Global gaming giant Entain has unveiled an ambitious roadmap to dominate New Zealand’s nascent digital gambling sector.
Speaking during a recent earnings call, CEO Stella David declared that the company aims to capture as much as 50% of the upcoming iGaming market, leveraging its unique position as the exclusive operator of the state-backed TAB sports and racing system.
The Cross-Selling Advantage
New Zealand officially began the move toward legalization in June 2025, with plans to issue up to 15 online casino licenses starting in 2026, and Entain, which currently operates the country’s sole legal sports betting framework, intends to bid for three of those available slots.
“Entain is the only online operator capable of cross-selling between sports betting and iGaming, thanks to its New Zealand betting arm TAB,” David explained.
By converting its existing sports betting database into casino users, Entain believes it can effectively secure a lion’s share of a market estimated to be worth £600 million ($740 million).
Efficiency Amidst Expansion
The aggressive expansion comes despite recent corporate restructuring. Only months ago, Entain announced job cuts within its New Zealand branch as part of a broader £50 million tax mitigation strategy in the UK. However, the company’s 2025 results show stable momentum, with total group Net Gaming Revenue (NGR) climbing 8% to $6.6 billion.
Andrew Vouris, CEO of Entain Australia and New Zealand, noted that the company’s existing local footprint provides a foundation that offshore rivals cannot match. As the Department of Internal Affairs prepares to open the application process in July 2026, Entain is positioning itself as the only vertically integrated provider capable of offering sports, racing, and casino gaming under one roof.
