Tabcorp takes live sports betting to the pub
Tabcorp is rolling out a new feature that will allow punters to use their app to bet live on sports within pubs and clubs.
Spearheaded by CEO Gillon McLachlan, this move aims to boost Tabcorp's market share and has already received the nod from NSW regulators. A trial is set to kick off in two pubs this Thursday. The announcement coincided with Tabcorp flagging further job cuts.
McLachlan is bullish about the initiative, stating, "I believe this is the future of wagering. There’s a heavy level of interest from all the retail outlets."
Tabcorp's extensive network of 3700 pubs and clubs across several states, thanks to their retail licenses, will be key. While these licenses were once seen as a drag in the online betting era, Tabcorp is now looking to leverage them.
Currently, live betting with Tabcorp requires using terminals, speaking to an operator, or calling. Only a small 4 per cent of their turnover comes from in-play bets, a stark contrast to the US where it accounts for 54 per cent.
The new "tap-in-play" feature will soon be trialled in 20 venues. Punters will tap their phones on a terminal or puck to enable live betting. McLachlan envisions future personalisation based on location and preferred teams. This marks an Australian first for in-venue live in-play betting, facilitated by Tabcorp's NSW license. Existing betting terminals will remain.
McLachlan expects the 42 per cent of turnover currently from retail venues to grow. He's also in discussions with other states about the strategy.
"The friction is taken out. We don’t need to own the AFL rights, we don’t need to own the NRL rights. We can talk through your screen, through data," he said.
While cost details weren't provided, the market reacted positively, with Tabcorp's shares jumping nearly 10 per cent.
"People thought that’s a passive and old part of Tabcorp," McLachlan said of their retail business. "In an increasingly regulated world with a great partnership, we can think about changing structural economics and the way people think about retail."
The move is likely to concern gambling harm advocates pushing for stricter live betting rules. Federal government plans for tighter advertising regulations have been stalled.
Jonathan Jackson, 8th May 2025
