Jockeys and horses racing down the straight at a racecourse

About Sportsbet

An iconic Aussie brand that brings excitement to life for generations to come

2.3mCustomers

$3.5bAnnual contributions to the Australian economy

1,300+Australians employed

18,000+Full time-equivalent jobs supported

Sportsbet is Australia's leading wagering operator.

We bring excitement to life for more than 2.3 million customers nationwide.

Our customers sit at the centre of every decision we make, and we thrive on creating engaging products and digital experiences that people trust and enjoy.

Founded in 1993, Sportsbet is powered by more than 1,300 people across Australia, contributing $1.1 billion in taxes and fees each year. As part of Flutter Entertainment, we combine global scale and insight with a distinctly Australian approach.

We operate in a highly regulated environment and take our responsibilities seriously. We invest heavily in safer gambling innovation, our people and the communities we're part of, supporting the growth of Australian sport and racing while building world-class technology.

Our Story

Giving Australians more choice

Sportsbet launched to offer Australians a modern wagering experience – built locally, focused on customers, and designed to complement Australia's long-standing sporting and racing culture.

A big bet on mobile and digital

We invested early in mobile technology, recognising that Australians were moving online – improving convenience while enabling stronger controls, with no anonymous betting and every bet linked to a verified customer.

More ways to enjoy the game

Greater competition lifted standards across the market. Customers benefited from clearer fixed odds, more choice, and new products – including innovations like Same Game Multi that reshaped sports wagering and racing and influenced global wagering markets, and social features such as Bet with Mates.

Backing sport and racing for the long term

As wagering grew, so did our contribution. Race field fees and product fees created direct funding streams for racing and sport, while Point of Consumption Taxes ensured wagering revenue flowed back to the states where customers live.

Helping customers stay in control

Online wagering made new protections possible. Sportsbet led Australia's wagering industry in developing tools like Take a Break and Deposit Limits, giving customers practical ways to stay in control and make informed decisions about their betting.

A more coordinated industry

The industry matured, with stronger coordination through bodies like Responsible Wagering Australia, creating greater collaboration on standards and regulation.

Lifting standards through national frameworks

Sportsbet supported the move from fragmented approaches to national protections through the National Consumer Protection Framework, with measures like BetStop, Australia's National Self-Exclusion Register.

Growth through partnerships

The merger with BetEasy strengthened our Australian footprint. Alongside major sporting partnerships with the AFL and NRL, Sportsbet has built long-term partnerships across racing, supporting the long-term sustainability of sport and racing in Australia.

Technology‑driven protections at scale

Sportsbet led the next phase of customer protection, investing in data and technology to better understand customer behaviour, identify risk earlier and intervene when needed. This included Real Time Intervention – an industry-leading approach that uses real-time insights to step in at the right moment and support customers before risk escalates.

Market leadership

As the market leader, expectations are higher – from customers, regulators and the community. With scale comes responsibility, and Sportsbet has made deliberate decisions to lift standards for ourselves and across the industry, including removing live odds integration from broadcast sport, removing incentives linked to customer losses, and investing in stronger customer protections ahead of requirements.

Our Values

Sportsbet's values support our purpose and strategy. Our values are behaviours that define how we operate to bring our strategy to life.

Customer First and Last

We start with the customer and finish by checking our decisions against their experience. It is the lens we use to prioritise work, make trade-offs and hold ourselves to account.

Our Fun / Their Fun

We believe the quality of our work is shaped by the energy and pride our people bring to it. When we enjoy what we do and take it seriously, customers feel the difference.

Play 3D

We recognise our business operates within a complex system of technology, regulation, sport and community. We consider context and consequences of our decisions, not just outcomes.

Be Bold

After weighing the risks and responsibilities, we act with intent. We are prepared to challenge the status quo, innovate and make decisions that move the business forward.

Reflect Learn Improve

We are honest about what works and what does not. We learn from experience, apply those lessons quickly and continually raise our own standards.

Got Your Back

We look out for each other and foster an environment where our people feel supported, included and able to do their best work — especially when things are challenging.

Safer Gambling

Our goal is to support our customers to stay in control.

While having a bet is a recreational, social and exciting activity enjoyed safely by many millions of Australians, we recognise that for a small proportion of customers gambling can cease to be entertainment and can cause harm to individuals and those around them.

Our goal is to help our customers to stay in control so their betting stays enjoyable and manageable, while we proactively minimise their risk of harm.

This means we take responsibility to:

give customers clear information and useful tools to support staying in control
look out for signs of risk and intervene when needed with support options.

Our approach is driven by three key principles: Education, Intervention, Leadership. These principles reflect how we approach Safer Gambling and align with our internal framework for customer protection.

Education

We give customers the tools and information they need to stay in control and make informed decisions

Intervention

We monitor customer activity, identify at-risk behaviour and intervene when required.

Leadership

We take our role seriously as a leader in the industry, pushing for better standards for ourselves, the gambling sector, and for our customers.

Read more about our Safer Gambling approach at Sportsbet.

Learn more about Safer Gambling

Our Responsibilities

Sportsbet operates in a highly regulated environment and takes its responsibilities seriously.

Our approach to compliance, integrity and governance is designed to meet the expectations of regulators, protect the integrity of sport and racing, and provide clear oversight of how we operate as a business. Beyond Australia, Sportsbet supports global integrity efforts through our membership of the International Betting Integrity Association (IBIA).

Compliance

Sportsbet maintains systems, controls and oversight to meet our regulatory obligations in every Australian jurisdiction in which we operate. Dedicated compliance and risk teams support this framework, ensuring we meet both the letter and intent of the law while continually strengthening standards across our business.

Governance

Sportsbet operates within a robust governance framework, with oversight from our Board and our parent company, Flutter. This framework helps ensure compliance, integrity and safer gambling considerations are embedded into strategic and operational decisions, and that risks are actively managed and standards consistently applied.

Integrity

Protecting the integrity of sport and racing is fundamental to trust in wagering. Sportsbet works closely with regulators, sporting bodies and integrity units to monitor betting activity, share information and detect suspicious behaviour. These controls help safeguard fair outcomes and maintain confidence in the competitions and racing codes we support.

Technology

Sportsbet is a large-scale Australian e-commerce and technology business, operating at the intersection of wagering, payments and real-time data.

Around 40% of our workforce works in technology, data science and software engineering roles, reflecting the central role technology plays in how we operate. We design and build our own platforms, with technology developed at Sportsbet adopted and reused across other markets and brands. We take a disciplined approach to emerging technologies, making early, considered decisions about how new tools are applied responsibly and how their potential is adopted across our industry.