Ladbrokes Australia Reintroduces Live Betting Console

Ladbrokes Australia again allows live betting with LivePlay replacing Quickcall.

The Australian arm of the world-famous sports betting operator Ladbrokes has decided to reintroduce their live betting option some six months after they had removed it from the offer.

Pressured by the Australian Communication Agency (ACMA), Ladbrokes Australia withdrew the feature called Quickcall back in July, but they have now brought it back, this time under the name LivePlay.

ACMA had claimed that the live betting option was in breach of the 2001 Internet Gambling Act, but Australian Federal Police then opted against investigating William Hill’s Bet In-Play smartphone application, which clearly paved the way for other bookmakers to allow live betting to Australian residents as well.

Paddy Power owned Sportsbet has yet to follow suit as they clearly fear potential charges from the Australian authorities, but Ladbrokes do not seem to have such problems.

New Internet Gambling Act on the Cards

The 2001 Internet Gambling Act is widely expected to undergo major changes in the near future as many believe that said legislation is unable to create a level playing field for both domestic and overseas gaming operators.

The Institute of Public Affairs (IPA) researchers clearly feel the same way as they don’t think the current restrictions are fair towards either foreign operators or Australian residents.

They believe that live betting creates additional opportunities for gamblers from Australia, offering them a chance to make informed choices and lower the bookmakers’ egde.

IPA is adamant that the current ban on Australian punters accessing foreign websites makes no sense and goes against the country’s economic principles.

At the moment, around 30 gambling websites operate in Australia, but the authorities are worried by the fact that only 40 percent of the overall gaming revenue stays in the country.

The Australian gaming market is probably one of the largest and most attractive in the world and it is hardly surprising that leading sports betting operators are desperate to secure the best possible position and remain one step ahead of the competition.

Judging by the recent developments, Australian government face a tough task of improving the outdated gambling legislation that is currently in effect and making sure all parties are satisfied with the new legal framework.