Last Updated: 19 september 2025
Australia is one of the most intriguing and contradictory markets for the iGaming industry. Online casinos are banned, yet legal betting generates billions of dollars, offering significant earning potential for affiliates. For affiliates and webmasters looking for stable GEOs, trustworthy offers, and consistent payments, we’ve created a new guide on 3S.INFO. We’ll cover everything you need to know — from tried-and-tested traffic acquisition strategies to working combinations.
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This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!
Why Is Australia a Trendy Market for Gambling and Betting Media Buying?
- High purchasing power of the population. The average salary in the country exceeds 5,500 AUD per month. So, local players are accustomed to spending money on entertainment, including gambling.
- The culture of gambling is very well-developed here. Australians are some of the world’s most active players: according to statistics, more than 70% of adults participate in betting or play poker machines at least once a year.
- Regulation here is not so straightforward: certain segments are restricted, but others are open, which creates opportunities for affiliates.
For operators and media buyers, Australia represents an opportunity to engage with affluent audiences, test premium offers, and establish themselves in a niche where competition isn’t as intense as in Europe.
How Are Gambling Activities Regulated in Australia?
The key law regulating online gambling activities is the Interactive Gambling Act (IGA) 2001 (amended in 2017).
This document prohibits online casinos and interactive real-money gaming, while keeping legal:
- online sports betting;
- pari-mutuel betting;
- lotteries (including scratch cards).
The main regulatory body is the Australian Communications and Media Authority (ACMA). It oversees licensing, ensures compliance with laws, and actively blocks illegal domains.
In addition to ACMA, territorial authorities also play a role:
- The Northern Territory Racing Commission (NTRC) is the primary regulator for issuing betting licenses.
- Licenses can also be issued by state-level bodies. However, in practice, almost all major brands obtain their license specifically through the Northern Territory.
For example:
| State / Territory | Licensing Authority |
| New South Wales | Liquor & Gaming NSW |
| Victoria | Victorian Gambling and Casino Control Commission — VGCCC |
| South Australia | Consumer and Business Services (CBS) |
| Tasmania | Tasmanian Liquor and Gaming Commission |
| Northern Territory | Northern Territory Racing Commission (NTRC) |
| Australian Capital Territory (ACT) | ACT Gambling & Racing Commission |
In practice, nearly all major online bookmakers register through Northern Territory because this regulator processes applications faster, is more flexible in terms of conditions, and imposes lower tax burdens.
How to Obtain a Gambling License in Australia?
Licenses for online betting and pari-mutuel betting are issued by the NTRC.
- Companies registered in Australia with verified financial guarantees may obtain a license.
- Main verticals include sports, horse racing, pari-mutuel betting.
- License validity period is at least 5 years, with renewal options available.
License Cost:
- Initial fee — starting from 25,000 AUD (~$16,350).
- Annual fees — depend on turnover, but start from 10,000 AUD (~$6,540);
- Additionally, a bank guarantee is required (approximately 200,000 AUD ~$130,800).
What Casino and Bookmaker Brands Are Popular in Australia’s iGaming Market?
Among legally licensed bookmakers in Australia, both local and major international brands dominate the scene.
According to data from the Black service (September 2025), the top 10 most popular casino and bookmaker brands in Australia include:
- SportsBet;
- RocketPlay;
- Tab;
- Skycrown;
- Bet365;
- Ladbrokes;
- TABtouch;
- Royal Reels;
- PointsBet;
- Neds.
What’s the Revenue Generated by Australia’s Gambling Market?
Tax for bookmakers: POCT (Point of Consumption Tax) ranges from 10% to 15% of GGR depending on the state (for example, 15% in New South Wales, 10% in Victoria).
Tax for players: winnings from bets are not subject to taxation, and that is a huge advantage for attracting traffic.
According to ACMA data, total tax revenue from betting exceeded 6 billion AUD in 2023 (source: ACMA annual report).
Blocking Illegal Casino and Bookmaker Websites in Australia
ACMA actively combats grey-market operators:
- Domain blocking via ISPs;
- Payment blocking through banks;
- Fines up to 1.7 million AUD for companies and up to 170,000 AUD for individuals.
Since the first blockage requested by ACMA in November 2019, 1,322 illegal gambling websites and affiliate resources have been blocked. In addition, approximately 220 unlawful operators ceased operations in the Australian market since ACMA began enforcing new rules against illegal online gambling in 2017.
A list of all blocked gambling and betting sites in Australia can be found in a special section on the regulator’s website.
Target Audience for Australia’s iGaming Market: Local Specifics
The Commonwealth of Australia occupies an entire continent and several islands in the Southern Hemisphere. Population: 26.6 million people (2025).
Major cities: Sydney (5.3 million inhabitants), Melbourne (5.2 million), Brisbane (2.6 million), Perth (2.2 million).
Official language: English.
Currency: Australian Dollar (AUD).
Internet penetration stands at 94%, smartphones are owned by 89% of the population. The level of online payments is among the highest globally.
Who Plays Casino Games and Places Bets in Australia?
- 75% of adults gamble annually (according to Australian Gambling Statistics 2024).
- Average player age: 34–50 years old.
- Men are more active in betting; women prefer lotteries and slot machines.
- Average expenditure on betting: 1,200 AUD (~800 USD) per person annually.
Which Casino Games and Slot Machines Do Australians Play?
In 2025, the most popular casino slots in Australia are modern video slots with high volatility, vibrant graphics, and engaging bonuses. Local gaming machines are often referred to as “pokies,” which Australians use to describe any type of slot machine, ranging from classic ones to contemporary models with progressive jackpots.
Top Popular Slots in Australia
- Big Win Bonanza
- Outback Treasures
- Mystic Fortune
- Wolf Gold
- Book of Dead
- Mount Olympus
- Money Train 2
Australian players show great interest in novelties featuring Megaways mechanics, as well as remastered versions of popular games from leading developers such as Aristocrat, NetEnt, and Red Tiger. Mobile apps and mobile versions of popular slots continue to lead, as Australians frequently play on smartphones, opting for fast and convenient formats.
What Sports Receive the Most Bets in Australia?
In Australia, the most popular sports for betting in 2025 remain:
- Australian football leads in betting volume and audience size. AFL matches attract the largest sums from bookmakers and pari-match platforms.
- Horse racing is the second-largest betting market, historically popular in Australia, especially during major events like the Melbourne Cup.
- Rugby: both formats are popular. Matches draw considerable numbers of bets on outcomes, totals, and special events.
- Football (A-League) is developing, with extensive betting coverage on club matches from major cities.
- Cricket plays a crucial role in sports betting, particularly during seasons like Test Series and major international tournaments. Want to uncover the secrets of success? On 3S.INFO, we’ve laid it all out: reasons behind cricket’s wild popularity and practical instructions for targeting your audience.
- Basketball and tennis are favored by youngsters and active online users, with widespread live betting on outcomes, statistics, and periods.
- Esports in Australia is growing, though it’s not yet competing with traditional sports. Popular disciplines include CS:GO, League of Legends, Dota 2.
What Payment Solutions Should Be Available on Gambling and Betting Sites?
Gambling websites in Australia focus on ease of transactions, security of personal data, and swiftness of withdrawals, aligning with the trend towards transparent financial operations. Among the sought-after solutions are local services for instant payment processing and international wallets facilitating quick payouts.
In 2025, the following payment solutions are important for gambling and betting in Australia:
- Bank transfers and debit cards (Visa, MasterCard): Following the ban on credit card usage for gambling purposes in 2024-2025, these methods became fundamental. They ensure transparency of expenses and compliance with new requirements set by the local regulator.
- PayID is a popular local system enabling instant money transfer between banks, rapidly adopted by bookmakers and online casinos.
- POLi is an Australian system integrated with the internet banking of most major banks. No separate account is needed, ensuring secure direct online transactions
- BPay is a widely recognized tool for small deposits supported by leading Australian banks, with low limits on transaction amounts (starting from 5AUD).
- E-wallets (PayPal, Skrill, Neteller): offer fast deposits and rapid payouts, valued for privacy. Although, they might impose withdrawal restrictions when dealing with substantial amounts.
- Prepaid cards (Neosurf, UPayCard): anonymous, ideal for controlling deposit limits, utilized by many gambling operators.
iGaming operators provide Bitcoin and other cryptocurrency options for depositing funds and cashing out winnings. However, mass adoption remains limited due to volatility and complex control measures. Regulatory demands for greater transparency in handling digital assets are increasing.
What Restrictions Exist for Depositing Funds and Withdrawing Winnings in Australia?
- The ban on using credit cards and enhanced payment monitoring make priority choices for banking, debit cards and locally integrated solutions (PayID, POLi, BPay).
- To withdraw funds, identity verification is required, and payouts primarily occur through secure banks and reputable wallets.
Features of Affiliate Marketing and Media Buying in Australia
How to Promote Betting and Gambling in Australia: Marketing Channels
- Social media: Facebook*, Instagram*, TikTok (with restrictions on betting ads).
- Sport streams and influencers. Top influencers and communities: AFL bloggers, sports podcasts, Twitch streamers focused on CS:GO.
- SEO and content marketing (especially comparisons and ratings of bookmakers).
- Telegram channels: currently a niche, but gaining momentum.
Case Studies and Practice: Marketing on the Australian Market
Checklist for Launching Traffic in Australia
- Create a review site for bookmakers (Sportsbet, Bet365, Ladbrokes).
- Localize content into Australian English.
- Add sections dedicated to AFL and horse racing.
- Include POLi and BPAY as payment methods.
- Use TikTok + SEO as primary traffic channels.
* Social networks Facebook and Instagram are blocked in Russia by court order.
Australia is a premium iGaming market where online casinos are currently nonexistent, but betting generates billions and offers excellent opportunities for affiliates. There is fierce competition among bookmakers, but untapped niches exist: niche sports, esports, SEO reviews, and influencer marketing.
Looking for a promising GEO with high margins and proven schemes? Take notice of Australia right now! Here you will find a loyal audience, a wide selection of offers, and abundant untapped niches, combined with affiliate programs’ willingness to collaborate. It’s the perfect time to enter the market! Join us, select offers from top Australian casinos and bookmakers, and start working with the best operators in the country!
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