Canada’s Rivalry Corp has taken a trip down under, bringing both its esports and traditional sports betting services to Australia.

Following the operator’s launch in Ontario last month, Rivalry has headed for sunnier climes in what has become its second regulated market.

Having been approved for a sports bookmaker licence by the Northern Territory Racing Commission earlier this year, Rivalry has now accepted its first deposits and bets in Australia.

This licence permits the operator to offer sports betting throughout the Antipodean country, allowing residents to access Rivalry’s complete sportsbook and place wagers on football, boxing, basketball and more.

But alongside Rivalry’s traditional sports offering, customers will be able to bet on esports events, including games such as Dota 2, League of Legends and Counter-Strike: Global Offensive.

Esports wagering is an up-and-coming industry and Rivalry is one of the main players trying to capitalise on young bettors’ interest in video games.

“We are very excited to bring Rivalry to customers in Australia. We take a very different approach than traditional betting operators, and have been particularly successful among Gen Z and young Millennial’s across the globe,” said Steven Salz, Rivalry’s Co-Founder and CEO.

“We are very eager to start building our brand equity in Australia through a series of innovative activations and campaigns as we ramp up services throughout the remainder of 2022.

“As we do everywhere, servicing and helping to grow the esports and gaming community will be a priority for us.”

Rivalry is headquartered in Toronto and valued at approximately CA$80.3m (US$62m).