Australia's evolving sports betting landscape: New trends and regulatory updates

Over the past years, the sports betting industry in Australia has gone through significant developments, opening up an increasingly popular market to more consumers. Lately, the sector has seen significant developments, reflecting both the continuous growth in popularity and the tightening of regulatory oversight. The rise of online platforms and mobile betting apps has expanded access to sports gambling, while government authorities continue to refine and enforce strict regulatory frameworks aimed at mitigating gambling-related harm. 

Growth in online sports betting and mobile platforms

The online sports betting sector in Australia has continued its upward trajectory, with the main driver of this trend being the continuously growing selection of bookmakers operating on the market. As of 2024, there are over 170 licensed sports betting platforms which are legally accessible to Australian consumers. This market has been growing exponentially due to new additions to the selection, including the new type of crypto casino, where players can wager and win cryptocurrencies. These platforms often both offer sports betting opportunities, alongside a large selection of online casino games. 

Another important factor in the increasing popularity of online sports betting is the rise in mobile betting, which has had a profound effect on consumer behaviour. According to data from industry reports, more than 85% of sports betting transactions in Australia are conducted via mobile devices, as most players take advantage of the convenience and ease of placing bets on the go. With major sporting events like the A-League, AFL, and NRL seasons, and with global fixtures like the English Premier League and NBA which are all drawing significant betting volumes, mobile betting apps have become indispensable for Australian sports fans

Legal and regulatory frameworks

Australia's sports betting industry is one of the most heavily regulated in the world. The Interactive Gambling Act (IGA) 2001 constitutes the backbone of the country's gambling legislation. This Act requires all operators to hold a valid license from one of Australia’s state or territory authorities. All betting activities related to sports, horse racing, and even esports is legal as long as operators comply with these licensing rules. However, some features of betting is heavily restricted in Australia. These features include in-play betting, also known as live betting, which is a key feature of many international markets. 

In 2024, the Australian Communications and Media Authority (ACMA) has ramped up its efforts to curb unlicensed operators from targeting Australian consumers. The main initiative to do so has been to block illegal offshore betting sites operating in Australia, to ensure that local bettors only have access to platforms that adhere to Australia's stringent regulatory standards. As part of these efforts, there has also been several operators being fined for breaching advertising restrictions. These penalties are aiming at reducing the prevalence of gambling promotions, especially during live sports broadcasts.

Key challenges: Problem gambling and advertising restrictions

While sports betting remains a popular pastime in Australia, the potential for gambling addiction has raised concerns among public health officials. Recent research suggests that Australia has one of the highest per capita rates of gambling expenditure globally. In financial year 2020, the per capita expenditure on gambling in Australia amounted to 838.18 Australian dollars per adult. This high number prompted a focus on responsible gambling measures and has resulted in the state and federal governments introducing more robust safeguards. One of the key initiatives to combat problem gambling has been the introduction of mandatory self-exclusion programs across all licensed online platforms. With these tools, individuals can voluntarily ban themselves from accessing betting sites in a set period of time. Furthermore, new rules have been implemented which are restricting the types of gambling promotions which can be shown on TV and online. 

In October 2024, the National Consumer Protection Framework for Online Wagering introduced further limits on gambling ads and imposed stricter verification processes for new accounts. The framework also requires operators to display clearer warnings about the risks associated with gambling and to offer more accessible tools for tracking personal gambling habits.

Impact of major sporting events

The popularity of sports betting in Australia is closely tied to the country's love of sport. Major events like the AFL Grand Final, NRL Finals Series, and The Everest, which is Australia’s richest horse race, generate significant spikes in betting activity. During the 2024 AFL season, betting turnover reached record highs. Leading bookmakers could report an increase in new sign-ups and total bets during the period of the finals.  

Horse racing continues to be a major draw for Australian bettors. The largest events for betting activities include the Caulfield Cup and the Melbourne Cup. With the introduction of advanced data analysis tools, bettors now have access to more detailed information than ever before. This has enabled bettors to make more informed decisions, opting the betting experience for many. Several online platforms have started offering in-depth race analysis and live form guides to cater to the growing demand for real-time betting insights

The role of online casino sites in sports betting

Although Australia strictly regulates online gambling, including online casinos, some platforms provide a hybrid offering that blends traditional casino games with sports betting services. These sites allow players to switch between sports wagering and games like poker or blackjack, providing a large selection of entertainment.

While online casinos are subject to the same licensing requirements as sports betting sites, the regulatory environment remains stricter for casino-style games. This is especially related to concerns over their addictive potential. Nonetheless, these platforms continue to attract users seeking a diverse gambling experience, often combining promotions across both sports and casino games to entice more activity.

Concluding remarks

The sports betting landscape in Australia is rapidly evolving, driven by advancements in technology, stricter regulatory oversight, and shifting consumer preferences. While mobile betting continues to grow, regulators are working to balance industry growth with responsible gambling measures to protect consumers. Major sporting events and innovations in online betting platforms continues to draw more Australians into the fun, which is also why experts are predicting a great expansion of the sector in the years to come. 

As of October 2024, the focus remains on promoting safer gambling environments while maintaining the excitement that sports betting brings to Australian sports fans. With more transparency in advertising and enhanced responsible gambling tools, the industry is taking steps to ensure that sports betting remains a fun and controlled activity.