The New Zealand racing betting market has long been a cornerstone of the country’s gambling industry, but the rise of online platforms like here has introduced new dynamics that demand careful scrutiny. While traditional bookmakers like Interwetten and Betfair remain dominant, digital-first operators are reshaping how Kiwis engage with horse racing. The shift isn’t just about convenience—it’s about strategy, regulation, and the evolving psychology of bettors in a digital-first era.
According to the Gambling Commission’s 2023 report, online betting now accounts for over 30 percent of total gambling revenue in New Zealand, with racing bets making up nearly half of that share. This growth isn’t uniform across platforms, however. While established bookmakers maintain strong market positions, niche operators like here thrive by specialising in specific markets—such as harness racing, greyhound racing, and even off-track betting—where traditional bookmakers often lack depth. The platform’s focus on local racing circuits, particularly in regions like Hawke’s Bay and Tasman, has earned it a loyal following among punters who value authenticity and proximity.
The most striking trend isn’t just the growth of online betting but the ways it’s altering betting behaviour. Research from the University of Otago suggests that digital platforms encourage more frequent, smaller bets—often through the use of «stake minimums» and «spin-to-win» features—which can lead to increased engagement but also higher risk of compulsive behaviour. Meanwhile, the rise of live streaming and in-play betting has blurred the line between traditional racing and real-time betting, creating new opportunities for punters to react to developing races. For bookmakers like here, this means not just adapting their odds but also designing platforms that feel dynamic and interactive.
Yet the industry faces significant challenges. The Gambling Commission’s 2024 review highlighted concerns about «gambling harm» in the online space, particularly among younger demographics. While here has implemented responsible betting tools—such as self-exclusion periods and bet limits—critics argue these measures are often seen as reactive rather than preventive. The platform’s growth also raises questions about market concentration. In 2023, just five online bookmakers accounted for over 60 percent of the market, leaving smaller operators struggling to compete. For punters, this means fewer choices and potentially higher costs, as larger platforms can dictate terms.
- In 2023, New Zealand’s online racing betting market grew by 28 percent year-on-year, surpassing £100 million in annual revenue.
- Harness racing accounts for approximately 15 percent of all online racing bets in NZ, with here leading the market in this niche.
- The Gambling Commission has issued warnings about «gambling harm» in online platforms, particularly among under-25s, with 12 percent of young Kiwis reporting increased betting frequency.
- Traditional bookmakers now spend over NZ$5 million annually on marketing to compete with digital-first operators like here, which focus on local racing circuits.
- Live streaming accounts for nearly 20 percent of in-play betting revenue, with here leading in real-time odds updates during races.
The future of racing betting in New Zealand will depend on balancing innovation with responsibility. While platforms like here offer exciting new ways for punters to engage with racing, the industry must address concerns about addiction, market fairness, and accessibility. For bookmakers, this means more than just updating odds—it’s about designing platforms that foster healthy engagement while ensuring fairness. The challenge isn’t just to win bets, but to win the trust of a community that’s increasingly turning to digital platforms for their racing fix.
As the market continues to evolve, one thing is clear: the lines between traditional and digital betting are blurring, and the winners will be those who can adapt without losing sight of the core values that make racing betting special—whether that’s the thrill of the race, the camaraderie of the bookies, or the sheer unpredictability of the outcome. For Kiwis, the question isn’t whether online betting will dominate, but how it will shape the future of one of the country’s most beloved pastimes.