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Digital wagering in Australia continues to grow

Thu, May 18, 10:07am by Staff Writer

A UBS report has indicated that the growth of digital wagering is at unprecedented levels, and now represents 65 per cent of total wagering turnover.

The explosion of online betting has not abated, as more punters move away from traditional retail gambling to the digital world.

Amid a flood of advertising and promotion, digital wagering turnover in Australia has grown 23 per cent over the first six months of the 2016-17 financial year, according to UBS analyst Matt Ryan.

This has occurred despite concerns raised by corporate bookmakers over the end of on line in-play betting on sports. The loophole which allowed this to exist was closed late in 2016 and the practice is officially outlawed in the Interactive Gambling Amendment Bill, which will officially pass into law in the next few months.

The ban has little to no effect, with William Hill themselves reporting a 53 per cent YOY growth in wagering compared the first 17 weeks of 2016.

The UBS report confirmed Sportsbet remains the market leader when it came to app downloads with a 31 per cent share of all wagering apps downloaded. Tabcorp has just 21 per cent and William Hill has 15 per cent.

Sportsbet, William Hill, Ladbrokes and Bet365 accounted for 65 per cent of app downloads,

Previous research has suggested that Sportsbet has surpassed TAB as the leading provider of wagering.

Sportsbet has invested heavily in its app development and only this week caused a stir by using disgraced sprinter Ben Johnson to promote its new android app.

The client note from UBS said that there was correlation between iOS app download share across the wagering operators and digital market share.

“This link may prove to be an indicator of revenue trends across operators and long-term sustainable digital market share,” Mr Ryan said.


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