Entain hails a ‘new dawn’ for Kiwi sports betting punters, launching its new betcha brand in New Zealand.
This weekend, Entain debuted its ‘Bet it Out’ campaign, introducing New Zealand audiences to the betcha platform, which aims to modernize Kiwi wagering.
betcha was formed through a joint-venture partnership between Entain and TAB NZ in June 2023, as granted by New Zealand’s Racing Board.
The 25-year partnership sees Entain take over the management of TAB NZ‘s online wagering and media business, while TAB NZ retains revenue from gaming machines, machine leases, and associated shop operations, with Entain managing these operations for a service fee.
The joint venture includes Entain providing an upfront payment of NZ$160 million ($95 million), which incorporates NZ$10 million ($6 million)in direct funding to support the racing industry. Entain will receive a 50% share of gross profits, with a minimum guarantee in place for the first five years.
The launch of betcha marks the first new betting brand based in New Zealand since the establishment of TAB NZ in 1950.
The ‘Bet it Out’ campaign highlights new features introduced to New Zealand by betcha, such as Bet Social, which allows users to chat, share bets, and bet with friends in one place, enabling them to compare tips, compete, or pool money for collective bets.
The Toolbox feature empowers users to enhance odds and protect their bets with various tools. Through these features, betcha aims to modernize how New Zealanders settle differences in sports and racing, providing a fun and social betting experience.
The integrated campaign for the new wagering platform was developed and led by Special, with films directed by Dave Wood of Good Oil and media buying managed by MBM.
Closing out 2024 trading, Entain highlighted stronger commercial prospects in Australia and New Zealand, attributed to the strategic direction of its new leadership team, CEO Gavin Isaacs and CFO Rob Wood. Leadership anticipates upcoming market share gains in Australia, citing “soft competition,” and emphasizes the significance of its exclusive joint venture in New Zealand as a key growth opportunity.
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