Australian Sports Betting Business Boosted by Mobile Wagers

Australian Sports Betting Business Boosted by Mobile Wagers

By Trey Killian | June 19th, 2018

According to Australian market research company Roy Morgan, the nation’s mobile gambling industry is currently thriving. More Australians are using cell phones and other mobile devices to bet at a steadily increasing pace year-by-year.

Gambling in Australia is currently undergoing a period of elongated consolidation, so the numbers presented by the report are encouraging as the industry looks to move into the future with more technologically up-to-date options and products.

Research Points to Rise in Mobile Bets

In the 12 months prior to March of this year, the research reports, 3.4 million Australian people placed bets on sporting events, horse or greyhound races, harness races or other events. While 3.7 million people did so in 2012 and that number has steadily declined slightly over the years, the research points to the fact that people are turning to online and mobile options for their gambling needs.

The number of those Australians who placed bets on those types of events using online means jumped up 50% from the previous year to reach 34.1%. The number of people who placed bets on their mobile phones increased to nearly 1/5 of Australians (22.7%).

Those numbers differ greatly from 2012’s when 15.1 percent of Australians placed bets on computers and only 5.6 percent of local residents placed bets on cell phones. The research concluded by decisively giving the increasing use of mobile phones to bet a majority of the credit for the boom in online betting.

Period of Consolidation Limits Options

The once competitive market for sportsbook and other gambling providers is currently being dominated by two major names according to further research supporting a time of great consolidation for the gambling industry in Australia.

According to the research along with the fact that 34.1 percent of Australians use the internet to place bets, around 30 percent use either Tabcorp Holdings or Sportsbet.au. 17.4 percent use Tabcorp as it’s the leader, while 12.9 percent use Sportsbet.au.

Coming in behind is Crownbet at 6.5 percent and it doubles the next provider on the list, Ladbrokes Coral, which 3.5 percent of bettors use. Rounding out the bottom of the list is Bet365.com which 1.6 percent use and TABtouch.com.au which clocks in at 1.2 percent of the total users.

Levine Explains Mobile Phenomenon

Michele Levine, CEO of Roy Morgan, took time to explain the findings in relation to the changing shape of the country’s gambling atmosphere. She stated that the betting industry has “undergone significant change” in recent years and that consolidation has played a major role.

“The merger between Tabcorp.com.au and Tatts group late in 2017 has created a gambling behemoth, irreverent Sportsbet.com.au has been bought by Irish bookmaker Paddy Power Betfair, and in March this year Canadian gaming company The Stars Group bought 80% of Crownbet which has several well-known online betting sites including William Hill.”

She continued to speak on the huge combination of Tabcorp and Tatts group and the newest figures specifically drawn to that Melbourne based company and how that number impacts the industry as a whole.

“The merger of Tabcorp Holdings and Tatts group means the Melbourne-based company now attracts nearly 600,000 Australians to place a bet through one of its websites – significantly more than the 440,000 that use Sportsbet.com.au.

After breaking down the previously mentioned numbers that display an increase in mobile betting by percentage amongst Australians, Levine reiterates that while the online industry is growing it has yet to reach majority status amongst bet placers.

“What is clear from these figures though is that a majority of Australians who bet still don’t bet via the Internet. Over two-fifths of Australians who bet have not used the Internet to place a bet and these are the key market companies offering online betting need to target to grow their revenue.”

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