Tabcorp's app introduces multilingual interface for Australia’s sports betting customers

Tabcorp is targeting Australia’s growing pool of non-English-speaking bettors with a new multilingual function in its TAB App, offering Traditional Chinese, Simplified Chinese, and Vietnamese options and plans to expand to more languages.

The company said the feature is a first for the country’s sports betting sector. It allows users to switch between languages and, in future updates, view form guides, odds, and other betting information in their preferred language.

TAB General Manager of Trading Dave Beirne said the addition is intended to make the app easier for customers whose first language is not English.

“We’ve got a growing base of customers whose first language is not English, and this upgrade will make placing a bet so much easier for them,” Beirne said.

According to Beirne, part of their digital transformation has been to make using their products simpler, and this upgrade represents another step in that process.

“We know wagering is popular throughout Asia, and creating a multilingual proposition that breaks down language barriers certainly makes it more appealing for customers who have English as an additional language,” he added. “Expanding the functionality to more languages is certainly something we will look at in time.”

Meanwhile, TAB General Manager of Technology Michael Ristuccia said the upgrade involved collaboration between technology, trading, and product teams.

“This was a cross-enterprise project between technology, trading, and product. We used our modern suite of mobile software to build context-aware widgets so our App adapts seamlessly to each language,” Ristuccia said.

Ristuccia added that translations had been certified through official translators and enriched by custom-built AI, enabling the company to deliver accurate, context-aware language experiences.

“Now that we know the technology works well, we can look to expand it into other areas of our customer offering,” he said.

Tabcorp is an Australian wagering and entertainment operator that provides a range of betting and entertainment products and services through its portfolio of brands, including TAB, SKY, and MAX.