In a move set to reshape Australia’s esports betting scene, Tabcorp, one of the country’s largest betting operators, has teamed up with PandaScore, a leader in esports data and technology. This partnership marks a major milestone in Tabcorp’s effort to bolster its presence in the booming esports vertical, catering to a new wave of bettors who are increasingly turning to competitive video games for their wagering.
Enhancing Esports Capabilities
Through this partnership, Tabcorp will gain access to PandaScore’s cutting-edge odds feeds for some of the most popular esports titles: Dota 2, Counter-Strike, and League of Legends. PandaScore’s real-time data and advanced number-crunching capabilities will enable Tabcorp to offer a dynamic and comprehensive range of betting options on these games, which have become central to the growing esports betting market.
Tabcorp’s new esports offering will include both pre-game and in-play markets, bringing a more interactive and engaging betting experience to fans of these games. Whether through Tabcorp’s digital platform, mobile app, or physical betting terminals in licensed retail shops, players will now be able to place bets on their favorite esports events anytime and anywhere.
A Boost for PandaScore in Australia
The partnership is equally significant for PandaScore, which sees this collaboration as an opportunity to expand its reach within the Australian market. Oliver Niner, PandaScore’s Head of B2B, expressed excitement about the partnership, noting, “Tabcorp is an Australian institution with outstanding visibility and market penetration. Rolling out our best-in-class esports products to a market leader in Australia builds on our existing successes in this market, and it’s one we’re confident we can continue fostering growth in.”
For Tabcorp, this collaboration opens doors to tapping into the rapidly growing esports market. David Beirne, Tabcorp’s Trading General Manager, emphasized that this partnership is part of the company’s strategy to diversify its offerings. “Esports betting is part of the ultimate wagering experience for the brand’s customers,” Beirne explained, pointing out that expanding into this space is key to keeping pace with the changing preferences of younger, tech-savvy bettors.
Esports Betting: The Next Frontier
Esports betting continues to attract attention from bookmakers worldwide, and the collaboration between PandaScore and Tabcorp highlights this growing interest. As traditional sports betting experiences growth and diversification, the demand for betting on competitive video gaming has surged, particularly among millennial and Gen Z audiences. With Dota 2, Counter-Strike, and League of Legends being some of the most heavily betted-on games globally, Tabcorp is positioning itself to offer one of the most comprehensive esports betting portfolios in Australia.
This move also comes at a time when PandaScore is focusing on expanding its footprint internationally. The company made its first foray into the US esports betting market in July 2024 and has continued to build its reputation as a trusted esports data provider globally. As the popularity of esports continues to soar, the partnership with Tabcorp is seen as a strategic step to further PandaScore’s global reach, particularly in a market like Australia, where esports has been growing in prominence.
The Future of Esports Betting
As the partnership progresses, industry observers expect that Tabcorp will continue to enhance its esports betting offerings, keeping in mind the dynamic nature of the market. From live-streamed events to increased player engagement, esports betting represents a unique opportunity for operators to connect with a new generation of bettors who expect an immersive, digital-first experience.
With esports betting growing in both popularity and sophistication, the partnership between Tabcorp and PandaScore is an exciting development for the Australian betting landscape. It signals a continued push toward catering to a younger, more diverse audience, all while leveraging data-driven solutions to ensure competitive, fair, and exciting betting experiences.
