Rivalry prepares Australian push after securing Northern Territory licence

| By Laura Gumbrell
Esports betting operator Rivalry has secured a bookmaker licence from Australia's Northern Territory Racing Commission.

Under the Northern Territory licence, the operator will be able to offer its services across the country.

While it has operated in multiple international markets since 2018, via its Isle of Man licence, Australia is the first locally regulated territory for the business. This will be followed by Ontario, when the Canadian province’s igaming market opens from 4 April, after it secured a licence last week.

Rivalry aims to differentiate itself in Australia with a focus on the Millennial and Gen Z demographics, such as through its focus on esports betting.

Its goal is to acquire new customers through an expanded toolkit of marketing initiatives that have not been available in its existing markets, Rivalry added.

“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 licence 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.”

Earlier this year, the operator also commenced trading on the OTCQX as part of its expansion across US markets, following its listing on the Toronto Venture Exchange in October 2021.

Subscribe to the iGaming newsletter