Tabcorp Launches Live In-Play Betting in Pubs

Tabcorp is rolling out a new way to place bets, letting punters use their phones to bet live during sports events, right from the pub. The move is designed to boost the company’s digital customer base by leveraging its vast retail network, but could reignite concerns over gambling harm, especially during live games.

The initiative kicks off after gaining regulatory approval in New South Wales, with a small trial set to launch at two pubs. This marks the first Australian push to bring in-play online betting into licensed venues. Tabcorp holds agreements with 3,700 pubs and clubs across five states and territories, a network it can now use to mesh digital betting with in-person experiences.

Currently, punters can only place live or in-play bets through self-serve terminals, TAB counters or call centres, methods that account for just 4% of Tabcorp’s total betting turnover. Compare that to the US, where live bets make up more than half of all wagers. The new offering, called tap-in-play, lets customers tap their phones on a puck inside participating venues to unlock live betting on their devices. About 20 venues will adopt it over the coming weeks, with the potential for a national rollout if it proves successful.

The move aims to revitalise Tabcorp’s retail footprint, long seen as a burden in an increasingly digital world. At the same time, it fuels concerns among gambling harm advocates and comes as federal law reform on betting ads during live games stalls. Tabcorp’s broader plan includes personalising the experience with venue-specific offers and sports preferences.

The announcement coincides with more job cuts at Tabcorp, with around 50 additional roles being trimmed this week. That brings the total to roughly 300 redundancies in less than a year, reducing staff numbers to 1,800. The leadership says this restructuring phase is now over for at least 18 months, as the company focuses on innovation and competitiveness against global online bookmakers.

Despite the change, Tabcorp hasn’t updated its earnings guidance but did confirm no shifts in consumer trends. The company recently reported a 26% profit lift for the half year, with revenue climbing 11% to $1.3 billion. Shares closed at 62 cents, rebounding after years of underperformance since spinning off its lotteries arm.

Source: Australian Financial Review, Ministry of Sport.