Over the course of the past few years, we have seen a significant increase in the number of international gaming operators in the Australian online gambling market. Online betting is reserved for locally-based gaming firms, but UK-based companies have found a loophole in the country’s laws – and they are changing the way in which Australians gamble online.

The latest company to enter the online gambling market in Australia is Ladbrokes. The company purchased locally-owned Boomaker.com.au, which provided Ladbrokes with the authority to offer its services to Australian players legally. Ladbrokes paid $22 million to acquire the company, and expects its investment to pay off within only a few years.

During the first year of operations for Bookmaker.com.au, the firm earned $400 million, so Ladbrokes anticipates recouping the cost of the deal shortly. Depending on the performance of the site, Bookmaker.com.au’s former owners will receive an additional bonus payout.

“The acquisition of this fast growing business represents an excellent opportunity for Ladbrokes to establish a strong presence in Australia, “ says Richard Glynn, CEO of Ladbrokes. Another UK-based company that is making waves in Australia is William Hill. The company entered the market by purchasing SportingBet earlier this year.

Now that Ladbrokes has presented itself as fierce competition in the market, William Hill is upping its ante with a rebranding scheme. The company wants to be able to stand out in Australia’s online gambling market, which is quickly become saturated by a wide range of online betting firms. Australia’s online betting market seems highly lucrative to international gaming firms.

UK-based companies are very interested in getting in on the ground floor, because local residents spend billions of dollars annually on placing wagers online. There is huge room for growth and development in the market, and we will certainly see more international operators attempting to make their way into Australia.

About the Author

George Anderson
Author George, has over 25+ years’ experience in the Pokies and Casinos industry throughout Australia and New Zealand. Loves to research new Pokies games on the block and follows announcements from top industry providers about their upcoming releases. As soon as a new interesting pokie game appears on his radar, George is there to check it out and give you the scoop before anyone else and tell you about all casino sites where can play the latest game. Before this gig, George worked as Pokie game tester, making him an ideal candidate for this genre of work. He is also an animal lover and a proud owner of three dogs.