Entain Warns New Zealand Online Casino Advertising War Could Trigger Backlash

New Zealand’s move towards a regulated online casino market is attracting major international interest, but Entain has warned that the arrival of multiple licensed brands could also create a new problem: too much gambling advertising.

With up to 15 online casino licences expected to be available, the company believes fierce competition for players could lead to an advertising battle and, ultimately, tougher regulatory restrictions.

Entain Backs New Zealand Online Casino Market

Entain Australia and New Zealand has backed the potential of New Zealand’s upcoming regulated online casino market but warned that intense competition between operators could create an advertising battle.

Speaking at the CiG iDEA Summit in Manila, Entain Australia and New Zealand Director of Industry and External Affairs Andrew Hannan said the country’s existing offshore gambling market highlights the commercial potential available to licensed operators.

Entain estimates the New Zealand online gambling market could grow to around NZ$920 million within the next few years.

Under the Online Casino Gambling Act 2026, New Zealand will make up to 15 online casino licences available. Each licence will cover one casino brand, while individual operators will be allowed to hold a maximum of three licences.

Entain has confirmed that it intends to bid for the maximum three licences.

Advertising Competition Could Create Problems

While Entain sees strong potential in the market, Hannan warned that competition between licensed casino brands could quickly become aggressive.

The risk is 15 brands fighting tooth and nail for a market that’s just become legalized.

The concern is that operators could spend heavily on advertising as they compete to establish themselves in New Zealand.

Hannan pointed to Entain’s experience with TAB NZ, where increased gambling advertising attracted criticism and ultimately led the company to adopt a more targeted marketing approach.

A similar reaction to online casino advertising could place pressure on regulators to introduce further restrictions.

New Zealand Already Tightening Advertising Rules

New Zealand has already introduced controls around how online casino operators will be allowed to promote their services.

As we previously reported in our coverage of New Zealand’s new online casino advertising restrictions, the Government is taking a cautious approach to gambling marketing, with measures aimed at limiting harmful or overly aggressive promotions.

This makes Entain’s warning particularly relevant. While licensed operators will eventually be able to advertise legally, excessive marketing could create public opposition and encourage regulators to tighten the rules further.

Sports Betting Could Also Be Affected

Entain is also concerned that any future crackdown on casino advertising could affect New Zealand’s sports betting industry.

The company operates TAB NZ’s betting business under a long-term partnership and wants regulators to ensure that rules aimed specifically at online casinos are not automatically extended to sports and racing betting.

Entain also expects some existing sports betting customers to shift part of their gambling spend towards regulated online casinos once the new market launches.