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A Victory for Gaming in Cheltenham: New Adult Gaming Centre Triumphs in Appeal



The approval of Luxury Leisure’s new adult gaming centre in Cheltenham marks a significant victory for the UK gaming industry, illustrating the power of perseverance, evidence-based advocacy, and constructive dialogue between gaming operators, regulators, and communities. As the industry looks ahead, the Cheltenham gaming centre stands as a beacon of progress, symbolizing the potential for adult gaming venues to enhance urban high streets and contribute to the vibrancy of local economies.

A Milestone for Gaming in Cheltenham

In a landmark decision, Luxury Leisure has been granted permission to open a new adult gaming centre in Cheltenham, Gloucestershire, overcoming initial resistance from local authorities. This development marks a significant moment for the gaming industry in the UK, highlighting the evolving landscape of adult gaming and leisure activities.

Overcoming Local Council Concerns

The journey to approval was not without its challenges. The local council’s initial rejection of the plans, citing potential anti-social behaviour and moral objections, sparked a broad debate within the community. However, a government inspector’s ruling in favour of Luxury Leisure emphasized a lack of evidence supporting these concerns, paving the way for the venue’s approval.

The Venue’s Offering: A Boost to the High Street

Slated for a former shoe shop at 218 High Street, the gaming centre promises to rejuvenate the area with up to 60 slot machines. Operating hours have been thoughtfully set to accommodate both daytime visitors and evening patrons, ensuring a balanced integration into the community’s rhythm.


Community Response and Planning Insights

Despite opposition from various groups and individuals, including local MPs and trade associations, the planning inspector’s decision underscored the importance of evidence-based assessments in determining the suitability of such establishments. This outcome not only supports Luxury Leisure’s vision but also reinforces the principle that gaming centres can coexist harmoniously within town centres.

Bacta’s Endorsement of Government Policy

The backdrop to this development is Bacta’s welcome reception of the UK government’s Department of Culture, Media and Sport’s proposals concerning the gaming machine ratio at arcades and bingo halls. The proposed 3:1 ratio for Category B3 to Category C and D machines aligns with the industry’s need for a fair and regulated gaming environment, further validated by the Cheltenham gaming centre’s approval.

Implications for the UK Gaming Industry

The successful appeal in Cheltenham serves as a case study for the gaming industry, illustrating the potential for adult gaming centres to contribute positively to local economies and community landscapes. It also highlights the necessity for clear, evidence-based regulatory frameworks that accommodate the interests of both the gaming industry and the communities they serve.

Looking Forward: The Future of Gaming in Urban Centres

As the UK gaming industry continues to evolve, the Cheltenham gaming centre’s successful appeal may inspire similar establishments across the country to pursue their visions, bolstered by supportive government policies and a more informed public dialogue around adult gaming and leisure.


Following the completion of her master's degree in publishing and writing, Amanda embarked on her professional journey as an online editor for a prominent gaming blog. Now, she has smoothly transitioned into the iGaming industry, where she plays a vital role in upholding the highest standards of writing in our news pieces. Working closely with senior management, Amanda ensures that our content meets the utmost quality standards.

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