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Entain Tests Waters in New Zealand with New BlackRush Brand

By jili tutorial · October 3, 2026

Entain Tests Waters in New Zealand with New BlackRush Brand

Overview: A Strategic Soft Launch

Entain, the global gambling giant behind brands such as Ladbrokes and BetMGM, has quietly begun soft-launching a new online casino brand called BlackRush in New Zealand. The brand operates under Entain’s ElectraWorks Gibraltar license, and currently requires a Virtual Private Network (VPN) to access from New Zealand — a detail that highlights the controlled, preliminary nature of the rollout.

BlackRush is separate from FoxySpins, another Entain-owned brand that has already been targeting the New Zealand market. Notably, both brands appear to share a common platform that sits outside Entain’s global ecosystem, suggesting a dedicated local infrastructure designed for a market that is still in its pre-licensing phase.

The Current Landscape: Entain’s Position in New Zealand

Existing Presence Through TAB NZ

Entain is already dominant in New Zealand’s regulated gambling sector. Through a partnership with the state-owned TAB NZ, the group is effectively the only licensed entity permitted to offer sports betting within the country. This arrangement gives Entain a unique foothold — no other operator can legally provide sports wagering at scale.

The Dual-Brand Strategy: FoxySpins and BlackRush

While FoxySpins has been operating in New Zealand for some time, BlackRush represents a test of multi-brand targeting. Both brands are believed to run on the same technical platform, but they are marketed separately. This allows Entain to experiment with different brand identities, bonus structures, and user experiences without committing fully to one approach. The use of a VPN to access BlackRush suggests the brand is not yet available openly and is being trialled with a limited audience.

Upcoming Regulatory Shift: The Online Casino Market in 2027

New Zealand is currently in the process of preparing a fully regulated online casino market, scheduled to launch in 2026 or early 2027. The government plans to issue 15 licences in total, with each operator allowed to hold up to three licences. Crucially, each licence covers just a single brand. This structure directly enables the kind of multi-brand strategy Entain is now testing: holding multiple licences allows the company to operate several distinct brands under the same corporate umbrella.

Cross-Selling: The Key to Entain’s Confidence

During a recent earnings call, Entain’s Chair Stella David expressed strong confidence in the New Zealand opportunity. She noted that Entain would be the only gambling firm able to cross-sell its products in the market once licensing begins. Cross-selling — offering, for example, a casino bonus to a sports bettor — is a proven marketing tactic that increases customer lifetime value. Entain’s ability to leverage its existing TAB NZ sportsbook customer base for its new casino brands is a powerful advantage over competitors who lack a pre-existing sports audience.

Market Size and Revenue Potential

David estimated that the total addressable online casino market in New Zealand is worth approximately £600 million (roughly US$800 million) per year. Entain currently generates about £200 million of that through its existing operations, primarily via the TAB NZ sportsbook. With the addition of FoxySpins and BlackRush, and the eventual launch of further iGaming brands, the company believes it could push its local revenue beyond £300 million — capturing half of the projected market.

Local Leadership: A Dedicated New Zealand Focus

To manage this expansion and navigate the upcoming regulatory changes, Entain has created a dedicated New Zealand Managing Director role. The position is held by Chris Haigh, who oversees the local focus. Chris Ward remains the Managing Director for Australia, and both report to Andrew Vouris, CEO of Entain Australia and New Zealand. This organisational structure ensures that local nuances — such as the licensing approach, Maori cultural considerations, and customer preferences — are addressed by a team on the ground.

What This Means for Competitors and the Market

The soft launch of BlackRush signals Entain’s intent to be a first mover in New Zealand’s forthcoming regulated iGaming environment. While 15 licences mean up to 45 brands could theoretically operate (given three per operator), the reality is that few firms will have the scale, local infrastructure, and cross-selling capability that Entain possesses. Smaller operators may struggle to compete for market share, especially if Entain leverages its TAB NZ partnership to aggressively promote its casino brands.

Conclusion: A Calculated Test Before Full Regulation

BlackRush is more than just a new brand — it is a strategic experiment. By soft-launching with a VPN requirement, Entain can gather data, refine its offer, and prepare for full market entry in 2027. The combination of exclusive sports betting rights, multi-brand licensing, local management, and cross-selling potential positions Entain as the dominant force in New Zealand’s upcoming online casino market.