Illawarra residents have lost almost $79 million on poker machines in just three months, according to the latest figures from Liquor & Gaming NSW, highlighting the scale of gambling activity in the region.
From pubs and clubs to sports broadcasts and mobile betting apps, gambling has become a constant presence in everyday environments.
While often framed as entertainment, rising losses and growing participation, particularly among younger Australians, have intensified calls for stronger reforms to reduce gambling harm.
Australia consistently ranks among the world’s biggest gambling nations, with experts pointing to widespread access to poker machines, the expansion of online betting, and the close relationship between sport and wagering as key drivers of the country’s high losses.
Research has shown that gambling is highly visible across Australian media and culture, particularly through advertising and sporting sponsorships that place betting in front of audiences daily.
According to the Australian Institute of Family Studies, around 78 per cent of Australian adults are exposed to gambling advertisements at least weekly, with younger people more likely to encounter them through social media and digital platforms.
The study also found repeated exposure can influence behaviour, with some people reporting they began betting or increased their spending after seeing gambling promotions.
Researchers have warned this constant exposure is helping to normalise gambling, particularly among young people.
“It’s just part of going out”
That normalisation is reflected in the experiences of local residents.
Illawarra resident Anitta Harb said gambling has become a routine part of social life.
“Every time we go out there will be a time of the night where someone will suggest pokies and then a lot of people will go and play,” she said.
Ms Harb also pointed to the accessibility of online betting as a key factor shaping gambling habits among young people.
“If you want to gamble, it doesn’t matter what time of the day, it doesn’t matter what sport is on. There is something that you can gamble on. And it’s on your phone,” she said.
She said the convenience of mobile betting has made gambling far more accessible than it was for previous generations, particularly for younger Australians.
Clubs and pubs at the centre of gambling activity
Across the Illawarra, clubs and pubs remain central to gambling activity, with poker machines embedded within venues that also function as important social and hospitality spaces.
Gaming rooms are often located alongside restaurants, bars and entertainment areas, making gambling a seamless part of a night out rather than a separate activity.
Many venues also promote themselves as community-focused clubs while relying heavily on revenue generated through gaming machines.
While this revenue supports venue operations, sporting groups and community programs, it also reflects the scale of gambling activity occurring across the region.
Poker machine areas are typically designed to encourage extended use, with subdued lighting, limited external visibility and comfortable seating.
“A normal part of the club experience”
Wests Illawarra is among several large clubs operating within this environment, balancing its role as a community venue with significant income generated through gaming operations.
Wests Illawarra staff member Sienna Jovanovski said poker machines remain a routine part of the club environment and the broader hospitality experience in the region.
Ms Jovanovski said poker machines are a major source of revenue for the club, helping fund facilities, staff and community sporting programs.
“That income helps us maintain facilities and support local sporting groups and community programs,” Ms Jovanovski said.
She also described how patrons often remain at the machines for hours, with staff serving food and drinks and maintaining the machines to keep customers comfortable.
“A big part of my job is to give them food and drinks to make sure they are as comfortable as possible … that’s my job. And I fix the machines if there’s problems,” she said.
Reform pressure and political debate
Gambling reform in New South Wales has come under increasing scrutiny, with critics arguing current measures have not gone far enough to address rising losses and accessibility.
A recent analysis published in The Conversation found that despite rare bipartisan support for reform, key recommendations from federal inquiries have been delayed or watered down, including proposals for stronger restrictions on gambling advertising.
NSW Minister for Gaming and Racing David Harris has defended the government’s approach.
“The NSW Government will continue to deliver evidence-based reforms to ensure we are striking the balance of addressing gambling harm while supporting sustainable development of an industry that employs more than 150,000 people in NSW and injects billions into the economy,” Mr Harris said.
The government has introduced measures including reduced cash input limits and mandatory responsible gambling officers in venues as part of its harm-minimisation strategy.
However, reform advocates argue these changes do not match the scale of gambling losses or the widespread accessibility of poker machines across the state.
A growing national debate
As gambling losses continue to rise across the Illawarra, the issue has become part of a broader national debate about how deeply betting is embedded in Australian culture.
While governments and industry representatives emphasise regulation and economic benefits, reform groups have warned current policies may not be keeping pace with the realities of gambling participation, particularly among younger Australians growing up in an environment where betting is increasingly normalised.
The latest figures suggest that without stronger intervention, gambling will remain a defining and expanding feature of both social life and economic activity across the region.
