About Us
Sportsbet brings excitement to life for 2.4 million Australian customers as Australia’s largest wagering operator.
We contribute $3.5 billion a year to the Australian economy and are a key driver in sport and racing funding and regional jobs, contributing nearly $1.1 billion through Point of Consumption Tax, Race Field Fees and direct partnerships with racing clubs across Australia.
Our partnerships and contributions to Australian racing are driving innovation and renewal in an industry vital to many Australian communities while our size and scale give us a unique ability to be world leaders in data and tech driven safer gambling.
Our economic contribution to Australia
As part of our contribution to the Australian economy, our economic activity directly supports more than 18,000 full-time equivalent jobs.
We have more than 1300 full-time equivalent roles across Australia, 40 per cent of which are in technology and data science.
We pay more than $1 billion in taxes and fees to governments, sporting and racing bodies, directly supporting more than 14,000 jobs throughout Australia’s three racing codes.
Safer Gambling
Sportsbet empowers its customers to Play Well while proactively minimising harm.
We have a proud history as a safer gambling pioneer, introducing Take a Break and Deposit Limits, contributing $1.8 million over three years to support Responsible Wagering Australia financial counselling services and successfully advocating for credit card bans and National Consumer Protection Framework development and implementation.
Most Australians gamble recreationally and responsibly but we are always looking out to help the small minority of people whose play gets away from them.
Sportsbet’s approach is driven in three key areas – leadership & culture, education & empowerment, and monitoring & intervention.
Leadership and Culture
Sportsbet is a leader in safer gambling culture and technology. We have a proud history of raising the standard - not just for ourselves but for the whole industry.
We took the initiative, pioneering take a break tools in Australia long before we advocated for it to be a regulatory requirement, as well as abolishing commissions for customer managers. We advocate to governments and regulators for consumer protection measures, many of which have been implemented, such as prohibiting the use of credit cards for online wagering, and age and identity checks before a customer can open an account.
Sportsbet fosters a culture of safer gambling as everyone’s job. Every employee at every level undergoes yearly safer gambling training and incentive bonuses are based on achieving safer gambling performance metrics.
Our dedicated contact centre staff and our 24/7 specialist safer gambling team are trained to identify and respond to red flag behavioural indicators.
Education and Empowerment
We are unwavering in our commitment to providing customers with the knowledge and resources they need to manage their play effectively and make well-informed decisions.
Our in-app and customer communications prominently feature safer gambling tools, including enforceable deposit limits, comprehensive monthly activity statements, and easily accessible break tools for both short and long-term use.
We are constantly innovating and enhancing these tools based on comprehensive research, evidence, and valuable customer feedback, ensuring compliance with National Consumer Protection Framework requirements.
Our ongoing efforts aim to normalise these tools as an essential part of account management, advocating for a 'tools as a seatbelt' mindset among our customers.
Sportsbet has had strong dialogue with the government, leading to the successful implementation of 'Betstop' – the industry-wide National Self Exclusion Register for online wagering.
Since its launch in August 2023, Betstop has proven to be a powerful and effective method for Australians to self-exclude from all licensed online and phone wagering providers for periods ranging from three months to a lifetime.
Monitoring and Intervention
Customers can only play with us on a verified account. Our data analytics and technology capabilities allow us to use a personalised approach, acknowledging no two individuals’ circumstances are the same. Instead of blunt one size fits all instruments, we use ‘always on’ behavioural red flag alerts and predictive models to assess gambling behaviour and scale interventions that start in-app and can be elevated to more personal, human interventions.
This multi-layered approach to customer monitoring helps identify and address potential issues quickly and effectively.
Real Time Intervention
Sportsbet’s Real Time Intervention (RTI) product is one part of a suite of broader safer gambling initiatives.
RTI is a world first initiative we began trialling in 2022 and now applies to 90% of our customers, resulting in 4.5 times an uplift in deposit limit use compared to a control group.
RTI uses sophisticated predictive technology to understand an individual customer’s regular behaviour so it can intervene at the point of deposit when a customer starts showing spikes outside of their normal depositing patterns.
Rather than responding after the action has occurred, by interrupting the customer’s deposit process, RTI encourages behaviour change and prevents further escalation. It is also more sensitive to spikes for customers under 25 years of age, intervening at a lower deposit amount than customers 25 years or older.
This is in line with Sportsbet’s belief that a scalable, personalised approach is the best method to affect safer gambling outcomes.
Do More
Sportsbet improves lives through the power of Sport & Play, using our tech expertise through Tech4Good initiatives and championing the Health & Wellbeing of our people and communities across Australia. We are committed to driving long-lasting impacts for generations to come.
As part of our parent company Flutter’s Positive Impact Plan, our goal is to improve the lives of 10 million people globally by 2030.
In 2024 we contributed to 124 community organisations, with our people volunteering more than 232 work days on the ground.
Among the key partnerships and initiatives we are involved in are:
Australian Skin Cancer Foundation (ASCF):
In 2024 we donated $780,000 to the ASCF to fund a new mobile skin check truck, which helps the organisation achieve its goal of spreading the message of skin checks and drive change around melanoma and skin cancer prevention.
Million Dollar Fish:
Sportsbet is the proud and long-standing sponsor of the Northern Territory’s Million Dollar Fish competition, generating $91 million in tourism for the NT in 2024. Our support includes donating funds to charity for every fish caught, with more than $150,000 donated to various charities.
Beanie 4 Brain Cancer:
Sportsbet donates $1000 to the Mark Hughes foundation for every try scored during the NRL’s Beanie 4 Brain Cancer Round. We have donated $549,000 to date, supplying support packs to more than 6,600 people suffering from brain cancer.
Try July:
We donate $5000 for every NRL and NRLW try celebration during the annual Try July promotion. In 2024 we donated $400,000, with half going to the ASCF to help expand its free skin check service.
DEIB
Sportsbet takes diversity, equity, inclusion and belonging extremely seriously. We don’t just support diversity – we celebrate it. In our workplace, people can thrive and feel safe to bring their whole authentic self to work.
We want everyone at Sportsbet to feel welcomed, respected and valued equally. This is an absolute non-negotiable in our day-today actions.
We are aligned with our parent company Flutter’s global DE&I strategy – a long-term action plan that will drive the changes needed to become a more diverse, equitable and inclusive business, right across the globe.
Our DEIB focus areas are gender, multiculturalism, LGBTQIA+ and accessibility, with our DEIB principles defined as below:
Diversity is Power
We all bring something unique to work and our differences are expressed, supported and celebrated – helping us challenge norms, think differently and break new boundaries. We promote diversity in numerous ways such as offering cultural leave swap, celebrating events such as Diwali and Chinese New Year and developing a Reconciliation Action Plan.
Equity is a fundamental goal in a people first culture
Everything should start with fair odds for everybody. That’s why we are committed to creating a level playing field for all. We have a range of engaging and empowering communities for those who identify as women at Sportsbet and a strong focus on professional and personal development.
We have introduced RISE – a global women’s movement celebrating diverse identities and focusing on women’s development as well as fostering Women in Tech and Women in Finance & Analytics communities.
In 2025 we were acknowledged by Work 180 as a Top 101 Endorsed Employer for Women in Australia, ranking number 36.
Inclusion is the key to making us a uniquely inspiring place to be
Sportsbet is a place where every voice is heard, represented or elevated. A place where we will act with intent to help others feel they belong. We foster an inclusive culture, ensuring facilities, resources and and networks for all, removing the barriers that can prevent people rising to the top.
The Sportsbet Pride Collective is open to anyone who identifies as LGBTQIA+ within the Sportsbet community, as well as allies of the community.
The Queer Squad works to create a safe space for people in the LGBTQIA+ community to express themselves and be their authentic self in the workplace, with social meet ups, celebration of key LGBTQIA+ dates and educating colleagues on their role as allies.
Tech
Sportsbet is a leading Australian e-commerce and tech business and a market-leading Australian tech employer operating in a data-rich environment. 40 per cent of our 1300+ strong workforce is based in technology, data science or software engineering roles.
Our platforms are seen as a benchmark and have been redeployed into the wider tech world. With a peak of 63,205 bets per minute on Melbourne Cup Day, 2024 we are in the top 1% of Australian platforms for peak transaction volume processing, with comparisons to Amazon Black Friday sales events.
In 2024 alone, we had 4 billion price updates and 19 million active markets on our core product, which is renowned for being fast, easy to use and intuitive.
Our technology capabilities have been recognised by the Databricks Data and AI Transformation Award in 2024 and Forrester’s Technology Strategy Impact Award for APAC in 2023.
As we continue to invest in prevention, detection and response capabilities, we are always look for emerging risks and align with our broader technology ecosystem to protect customers. One of our approaches to ensuring protection is our Responsible Security Vulnerability Disclosure Program.
Integrity and governance
A key plank of Sportsbet’s mission to be the industry leader in sports and racing wagering is to uphold the highest standards of integrity, exceeding regulatory requirements to protect our customers and maintain the integrity of racing and sports.
We have established robust corporate governance practices with independent oversight from our Board and parent company Flutter and we comply with 26 regulatory bodies, including ACMA, AUSTRAC, state, territory, and federal governments, as well as Principal Racing Authorities.
We believe in a responsible, governed, scaled, and mature category and pride ourselves on being compliant because it is the right thing to do for our customers, the community, and sustaining our industry.
Sportsbet enters into Product Fee Integrity Agreements (PFIA) and Race Field Agreements (RFAs) with various sporting and racing bodies that allow these bodies to control the types of bets and prohibit markets that pose high-risk betting.
In 2020, we detected unusual activity during Table Tennis events in Ukraine, and in 2024, we identified suspicious activity in Tennis events held in Iran. Following our internal procedures, we reported these matters to the police and relevant regulators and subsequently removed the affected markets.
Under the PFIA and RFA, wagering service providers like Sportsbet must provide financial contributions to sports and racing controlling bodies, which fund integrity processes and promote confidence in the sport and associated betting activities. Our integrity and risk analysis involve significant investment in human and technology resources. Sportsbet also responsibly manages customer accounts for regulatory, compliance, and safer gambling reasons.
Sportsbet generates and sends over 600 integrity reports each year to sports and racing bodies, including regular weekly and monthly reporting, responding to ad hoc requests and proactive reporting. We work with sports and racing controlling bodies to educate players and participants about integrity expectations and systems. Additionally, Sportsbet supports integrity in sport and racing globally through our connection to the International Betting Integrity Association (IBIA).
Sportsbet is committed to contributing to a strong and sustainable future as a business and as an industry, working within this robust regulatory framework to ensure a fair go for all customers.
Media Contact
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