Barni Evans, CEO of Sportsbet, Australia’s largest online gambling company, publicly criticized the company’s previous advertising strategies and acknowledged its failure to adequately address integrity threats in major sports.
Speaking at an industry conference on Wednesday, Evans described the company’s involvement in an “advertising arms race” and admitted “we stuffed a lot of things up,” reflecting on the need to better protect Australians from organized financial crime, The Guardian reported.
Evans noted that Sportsbet, which handled AU$2.7 billion ($1.6 billion) in customer bets over a three-month period last year, had initially neglected to inform sports organizations about betting transactions that could compromise integrity.
He emphasized the importance of the company’s role in helping sports improve their integrity measures, a realization that took several years to develop.
In May 2024, Sportsbet entered into an agreement with Australia’s financial intelligence agency to enhance compliance with anti-money laundering and counter-terrorism financing laws.
Earlier this month, it was reported that the AFL (Australian Football League) recognized deficiencies in its integrity system for online gambling, particularly regarding the monitoring of insider information among players and staff.
Evans expressed disappointment over the slow implementation of a national self-exclusion program for individuals seeking to overcome gambling addiction, stating that the industry and government should “hang our heads in shame” for the delays. He highlighted that while no single person was to blame, the entire ecosystem had failed to act swiftly.
Reflecting on past criticisms of sports betting advertisements, Evans defended Tom Waterhouse, an early figure in the industry, suggesting he was unfairly scapegoated for broader systemic issues. “The fault lies in the ecosystem,” Evans remarked, emphasizing the need for a better regulatory framework.
In a significant shift, Sportsbet has announced it will no longer air live betting odds during broadcasts of the NRL (National Rugby League) and AFL, responding to public outcry against excessive gambling promotions.
The company also reported a 40 percent reduction in overall wagering advertising over the past year, signaling a recognition of the need for more responsible marketing practices.
A Sportsbet spokesperson confirmed the decision to remove betting odds from live broadcasts, citing feedback from stakeholders and the community regarding gambling advertising. This move comes amid ongoing discussions about stricter regulations in the gambling advertising sector.
