Entain Unveils Betcha: New Zealand’s First New Betting Brand in Over Seven Decades

This significant development marks the first time since the establishment of Tab in 1950 that a new betting brand has been introduced within the country, reflecting a major shift in New Zealand’s betting industry.

Betcha has been specifically designed to target younger bettors, particularly those under 35, in a direct response to the growing threat posed by offshore betting operators. In recent years, offshore platforms have increasingly attracted New Zealand customers, leading to concerns about lost revenue for local racing and sports industries.

Entain’s Managing Director for Australia and New Zealand, Cameron Rodger, highlighted the alarming growth in offshore betting. "In the three months leading up to the end of June 2024, spending by New Zealanders with offshore betting operators surged by 30%. This continues a troubling trend that we’ve observed over the last three years or more," Rodger stated. "Currently, offshore spending is estimated to exceed $180 million annually, with the 18-29-year-old age group showing a particularly steep increase, doubling in the last five years."

Rodger emphasized the lack of benefits that offshore betting brings to New Zealand's local industries. "Their betting activity provides little to no benefit for the New Zealand racing and sports industries. These offshore operators are under no obligation to offer the same level of harm minimization support and account management tools that Betcha will provide for Kiwis."

While Betcha will be operated by Tab in partnership with Entain, it is important to note that it will function as a completely separate platform. Unlike Tab, which offers tote betting on racing, Betcha will focus exclusively on providing fixed odds betting. This distinction is crucial for customers, as it means that those currently registered with Tab will need to create a new account specifically for Betcha.

The launch of Betcha is a direct outcome of the strategic partnership between Entain and Tab New Zealand, which was formalized in March of the previous year. This 25-year agreement, approved by New Zealand’s Minister for Racing in May 2023, saw Entain assume control of the majority of Tab New Zealand’s day-to-day operations. The introduction of Betcha is one of the first major initiatives under this partnership and underscores Entain’s commitment to revitalizing the local betting market.

Entain’s Chief Marketing Officer, Mel Kenneday, elaborated on the strategic vision behind Betcha. "This new brand will emphasize the social and competitive value of sports and racing, introducing New Zealanders to the next generation of betting," Kenneday explained. "We’re focusing on events and sports that resonate with the younger generation, such as football, basketball, and UFC. In fact, Betcha has already secured its position as New Zealand’s official wagering partner for UFC, highlighting our commitment to catering to contemporary interests."

Kenneday’s remarks underscore Betcha’s mission to connect with a younger, digitally-savvy audience, while also providing a platform that supports New Zealand’s sports and racing industries through responsible gambling practices.

The launch of Betcha coincides with positive financial results for Entain. The company recently released its interim results for the first half of 2024, showing a 6% increase in total group net gaming revenue. This growth reflects Entain’s strong market position and provides a solid foundation for the successful rollout of Betcha.

The introduction of Betcha represents a watershed moment for New Zealand’s betting industry. As the first new betting brand to be launched in the country in over 70 years, Betcha not only addresses the challenges posed by offshore competitors but also paves the way for a new era of sports and racing betting that resonates with younger audiences. With its focus on modern sports and commitment to responsible gambling, Betcha is poised to make a significant impact on New Zealand’s betting landscape.