allt partners with Meliora as broadcasters rethink revenue amid wagering advertising reforms.
Sydney, 2 September 2026
Connected-TV technology company allt has entered a strategic partnership with Meliora Creative to support the commercial development and expansion of its second-screen technology in Australia and international markets.
The partnership comes as Australia's media and wagering industries consider the potential implications of proposed changes to gambling advertising. The Australian Government introduced the Interactive Gambling Amendment (Gambling Reform) Bill 2026, ratified by both houses of parliament in August, with new restrictions on wagering advertising across television, digital platforms and sporting environments.
The issue of sports wagering advertising is raising a broader commercial question for broadcasters and rights holders: how can they develop new revenue models around the audiences and engagement their content already creates?
allt's technology is designed to connect a viewer's mobile device with what they are watching on television in real time, allowing broadcasters and commercial partners to create digital experiences around individual moments in content without requiring viewers to download a separate companion app.
The technology has potential applications across wagering, retail media and affiliate commerce, creating new ways for broadcasters to connect audience attention on the television screen with advertising activity taking place on the viewer's phone.
James Forster, allt CEO and Co-Founder, said: "There has understandably been a lot of focus on what the reforms will mean for existing wagering advertising models. The other question for broadcasters is what they build next.
"Our starting point is very simple: people are already watching television with a phone in their hand. The broadcast creates the attention and, often, the intent. We've built technology designed to connect those two screens in real time and create new commercial opportunities around that behaviour.
"Wagering is one application, but the opportunity is much broader. Retail media and affiliate commerce are also areas where broadcasters can think differently about the value created by the audiences and content they already have.
"That's what makes the partnership with Meliora valuable for us. They bring people who understand the realities of transforming established media businesses, alongside relationships and experience across media, advertising technology, wagering, gaming and international markets."
Meliora Managing Partner Clive Dickens will also join the allt board, bringing decades of international experience across media, technology and digital transformation.
Clive Dickens, Meliora Managing Partner, said: "Whether regulation moves quickly, slowly or ultimately changes shape through the parliamentary process, the strategic question for media owners is the same: where does future revenue growth come from?
"Traditional media businesses are operating through a long-term shift in how audiences consume content, how advertisers reach them and where commercial value is created. Regulation adds another dimension to that challenge, but the need to keep developing new revenue models exists regardless.
"What interested us about allt is that the technology starts with behaviour that already exists. Audiences are watching television while using another screen. allt is looking at how broadcasters can create more value from the connection between the two."
For Meliora Creative, the partnership also reflects its focus on working with technology businesses addressing structural changes across the media industry. Its team brings senior operating experience from major media and technology businesses, with networks spanning the advertising technology ecosystem, sports, wagering and gaming sectors and international media markets.
For allt, the partnership provides access to that experience and network as it develops relationships with broadcasters, rights holders and commercial partners, and continues to build the market for second-screen monetisation.
Media enquiries: Mel Lee, mel.lee@melioracompany.ai