Australia and New Zealand belong to the same region and share many of the same digital habits. However, differences in market size, user behaviour and product preferences call for a tailored approach to each GEO.

In the latest edition of Market DNA, the N1 Partners team explores how to adapt products to player expectations and what to consider when acquiring traffic.

Market overview

Australia is a large market with a well-developed e-commerce sector. According to Australia Post, online spending reached A$82.6 billion in 2025. Based on N1 Partners’ observations, the size of the audience creates opportunities to test different traffic sources and target groups, then expand successful campaigns.

New Zealand is a smaller market where the age profile of the audience deserves particular attention. According to the New Zealand Gambling Survey, 40.5% of respondents aged 35-44 and 37.7% of those aged 25-34 had participated in online gambling in the previous 12 months.

These figures help identify potentially valuable age segments. However, their potential and the quality of the traffic they generate should be assessed separately before scaling. 

How to adapt the product

Product priorities

• Australia. Make betting and racing central to the sports lobby. Highlight relevant events and provide quick access to the corresponding markets.
• New Zealand. When developing hybrid products, use casino as the core vertical and position betting as an additional option.

Payment options

Payment localisation should reflect the methods familiar to each audience. In Australia, cards accounted for 73% of consumer payments in 2025, according to the Reserve Bank of Australia.

EFTPOS and digital wallets are also used in New Zealand. According to Payments NZ, cards remain the leading method for everyday transactions, while digital wallets are growing in popularity.

Onboarding

Australia
During registration, clearly explain the steps involved and the information users need to provide.

New Zealand
According to the New Zealand Consumer Survey 2024, 63% of respondents are concerned about privacy. The registration process should therefore explain clearly why the product requests personal information.

What keeps players engaged

According to N1 Partners’ observations, retention is more effective when it reflects players’ preferences and offers relevant content.

Sports
In Australia, retention strategies can follow the AFL, NRL, cricket, tennis and motorsport calendars. After a match or race, affiliates can promote upcoming events in the same sport.

The same approach applies in New Zealand, particularly to rugby and cricket.

Casino
According to N1 Partners, slots and table games are among the popular casino categories in both Australia and New Zealand.

Australia

• online pokies (slots);
• blackjack;
• roulette;
• baccarat.

New Zealand

• slots;
• table games;
• live dealer.

To encourage repeat sessions, slot players can be shown new releases in familiar genres, while table-game players can receive recommendations for similar mechanics or live-dealer tables.

It is important to track which recommendations actually encourage repeat sessions.

How to scale

Australia: expand successful sources
Successful Australian campaigns can be developed by adding new placements, reaching additional audience segments and testing other advertising formats.

Each new direction should be assessed separately. In addition to FTDs, affiliates should consider acquisition costs, retention and LTV. Volume should increase only once the data confirms that the campaign remains effective.

New Zealand: take a targeted approach
Given the smaller market size, affiliates should focus on the most promising placements. Start with smaller budgets and increase them gradually when results remain stable.

Australasia checklist

At N1 Partners, affiliates can choose the commercial model and cooperation format:

• 14+ casino and betting brands with high Reg2Dep and LTV
• Commercial models: CPA, RevShare, Hybrid and Spend
• Personalised support, flexible payout schedules and NNCO