Watchdog fines major sports betting agency for SA breaches
Australia’s largest sports betting company has been hit with a six-figure fine for breaching SA betting rules – but made millions in the process. Including around LIV Golf.
Australia’s biggest online bookmaker Sportsbet has been issued a $325,000 fine for breaching SA betting rules over a 17-month period from 2024 to 2025.
A report from the state’s Consumer and Business Services Commissioner Brett Humphrey found Sportsbet accepted wagers by South Australian residents for four different categories of events that were not, at the relevant time, “approved contingencies”.
The report found that more than 940,000 wagers were placed on unapproved sporting events between April 2024 and September 2025 including on LIV Golf, UFC-MMA (mixed martial art sport), e-Sports (video games) and novelty events.
Betting operators who are licensed or authorised to operate in SA can only accept bets on contingencies that have been approved by the Liquor and Gambling Commissioner.
During that time period, Sportsbet’s net revenue from taking bets on unapproved events was “at least $2,440,649”.
“Sportsbet acknowledged that it had operated contrary to the conditions of its authorisation when it offered betting markets in e-Sports, LIV Golf and UFC/MMA events. Sportsbet submitted that this was not a deliberate breach,” the Commissioner’s report said.
SA Greens leader Robert Simms told InDaily the $325,000 fine was “pocket change for a gambling giant like Sportsbet”.
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“Gambling causes serious harm, and while these companies are raking in millions, ordinary people are paying the price,” Simms said.
“We’re talking about nearly a million unauthorised bets over 17 months. That’s not a minor slip-up.
“These companies shouldn’t be able to treat fines as just another cost of doing business. We need to get serious about holding gambling giants to account and beef up the penalties.”
Under the current SA Gambling Administration Act, the Commissioner may impose a maximum fine of $100,000 to betting agencies for breaches, with Humphrey issuing three separate maximum fines for wagering breaches on LIV Golf, UFC-MMA and e-Sports events, but handing a $25,000 fine for the novelty event breaches.
Novelty event gambling, which includes wagering on entertainment, reality TV, non-sporting award shows and political affairs, is largely restricted within SA.
Outside of issuing fines, the Commissioner also has the powers to suspend a gambling provider for a “specified or unlimited period” or “cancel or revoke” its authorisation in SA.
“I do not consider that the more severe options available… are warranted, including the variation of conditions of Sportsbet’s authorisation, its suspension or cancellation, or a prohibition from conducting betting operations in this State,” Humphrey said in the report.
“The conduct has ceased, effective controls are in place, Sportsbet co-operated with the investigation, apologised for its conduct, and nothing before me suggests it is otherwise unsuitable to hold the Authorisation.”
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Flinders University law lecturer Dr Joel Lisk told InDaily despite the “modest” penalties, the laws were “arguably doing their job in this instance”.
“There are always questions on whether penalties are simply a cost of doing business. We have seen significant changes in federal consumer protection legislation in recent years to ramp up penalties in response to concerns that penalties are insufficient,” Lisk said.
“There is always the potential for stricter laws, more restrictions or more prescriptive requirements, but this does not always address the actual problem or concern.
“Laws need to be paired with effective and well-resourced regulators that can actively enforce the legislative frameworks they are responsible for.”
Lisk said the fact that the company had cooperated with the investigation and apologised for its conduct “weighed against banning Sportsbet”.
Online sports betting across the country is increasing in popularity, with Australian Institute of Health and Welfare data showing Australians lost $8.4 billion in 2022–23 compared to $5.19 billion in 2019-20.
In 2025, Sportsbet’s Irish parent company Flutter Entertainment generated revenue of $1.4 billion in the Asia-Pacific region.
In 2022, Sportsbet was handed $3.7m in fines after breaking spam laws where it sent more than 150,000 text messages and emails promoting gambling to customers who had tried to unsubscribe.
Last year, the NT Racing and Wagering Commission fined the company $313,000 for breaching consumer laws by failing to provide more than 6000 customers with “activity statements”.
A Sportsbet spokesperson said the company “acknowledges and accepts the decision made by Consumer and Business Services South Australia”.
“As recognised by the Commissioner, we cooperated with CBS SA during their investigation and have implemented additional controls to our processes and procedures to improve our ongoing compliance with our obligations in South Australia,” the spokesperson said.
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