WHAT TABCORP’S “TAP-IN-PLAY” MEANS FOR HOSPITALITY VENUES
Tabcorp is preparing to roll out a live sports betting feature across licensed pubs and clubs. In what is being hailed as a first-of-its-kind initiative in the country, the wagering giant is leveraging its extensive retail footprint to introduce in-play betting through its mobile app directly within on-premises venues.
This pilot program, starting with two pubs in New South Wales and expanding to 20 in the coming weeks, marks a bold move by recently appointed CEO Gillon McLachlan. The initiative, dubbed “tap-in-play”, enables patrons to activate live betting features on their smartphones by tapping them on designated terminals or pucks inside participating venues. Crucially, this function bridges the gap between the physical and digital betting experience without removing existing electronic betting terminals.
For Australia’s hospitality managers, this development signals an opportunity to re-engage tech-savvy patrons while increasing foot traffic and time spent in venues. With 42% of Tabcorp’s wagering revenue already coming from retail locations, this innovation has the potential to further strengthen the relevance of hospitality venues in a rapidly digitising betting landscape.
Live sports betting has been a small part of the Australian market, comprising just 4% of Tabcorp’s total turnover. By comparison, in the United States, over half of all bets are placed during live sporting events. The new initiative aims to close this gap and enhance the interactivity of sports viewing in Australian pubs and clubs, offering guests a more immersive and personalised experience. Future updates may even include customised offers based on a customer’s favourite teams or venue preferences, giving hospitality operators new tools for engagement.
This launch also comes amid a wider transformation within Tabcorp itself. Since taking the helm in August, McLachlan has focused on modernising the business, including streamlining operations through approximately 300 job cuts and forming a refreshed executive team. These efforts align with Tabcorp’s broader goal of remaining competitive against digital-first rivals like Sportsbet and Ladbrokes, which dominate much of the online betting space.
However, the initiative enters a complex regulatory environment. While Tabcorp’s in-venue model has received the green light in New South Wales thanks to its established retail licence, it contrasts sharply with legal challenges facing competitors over questionable digital in-play offerings. Furthermore, heightened concerns around gambling harm are prompting tighter controls, such as NSW’s recent decision to eliminate gambling advertisements across public transport.
Despite these headwinds, Tabcorp is pressing forward. With plans to explore a nationwide rollout and discussions already underway in other states, the company sees this hybrid physical-digital model as a potential game-changer. Importantly, the tap-in-play feature provides an avenue for venues to modernise their offerings without substantial new investment in infrastructure by leveraging existing licensing arrangements and hardware.
For senior managers, the message is clear: those who embrace this convergence of technology and entertainment will be well-positioned to attract a new generation of patrons, while maintaining the community-driven atmosphere that underpins the success of Australia’s pubs and clubs.
