Ladbrokes is a big name in punting in England and it wants to be held in the same esteem in the Australian state of Victoria.

According to a report in the Australia's Herald Sun, "The British betting giant registered last week an expression of interest in the Victorian wagering and gaming licence, currently held by Tabcorp, but due to expire in 2012."

It is Ladbrokes' contention that it could better serve Victorian punters thanks to its experience in the business—over 120 years worth—and technology.

Since it has been in the betting business for over a century it knows what punters want.

"We're here for the game. We've got our shorts and football boots on, we're not going to sit on the fence," company chief information officer Steve Maxwell told the Herald Sun.

Ladbrokes sees remarkable similarities between the Australian and UK betting markets seeing as sports fans in both countries have interests in greyhound and horse racing, tennis, rugby and cricket.

"The Victorian licence is a fairly unique opportunity," explained Ladbrokes' MD of international development Kevin Hopgood to the Herald Sun.

"We would build a good Australian business making full use of our experience back in the UK and elsewhere in the world to build an Australian business."