M Plus, a Macau-based online sports broadcasting platform, sees approximately 90 percent of its users engaged in sports betting, according to Alan Yung, vice-president of strategic partnerships at the company.
In an interview with AGB, the executive acknowledged this fact, highlighting how online sports broadcasting has become an indispensable component of sports betting not only in Macau, but also in the rest of the world.
Established in 2017, M Plus Sports primarily focuses on broadcasting and livestreaming football and basketball events, covering popular global competitions like the English Premier League, Italian Serie A, and NBA.
Since multiple football matches often take place simultaneously, people limited to watching television broadcasts might not have access to certain events they’re interested in.
This limitation could indirectly hinder the betting interest of Macau’s sports gambling participants. M Plus’s app addresses this pain point precisely. Yung explained that M Plus collaborates with Macau’s lottery operator – Macau SLOT, allowing users to choose between paying MOP15 ($1.87) per match or an annual fee of MOP2,980 ($371.37) to watch all events through their app.
Regarding the relationship between sports broadcasting and betting, Yung observed, “Generally speaking, users interested in placing bets pay more attention to matches.” He further analyzed, “Without betting behavior, some people, even if interested, might not spend time watching. But with money invested, they’re likely to be more attentive and might even put aside other matters to watch games.” Despite their users’ strong association with gambling, M Plus itself isn’t involved in betting operations.
In Macau, legal sports betting operates through Macau SLOT, which is the only operator for lottery and sports betting in the region. It held an exclusive contract for such business until June 2021, when the government removed its exclusivity. However, no competitors have emerged so far.
Macau SLOT is a subsidiary of Sociedade de Turismo e Diversões de Macau (STDM), which is also the parent company of SJM, one of Macau’s six gaming concessionaires.
Macau residents and tourists can place bets at numerous betting stations throughout the city, as well as through telephone and online platforms. According to 2024 data from Macau’s Gaming Inspection and Coordination Bureau (DICJ), football betting continues to dominate the sports betting market, accounting for nearly 66 percent of total wagers, while basketball represents about 33 percent.
In 2024, Macau’s games of fortune and lottery betting reached MOP57.66 billion ($7.2 billion), with most coming from basketball and football betting, and smaller amounts from horse racing (which closed in April 2024), Chinese lottery, and instant lottery.
Hong Kong’s sports betting push and lessons for Macau
Compared to Macau’s thriving casino industry, sports betting revenue seems insignificant. However, Hong Kong’s active efforts to legalize basketball betting could provide an important reference for Macau to enhance the appeal of its sports betting offerings, potentially intensifying competition between the two regions.
In February’s budget announcement, Hong Kong’s Financial Secretary Paul Chan revealed that the government would actively explore regulating basketball betting activities and had invited the Hong Kong Jockey Club to submit proposals.
The Jockey Club reportedly plans to design a system similar to the existing football betting model, with a proposed 50 percent tax rate, potentially implemented as early as 2026. The government preliminarily estimates this will generate approximately Hk$1.5 billion ($193 million) in tax revenue annually by the fourth year of implementation.
Regarding this trend, Yung believes Hong Kong has certain advantages in creating an atmosphere for sports betting. He noted: “If there’s a large venue showing different types of matches on multiple screens, it creates a better atmosphere.” He explained that sports betting is closely tied to personal interests, “Some people might enjoy watching certain types of events and will bet if they support a particular team or player.”
He further pointed out that in Europe, “You can find betting points even at train stations,” while the Hong Kong Jockey Club is actively renovating its betting stations to incorporate dining and leisure facilities, creating a richer experience. He considers this approach highly effective for increasing overall participation, adding: “More comprehensive facilities and a stronger atmosphere help enhance the appeal of sports betting.”
In contrast, while Macau boasts world-renowned casinos and integrated entertainment venues, it still needs to strengthen its diversification in sports betting. Especially after the closure of the Macau Jockey Club, the market is seeking new growth drivers, which might be an opportunity to revisit sports betting strategies.
“I believe market development primarily depends on the government’s attitude,” Yung stated. He pointed out that the gambling industry thrives in Europe and America “because many businesses and enterprises participate in gambling-related projects,” and such openness and diversity stem from government guidance and regulation.
Hong Kong’s openness to basketball betting will inevitably attract more sports fans to participate in betting and might prompt the Macau government to reassess its current gambling policies. Although Macau still operates under a concession system, if it can learn from international experiences and explore the potential of sports betting within the existing framework, it could inject new vitality into Macau’s gambling industry.
Yung concluded that M Plus has secured its position in the competitive market by “capturing the high interest of Macau lottery users in sports events.” Meanwhile, Hong Kong’s latest developments have “added more room for imagination” regarding the future of sports betting in Macau.
