In a move that has raised eyebrows among gambling reform advocates, one of Australia’s biggest pokies clubs chose to promote its player rewards program on the very first day of a government-backed campaign to highlight the risks of gambling. The curious timing of the promotion, delivered via email to members of Canterbury Leagues Club in Sydney, has some experts questioning whether the message runs afoul of regulations prohibiting the advertising of poker machine gambling.
Tapping Into Temptation?
The email in question, sent on October 21 to coincide with the launch of NSW’s annual GambleAware week, encouraged members to “use your mobile phone to quickly tap and connect to a gaming machine” via a new digital platform called TapIt. Developed by gaming tech firm Ebet, TapIt is touted as a “game changer for venues” that streamlines the gambling experience by eliminating the need for physical membership cards.
“Continue to earn engage rewards and status points while you play, no different to earning on your physical member card,” the email enthused. Under Canterbury’s loyalty scheme, players accrue one “engage point” for every $10 wagered on the club’s 600-plus poker machines. Those points can later be redeemed for discounted food and drinks, with higher “status” tiers unlocking steeper savings.
What the email failed to mention, however, was the GambleAware campaign and its critical messages about understanding the warning signs of problem gambling, setting reasonable limits, and balancing betting with other activities and interests. This glaring omission amid an otherwise upbeat promotion of seamless mobile-based gambling left a sour taste in the mouths of some industry watchdogs.
Blurring The Lines On Advertising?
Charles Livingstone, an associate professor and gambling researcher at Monash University, pulled no punches in his assessment of Canterbury’s ill-timed email blast. He argued that the message “appeared to be an advertisement for their gambling facilities and their loyalty program, which is possibly at odds with the prohibition on advertising [poker machine] gambling.”
“The message that membership cards are now available using the app could have been made without the significant emphasis on maintaining one’s gambling habit, and should have been,” Livingstone contended.
While the NSW government maintains that TapIt and similar apps do not actually allow funds to be transferred directly to poker machines, Canterbury’s own website seems to contradict this claim, informing members that the tool can indeed be used to “transfer funds to and from machines.” This apparent discrepancy only adds to concerns that such “digital wallet” platforms are blurring the lines between responsible gaming and problematic gambling behaviors.
Making It Too Easy To Play?
Cate Faehrmann, the Greens MP spearheading the party’s gambling harm reduction initiatives, expressed unease that mobile apps like TapIt might ultimately make it simpler for people to gamble excessively and spiral into addiction. “TapIt claims that this new technology is a game changer for venues, which surely is code for it will get more money out of people,” she remarked pointedly.
The TapIt controversy comes amid intensifying debate over the proliferation of gambling advertising across Australia and its impact on public health, particularly among young people and other vulnerable groups. According to recent government data, Australians collectively lost a staggering $25 billion on legal forms of gambling in 2018-19, a statistic that has galvanized calls for stricter advertising regulations and more robust consumer protection measures.
“The evidence is clear that gambling advertising is associated with riskier betting behaviors and more severe gambling problems,” says one academic expert who has studied the issue extensively. “In light of this, any marketing that actively encourages or incentivizes gambling — especially in formats like mobile apps that are so accessible — must be very carefully scrutinized.”
Rewards Programs In The Crosshairs
Canterbury Leagues is far from the only club or casino utilizing player rewards programs to inspire member loyalty and drive repeat business. But some researchers argue that these perks-for-play schemes can be problematic, potentially enticing people to gamble more than they otherwise would just to chase points and climb the status ladder.
“Rewards programs are designed to exploit the psychological allure of status, exclusivity and getting something for nothing,” explains one expert in behavioral economics. “But in the gambling context, that ‘something’ you’re earning is actually tied to a pattern of risky and addictive consumption behaviors. It incentivizes gambling as a lifestyle, not just a casual entertainment.”
The backlash over Canterbury’s promotion hints at a growing appetite among the Australian public and policymakers to curtail the gambling industry’s ability to entice and retain consumers through questionable promotional tactics, especially at a time when the societal costs of problem gambling are becoming starker than ever. But any such reforms will likely face fierce resistance from a sector that remains hugely profitable and politically influential.
Balancing Fun And Safe Gambling
As for Canterbury Leagues, the club has yet to issue any public statement clarifying the intent behind its GambleAware week email or addressing the concerns raised by gambling reform advocates. With the backlash still unfolding, it remains to be seen whether the organization will take any steps to modify its promotional practices or ramp up its responsible gambling messaging.
Ultimately, the Canterbury controversy reflects the broader challenge of promoting safer gambling habits in an environment where the lure of the pokies remains so strong, and where cutting-edge technologies like mobile betting apps are making it easier than ever to wager. Striking the right balance between fun and safety, profit and public health, will require a sustained cooperative effort between industry, government, and community stakeholders.
In the meantime, initiatives like GambleAware week will keep striving to break through the promotional noise and deliver potentially life-saving education to punters about the importance of informed and balanced gambling decisions. Because while there’s nothing inherently wrong with enjoying a flutter now and then, a community that cares is one that empowers its members to recognize risky habits before they become destructive.
