Entain’s Ambitious Plan to Secure Half of New Zealand’s Emerging iGaming Market
Entain’s Strategic Focus on New Zealand’s iGaming Market
Stella David, CEO of Entain, the parent company of BetMGM, has outlined a bold vision for the company to capture up to 50% of New Zealand’s soon-to-be-regulated iGaming market. This ambitious target highlights Entain’s confidence in its unique position within the country’s evolving gambling landscape.
Leveraging TAB for Market Penetration
Entain’s strong foothold in New Zealand is largely supported through its ownership of TAB, a government-backed exclusive operator of sports and racing betting. TAB holds the country’s only license for both retail and online sports betting, giving Entain a distinctive advantage. By expanding into online casino offerings, the company could tap into an already established customer base, creating synergy across multiple gambling verticals.
Balancing Costs Amidst Growth Ambitions
Despite announcing recent job reductions in its New Zealand operations to manage expenses, Entain remains committed to its growth strategy. The company anticipates steady increases in its online gambling revenues, projecting a 5 to 7% rise in Net Gaming Revenue (NGR) on a constant currency basis, with overall group NGR expected to reach $6.6 billion by 2025.
Changes in New Zealand’s Gambling Regulations
Until recently, online gambling was prohibited in New Zealand, which operates only six physical casinos nationwide. However, new legislation introduced in June 2025 is set to legalize iGaming, authorizing up to 15 licenced online casino platforms. Entain aims to secure three of these licenses, positioning itself as a key player in the newly regulated market.
Expanding Licence Portfolio and Market Presence
Entain plans to participate in the upcoming licensing process slated for 2026, aiming to bolster its market presence and enhance its product suite. Andrew Vouris, the CEO of Entain Australia and New Zealand, emphasized that the company’s existing experience and operations in the region give it a competitive edge, particularly as the only operator capable of offering sports, racing, and casino services under one roof.
Current Performance and Future Prospects
Currently, Entain holds the exclusive rights for online sports and racing betting in New Zealand, enjoying a 28% year-over-year growth. Recent financial reports have indicated consistent growth across the company’s diverse gambling products, underpinning optimism about its expansion into the iGaming arena once the new licenses become available.
