How the iGaming Industry is Growing in Australia

March 20, 2025

Opinion

Today, the iGaming industry in Australia demonstrates steady growth and development due to various factors. On the one hand – sports betting and online casinos are part of the national culture and attract the attention of a wide audience. The prerequisites for such popularity are a large number of casino resorts and high interest of domestic tourism in this leisure format. On the other hand – local users are spending more and more time and money on gaming and betting, which causes concern from local regulators.

In this review we will look at the main directions and trends that are shaping the development of iGaming in the Australian market, trends and technologies to attract new audiences, legislative aspects and offers from the most popular brands from catalogue https://500rules.com/. Let’s learn more about this unique industry!

Current Situation in the iGaming Market in Australia

According to the latest data, the Australian iGaming market was worth around A$2.86 billion in 2020 and is expected to grow to A$3.33 billion by the end of 2023. most popular categories among all categories The casino are sports betting, casino games and poker. Meanwhile, around 70% of all activities and entertainment are tailored for play on mobile devices, highlighting the importance of mobile optimisation for local operators.online games

Impact of Legislation

The growing popularity of iGaming in Australia is also attributed to the increasing income of the population and dependence on technology. Legislation regulating gambling is mainly represented by the Interactive Gambling Act (IGA) 2001. This law prohibits local projects from offering gambling services to residents, but offshore companies can operate if licensed in recognised jurisdictions such as the government of Curacao and Malta.

In recent years, there has been considerable discussion about reforming the IGA, including proposals to create a national gambling regulator and a universal self-exclusion register. Under the innovations, users who experience gambling addiction problems could agree to have their details added to a common database with further blocked access to register on the systems of all sites and apps operating within Australia. These changes may affect the market size and activities of both local and international projects.

The Australian authorities are also planning to ban gambling adverts completely, with the new rules being phased in. Initially, advertising will be banned during hours when it can be seen by children and young people, and later – throughout the day. This decision could significantly reduce the visibility of gambling and have an impact on attracting new audiences.

Proposed amendments to the Interactive Gambling Act (IGA) include stricter measures to control unlicensed operators. This includes the ability to lodge complaints with the Australian Communications and Media Commission (ACMA) and the establishment of mechanisms to investigate these complaints. Civil penalties for offenders are also being considered.

It is expected that the new licensing rules may require operators to comply more strictly with standards, which may increase barriers to entry for new companies. It may also affect existing operators, requiring them to invest more to comply with the new requirements.

Stricter legislation may affect offshore companies offering services to Australian users without a licence. Increased international regulatory co-operation may lead to stricter measures against such operators.

These regulatory changes could significantly alter the iGaming landscape in Australia, affecting the availability of services to players and changing the way operators do business.

Social Aspects

According to research, more than 21 per cent of Australians regularly participate in raffles and lotteries, while 11 per cent bet on sports. It is important to note that winnings from this type of leisure activity are tax-free, which makes it particularly attractive to a wide audience.

However, the iGaming industry is facing criticism for lack of transparency and the need to improve mechanisms to protect users’ personal data. Operators have started to consider measures to fulfil the principles of responsible gambling and betting policies, including refraining from sponsoring sports teams and openly advertising their services.

Prospects for Growth

Predictions for the future of iGaming in Australia remain quite positive. Local betting and gambling experts expect further growth in participation due to the ease of access to online gambling and changes in legislation. The COVID-19 pandemic also contributed to an increase in interest in online entertainment as many people were looking for ways to entertain themselves during the lockdowns.

The iGaming industry in Australia continues to develop with high growth potential, but its future will depend on legislative changes and the ability of operators to adapt to new market conditions.

Popular iGaming Destinations

The iGaming market in Australia has seen several trends that are most popular among users. Here are the main categories that have replaced the classic card games:

Sports betting is one of the most in-demand areas, with users betting on a variety of sporting events including football, rugby and horse racing. Sports betting accounts for a significant part of the total iGaming market in the country;
Online casinos – slots, poker and blackjack, remain popular, and the project teams keep users interested and offer them a wide variety of activities, as well as lucrative bonuses and promotions that attract new audiences;
Social casinos, games that do not require real bets, are becoming increasingly popular. They allow users to enjoy the gameplay without financial risks and are often used to bring newcomers into the industry;
Cybersports – betting on team video game competitions continues to grow in popularity. This trend attracts a young audience and offers unique betting opportunities on high-profile global tournaments;
Betting on non-sports events – in recent years, there has been a growing interest in betting on various events such as news and political elections. This new trend allows users to bet on unexpected outcomes;
Mobile formats – with the growing popularity in the use of mobile devices for betting and gambling, companies continue to actively develop mobile applications and adapt their websites for the convenience of users.

All of these trends reflect current trends and user preferences in Australia, and demonstrate the dynamic development of the iGaming industry in the country.

Major Brands in the iGaming Market in Australia

The iGaming market in Australia has a few key companies that offer the best local audience, making them online casino games to the leaders in the market. Let’s take a look at which brands are worth keeping an eye on to understand how the local market will develop.

Flutter Entertainment

You may know this company by the following key brands: FanDuel, PokerStars, Betfair. The revenue of this company is $7.4 billion. Today, Flutter dominates the global online poker market thanks to PokerStars and is actively developing its betting services through FanDuel.

Entain

Entain is represented in Australia by such projects and brands as BetMGM, PartyPoker, Ladbrokes. The company has a total turnover of $5.1 billion over the past few years. Entain has a strong presence in both online and offline formats, with a focus on developing online betting in the country.

Bet365

One of the largest projects in the world of betting and gambling with a variety of offers for users. Bet365 is now actively expanding its presence in Australia and other countries.

Kindred Group

This company is known for its brands such as Unibet and 32Red. Kindred is active in the Australian market, offering a wide range of betting and gambling activities.

888 Holdings

The company is known in the iGaming market in Australia for operating key brands 888casino, 888sport, William Hill. Revenue totalled $980 million. 888 Holdings is well established in various markets and is actively pursuing opportunities to expand its range of services.

LeoVegas

LeoVegas focuses on the mobile betting and gambling format of gambling and has a strong presence in Europe and Australia. It now has revenues of $420 million and its key brands include LeoVegas, RoyalPanda.

All of the above companies not only dominate the Australian iGaming market, but also have a strong presence in an international context, allowing them to adapt to changes in legislation and user preferences.

Methods of Audience Engagement

Companies in the iGaming industry in Australia use a variety of strategies to attract users. Let’s take a look at the main approaches and techniques.

Digital Marketing

Targeted social media advertising through the use of platforms such as Facebook and Instagram to launch advertising campaigns aimed at specific user groups is one of the key ways to attract new audiences. It allows you to effectively reach targets and increase conversions.

Companies also rely on SEO-optimisation of websites for search engines in order to increase organic traffic. This includes creating quality content and using keywords that match the interests of potential users.

Special Offers

The main channel for attracting new audience is bonuses and promotions: Providing attractive cash payouts towards the first deposit and regular promotions to retain existing users. This can include free bets or cashback.

Creating vibrant and memorable creatives such as colourful slots and videos also attract the attention of users.

Organisation of Events

Participate in industry exhibitions and conferences to increase brand awareness and establish business contacts. It also helps build trust among users who visit the stands of their favourite brands.

Content Localisation

Local adaptation is one of the conditions that brands must fulfil in order to attract users from Australia. Cultural sensitivity when developing marketing materials for Australians includes using language that is understandable and relatable to the target audience.

Social Interaction

Today, many projects and brands focus not only on providing services, but also on building active communities around the brand through social media, where users can share experiences and receive support. This helps to create brand loyalty.

These strategies help companies not only attract new users but also retain them by creating a positive brand experience.

Key Technologies

In 2025, the iGaming industry is expected to introduce a number of new technologies that will significantly change the gaming experience and user interaction. Key areas of focus include:

Artificial Intelligence (AI) – Companies will use AI to personalise the gaming experience, analyse user behaviour and detect fraudulent activity. AI algorithms will be able to recommend games based on previous audience preferences and optimise their customer experience through chatbots;
Blockchain and cryptocurrencies – Blockchain technology provides transparency and security of transactions, allowing users to make instant payments without intermediaries. Decentralised services are expected to grow, as well as the introduction of NFT loyalty programmes that will provide unique digital assets for activity;
Virtual Reality (VR) and Augmented Reality (AR) technologies will enable the creation of more immersive and interactive gaming spaces where users can interact with games in real time. For example, using VR to create Live casinos or AR to enhance the gaming experience;
Mobile gambling – with the increasing use of mobile devices for gambling, many projects will actively develop mobile applications and adapt websites for the convenience of users. Telegram casinos are also becoming popular as a way to circumvent legal restrictions in some countries;
Data analytics – the use of analytical tools will allow companies to better understand user preferences and tailor their offerings. This includes creating dynamic betting lines based on predictions of odds changes;
The responsible play is to implement technologies to monitor user behaviour to detect signs of addiction. AI models will be able to analyse behavioural patterns and suggest individual restrictions to improve security and privacy.

These technologies will not only improve the user experience, but also increase brand trust, which will be an important factor in the competitive iGaming environment.

Key iGaming Trends in Australia

In 2025, the iGaming industry in Australia is witnessing several current trends that are shaping the future of gambling. Here are the main ones:

Artificial Intelligence (AI) – AI continues to take centre stage in iGaming, providing personalised offers to users and improving data analytics. Companies often use AI to identify problematic behaviour and automate customer service processes to improve operational efficiency;
Blockchain and cryptocurrencies – The integration of blockchain technology is improving transaction security and transparency. Smart contracts are becoming popular for automating payments, which reduces fraud risks;
Social casinos – games that do not require real bets, such as social casinos, are becoming increasingly popular. This format allows users to enjoy the gaming process without financial risks, which attracts a new audience;
Innovative ad formats – the use of new ad formats, including VR advertising and AI-based targeting, is expected to grow in 2025, enabling more precise targeting and improved ROI.

These trends emphasise the dynamic development of the Australian iGaming market and its adaptation to new technologies and consumer preferences.

Basic Security Measures

New security measures are being introduced in Australia to better protect players in the iGaming industry. Key initiatives include:

Self-exclusion registration – users will be able to self-restrict their participation in gambling. This will help prevent addiction and provide greater protection for vulnerable audiences;
Display of losses – a new bill requires project teams to display information about users’ losses in a prominent place. This is aimed at raising users’ awareness of the risks associated with betting and gambling and may help them to be more responsible with their bets;
Staff training – project teams will be required to train their staff on how to identify problematic user behaviour and provide support. This will help create a safer gaming environment and increase accountability among casino employees;
Use of security technologies – implementing modern technologies such as data encryption and two-factor authentication to protect users’ personal information and prevent fraud.

Such changes are aimed at creating a safer and more responsible environment for players in Australia, an important step in the development of the iGaming industry.