16 Sep 2026
Entain Moves to Reduce Customer Care Positions Across Multiple Markets
Entain, the operator behind Ladbrokes and Coral, announced on September 16, 2026 plans to cut approximately 400 customer care roles worldwide, with operations spanning 11 countries including the United Kingdom, and the company linked the decision directly to mounting tax pressures in its domestic market. CEO Stella David addressed Prime Minister Andy Burnham in correspondence that highlighted the proposed increase in Machine Games Duty on Category B slot machines from 20 percent to 40 percent, a change that would impose an estimated additional £100 million in annual costs for the firm's UK retail operations if implemented ahead of the October Budget.
The reductions follow an earlier round of 500 job losses at the same company, and they come as several major operators prepare responses to the same fiscal measures. Entain operates physical betting shops alongside its online platforms, and the statement from leadership indicated that sustained cost increases could accelerate further site closures across the retail network while reducing headcount in support functions that serve customers in multiple jurisdictions.
Breakdown of the Proposed Tax Change and Company Position
Category B machines represent a core revenue component for UK betting shops, and the doubling of the duty rate would apply specifically to those terminals under the current proposal. Entain calculated that the revised rate would lift its annual UK retail tax bill by roughly £100 million, a figure that exceeds the savings achieved through previous efficiency measures. Stella David noted in the letter to the Prime Minister that the combined effect of existing tax levels and the new proposal would place the entire retail estate under unsustainable pressure, prompting the current round of customer care reductions as an immediate step to manage overhead.
The announcement covers positions in customer care teams that handle inquiries, account support, and compliance queries across Entain's global footprint. While the bulk of the 400 roles sit outside the UK, the company emphasized that the decision stems from domestic tax policy rather than performance in overseas markets. This approach allows the operator to redirect resources toward areas that remain profitable after the projected cost increases take effect.
Previous Reductions and Ongoing Adjustments
Entain completed an earlier programme that removed 500 positions earlier in 2026, and the latest announcement brings the cumulative total to 900 roles eliminated within the same calendar year. Those prior cuts targeted a range of central functions, whereas the September reductions focus specifically on customer-facing support teams. The sequence demonstrates a pattern of incremental adjustments as the company evaluates the cumulative impact of tax policy changes on its cost base.
Figures released alongside the announcement show that Entain maintains retail locations in the UK that generate a substantial portion of group revenue, yet rising duty obligations have already contributed to the closure of dozens of sites in recent years. The current proposal on Machine Games Duty would compound those pressures, and the company has indicated that further site rationalisation remains under active review pending the outcome of the Budget deliberations.
Responses from Other Operators
Rival firms have issued parallel statements on the same duty proposal. William Hill owner Evoke highlighted comparable cost exposures in its own UK estate and noted that any increase in the Machine Games Duty rate would require equivalent operational reviews. Industry observers have tracked these coordinated responses as operators seek to quantify the combined effect of multiple tax adjustments introduced since the previous Budget cycle. Data compiled by sector analysts shows that Category B machines account for the majority of retail gaming revenue across the major chains, which explains why the duty rate change draws such direct attention from leadership teams.
The letter from Stella David to Andy Burnham forms part of a broader engagement between the gambling sector and government ahead of the October fiscal statement. Entain has requested that the proposed rate increase be reconsidered or phased in more gradually to allow operators time to adapt staffing and property footprints without abrupt reductions. The correspondence also references the employment footprint that betting shops sustain in town centres, where customer care roles often serve as entry-level positions for local workers.
Conclusion
Entain's September 16, 2026 announcement outlines a direct link between the proposed Machine Games Duty adjustment and the decision to reduce 400 customer care positions across 11 countries. The company has documented the projected £100 million annual cost increase and positioned the latest cuts as a necessary response to protect remaining operations. With an earlier round of 500 reductions already completed, the cumulative impact on headcount now exceeds 900 roles. Other operators including Evoke have signalled similar reviews, indicating that the duty proposal continues to shape workforce planning across the UK retail gambling sector as the Budget date approaches.