expect variety and so we have built the greatest betting and gaming portfolio available anywhere in the world, with our unique inhouse-developed content complemented by premium titles from 140 development studios worldwide. Outside of our traditional offer, we are rapidly expanding into new areas such as free-to-play, eSports and virtual reality.

But our purpose to bring moments of excitement into our customers lives doesn’t stop with our products. We are in the entertainment business and we have been evolving to provide a much broader range of captivating content to our customers. From revolutionising our approach to marketing, to partnering with some of the biggest names in sport and media, we are finding new ways to entertain our customers. Some of the new ways we are engaging with players include:

McLaren F1

In 2021 our partypoker and PartyCasino brands teamed-up with McLaren Racing.

Featuring the Party brands on two of the fastest cars in Formula 1 was only the beginning of the story. Working with the McLaren team, we took fans behind the pit wall with the See the Unseen video series in which driver Daniel Ricciardo gave his unique insights into the world of F1. The series proved a massive hit, having been viewed over 40,000 times. See the Unseen was part of a broader McLaren Access content package that included rich media and money-can't-buy competition prizes.

Against the Odds

2021 was also the year that Coral turned documentary maker, creating Against the Odds, a groundbreaking series of 10 full-length sporting documentaries broadcast on primetime television by ITV.

Featuring the unique stories of Danish international goalkeeper Kasper Schmeichel, trailblazing female flat jockey Hollie Doyle and darts world champion Gerwyn Price, the series captures some of the most inspiring stories in sport. Backed by social media campaigns, Against the Odds, which runs until July 2022, is enabling Coral to engage with customers in a more thought-provoking way.


With our acquisition of Unikrn in August 2021, we got serious about esports. 

Boasting an audience of over 450 million viewers annually, the sector is more popular with viewers than the NFL, NBA or NLB. The global esports betting market is projected to be valued at $12bn by 2025. We are developing a dynamic new offer which will enable customers to bet against each other on their own performance, in either casual, skill-based games or in the massively popular blockbusters titles such as League of Legends and Counter Strike. The Group is also building an esports book where bets can be placed on professional esports athletes. The experience will be surrounded with rich media and social integrations.


We have a built a hugely popular free-to-play portfolio that provides great entertainment at no cost to the customer. 

In Australia our Neds brand has introduced a live trivia quiz which takes place while sports are in play. At Coral we have a fully featured free arcade where customers can win prizes, while Ladbrokes offers 1-2-Free, a prediction game offering free bets. In the UK, our six free-to-play games are enjoyed by 700,000 customers a week, many of whom go on to enjoy our real money offer.

More strategy in action