Rivalry Corp. on Wednesday announced the approval of its sports bookmaker license by Australia's Northern Territory Racing Commission (NTRC), which allows the company to legally operate throughout the whole of the country, thus becoming Rivalry’s first fully regulated market. The operator is planning to officially launch its product to Australian consumers in the coming weeks.
“Expansion into regulated markets across the globe is a key part of our growth strategy, and we couldn’t be more thrilled to officially receive our license for Australia,” said Steven Salz, Co-Founder and CEO of Rivalry. “We believe the country’s sport and gaming culture is a great fit for our brand and look forward to connecting with existing fans of Rivalry, and creating many new ones. The approval of the NTRC also demonstrates that we are capable of meeting what are undoubtedly some of the world's highest regulatory standards.”
Rivalry noted Australia has a "strong sports betting culture," supported by a "robust regulatory framework." It has hosted some of the world’s biggest esports tournaments and has a population of "deeply engaged esports fans," the company adds in a press release.
Rivalry is among the first entrants in Australia to focus on esports betting and the younger Millennial and Gen Z demographic. The company intends to invest in building its brand and acquiring customers through an expanded toolkit of marketing initiatives that have not been available in its existing markets.
Australia is the first regulated market in which Rivalry has obtained a license. The company has operated in multiple international markets since 2018 through its Isle of Man license. Last Friday, the company announced that it became one of the first fully registered operators of internet gaming and sports betting in the Canadian Province of Ontario.