How is Entain planning to capture the New Zealand iGaming market?
Entain, the co-owner of BetMGM, is aggressively pursuing dominance in New Zealand's emerging iGaming market through a multi-pronged strategy. CEO Stella David has publicly declared the company's intent to capture up to 50% of New Zealand's estimated £600 million ($450 million) iGaming market. Entain is actively pursuing three of the 15 iGaming licenses that will be available, with the licensing process set to begin in July ahead of the market rollout in 2027. A key advantage for Entain is its ownership of TAB, New Zealand's sole legal retail and online sports betting service provider. This gives Entain a substantial existing player base to cross-sell between sports betting and iGaming products, making them the only operator positioned to leverage this synergy. The company plans to pivot TAB's operations to include online casino offerings, creating a comprehensive gambling ecosystem. While SkyCity Entertainment Group also intends to enter the market, Entain's established presence through TAB and its ambitious licensing targets position it as a potential market leader in New Zealand's regulated iGaming landscape.
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