As governments around the world continue to strengthen oversight of digital gambling, the industry’s conversation is increasingly centered on sustainability rather than rapid expansion. While regulatory models differ significantly across jurisdictions, Australia has become an influential case study for consumer protection, anti-money laundering controls, and responsible gambling policy.
Australia’s legal framework also illustrates the importance of distinguishing between different forms of gambling. Licensed online sports and race wagering operate under state-based regulation, while online casino games, including online pokies offered to Australian residents, remain prohibited under the Interactive Gambling Act 2001.
Sarah Mitchell, Editor-in-Chief of Online Pokies Time and a former compliance consultant, says this distinction is essential when comparing Australia’s approach with international markets where online casino gaming is legally regulated. Her work focuses on evaluating licensed operators across regulated international jurisdictions while examining Australia’s evolving relationship with online gambling over the past decade, drawing broader lessons from regulatory policy, consumer protection, and responsible gambling.
In this interview, Mitchell shares her perspective on why long-term value in gambling markets depends on compliance, transparency, and public trust.
Q: Australia has become an important reference point for gambling regulation. Why?
Sarah Mitchell: Australia demonstrates how governments can build robust consumer protection frameworks, even though its legal approach differs from many international markets. Agencies such as the Australian Communications and Media Authority (ACMA) and AUSTRAC have clearly defined enforcement responsibilities, while legislation like the Interactive Gambling Act and the National Consumer Protection Framework for Online Wagering establish expectations around consumer safeguards and responsible gambling.
Importantly, Australia’s framework distinguishes licensed online wagering from online casino gaming, which remains prohibited for domestic consumers. That legal distinction is often overlooked in international discussions but is critical when comparing regulatory models.
Q: Your article talks about long-term value creation. What does that mean in a regulated gambling market?
Long-term value isn’t simply about increasing revenue year after year. It’s about building businesses that remain trusted by regulators, customers, investors, and business partners.
Operators that invest in compliance, transparent policies, responsible gambling measures, and good governance tend to create more resilient businesses. Regulation shouldn’t be viewed solely as a cost; it also provides certainty, reduces legal risk, and encourages sustainable competition.
Q: Critics argue that increasing regulation makes it harder for smaller operators to compete. Is that a fair concern?
I think it’s a legitimate concern. Compliance programs, anti-money laundering obligations, customer verification systems, cybersecurity investments, and responsible gambling technologies all require significant resources.
In Australia, factors such as Point of Consumption Tax obligations and increasing compliance expectations have undoubtedly increased operating costs. Larger companies often have greater capacity to absorb those costs than smaller businesses.
The challenge for policymakers is maintaining high consumer protection standards while preserving healthy market competition and encouraging innovation.
Q: Australia continues to debate gambling advertising. How do you see that affecting the industry?
Advertising has become one of the most debated policy areas, particularly around sport. Whatever the final policy direction, operators should expect customer acquisition strategies to evolve.
Rather than relying heavily on advertising or promotional incentives, successful businesses will likely compete through transparency, product quality, customer service, and responsible engagement. Building trust is becoming a more sustainable competitive advantage than simply increasing marketing spend.
Q: Responsible gambling is often discussed as a compliance obligation. Can it also create commercial value?
Absolutely. Responsible gambling shouldn’t be viewed as a regulatory checkbox. Tools such as deposit limits, strong customer verification, behavioral monitoring, and initiatives like BetStop, Australia’s National Self-Exclusion Register, help create a healthier environment for consumers.
When operators actively support safer gambling, they often strengthen customer confidence and reduce long-term regulatory and reputational risk. Those outcomes benefit both businesses and consumers.
Q: Technology is changing the industry rapidly. Where do you see the greatest opportunities?
Artificial intelligence and behavioral analytics can significantly improve compliance and consumer protection when used responsibly.
Technology can assist with fraud detection, anti-money laundering monitoring, customer verification, and identifying patterns that may indicate gambling-related harm. These tools should complement experienced compliance teams rather than replace human judgment.
Q: Consumer trust seems to be a recurring theme throughout this discussion. Why is it so important?
Trust is difficult to build and easy to lose. Consumers increasingly expect clear terms and conditions, secure payment systems, reliable withdrawals, and transparent communication.
In regulated markets, businesses that consistently deliver those standards often develop stronger long-term relationships with customers. That’s ultimately reflected in healthier customer retention and more sustainable business performance.
Q: Looking globally, what lessons can other jurisdictions learn from Australia?
Australia shows that regulatory consistency matters. Even where people disagree on specific policies, clear rules and consistent enforcement create certainty.
At the same time, every jurisdiction has different legal, cultural, and economic priorities. Countries that license online casinos will naturally adopt different frameworks from Australia, which prohibits them domestically. The common objective should be the same: protecting consumers while allowing legitimate, well-regulated businesses to operate responsibly.
Q: Finally, how would you define long-term value creation in today’s gambling industry?
For me, long-term value is built on trust rather than short-term growth.
The strongest businesses are those that treat compliance, transparency, and responsible gambling as core business principles rather than regulatory obligations. Markets will continue to evolve, technologies will change, and regulations will develop further. Companies that prioritize consumer confidence and responsible governance will be better positioned to succeed over the long term, regardless of where they operate.
