Entain, a co-owner of BetMGM, has outlined plans to target 50% of New Zealand’s future online casino market, signaling a notable expansion in the gambling industry.
Key Takeaways
* Entain aims for 50% of New Zealand’s iGaming market, targeting three out of 15 available licenses.
* The company plans to leverage its existing TAB sports and racing betting operations for cross-selling opportunities.
* New Zealand expects to open its iGaming license application process later in 2026, following a new law passed in June 2025.
Entain’s New Zealand iGaming Ambition
Entain has revealed its intention to expand into New Zealand’s online casino sector. The company plans to bid for three licenses once the government opens the application process later in 2026. Stella David, CEO of Entain, stated the company’s goal to secure as much as 50% of New Zealand’s upcoming iGaming market.
Currently, online gambling is not permitted in New Zealand, which operates with six land-based casinos. However, in June 2025, New Zealand began legislative steps to legalize iGaming with a new law, which paves the way for online casinos to operate. The plan allows for up to 15 licensed platforms, with Entain targeting a portion of these available licenses.
Leveraging an Established Market Presence
According to David, Entain is positioned as an online operator capable of cross-selling between sports betting and iGaming. This capability stems from its New Zealand betting arm, TAB, which functions as a state-backed, exclusive sports and racing betting system. As TAB is the country’s sole legal provider of both retail and online sports betting, Entain’s move into online casino could provide access to an existing customer base.
Andrew Vouris, CEO of Entain Australia and New Zealand, noted that Entain’s current footprint and operational experience in New Zealand offer a foundation for its expansion. He indicated that the company would be the only operator in the market able to offer sports, racing, and potentially casino services. Entain currently holds the exclusive license for online sports and racing betting in the country, where it has recorded a 28% year-on-year increase in performance.
Financial Performance and Strategic Context
Entain continues to build momentum through its online gambling division. Net Gaming Revenue (NGR) is projected to increase by 5–7% on a constant currency basis. David noted during the latest earnings call that total group NGR climbed by 8% to $6.6 billion in 2025. A recent earnings call for its 2025 profits indicated stable growth across its various offerings.
This strategic push into New Zealand’s iGaming landscape follows a period where Entain announced job cuts for its New Zealand branch, aimed at diminishing operating costs. Despite these measures, the company maintains its determination to achieve its stated market share goal in the upcoming online casino environment.
I remember the first time I saw Kai Tak, Hong Kong’s gambling city, I thought I was in a fairy tale. All the lights blinking, the music and the monumental buildings, what 9-year-old wouldn’t think they’ve come to a magical place? It was my father who brought me, dragging me along and when inside I was hit by the smell of frying duck. As soon as I hit 21 I returned to Kai Tak, A bit nervous to see if my mind had embellished the memory, but it hadn’t. Kai Tak was still a magical place. I decided I wanted to spend as much time as I could at this place, so I did.
