Australian gambling giant Tabcorp is rewriting domestic sports betting rules, with its newly launched "tap-in-play" system approved by the New South Wales regulatory authority, set to pilot this Thursday in two Sydney bars.
This innovative move marks the first time Australian pubs and clubs can place bets on live sports events directly through a mobile app.
The pilot phase will commence at Cheers Sports Bar and Grill and Canterbury-Hurlstone Park RSL, with plans to expand to 20 venues within the coming weeks. The system allows users to simply tap their mobile phones on a dedicated terminal or "betting pad" within the venue to place in-game bets, maintaining the social experience of physical locations while integrating the convenience of the digital age.
Tabcorp CEO Giren McClachlan calls this technology "the future of the betting industry," emphasizing that it eliminates the "friction" of traditional betting methods. Currently, only 4% of the company's turnover comes from in-game betting, significantly lower than the 54% seen in the US market, a gap that Tabcorp is looking to bridge.
It is noteworthy that this innovation occurs during a critical period of strategic transformation for Tabcorp. The company's recently announced financial report for the first half of the fiscal year 2025 shows an 11% increase in revenue to $1.3 billion and a 26% increase in profits, mainly due to the newly acquired Victorian gambling license. Meanwhile, the company faces challenges from international competitors like Sportsbet eroding its market share, with younger gamblers preferring purely digital platforms over traditional retail networks.
Since taking office in August 2024, McClachlan has driven a series of reforms, including cutting 300 jobs. He clearly states that Tabcorp does not need to rely on sports event rights competition but should rebuild connections with customers through technological innovation. In addition to the "tap-in-play" system, the company also prioritizes the international expansion of Sky Racing and the promotion of retail stores as key strategies.
Analysts point out that this move comes at a time when the Australian gambling regulatory environment is becoming increasingly strict. Although the federal government had considered banning gambling ads during live sports events, Tabcorp's new system may pave a compliant path for innovation in the industry. As the pilot progresses, whether this technology can help Tabcorp reverse the trend of declining market share will become a key observation point in the development of the Australian gambling market.
