Entain sets sights on up to 50% share of New Zealand’s emerging iGaming market

Entain is aiming to secure up to 50 per cent of New Zealand’s future iGaming market, with CEO Stella David confirming plans to apply for three licences once the country opens its process in 2026. The move follows legislation introduced in June 2025, which will allow up to 15 licensed online casino operators.

The company is looking to build on its existing presence through TAB, New Zealand’s state-backed sports and racing betting provider. This could allow Entain to cross-sell into online casino products once regulation comes into force, giving it access to an established customer base from day one.

Building from existing strength

Entain’s approach reflects a more measured expansion strategy, focusing on markets where it already has infrastructure and regulatory familiarity. As International Compliance Director Joseph Attard noted last year, success in new markets depends as much on preparation and regulatory understanding as it does on commercial opportunity.

Despite recent job cuts locally, the group’s broader performance remains strong. Net Gaming Revenue rose 8 per cent to $6.6 billion in 2025, while its New Zealand betting business reported 28 per cent year-on-year growth.

With licensing still ahead, Entain is positioning itself early, aiming to turn its existing footprint into a wider iGaming offering as the market opens up.