Entain, a global sports betting and gaming company, has entered into a partnership with AHA NSW (Australian Hotels Association New South Wales) to offer choice and competition in the betting industry within the state. The agreement allows Ladbrokes and Neds, both operated by Entain, to be advertised in NSW hotels, providing an alternative to the existing exclusivity deal with Tabcorp. While the partnership does not involve wagering terminals or commission-based bets, it aims to evolve the retail betting experience and cater to the changing preferences of patrons.
Breaking the Tabcorp Monopoly:
Hotels in NSW have long been tied to an exclusivity deal with Tabcorp, the national totalisator board. However, this partnership with Entain offers a breakthrough by providing competition and choice for hotel operators. Many hotels operating Tabcorp’s PubTABs have suffered losses due to high fees associated with Sky Channel and betting terminals. The collaboration with Entain offers a chance for hotels, especially those in regional areas, to explore new opportunities and potentially improve their financial performance.
An Evolution in Retail Betting:
Entain Australia’s CEO, Dean Shannon, highlights the evolving nature of the retail betting experience. While traditional cash retail wagering still holds value, there is a growing segment of punters who prefer the social aspect of betting at their local pub with friends. This partnership recognizes the evolving preferences of punters and aims to offer choice to AHA NSW members and their patrons. The focus is on providing an advertising sponsorship arrangement with Entain’s leading brands while allowing traditional cash wagering to coexist within the hotel environment.
Value in Connecting with Hotel Patrons:
Entain recognizes the value of connecting and communicating with the audience inside hotels. By forming this partnership, Entain aims to support hotel operators as they would any other advertising channel. The agreement allows Entain to promote its digital betting offerings through advertising in hotels, recognizing the shift towards mobile betting among patrons. It also acknowledges that traditional retail environments are no longer the primary choice for betting, as more people opt to place bets through their mobile devices.
Adapting to Changing Habits:
John Whelan, CEO of AHA NSW, emphasizes that the partnership aligns with the changing habits of hotel patrons. With the prevalence of advertising from corporate bookmakers on pub TV screens, radio, newspapers, and mobile phones, patrons are already exposed to such promotions. Increasingly, people are choosing to place bets on their phones rather than in traditional retail environments. The majority of mobile bettors in NSW pubs are already engaging with corporate bookmakers like Ladbrokes, Neds, and others. This partnership acknowledges the shift in betting preferences and aims to cater to the needs and preferences of patrons.
The partnership between Entain and AHA NSW marks a significant development in the NSW betting industry by breaking the long-standing monopoly held by Tabcorp. By offering choice and competition, this collaboration opens doors for hotel operators to explore new opportunities and potentially improve their financial outcomes. Recognizing the evolving preferences of punters, the partnership aims to provide a diversified betting experience that caters to both traditional cash wagering and digital betting through mobile devices. With the support of Entain’s advertising sponsorship, hotels can connect with patrons in a meaningful way, acknowledging the changing habits of betting enthusiasts.