Australia’s iGaming Paradox: Less Demand, More Revenue

Australia is one of the world’s most mature gambling markets. Yet despite years of tighter regulation, offshore operators still capture a substantial share of player spending. The latest Blask data reveals an unexpected gap between player demand and the actual monetizationof that demand.

What’s Happening

The paradox of Australia’s iGaming market: licensed operators attract players, while offshore brands capture most of the revenue.

🔵 Licensed operators already account for the majority of demand in the Australian market

🔵 Offshore operators account for less than 30% of national demand

🔵 Yet offshore brands still generate most of the iGaming segment’s projected revenue, according to CEB estimates

🔵 Since 2023, Australia has dropped from 5th to 9th place among the world’s largest iGaming markets

Why It Matters

Australia has stepped up its efforts to combat illegal operators by introducing and tightening measures such as:

🔴 A ban on using credit cards for gambling

🔴 Restrictions on betting with cryptocurrencies

🔴 Stricter player protection requirements

🔴 A reduced advertising presence for gambling brands

These measures have helped licensed operators increase their share of player demand. However, this has not translated into a corresponding increase in their revenue share.

The Northern Territory Stands Out

The Northern Territory is the only Australian jurisdiction where offshore brands still attract more demand than licensed operators.

Key Observations

🔵 Offshore brands hold 6 of the top 10 positions by demand

🔵 Winx96 alone accounts for more than 15% of local demand

🔵 In most other Australian jurisdictions, the same brand’s share is less than 0.3%

The Demographic Factor

The Northern Territory has the highest proportion of Indigenous residents in Australia.

Research by Australian government bodies indicates that gambling-related problems are more prevalent among adults in Aboriginal communities. This may be one factor helping to explain the stronger presence of offshore operators in the Northern Territory.

Conclusion

Australia’s experience shows that redirecting players toward licensed operators is not enough on its own. Players are increasingly choosing licensed brands, while offshore operators continue to capture a disproportionately large share of revenue.