Responsible Gambling in NZ: Science, Stats, Support & Our Stance

There’s no denying that gambling is a part of who we are in New Zealand. From the office sweepstake for the Melbourne Cup to a Saturday night Lotto ticket or a quick spin on the pokies at the local RSA, having a punt is about as Kiwi as it gets. For the vast majority of New Zealanders, it’s just a harmless form of fun, a way of bonding over sport or the dream of retiring early. 

However, for some Kiwis, this pastime can spiral into a serious health issue. Recent data shows that New Zealanders spent close to $2.8 billion on gambling in the 2023/24 year. The rise of offshore online casinos has made access to gambling instant and available 24/7, removing the natural friction that used to exist when you had to physically walk into the TAB or a pub.

In Aotearoa, we are fortunate to have a very strong network of free support services. But here at BettingTop10 NZ, we believe that prevention is always better than an ambulance at the bottom of the cliff. Understanding the biological mechanisms behind addiction, recognising the subtle cognitive tricks your brain plays, and knowing how to have a hard conversation with a mate are your best defences.

Personally, I’ve been in and around the New Zealand gambling scene for the better part of two decades now. Drawing on this experience, I’ve put together the following guide that covers the science of why gambling can be addictive, the hard statistics in NZ, and practical, actionable steps to keep your betting safe.

Let’s get straight into it: why is it so hard to “just stop” after a big win or a frustrating string of losses? The truth is, it’s rarely just a lack of willpower; it is often a matter of biology. Gambling products, particularly pokies and online slots, are engineered to trigger specific chemical reactions in your brain.

• The dopamine trap: Gambling triggers the brain’s reward system, releasing dopamine—the same “feel-good” chemical released during eating, exercise, drug use or scrolling on social media. What’s interesting is that research has proven that the anticipation of a reward releases more dopamine than the reward itself. Naturally, this creates a nasty cycle where you keep playing to chase the rush of “what if”, regardless of the result.
• Variable ratio reinforcement: This is a psychological principle used in game design (and social media too). If you won every time, you would get bored. If you lost every time, you would quit. But if you win randomly and unpredictably, your brain stays engaged, constantly hoping the next spin is the one. If it’s any consolation, it’s not just us–as a psychology student many years ago, I remember learning that chickens would peck on a button the most persistently when grain came out intermittently, rather than at regular intervals.
• The “near miss” effect: Modern pokie machines and betting apps are designed to exploit this. A near miss (for example, getting two cherries and just missing the third by one nudge) registers in the brain almost identically to a win. This encourages you to try just one more time because you feel like you are getting closer (even though the result is entirely random and determined by a microchip the millisecond you pressed the button).

Beyond biology, problem gambling is often fuelled by cognitive distortions. These are essentially irrational thoughts that sound logical in the moment, but are actually traps. It’s key to recognise these in order to maintain control.

• The gambler’s fallacy: This is the mistaken belief that past events influence future outcomes in a random game. For example, thinking “I’ve lost 10 times in a row, so I’m due for a win.” The reality is a pokie machine or a roulette wheel has no memory. Your odds of winning on the 69th spin are exactly the same as they were on the first.
• Illusion of control: This is when a player believes their skill or choice influences a random outcome. Think throwing dice a certain way, pressing the “stop” button on a pokie machine forcefully, or choosing “lucky” numbers. In games of chance, no amount of skill alters the mathematical probability.
• Selective memory: Our brains are wired to remember hits and forget misses. You might vividly remember the $500 payout you got three months ago, but conveniently forget the $600 you spent in $20 increments to get there. This biased recall tricks you into thinking you are breaking even or profiting when you are actually at a loss. It’s our brain’s way of coping–I know that I personally remember that big win at the casino years ago, but conveniently forget dozens of other times since then when I haven’t done so well.
• Magical thinking: We’re wired to believe that rituals or superstitions can change the odds. Whether it’s wearing a specific jersey for the All Blacks game or tapping the screen three times, these rituals give a false sense of security and agency that is exactly that: false.

If any of the above is setting off alarm bells, then clearing up common misconceptions is one of the quickest ways to reset your relationship with betting. Here are some that I’ve commonly come across in NZ:

It is easy to think she’ll be right, but the statistics paint a clear picture of the risks involved when it comes to gambling in our communities.

• High harm in pokies: Research suggests that while many Kiwis are able to gamble without issue, the harm rate for regular pokie players is alarmingly high. Some studies indicate that around 50% of people who play pokies at least once a month experience some level of gambling harm. This suggests that these machines are inherently more risky than other forms of betting like Lotto or sportsbetting.
• The “hidden” problem: The 2023/24 New Zealand Gambling Survey found that while overall problem gambling rates might seem low (around 2.4% for moderate/problem risk), this still represents tens of thousands of New Zealanders. That’s not an insignificant number, and likely means someone you’re in close proximity to.
• The ripple effect: Gambling harm rarely stops at the individual. It is estimated that for every one person with a gambling problem, roughly five to 10 others are negatively affected. Typically, this will be partners, children, employers, and wider whanau who may bear the brunt of financial instability, emotional stress, or relationship breakdown.
• Online growth: The shift to online gambling is significant, with close to one-third of adult New Zealanders saying they participated in online gambling in 2023/24. We only recommend reputable sites here at BettingTop10 NZ, but that doesn’t mean that all Kiwis are betting on safe sites. The unregulated nature of some offshore casinos means sites that don’t adhere to New Zealand’s strict harm minimisation standards are often used.

To keep yourself safe, it helps to have a clear definition of what healthy gambling looks like versus when it becomes problematic. Use this as a tool for yourself, or a mate (more on that later).

Problem gambling often starts slowly. References in pop culture have made it out that having a gambling issue is about losing the house. But the reality is, the thing you’re more likely to lose (at least, at first) is your peace of mind. Here are specific signs that gambling may be becoming an issue:

Money signs

• Chasing losses: Returning the next day (or immediately depositing more) to win back what you lost.
• Borrowing: Asking friends for a loan, using credit cards to fund bets, or dipping into the overdraft.
• Bill juggling: Delaying utility bills, rent, or school fees because the money went to the TAB or online casino.
• Secrecy: being protective of bank statements or becoming defensive when a partner asks about finances.

Mood & behaviour signs

• The “chase”: Feeling restless, irritable, or short-tempered when you aren’t gambling.
• Distraction: Thinking about odds, handicaps, or your next bet while at work or spending time with the kids.
• Regret: Feeling guilty, ashamed, or anxious immediately after a gambling session, yet doing it again the next day.
• Defensiveness: Getting angry or changing the subject if someone mentions your gambling.

Time signs

• Loss of time: Intending to go for 30 minutes but staying for three hours, often losing track of day or night (especially in venues without clocks/windows).
• Missing out: Skipping family dinners, sport practice, or social events to gamble.
• Sick days: Taking leave from work to gamble or to recover from the stress of a loss.

If you suspect a mate or family member is struggling, bringing it up can be incredibly awkward. You might even fear damaging the relationship or making them angry. But the thing is, silence enables addiction. Getting it out in the open is best for everyone, so here’s how to approach this kind of conversation constructively.

Gambling harm isn't just an issue for adults. In the digital age, the lines between gaming and gambling are blurring, and starting to impact the next generation too.

• Loot boxes: Many video games now feature “loot boxes”—mystery items players pay for with real money, without knowing what is inside. This mimics the psychological mechanism of a slot machine (variable rewards) and conditions kids’ brains to associate spending money with the thrill of uncertainty.
• Gaming convergence: Social casino games (free-to-play gambling simulators) often look and sound exactly like real gambling. While no money is won, they normalise the behaviour and mechanics of betting for teenagers. It’s not hard to see how the transition from these to real money casinos is pretty seamless.
• Digital safety: If you’re a parent, ensure you have parental controls set up on your kids’ devices. Don’t be afraid to have open conversations with them either, about how these games are designed to take their money.

Willpower is a finite resource. The most effective way to gamble responsibly is to put friction between you and the impulse. Thankfully, New Zealand is a world leader when it comes to the tools we have available to do this.

• Multi-venue exclusion: If you struggle with physical venues, banning yourself from them one by one is daunting. The MVE programme allows you to fill out one form to ban yourself from multiple venues in your area or across the whole country. You simply meet with a service provider like the Salvation Army, choose the venues, and they handle the logistics.
• Bank gambling blocks: Most major NZ banks now offer features to block gambling transactions on your credit or debit cards. You can usually toggle this on instantly in your banking app. What’s great is that many banks have a 48-hour delay if you try to turn the block off, creating a mandatory cooling off period that can stop a relapse in its tracks.
• Blocking software: For online gambling, consider installing software like Gamban or BetBlocker on your phone and computer. These apps run in the background and block access to gambling sites and apps worldwide. BetBlocker is free and an excellent first line of defence.
• Budgeting apps: Use apps that track your spending in real-time. Seeing a visual representation of how much is going to betting agencies vs savings or food can be a powerful reality check.

Personally, I’ve found that one of the most powerful tools for responsible gambling is simply understanding the math. Every commercial gambling game is built on a concept called ‘Return to Player’ (commonly referred to as RTP).

• What is RTP? If a pokie machine has an RTP of 90%, it means that over its lifetime (millions of spins), it will pay back $90 for every $100 put in.
• The house edge: The remaining 10% is the house edge. This is the mathematical guarantee that the casino will make a profit.
• Volatility: In the short term, anything can happen—you might win $50 or lose $50. But the longer you play, the closer your results will get to that 90% figure. This means that mathematically, time is the enemy of the gambler. The more you play, the more certain it is that you will lose. For me, this understanding that you are paying a price for entertainment—just like buying a ticket to a rugby game—has helped remove any expectation of profit. Sure, it still happens sometimes, but it’s a bonus, not a given.

If you recognise any of these signs in yourself or a mate, reach out. New Zealand has a great support network that is free, confidential, and judgement-free.

• Gambling Helpline NZ: Call 0800 654 655 or text 8006. They are available 24/7 for immediate support, information, and referrals, plus they can connect you with local services in your town too.
• PGF Services (Problem Gambling Foundation): They provide specialist counselling and support for gamblers and their whanau. These guys understand the shame and stigma and offer a safe space to talk. Visit pgf.nz.
• Salvation Army Oasis: Offers the “Bridge” programme, counselling, group work, and acts as a primary provider for the MVE programme. Call 0800 530 000.
• Asian Family Services: Provides professional, confidential, nationwide support to Asians living in New Zealand. The great thing is if you speak Mandarin, Cantonese, Korean, Vietnamese, Japanese, Thai, or Hindi, they’ll have someone who can talk your language. Call 0800 862 342.
• Mapu Maia: A service dedicated to Pasifika communities, offering culturally-appropriate counselling and support. Call 0800 21 21 22.
• Safer Gambling Aotearoa: Run by Te Whatu Ora, I’ve found this website excellent for self-tests, educational info, and stories of recovery. Visit safergambling.org.nz.

Betting should only ever be a fun addition to watching sport or a casual form of entertainment. It should never be a source of stress, secrecy, or financial strain. 

I’ve found that setting strict limits, understanding the biology and maths behind it, and knowing when to walk away, you can engage with gambling in a way that’s like the former. But if your experience is more like the latter, or you know someone for whom it is, there’s plenty of help out there. 

Remember that asking for help is a sign of courage, not weakness. New Zealand has a great support network ready to help you without judgement. Reach out to the resources listed above, put some friction in place, and take back control.