National Retail - Joanne Moran

A senior figure in Britain’s betting shop sector has spoken about the role high street bookmakers can play in tackling loneliness, amid speculation that further gambling tax rises could put hundreds of shops and thousands of jobs at risk.

Joanne Moran, retail director for the UK and Ireland at Entain, which owns Coral and Ladbrokes, says betting shops are often far more than simply a place to have a bet, with colleagues providing a familiar face, conversation and a sense of community for customers who have been coming through the doors for decades.

There is speculation that the Treasury is considering further gambling tax rises in the Autumn Budget, including an increase in Machine Games Duty, with industry modelling warning that a significant rise could put betting shops and jobs at risk.

Speaking at the Gorton branch of Coral in south-east Manchester, Moran said: “I believe we are here to help tackle social isolation and loneliness. One of the reasons I say that is that we have customers who have been betting with us for many years.

“They come into the shop, they talk to the staff, they talk about what’s gone on at the hospital, for example, or they talk about their families.

“I remember one situation when I went into a shop in Oldham. A customer came up to me and we were chatting, and he had a mound of photographs. He walked me through his life. It was lovely.

“I believe that if we’re not there day in, day out, those customers won’t see anybody all day, and they absolutely love the communication and connection with our colleagues.”

Moran joined the business in 2007, initially working in the machines team, before progressing through a number of roles to become retail director for the UK and Ireland.

She believes her own career demonstrates how betting shop retail can provide long-term opportunities, as well as flexible employment for people at different stages of their lives.

“There’s been lots of training and development that has helped me along the way, and ultimately landed me in my current position,” she said.

“You can do as much time as you want. There are lots of different ways to develop and to grow into a job that you aspire to.”

The Coral in Gorton is just one of around 2,300 Ladbrokes and Coral shops across the UK.

The proposed increase in Machine Games Duty (MGD), which applies to gaming machines in betting shops, could have a major impact on the high street. Modelling commissioned by the Betting and Gaming Council from EY estimates that doubling the standard MGD rate to 40% could lead to up to 1,470 betting shop closures and 15,900 job losses across the sector. Entain Retail Case studies

In Gorton, Moran said the sense of community is embodied by shop manager Amanda Hurndall, who has been with Coral for 28 years, and her mother and colleague Jean Ellis, who began her career with the company in 1977.

“Amanda and Jean make you feel like you’re coming to your own living room, but with lots of fun,” added Moran.

“The colleagues make it what it is. A place to go, a place to socialise, a place to have fun, and a place just to be part of something more.”

Regular customer Edward Griffin, 83, who lives in Gorton, said: “I enjoy coming in this shop because I live on my own and it’s nice to see people in here and speak to the staff.

“I’d be very disappointed if this place closed down.”