Tabcorp loses Victoria Keno exclusivity, but gets online bonus with first omni-channel license

Tabcorp has lost its exclusivity to run Keno in the Australian state of Victoria, but under its new license will be able to offer the game through digital as well as retail channels.

Tabcorp paid $25 million for the 20-year non-exclusive license. Lottoland, which was founded in Gibraltar in 2013, was awarded the other license.

The new Tabcorp license will take effect from April 15th, when the current 10-year retail-only license expires. Tabcorp paid $60 million for that permit in 2012, which gave it exclusive rights in the state.

“Tabcorp is pleased to continue its partnership with the Victorian government, with the longer term and expanded channel flexibility offered under this license,” Tabcorp managing director lotteries and Keno, Sue van der Merwe said.

“The new structure will allow us to continue offering Victorian players a world-class Keno product and responsibly grow the game further, backed by our extensive retail and brand presence and the expertise gained from our existing Keno online business.”

The Victorian government opted to return to a dual licensing structure after a review of the Keno industry and invited bidders.

“We are thrilled to have been granted a Keno license by the Victoria State Government and look forward to launching KenoGo in 2022,” Lottoland CEO Nigel Birrell said.

“Most importantly, this license means that consumers in Victoria will be able to enjoy Keno online on their smartphone or computer for the first time ever, with new gaming experiences and greater choice through Lottoland.”