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New Zealand’s online casino landscape is on the verge of a major shift, and Entain is preparing to step firmly into the center of it. The company’s Australia & New Zealand chief executive has made it clear that the group is intensifying its focus on the country’s online casino segment, aiming to build on a position that could see it stand alone in the market once new licenses are awarded later this year.
Building On A Monopoly-Backed Platform
Entain’s strategy in New Zealand is rooted in a long-term view that goes beyond a single product or vertical. In an interview with the Australian Financial Review, regional CEO Andrew Vouris signaled that the company is prepared to secure multiple licenses as they become available, underlining a belief that holding the ability to offer sports, racing, and possibly casino products under one roof would represent a significant advantage. That confidence is tied to the structure already in place in the country, where Entain has become deeply embedded in the regulated betting ecosystem.
The foundation was laid in mid-2023, when Entain Australia and TAB New Zealand entered into a 25-year partnership to deliver onshore betting services. However, by mid-2025, this partnership has been strengthened by what has been termed a “legislative net” in New Zealand, which is a structure that extends the exclusivity of TAB NZ in land-based racing and sports betting to the online environment. This legislative environment essentially prevents any unlicensed offshore operator from providing betting services to New Zealanders.
New Licenses Set To Reshape The Market
Even with that exclusivity in place for racing and sports betting, the country’s online casino space is preparing to open up. From December this year, New Zealand is expected to make up to 15 licenses available for online casino operations, signaling a controlled but meaningful expansion of the digital gambling market. It is into this emerging segment that Entain plans to channel more attention and resources, building on the infrastructure and customer base it already has through its existing arrangements.
The company embarks on this new journey with experience gained from running approximately 15 online brands in other markets. Brands such as BetMGM and PartyCasino are already well-established in their respective markets, and Entain believes that this is an important strength in being able to quickly expand in the New Zealand market when the framework is established. The ability to cross-promote and connect different products under a single corporate umbrella is viewed internally as a lever to accelerate growth.
Local Rivals Also Preparing Their Move
Entain will not be alone in eyeing the new opportunities. SkyCity Entertainment Group, which already operates in Australia and New Zealand, has publicly stated that it wants to position itself as the trusted local frontrunner in the country’s regulated online casino space. The group has also spoken of its ambition to guide this transition as the market evolves, setting itself up as a leading figure in how online casino gaming takes shape domestically.
This provides a motivation for a competitive market to emerge once licenses are awarded, although Entain is poised to take advantage of its existing framework in racing and sports betting. Both companies are essentially aligning their communications around leadership and legitimacy in the online market, but both companies start from different points in terms of their existing online presence and frameworks.
Growth Momentum And The Road Ahead
For Entain, the push into New Zealand’s online casino market comes on top of an already expanding local business. The company’s New Zealand operations are currently recording annual growth of about 28 percent, providing a backdrop of momentum as it prepares for the licensing process later this year. Management believes that tapping into its customer base, linking different brands, and promoting multiple offerings side by side can further lift that performance once online casino products are fully integrated into the regulated landscape.
With the deadline for license allocation approaching in December and up to 15 online casino licenses to be claimed, the coming months will be critical for Entain and its competitors. How the company balances its monopoly-backed partnership in racing and sports betting with an expanded presence in online casino gaming will play a central role in defining its footprint in New Zealand’s gambling industry in the years ahead.
Source: Asia Gaming Brief (AGB)
