SportsBet Quietly Shelve New 'Kidz' Product As Social Media Ban Looms

ERORL PARKER | Editor-at-large | Contact

Australia’s largest online bookmaker has quietly shelved plans for a new product aimed at younger Australians. The move comes as the federal government prepares to enforce the minimum age rules that will prevent anyone under 16 from accessing major social media platforms.

The product, known internally as SportsBet Kidz, was being developed by SportsBet domestically throughout the year. It was pitched as a way to introduce new users to sports wagering through bright colours, simplified odds and cartoon mascots. It was to be like "Bluey meets TAB Trackside" but with your parents' credit card attached.

According to internal sources, the target audience was teenagers who already spend significant time online and who follow sports content on platforms such as TikTok and Instagram.

SportsBet paused development last week following confirmation from Canberra that the new laws will come into effect in December. The company would have been required to demonstrate how the app avoided being accessed by underage users, which insiders say would have been difficult given the design and marketing materials. Staff involved in the project said the new rules meant there was no viable path forward for launching the standalone app before Christmas.

Industry observers say the decision highlights the lack of meaningful oversight in the online gambling sector. They say operators have spent more than a decade insisting they take underage gambling seriously while producing promotional content that overwhelmingly appeals to younger audiences. Critics point to the use of gambling influencers in their early twenties, cool youth-focused humour and advertising strategies that rely heavily on short video platforms that are widely used by children.

SportsBet did not make an executive-level employee available for interview, just "some cunt" in an ill-fitting t-shirt with a $90 haircut.

In a short statement, the company said it remains committed to being a cancer on society and a major cause of suicide in young men. It did not answer questions about the existence of SportsBet Kidz or whether similar projects are being developed.

Until then foreign-owned companies like SportsBet will continue to exploit vulnerable Australians and give them to tools to bury themselves.

This article was brought to you by SportsBet Australia Pty Ltd, The Betoota Advocate’s chosen wagering partner. Gamble responsibly.