The iGaming industry has become an incredibly competitive environment, and operators must continuously evaluate their strategies to remain successful. These strategies range from offering fantastic rewards and bonuses to providing access to titles that each player will enjoy.
The latter, in particular, is becoming increasingly important as a variety of players, each with their own unique play style, seek out titles that will satisfy their needs. This is especially true in New Zealand, where the online gambling market is undergoing a significant shift due to changing regulations, increased player appetite, and emerging player trends.
Follow along as we examine each of these considerations and see why having a wide variety of games to choose from is essential to the long-term success of any operator in the country
Changing Regulations
The region’s evolving gambling regulatory landscape is the most influential factor in the current and future New Zealand online gambling market. Previously, all forms of online gambling except for the state lottery and wagers placed through TAB (the Totalisator Agency Board) were illegal. This ban has been in effect since the passing of the Gambling Act 2003.
Although local operators are prohibited, many Kiwis have accessed many unique and entertaining games provided by offshore operators. These operators have adapted their casinos to attract Kiwi players by providing games tailor-made for NZ players.
However, things will change drastically if the proposed Online Gambling Bill of 2025 passes into law. This groundbreaking law will establish a regulatory framework for up to 15 local operators and aim to steer local gamblers to these operators instead of offshore competitors.
For new operators planning to launch services if the regulation passes, providing an extensive library of popular and tailored games may be the difference between a successful launch in the market and failure. This is because these new operators will compete against offshore casinos that have had years to establish libraries filled with titles Kiwi players love.
Player Appetite
Aside from the upcoming changes to regulatory environments, player appetite within New Zealand has shown a clear increase in recent years. In 2024, the pokie (or slot) gambling sector alone was valued at almost $1 billion.
The number of people gambling in New Zealand is also increasing rapidly. During a 2020 survey, the Problem Gambling Foundation found that just over 69% of New Zealanders gambled at least once during the year. Over just four years, this had increased to almost 80% of all eligible residents—clearly showing that the player base within the country is rapidly expanding.
While 80% gambler penetration seems high, this figure includes all forms of gambling, including state lotteries and local casinos. Online casino figures are significantly less, with an estimated 10% penetration level among players. However, this considerably lower level of players has room for growth in a regulated market, with some forecasts projecting a rise to 40% by 2029.
With a rapidly growing pool of players looking to access the newest titles in New Zealand, operators trying to establish themselves will need to cater to every play style. This can only be achieved by offering an extensive variety of games, ensuring there’s something for everybody, no matter what they’re looking for.
Emerging Player Trends
Although information about New Zealand players is minimal since there has been no formal regulatory body to compile it, statistics on what players most often access are available. This is provided by the numerous offshore operators welcoming Kiwi players and by the NZ Government, which monitors brick-and-mortar gambling activities in the country.
Based on these statistics, pokies remain the most popular way for Kiwis to gamble, with more than an estimated 18,000 physical pokies in the region. Even though many are not located within casinos, they still managed to generate more than $1 billion.
Aside from pokies, live casino games have also significantly increased in popularity. These provide a more authentic casino experience by enabling play with a live dealer and other players, and they are being accessed more often and for longer periods.
Operators who don’t pay careful attention to the type of pokies players are looking for or begin investing in a variety of live dealer games may quickly find themselves left behind. At the same time, overinvestment in only these games will exclude some players who prefer classic slots, poker, or roulette. Therefore, a balance of variety needs to be struck.
Why Game Variety Matters
While these reasons are key for New Zealand operators to invest in a variety of games, many other factors apply globally.
Player Engagement
A wider variety of titles to choose from invariably leads to higher levels of player engagement. This is because each player can find a game that entertains and engages them, resulting in less boredom and less time spent searching for suitable games.
Audience Attraction and Retention
In addition to increasing engagement, a larger pool of games helps attract a wider pool of players. Again, because each player will find something they enjoy, operators with smaller game libraries may find it more challenging to attract new players.
At the same time, more extensive game libraries often lead to higher player retention for operators. This is also because players are less likely to get bored and, therefore, less likely to seek other platforms or gambling options.
The Wrap-Up
Should the proposed regulation go into effect, New Zealand’s gambling landscape will likely undergo significant changes. While many believe that large, existing offshore operators will procure most licenses to operate in the country, any operator seeking to enter the new market will need to take a careful and strategic approach to succeed.
Operators will need to carefully consider what they are offering players, particularly in terms of gaming options. Offering too limited a selection of games may result in a loss of players and may affect long-term sustainability. On the flip side, offering an extensive variety of titles will attract more players, keep them entertained, and help build a sustainable platform for gamblers to enjoy.
