Two-thirds of Australian betting turnover is done digitally


australia-online-betting-turnoverOnline wagering accounts for nearly two-thirds of Australia’s sports betting market, according to new research.

A new report by UBS analyst Matt Ryan estimates that desktop and mobile wagering were responsible for 65% of all betting turnover in Australia in the six months ending December 31, 2016. The digital turnover share was up 23% from the same period last year, while retail wagering fell 6% over the same span.

The digital gains are all the more impressive considering Australian-licensed operators were forced to suspend their online in-play sports betting services last September. The in-play apps had been extremely popular with bettors, with some operators claiming that in-play turnover had tripled following their app’s launch.

Paddy Power Betfair’s Sportsbet brand remains the betting app king, accounting for 31% of all betting app downloads. Runner-up Tabcorp was well back at 20%, while William Hill ranked third with 15%.

Combined, Sportsbet, Hills, Ladbrokes and Bet365 – all local divisions of international firms – accounted for 65% of all betting app downloads. UBS’ Ryan noted some correlation between iOS app downloads and digital market share, suggesting it “may prove to be an indicator of revenue trends across operators and long-term sustainable digital market share.”

In other down under betting news, Ladbrokes has enhanced its visibility among golf bettors by inking a naming rights deal with the PGA of Australia. Terms of the deal weren’t disclosed, but Ladbrokes will now serve as the official online betting partner of the PGA’s main Australian tour, as well as having its name all over the PGA Pro-Am Series and the PGA Legends Tour. The deal extends through the end of the 2020 PGA season.

Ladbrokes marketing man Jason Kibsgaard expressed pride in adding another Australian sports feather to Ladbrokes’ sponsorship cap, while PGA of Australia’s general commercial manager David Pryles called the association with “an internationally renowned brand and market leader” such as Ladbrokes “a huge boost” to the local game.