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Australian wagering giant Tabcorp has taken a groundbreaking step in the sports betting industry by launching a multilingual upgrade to its TAB App, marking the first time in Australia that betting content is available in Traditional Chinese, Simplified Chinese, and Vietnamese alongside English. This move reflects Tabcorp's commitment to inclusivity amid a growing customer base whose first language may not be English—a trend especially evident given the popularity of wagering across Asia.

Dave Beirne, Tabcorp’s General Manager of Trading, emphasized the importance of this enhancement, stating, “We’ve got a growing base of customers whose first language is not English and this upgrade will make placing a bet so much easier for them.” He also positioned the development as part of a broader digital transformation, noting that simplifying user experience is central to the company’s strategy. Beirne added, “Creating a multilingual proposition that breaks down language barriers certainly makes it more appealing for customers who have English as an additional language.”

The technological sophistication behind the upgrade was underscored by Michael Ristuccia, General Manager of Technology. He explained that the multilingual feature was made possible by a cross-enterprise team leveraging modern mobile software to build context-aware widgets, enabling seamless adaptation across languages. Ristuccia shared that translations were vetted by certified translators and enhanced with custom-built AI, ensuring they remain accurate and contextually appropriate. He added that this success now opens the door to expanding multilingual capabilities into other areas of the customer experience.

This initiative also aligns with Tabcorp’s broader push toward modernizing its platforms. Earlier this year, the company began piloting live, in-play betting in licensed pubs and clubs across New South Wales—a move heralded by CEO Gillon McLachlan as "the future of wagering." This trial, which leverages venue-based terminals to enable in-play bets, aims to revitalize Tabcorp’s traditional retail footprint and drive retail-digital convergence.

Yet, Tabcorp’s path forward is not without scrutiny. Regulatory authorities and public health advocates have raised concern over prior breaches related to responsible gambling and illegal in-play betting. For instance, the company has previously faced penalties for violations of harm minimization rules and prohibited digital bets, prompting calls for stricter oversight and reform.

Still, the multilingual upgrade to the TAB App represents a notable shift toward greater accessibility and technological agility. By breaking down language barriers and offering sharper contextual interfaces, Tabcorp positions itself to better serve a changing, linguistically diverse Australian betting market. Whether this innovation can coexist with—and reinforce—responsible gambling standards will likely shape both public reception and regulatory response moving forward.