iGaming in New Zealand is currently at the point where Australia was a few years ago. Demand is strong, offshore casinos have long been circling local audiences, but full‑scale regulation of the online market is still taking shape. For media buyers, this is not a "wild" GEO, but a market in transition. There is still room to work in a relatively free environment with international brands, but it's already clear that in the coming years, everything will be tied to licensing, local rules, and tighter control.

  1. Internet and smartphone penetration is extremely high: over 95% of the population is online, and mobile access is the backbone of everyday digital life.
  2. Gambling is deeply embedded in the culture, from lotteries and horse racing betting to land‑based casinos and pub‑style gaming.
  3. The country is moving toward launching an official licensing system for online casinos and iGaming operators. In effect, this means a "reset" of the market under new rules, opening a window of opportunity for those who get in early.

For affiliates, New Zealand is an attractive GEO with an English‑speaking audience, straightforward monetization logic, strong purchasing power, and growing interest in online casinos and betting. For operators, it's a chance to secure a license in a country with a stable reputation, operate legally under a clear framework, and use a New Zealand license as a credential in other regulated markets. This 3S.INFO overview will be useful for those planning to drive casino and betting traffic with a 2–3 year horizon, as well as for those considering launching a brand or obtaining a license in New Zealand to secure their position before the market is fully divided by major players.

This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!

A Brief History of Gambling in New Zealand

The short history of gambling in New Zealand can be broken down into several key phases. As early as the 19th century, betting on horse racing and boxing was already widespread, and gambling quickly became part of the settler culture. Horse race betting was one of the first mass forms of gambling. In the early 20th century, the state imposed strict restrictions. The Gambling Act 1908 effectively banned most forms of gambling, leaving only horse racing legal, though even betting on horses was temporarily restricted in the 1920s.

The turning point came in the mid‑20th century. The first lotteries appeared in the 1930s, and in 1961, the large‑scale Golden Kiwi Lottery was launched, later replaced by the national Lotto. Around the same time, TAB was established as the state‑owned pool betting and bookmaker, legalizing sports and horse race betting in a modern format. In the 1990s, the era of land‑based casinos and gaming machines began. The first casino opened in Christchurch in 1994, followed by venues in Auckland, Dunedin, Hamilton, and other cities, while "pokies" (video poker and slots) spread across pubs and clubs nationwide.

Online gambling arrived in New Zealand in the mid‑1990s. New Zealanders began playing the first slots from Microgaming and other providers, though local laws long prohibited domestic companies from offering remote gambling, leaving only lotteries and state‑operator betting legal. The key modern milestone was the Gambling Act 2003. It formalized the regulatory framework, categorized different types of gambling, reinforced state control over the main verticals, and laid the groundwork for the current iGaming reform, which marks a transition from an offshore‑focused model to a licensed online market.

Gambling Legislation and Regulation in New Zealand

As of 2026, New Zealand operates in a mode of "fully regulated offline + partially controlled online." Land‑based casinos, lotteries, horse racing, and sports betting fall under the state model. Licenses are limited, operators are strictly monitored, and KYC/AML procedures are defined at the legislative level.

Until recently, the online picture looked like this: local companies were prohibited from offering online casinos to New Zealanders, with the exception of the state operator (lotteries and pool betting), while international sites based outside the country could accept players from New Zealand as long as they did not directly violate local law. This is precisely why New Zealand was a classic "offshore‑accessible GEO" for many years. Local players went to foreign online casinos and betting brands and paid them, while the state received neither taxes nor full control over this segment.

The situation is now changing. The government is pushing forward with a full‑scale iGaming market reform, introducing a licensing system for online operators alongside new tax obligations and regulatory requirements.

Gambling and Betting in New Zealand: Laws and Regulation

The foundational law that has historically regulated gambling is the Gambling Act 2003. The document sets out the general principles: limiting the negative consequences of gambling, controlling gambling activities, protecting players, and maintaining the state's dominant role in key verticals such as lotteries and pool betting.

Before the online gambling reform, the model was straightforward:

  • The state operator TAB NZ and the lottery operator were allowed to offer online betting and lotteries.
  • Private local companies were not permitted to run online casinos for residents.
  • Foreign online casinos formally remained outside direct jurisdiction, creating a "gray zone" that the state increasingly viewed with criticism.

The new wave of regulation is built around a separate law on online casinos and iGaming. In 2025–2026, a new bill on iGaming regulation was prepared and passed through parliament. It:

  • introduces a formal licensing system for online casinos and other iGaming products;
  • sets a transition period for existing operators;
  • establishes new tax obligations and expanded regulatory powers.

According to this bill, the law comes into force on May 1, 2026, and the Department of Internal Affairs (DIA) becomes the key authority responsible for issuing licenses, monitoring compliance, and enforcing sanctions.

What online games are currently permitted, and what will be allowed in the future?

Historically, only lotteries and TAB NZ betting were legal online. Everything else operated in the offshore "gray zone." With the new rules, the plan is to legalize and license:

  • Online casinos (slots, table games, etc.)
  • Online sports and horse racing betting under license
  • Other interactive gambling products that pass evaluation and fall within the scope of the new law

Regulatory Bodies and Their Roles

  • Department of Internal Affairs (DIA): the main gambling authority. It develops and implements rules, issues licenses under the new system, monitors compliance, can order the removal of illegal content, and impose fines of up to 5 million NZD for serious or systematic violations.
  • TAB NZ: the state operator for sports and horse racing betting, operating under a separate mandate but also falling under the DIA's general oversight.
  • Financial and law enforcement agencies also participate in the system, assisting the DIA in tracking payments, combating illegal operators, and tackling money laundering.

The DIA will be empowered not only to block illegal websites and direct providers to restrict access, but also to pursue operators that serve New Zealanders without a license, regardless of where those operators are registered.

New Zealand Gambling License: How to Obtain One

The most interesting development for the iGaming industry and affiliates is the launch of the new licensing system. Before the reform, there was no full‑fledged local licensing for online casinos. Only permits for land‑based casinos and the state operator existed, while the online market operated under an offshore logic.

The licensing model is now changing. Under the new legislation:

  • Licenses for iGaming will be issued by the Department of Internal Affairs (DIA);
  • The application process is set to start in July 2026 and is expected to conclude by December 1, 2026;
  • A total of up to 15 licenses will be available through a competitive process, meaning the market is designed to be multi-licensed but with a limited number of operators from the start.

Who Can Obtain a License?

The license is aimed at operators that:

  • Are willing to operate in line with New Zealand law, including responsible gambling and AML/CTF requirements.
  • Agree to pay taxes in New Zealand regardless of their country of registration, which is standard global practice for online operators.
  • Can demonstrate a transparent corporate structure, identifiable ultimate beneficiaries, a solid financial base, and compliance with KYC/AML standards.

A transition period is in place: operators currently working without a license may continue their activities until December 1, 2026. However, the ban on advertising unlicensed online games takes effect immediately, starting May 1, 2026. New unlicensed operators will not be permitted to enter the market during the transition period.

For media buyers and operators, this means one clear thing: New Zealand is no longer a "pure offshore GEO." It is becoming a regulated iGaming market with a limited number of licenses. Brands that make it into the first pool and establish transparent relations with the DIA will gain a strong status and will be able to work more effectively with traffic, affiliates, and affiliate programs without the risk of ending up in a gray zone. For affiliates, this is a signal to view New Zealand not only as a source of traffic for offshore casinos, but also as a future market with licensed, long‑lasting offers and clear rules of the game.

Licensed Operators and iGaming Brands in New Zealand

New Zealand is currently in a transitional phase. Sports and horse racing betting through TAB NZ and lotteries are legal, land‑based casinos operate under licenses, and online casinos are preparing to launch under the new system. TAB NZ remains the key betting brand, while land‑based casinos are represented by operators such as SkyCity and other local venues. These companies are seen as primary candidates for the new online licenses once the market becomes fully operational.

The official register of licensed gambling operators is maintained by the Department of Internal Affairs (DIA). It publishes the registers of active land‑based casinos, lottery operators, and pool betting. As the online licensing system is rolled out, a separate section for iGaming operators will be added. Among international brands, major iGaming players such as Entain, Flutter, Kindred, and others are frequently mentioned as potential candidates for New Zealand licenses. These companies already operate in neighboring regulated markets and are preparing to enter the country under the new model. Local operators, notably TAB NZ and land‑based casino operators, see the reform as an opportunity to expand their online offerings. Meanwhile, offshore brands that currently accept New Zealand players without a local license will be forced either to move into the legal space or face blocks and restrictions.

The strength of the future market lies in a limited number of licenses, up to 15 operators, which reduces competition and creates room for high‑quality service. The weakness lies in strict restrictions on advertising, bonuses, and affiliate activity, which are already being discussed and partially approved, including a ban on affiliate programs and sports sponsorships. For operators, this means the entry barrier is high. However, with the right strategy, a stable position can be secured in a market with projected online casino revenue of approximately NZ$500 million per year starting in 2026.

Taxation of Gambling and Betting in New Zealand

From a tax perspective, New Zealand is building a classic model. The operator is the primary taxpayer, while the player is viewed as engaging in entertainment rather than professional earnings. For online casinos and iGaming operators, the Online Casino Gambling Bill proposed a tax rate of 12% on GGR, plus a 1.24% levy on profits to fund harm‑minimization programs, along with standard Goods and Services Tax (GST) and periodic audit and licence administration fees.

According to industry research, by 2029, the total revenue of New Zealand's iGaming sector may reach NZ$3.34 billion, while regulated online casinos are projected to generate approximately NZ$500 million in annual tax revenues following the launch of the licensing system.

New Zealand's Blocking Mechanisms for Illegal Casinos and Bookmakers

Before the formal online casino licensing system was launched, New Zealand faced the classic problem of a "gray" market. Local players had access to offshore sites without a local license, and the state received neither taxes nor full control. In response, authorities stepped up their efforts to combat unregulated online gambling. Public discussions of the bill and related reforms emphasized that unlicensed operators must either leave or enter the legal space. Otherwise, they would face blocks and sanctions.

The main technical enforcement tools include blocking domains and IP addresses through local internet providers, restricting payment routes (bank cards, online payments) for transactions to illegal platforms, and enhanced monitoring of financial flows with the involvement of banks and payment companies. The role of regulators is key. The DIA coordinates gambling policy, prepares registers of illegal operators, can impose fines of up to 5 million NZD, and initiate investigations. As the new iGaming regulatory framework is introduced, this role will only grow stronger.

According to the latest data, New Zealand authorities are planning to use a combined approach: issuing a limited number of licenses while systematically clearing out gray operators, including those currently dominating the market through offshore jurisdictions. Quantitative estimates for blocked sites are less public than, for example, ACMA's statistics in Australia. However, analytical materials emphasize that by 2026, a significant reduction in the share of the unregulated online sector is expected through new technical and legal tools.

iGaming Market Outlook in New Zealand

The future of iGaming in New Zealand is directly tied to the fate of the Online Casino Gambling Bill and related reforms. The Bill, introduced in 2025, proposed a limited but transparent licensing model: no more than 15 licenses, with each operator allowed up to three licenses, strict selection criteria, a 12% GGR tax rate, and a 1.24% problem gambling levy. By mid-2025, the Bill had passed its first reading, but further progress was paused to refine the licensing mechanism and platform localization requirements.

In 2026, the reform moved into a practical phase. The government announced the launch of the iGaming licensing process starting in July, with the license auction scheduled for the second half of the year and full operations of licensed online casinos set to begin on December 1, 2026. At the same time, regulations were published introducing strict rules: mandatory time and deposit limits, a ban on credit cards, restrictions on auto-play, a strict cap on bonuses, and a complete ban on affiliate programs, ambassador contracts, and sports sponsorship.

The changes effectively turn New Zealand into one of the most tightly regulated iGaming markets: a limited number of operators, a strong focus on responsible gambling, restrictions on marketing and affiliate activity, and high‑level KYC/AML oversight. The timeline for legalization is already clear: 2026 marks the launch of the regulatory framework and licensing procedures; 2027 will be the first full year of the regulated online market; and by 2029, the sector is expected to reach NZ$3.34 billion in revenue with a steady flow of tax income. For operators and affiliates, this means the window of entry is narrow, both in time and in the number of available slots. Those who adapt to the strict rules and secure a license will be able to operate in the country over the long term. Those who remain in the gray zone will gradually be pushed out through blocks and restrictions.

New Zealand's iGaming Market: A General Overview

When viewed as an iGaming market, New Zealand presents a classic combination: a limited but highly engaged offline sector paired with a rapidly maturing online space. Historically, gambling developed around land‑based casinos, lotteries, and pool betting. The state long held a monopoly in key verticals, including Lotto NZ and TAB NZ. Commercial online casinos within the country were officially prohibited, with only betting and lottery products allowed through authorized operators. The situation is now changing. Online casino licensing is being introduced. The market is moving out of the offshore zone and preparing to launch a strictly regulated iGaming sector with a limited number of operators.

New Zealand is an island nation in the southwestern Pacific Ocean, located southeast of Australia. Its population is estimated at approximately 5.2 million, which is smaller than major European countries but comparable to a number of high‑demand GEOs in terms of income and digital engagement. The capital is Wellington, while the largest city is Auckland, with around 1.6 million people in its metropolitan area. Other key urban centers include Christchurch, Hamilton, and Wellington itself.

The official languages are English, Māori, and New Zealand Sign Language, with English de facto dominating. The vast majority of the population speaks English fluently, making this GEO highly convenient for English‑language iGaming products. The official currency is the New Zealand dollar (NZD), widely used both offline and online. According to digital reports, internet penetration exceeds 95% of the population, and over 90% of users own smartphones. The country ranks among mature digital markets with high mobile traffic and active use of modern payment solutions.

Target Audience Profile for Gambling in New Zealand

New Zealanders play, and they play a lot, but within the model allowed by the state. Lotteries, horse racing and sports betting, land‑based casinos, and gaming venues are a familiar part of the entertainment culture. iGaming research indicates that a significant share of adults participate in gambling at least several times a year. Prior to the reform, the online segment developed through offshore platforms. It is now steadily preparing to transition under local licensing.

Who Plays? The core audience consists of adults aged 25–54, with a slight male majority in sports betting and poker, and a more balanced gender composition in lotteries and land‑based casinos. Income levels are broadly comparable to other developed English‑speaking countries. New Zealand is a high‑income economy with a stable middle class that treats gambling as a hobby rather than a primary source of income.

What Resonates with the Audience? Simple, clear mechanics work well: lotteries with transparent draws, betting on national sports icons and brands, and casino games with high‑quality graphics, smooth UX, and fair rules. The new regulations place a strong emphasis on responsible gambling: time and deposit limits, bonus restrictions, and a ban on credit cards. This builds player expectations of a "controlled" environment where they can play while feeling that the platform monitors the risks.

In terms of online casino games, New Zealand is still in the launch phase. However, it is already clear that demand will concentrate around popular slots, roulette, blackjack, video poker, and games from major international providers such as NetEnt, Pragmatic Play, and Microgaming, which will arrive alongside licensed operators. In land‑based casinos, slots and classic table games similarly dominate, and it is this experience that players expect to see online.

Sports betting in New Zealand is closely tied to the national sports culture. The most popular sport is rugby, particularly rugby union and the legendary All Blacks, one of the country's key cultural symbols. High engagement is also seen in cricket, football (soccer), netball, basketball, and golf. These disciplines regularly appear in bookmaker lines and local sports discussions. Major rugby tournaments such as the Rugby World Cup and international series, cricket test matches, and national football and basketball leagues all generate steady betting traffic. To succeed with a betting campaign, it's important to plan ahead using the Sporting Events Calendar on 3S.INFO.

Esports in New Zealand is growing, but it remains niche compared to traditional sports. The most prominent titles include CS2/CS:GO, League of Legends, Dota 2, and major international tournaments on which local players place bets through global or regional esports bookmakers. For operators, this is an interesting additional vertical, but in terms of volume, it still lags behind rugby, cricket, and football.

Payment Solutions and Localization in New Zealand

For an iGaming operator entering New Zealand, reliable payment solutions are a critical part of the stack. This is a mature digital market. Users actively use bank cards, e‑wallets, and modern digital payment solutions, expecting the same convenience from operators that they experience in e‑commerce and fintech.

Popular methods include:

  • Bank cards (Visa, Mastercard): a basic tool for deposits and online payments.
  • Bank transfers and instant payments via well‑developed internet banking.
  • E‑wallets and digital payment services such as PayPal and other international solutions supported by local banks.
  • Integration with global payment methods already familiar to users from international services.
  • Cryptocurrencies as a niche tool used by some players, though requiring special compliance and attention to local regulations.

Banks and mobile apps play a key role. Most New Zealanders manage their finances through mobile banking, and iGaming brands aim to fit into this habit by offering fast deposits, simple verification, and clear limits. At the same time, AML/CTF and player protection requirements are tightening. The new online casino regulations introduce strict KYC standards, transaction monitoring, and restrictions on credit products, including a ban on using credit cards for gambling.

For operators and affiliates, there are several practical takeaways:

  • Working payments are part of the offer. If a brand supports familiar local methods and creates no issues with withdrawals, this immediately boosts loyalty and retention.
  • Focus should be on debit cards, bank transfers, and trusted digital solutions that banks and regulators accept with minimal risk.
  • Communication should reflect a responsible approach: transparent limits, clear terms, no pushy deposit schemes, and honest information about gambling risks.

In the end, New Zealand is a market where payments, mobility, and brand trust are directly connected. If you know how to work with this trio by offering a clear English‑language product, integrating local payment methods, and staying within the regulatory framework, New Zealand's iGaming market can become a stable GEO with a solid average check and strong long‑term LTV.

Traffic and Marketing for Gambling & Betting in New Zealand

New Zealand is entering a phase of tightly regulated iGaming. From December 2026, the country will have a limited number of licensed online casinos and bookmakers, while the gray offshore sector will be systematically shut down. For media buyers and affiliates, this is both a challenge and an opportunity. On one hand, strict advertising rules and a complete ban on affiliate marketing. On the other, a fresh Tier 1 GEO with a solvent English‑speaking audience and a very limited number of legal brands. In this section, we break down why traffic from New Zealand can still be profitable, what risks and growth windows exist, and how to approach gambling and betting marketing under the new conditions.

Why Is New Zealand a Profitable GEO for Traffic?

New Zealand is a typical Tier 1 market. It offers high digital engagement, an English‑speaking audience, developed payment infrastructure, and a limited number of licenses for operators (up to 15 online casino platforms). This creates a low‑competition environment among legal brands. Each operator will seek the most effective channels for player acquisition and retention. Partnerships and white‑label solutions within the ecosystem will gain additional weight, even despite the formal ban on classic affiliate marketing.

The competitive landscape is structured as follows: Tab NZ and Lotto NZ dominate betting and lotteries, land‑based casinos are preparing to launch online products, and a number of international brands will enter under licenses while building their own marketing networks. For partners and affiliates, opportunities are shifting away from the classic CPA/RevShare model toward the following formats:

  • CPA: fixed payments per acquired player within B2B arrangements and internal brand programs, where this does not fall under the direct affiliate ban.
  • RevShare: limited Revenue Shares through structured partnerships, such as media deals, white‑label agreements, or joint projects, where regulators permit such models.
  • Exclusive offers: within closed ecosystems, such as operator + media or content partners, where traffic flows not through classic affiliate networks but through direct arrangements.

Affiliate marketing niches are also transforming. The role of content projects is growing, including reviews, analytics, and research materials without classic referral tracking. White‑label platforms under the operator's brand and joint media initiatives are also gaining traction. In these cases, monetization comes through fixed fees and brand advertising rather than traditional RevShare.

Risks and Opportunities for Affiliate Marketing in the Region

The main risk is regulatory. The Online Casino Gambling Bill and related acts introduce a direct ban on affiliate marketing and paid influencer endorsements for online casinos. This means that the familiar models of "media buying + affiliate program + link‑based tracking" cease to be legal. Any referral programs and paid promotional activity in favor of iGaming operators fall under the ban.

Regulatory risks are compounded by technical and market‑related ones:

  • Strict advertising restrictions (a full ban on gambling ads from 6:00 AM to 9:30 PM, exclusion zones around schools and venues, and format limits).
  • Blocks on unlicensed operators and domains, with fines of up to NZ$5 million for violations and operating without a license.
  • High‑level control over payments and transactions, making gray traffic schemes and pseudo‑local solutions more difficult.

At the same time, real windows for entry and growth remain:

  • 2026–2027: the licensing launch period and the shaping of marketing models. Operators need new content formats, brand media, educational projects on responsible gambling, and there is room here for B2B partners.
  • 3‑year horizon: the development of joint platforms (casino + content + player services), the introduction of streaming and content ecosystems under the operator's brand, and the integration of sports media and analytics.

Promising directions for the next 3 years:

  • Responsible gambling content (guides, analytics, reviews, research).
  • Integration with sports media (rugby, cricket, football) without referral components, but with branding and sponsorship effects where permitted.
  • Operator‑owned streaming platforms, where monetization comes through brand activity and FMCG or sports sponsors, rather than affiliate networks.

Marketing for Gambling and Betting in New Zealand

The new regulations create a strict but clear marketing landscape. According to reform analysis, affiliate marketing and paid influencer endorsements are prohibited. Licensed operators are only permitted to advertise within strictly limited time slots and formats.

Working acquisition channels:

  • Social media (Facebook*, Instagram*, TikTok): with strict targeting and format restrictions.
  • Streaming (YouTube, Twitch‑style platforms): primarily through operator‑controlled channels featuring game content, RG messaging, and reviews.
  • Content marketing: articles, guides, analytics, and market overviews on owned and affiliate sites without referral links.
  • Sports portals and media: with careful integration, given the bans on sponsorship and ambassador activity in online casinos.

*Social networks Facebook and Instagram are blocked in Russia by court decision.

Platforms and traffic acquisition recommendations:

  • Focus on the operator's own media assets, such as blogs, analytics, and educational content on responsible gambling.
  • Work with SEO and organic traffic. The English‑speaking market has high demand for queries like "best NZ casinos," "online gambling New Zealand," and "sports betting NZ." However, promotion should be done through informative, non‑aggressive content.
  • Use streaming and video formats as an engagement channel, rather than a direct push to deposit.

SEO tips for promoting casinos and bookmakers:

  • Focus on informational queries such as "New Zealand iGaming regulation 2026," "how to gamble safely NZ," and "sports betting rules NZ." This allows you to create content that is not perceived as a direct offer.
  • Create reviews and comparisons of licensed operators with an emphasis on safety, limits, and responsible gambling, rather than bonus hype.
  • Localize content for New Zealand specifics: rugby, the All Blacks, cricket, local tournaments, NZD as currency, and local payment methods.

Practical Cases: How to Earn with This GEO

Given the ban on classic affiliate models, "earning with New Zealand as a GEO" in the coming years is less about media buying in the traditional sense and more about working in hybrid formats:

  • White‑label platforms under the operator's brand, where the affiliate handles product and content, while the operator manages licensing and finances. Monetization comes through fixed fees + a Revenue Share under a B2B agreement.
  • Content and analytics projects that sell expertise and audience rather than deposits. The operator pays for placement, brand integration, and media impact, rather than for CPA.
  • Joint sports initiatives in rugby and cricket, where bookmakers launch responsible betting campaigns, and media partners monetize participation through fixed fees and collaborations.

What conferences for iGaming and affiliate marketing are held in New Zealand?

Currently, New Zealand does not serve as a major hub for large iGaming or affiliate conferences. Most industry events that discuss the New Zealand market take place in Europe, Asia, or at global summits, where NZ appears as a promising GEO rather than as a host location.

What does this mean in practice?

  • Discussions on New Zealand appear at major international conferences, such as SBC Summit, iGaming MarTech/RegTech/FinTech in Amsterdam, and regional events on iGaming regulation and marketing. At these events, NZ is often featured in dedicated panels and presentations as a "new, strictly regulated market."
  • Affiliate marketing for New Zealand is discussed at global affiliate events like Affiliate World (Dubai, Bangkok, and others) in sessions focused on Tier 1 GEOs and gambling traffic regulation. At such events, NZ is placed alongside Australia, Canada, and several European countries.

Within New Zealand itself, there are currently no large, regularly held iGaming conferences on the scale of ICE or SBC. The market is only just launching online casino licensing, and government focus is directed toward legal reform and consultations with operators through the DIA and specialized working groups. If you're working with this GEO, the most relevant insights on New Zealand can be found at international summits such as SBC, SiGMA, and iGaming MarTech, as well as through webinars and reform reports published by regulators and industry media.

Launching Traffic for Gambling and Betting Verticals: A Checklist for Media Buyers

  1. Check the legal status of affiliate marketing. Note that affiliate networks and referral programs will be prohibited for online casinos in New Zealand.
  2. Determine who you work with. Only partner with licensed operators or those applying for a license that are open to B2B models.
  3. Choose your monetization format: fixed fee for content/media, B2B RevShare without a public affiliate scheme, or white‑label partnerships.
  4. Analyze the audience: English‑speaking users, high income levels, and a strong local sports culture (rugby, cricket, football).
  5. Set up your channels: SEO, owned social media, streaming, and content platforms, without aggressive push and with a focus on responsible gambling.
  6. Account for advertising restrictions: time slots, GEO zones, bans on specific formats and sponsorships.
  7. Incorporate responsible gambling into communications: deposit limits, safe play tips, and links to help and regulatory resources.
  8. Define your KPIs: not just deposits, but also engagement, time on site, repeat visits, and audience quality.
  9. Align compliance with the operator. Ensure your content meets DIA requirements and the brand's internal policies.
  10. Monitor legislative changes. 2026–2027 is a period when rules may be updated, and your strategy should remain flexible.

Gambling in New Zealand: Results and Takeaways

New Zealand's iGaming market is a rare example of a GEO that offers both strong monetization potential and one of the strictest regimes for marketing and affiliates. The key takeaway is that classic media buying and affiliate models "as in other countries" will not work here. They will be replaced by hybrid B2B models, content‑driven approaches, and brand media in close partnership with licensed operators.

Over the next three years, the market will transition from a gray offshore space to a limited but stable set of licensed online casinos and bookmakers. For those willing to think beyond the "link‑deposit‑CPA" model, New Zealand will remain a promising Tie 1 GEO with a solvent audience, high digital engagement, and demand for quality, responsible content about gambling and betting.