Australian gambling company Tabcorp Holdings is set to introduce live, in-play betting in licensed pubs and clubs across New South Wales, making it the first time digital live sports bets can be placed inside venues nationwide. This initiative, known as the “tap-in-play” service, will allow customers to access live betting features through their phones at in-venue terminals.
The rollout of this program, starting with two pubs and expanding to 20 locations, aims to tap into the in-play betting market and enhance Tabcorp’s retail business. Chief Executive Gillon McLachlan sees this as the future of wagering, leveraging the company’s extensive retail licenses and venue network.
McLachlan highlighted that this new offering will complement existing electronic betting terminals and may include personalized features based on location and team preferences. The move comes at a time when Tabcorp is looking to revitalize its in-play betting market share, which is currently modest compared to the US market.
While the Australian gambling landscape faces regulatory scrutiny, Tabcorp’s expansion into live sports betting represents a strategic shift for the company. McLachlan emphasized the importance of adapting to changing regulations and market dynamics to drive growth in the industry.
With increasing restrictions on gambling advertising, particularly in New South Wales, companies like Tabcorp are exploring innovative ways to engage customers and drive revenue. The introduction of in-play wagering in pubs and clubs aligns with the company’s strategy to enhance customer experience and expand its market reach.
McLachlan’s leadership at Tabcorp has seen strategic changes, including job cuts and a focus on operational efficiency. The company’s recent financial performance, with a revenue increase and meeting market expectations, reflects the positive impact of these strategic initiatives.
As the gambling industry evolves, companies like Tabcorp are looking to leverage technology and consumer insights to drive growth and remain competitive. The introduction of live, in-play betting in pubs and clubs signals a new era of engagement for customers and underscores the company’s commitment to innovation in the wagering sector.
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