COSTLY AND CLUTTERED
The greatest barrier to entry would appear to be the
requisite investment not just in terms of licensing,
but gaining a foothold and growing market share.
“That’s difficult because a number of very
successful operators are already here and have their
market share,” Nettleton says. Australia’s population
of just over 20 million people, of which only a small
percentage are regular gamblers, represents a
market some way short of being a bottomless pit of
gaming revenue.
"WITHOUT THE RIGHT MARKET
KNOWLEDGE ANY INTERNATIONAL
COMPANY COULD BE CREAMED BY
THE LOCAL PUNTERS"
- GRAHAM KEATING, INDEPENDENT GAMING CONSULTANT
One of the most costly areas requiring investment
is advertising, with television spots, racetrack
sponsorship and sports team partnerships familiar
modes of advertising, but costly all the same.
According to a report by data company Nielsen
and first published by the Herald Sun newspaper
in Australia, Australian sports betting sites’ spend
on TV, radio and print advertising has climbed to
$50m over the past year. Tom Waterhouse by far the
biggest spending brand with a combined outlay of
$9.6m. It outspent its nearest advertising competitor
Tatts Bet by $6m, followed by Swedish-listed
operator Unibet and bet365 which both 7V