Because of a strong sports betting culture and regulated legal framework, Australia is considered one of the world’s most valuable betting markets per capita. With a large proportion of esports fans within its population, the country has previously hosted some of the world’s largest esports tournaments. 

As such, Rivalry hopes to invest in building its brand and expanding its customer base, through a variety of marketing initiatives that will attract all generations of sports betting fans in Australia; including first entrants as well as the younger Millennial and Gen Z population. 

Australia is the first country-specific regulated market in which Rivalry has obtained a licence; however, it has operated internationally since 2018 through its Isle of Man licence. 

The company is looking to expand into other regulated markets in the near future. For example, on 4 February 2022, it became one of the first fully registered operators of internet gaming and sports betting in the Province of Ontario.

Steven Salz, Co-Founder and CEO of Rivalry, said: “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.

"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.”