Entain made the announcement during the full-year results call in March. CEO Stella David said Entain is confident it will probably secure three of the 15 licenses expected to be available. According to her, Entain would be the sole operator able to cross-sell products from both sports betting and online casino. That’s because the company already operates in New Zealand through TAB NZ’s long-term strategic arrangement and the country’s sole licensed betting system.
Entain’s strategy is to enter the future casino market from within the existing wagering system. Entain already operates in New Zealand through TAB NZ’s exclusive sports and racing betting framework and a long-term partnership agreement. Thus, the company appears to treat this as a customer acquisition advantage for casino once the new regime begins.
The Role of Timing
The market is not yet established. As per New Zealand’s Department of Internal Affairs, the licensing regime has not been set in motion and will only commence once the legislation comes into effect in 2026. The department estimates that up to 15 licenses will be issued, with each license being linked to a particular brand. Each operator will be allowed to have a maximum of three such licenses. The bill is still progressing through Parliament and is currently before the Committee of the Whole House stage.
This timeline allows Entain time to prepare its brands, compliance process, and marketing strategy before making any applications. It also shows why the company is being so candid now. With the present system, obtaining three licenses is not only an aspiration but the greatest number possible.
What Entain Thinks the Prize Could Be
The management team had quantified the potential as well. During the same call, CFO Rob Wood noted that Entain is estimating a £600 million market potential in New Zealand. He also added that the company’s operations in the region can potentially grow from less than £200 million to around £300 million if it retains its sports betting position and secures a meaningful share of gaming. In financial results for FY25, Entain reported Total Group NGR growth of 8% in constant currency terms, including its 50% share of BetMGM.
Entain does not seem to wait until New Zealand’s iGaming landscape emerges from the launch process. Instead, it’s trying to define its market position before the licensing process starts. The uncertainty lies in whether New Zealand’s 15-licence structure fuels competition or ends up rewarding the operator that already has the clearest foothold in the country’s legal betting system.
