While we enrich the betting and gaming experiences on our core products to entertain our customers in the present, we are also looking to the future, expanding our horizons to develop new cutting-edge products which will thrill our customers tomorrow and beyond.

In January 2022 we announced the launch of Ennovate, our global innovation hub, with a brand-new London-based lab, backed by £100m of funding. As the worlds of media, entertainment and gaming rapidly converge, customers expect an ever-greater variety of content, with rich, socially interactive, immersive experiences, personalised to them. This is exactly what Ennovate has been set up to deliver.

Collaborating with digital leaders such as Verizon, BT and Theta Labs and serving as an incubator and accelerator programme for disruptive technology entrepreneurs, Ennovate is already developing new entertainment products for the metaverse including:

Virtual Sports Club

Soon to launch, we have developed a brand-new concept for socialising around sport – the virtual sports club.

Utilising the world’s most popular VR headsets the Oculus Quest 2, customers will be able to meet and hang out with each other in a virtual environment. There they will be able to chat, play games against each other, watch broadcast quality live-streamed sporting fixtures and even place a bet.


NFTs or Non-fungible tokens, are unique digital collectible assets which have rapidly exploded in popularity over the past year.

In partnership with Theta Labs, we are developing NFTs to enable our customers to own unique moments of digital history. Our first NFTs from partypoker will showcase some of the most iconic moments and tournament hands in the history of poker, while others will feature PokerApes, a series of high-definition images with a partypoker twist, featuring full 3D artwork.

VR Arcades

Through Ennovate.

We are taking the immersive VR experience to customers on the high street, converting two of our betting shops into new VR retail experience zones. Consumers will soon be able to try out ground-breaking new experiences in immersive sports and interactive entertainment for themselves. Our first VR arcades are expected to open in 2022.

These projects are just a taste of what is to come.

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