Australia’s largest sports betting company has moved away from wagering on reality television and celebrity gossip as it faces a government investigation in South Australia and looming restrictions on where and when it can advertise.

Sportsbet – estimated to have a 45% share of the Australian online gambling market – has shut down all novelty markets for at least three weeks, according to monitoring by the Guardian. Social media users have observed no novelties have been offered since as early as the start of August.

These novelty markets have previously included offering odds on the Grammys and Oscars, Australian Survivor, WWE bouts or which band will win the Triple J Hottest 100.

The company’s most recent blog post in its novelty section – titled “Who will be the next James Bond predictions” – is from March this year.

A spokesperson declined to explain its decision. “Sportsbet is not currently offering any novelty markets at the discretion of our trading teams. These markets may become available soon,” they said. “Sportsbet determines the markets it will offer at any given time based on a range of factors.”

The government in the Northern Territory licenses Sportsbet and has guidelines for how sports betting companies run novelty markets. Its rules include that where contingencies are not covered by an official body, they must be able to be settled within 12 months of being first offered.

The NT Department of Industry said none of Sportsbet’s novelty markets have breached its guidelines, but a spokesperson directed enquiries to the South Australian government.

“Sportsbet has not breached any NT-related novelty rules,” they said. “Recent action against Sportsbet has been taken by the South Australian liquor and gambling commissioner (through SA consumer and business services).”

The South Australian attorney general’s department subsequently confirmed it is investigating the company, but declined to elaborate on the substance of its inquiries. “Matters involving this business are currently under consideration and we are unable to comment at this stage,” a spokesperson said.

Sportsbet ran a controversial trial last year using TikTok to advertise bets offered regarding Rihanna’s half-time Super Bowl show.

Meanwhile, sports betting companies are pushing back against advertising reforms currently being considering by the federal government.

A 2018 report on gambling prevalence prepared for the SA Department of Human Services found novelty betting was more common among younger people. It also noted novelty gamblers, alongside those who used electronic gaming machines, were more likely to be moderate-risk or problem gamblers compared to those betting on other forms.