Tabcorp managing director and CEO Gillon McLachlan has announced that in-play betting in retail will begin trials with pubs in New South Wales this week.
In an Australian first, McLachlan announced it had received regulatory approval in New South Wales to commence a trial for digitally-integrated in-play betting in retail for the first time. The news was announced during a presentation on the company’s current strategy at the Macquarie Australia Conference.
To date, in-play betting has only been available via TAB self-service terminals, over the counter with a TAB operator, or by calling the TAB call centre.
In-play betting would only be available within pubs and clubs, strengthening Tabcorp’s partnership with its on-premise partners. While making in-play wagers within the TAB app, customers will have to tap their phone on a ‘bump station’ or physical terminal (render pictured left) within a pub or club – verifying their location – to be able to place the bet.
A trial will take place over the coming months, beginning later this week in two pubs in New South Wales, and extending to 20 pubs across the state within a month.
The Tabcorp CEO stated that he believed this was “the future of wagering”.
A Liquor & Gaming NSW spokesperon outlined the parameters of the trial.
“Liquor & Gaming NSW has approved a trial of Tabcorp’s introduction of the TAB Tower (Tap in-Play) and associated software for use in TAB retail venues.
“In-play wagering is already permitted through self-service terminals and at TAB counters in venue.
“The Tap In-Play technology enables customers to develop bets on their phone’s app and then tap their phone on the TAB In-Play Tower in the venue.
“This cannot occur outside the venue as Australian Government legislation, the Interactive Gambling Act 2001, bans online in-play wagering.”
The Liquor & Gaming NSW spokesperson also addressed compliance and protections associated with the trial.
“Tabcorp has proposed implementing enhanced protections to address risks of gambling harm during the trial. L&GNSW will closely monitor the effectiveness of these during the trial, and consider implementation of any additional controls prior to a full roll-out.
“The approval is based on the NSW regulatory framework, and Tabcorp will need to ensure that implementation of the product complies with federal laws.”
The in-venue experience
The in-play betting trial is the key strategy behind a push to ensure stronger retail partnerships with pubs and clubs. The aim is to innovate retail as the key channel of engagement, creating the optimal in-venue wagering experience. This includes exclusive in-venue products and offers, as well as integrated media and wagering content. Modernising retail technology and investing in customer footfall and engagement is also a part of the strategy to strengthen the relationship with its retail partners.
The news was part of the first comprehensive presentation from McLachlan since he was appointed MD and CEO in mid-2024. At the time, he highlighted the growth opportunities available to Tabcorp thanks to its comprehensive product offering.
“It’s about creating entertainment for our customers in a safe way and providing a unique customer omni-channel entertainment offering across digital, retail and the media business.”
Earlier this year, Tabcorp also announced that it had appointed Michael Fitzsimons (ex- Hong Kong Jockey Club) as its Chief Wagering Officer.
McLachlan said of the appointment: “Michael Fitzsimons is one of the world’s most sought-after wagering executives and brings extensive global sports betting experience to Tabcorp. He has a deep knowledge of international sports betting, trading and tote. Michael is a rare find – he knows digital and retail wagering and is one of the few people in the world who can connect both to grow a wagering product.”
The company’s focus on building its relationship with its pub and club partners has been taken shape over the last twelve months, with announcements of new deals with the likes of Laundy Hotels, Iris Capital and O’Hara Group.