Expansion in New Zealand: Entain Launches BlackRush Casino Brand

Global gaming powerhouse Entain has made a significant move in Oceania by soft-launching its new BlackRush Casino brand in New Zealand. This strategic launch comes as the country undergoes a major overhaul of its gambling legislation. While Entain already controls the sports betting sector through an exclusive 25-year partnership with TAB NZ, it is now preparing for the formal opening of the online casino market. The objective is clear: solidify market leadership before the new regulatory framework fully takes effect in 2027.

BlackRush appears to be operating on a technical platform separate from Entain's global infrastructure. It shares this setup with FoxySpins, another new brand aimed at the Kiwi market. Currently, the site requires a New Zealand VPN for access and operates under Entain's ElectraWorks license from Gibraltar. This proactive approach demonstrates Entain's intent to build local brand awareness before the official auction for 15 planned online casino licenses concludes.

Numbers and facts

The economic scale of this expansion is substantial. Entain CEO Stella David estimates the total market value at approximately £600 million per year. The group currently generates about £200 million in the region, with the new casino brands expected to push that figure above £300 million. Financial reports show heavy investment, including an initial NZ$160 million payment for the TAB NZ partnership and an additional NZ$100 million paid in June 2025 following the implementation of the "legislative net." This law ensures that offshore operators are excluded to keep gambling revenue within the country.

"I think the opportunity for us is significant because we’ll be the only player who will be able to do cross-sell." - Stella David, CEO of Entain

The partnership with TAB NZ includes a guaranteed annual minimum profit share of NZ$150 million for the first five years. Before the recent legislative changes, about 70 percent of the market was already held by onshore operators. The legislative net, effective since June 28, 2025, has made it significantly harder for unauthorized foreign operators to access the market.

Background

The New Zealand government is taking a strict approach to licensing. Each of the 15 available licenses will have an initial three-year term, with potential for a five-year renewal. Crucially, operators are limited to a maximum of three licenses, and each license covers only one brand. Competition is fierce, with major players like SkyCity, Super Group, DigiPlus, Stake, and Dabble expressing interest. The fully regulated market is expected to launch at an unspecified date in 2027.

Sam Moncur, Managing Director for Entain Australia and New Zealand, highlighted the importance of local heritage. He stated that the company is proud to build on TAB NZ's legacy while providing a modern betting experience. The focus remains on the financial sustainability of the local racing and sports industry through onshore wagering.

Why it matters for German players

For players in Germany, the developments in New Zealand are noteworthy but do not directly affect local availability. Germany operates under the State Treaty on Gambling 2021 (GlüStV 2021), which imposes much stricter rules than the proposed New Zealand model. While Entain experiments with various brands abroad, providers in Germany must be listed on the official GGL whitelist. German customers are protected by rigorous measures, including a €1,000 monthly deposit limit via the LUGAS system and a €1 stake limit per spin on virtual slots.

Legal play in Germany requires using a provider with a domestic license. Brands licensed in Malta or Curacao are considered illegal in Germany and offer no protection from local authorities. Entain's brands, such as bwin, operate in Germany under strict GGL oversight, ensuring maximum legal security for players.

What it means for GGL-licensed casinos

German GGL-licensed casinos monitor these international trends closely as they show how global groups adapt their technology. The BlackRush example highlights that platform flexibility is key to overcoming regulatory hurdles. For the German market, this means continued pressure to adapt, as GGL requirements are technically demanding. Innovations successful in New Zealand could eventually reach Europe, provided they comply with the German requirement to separate casino and sports betting products.