In recent years, New Zealand has become an attractive destination for international gaming firms, particularly those based in Europe. Despite already having a relatively modest population, New Zealand’s open stance on foreign operators and booming interest in online gaming and gambling have triggered market activity. European gaming companies, with their robust platforms and proven operational models, are seizing the opportunity to establish a strong presence in this increasingly competitive space.
A Regulatory Loophole Working in Europe’s Favour
At the heart of this influx is a regulatory scenario. While online gambling is technically unregulated in New Zealand for companies based offshore, citizens are not prohibited from accessing platforms overseas. This grey area in the Gambling Act of 2003 means that foreign companies have so far been able to operate without needing a New Zealand license, provided they don’t actively market within the country. Many European operators, familiar with navigating complex international regulations, have adapted their marketing strategies accordingly, leveraging affiliate networks, content making, and social media outreach that stays within the legal boundaries.
It’s an unconventional approach, but it has proven effective. According to a 2025 report, foreign firms already account for a major share of New Zealand’s online gambling revenue. Foreign iGaming brands are able to operate with fewer restrictions than domestic operators such as Lotto NZ and TAB Limited, as long as they stay within the rules.
Rising Local Demand for International Standards
Another key factor driving this European expansion is player demand. New Zealanders are becoming increasingly sophisticated in their tastes, expecting high-quality user interfaces, advanced features, generous bonuses, and greater game variety. Therefore, it should come as no surprise that top online casinos from regions like Malta, Sweden, and the UK are rapidly gaining popularity.
Also, European firms are known for prioritising licensing and safety, often regulated by strict bodies such as the UK Gambling Commission. For New Zealanders concerned about safety, these credentials provide reassurance that local operators may not be able to match.
Digital Infrastructure and Mobile Penetration
New Zealand also offers a tech-friendly environment with high mobile penetration, fast internet speeds, and widespread smartphone usage. These conditions are ideal for mobile-first gaming platforms. Brands have long invested in mobile optimisation and app development, which makes them well-positioned to appeal to New Zealand’s digitally engaged population.
This is especially relevant because, like much of the world, there has been a further shift towards digital entertainment in the last five years. Online casino visits, mobile gameplay, and remote sports betting have become mainstream, fuelling further demand.
Looking to the Future
A recent development over the last few months could have a profound impact on the future. It’s believed that the government in New Zealand are preparing to “auction off” online casino licenses for the first time. And, this could see operators from Europe swoop in and pay what’s required in order to be fully licensed in the country, as they’d also be permitted to run marketing campaigns.
The new regulatory framework, set to commence in 2026, will also see the government able to issue fines to unlicensed operators. It’s a step that European iGaming companies will now be looking into to see if they need to change their approach, or if they will just continue as they are. Either way, the popularity of online gaming in New Zealand will keep on growing.