The gambling industry in Australia is facing major changes ahead of the winter holidays. Major online pokies Australia operators are facing multi-million dollar fines, state governments are tightening slot machine laws, and players are getting new tools to control their gambling habits. Read more in our news roundup.
Alpha Affiliates Operators Become Leaders in the Australian Market
The Australian online casino market is growing rapidly, and CasinoInfinity and Neospin are firm favourites in this race. Their success is not just luck, but the result of a clear strategy, in-depth analytics and effective co-operation with partners. These brands are supported by Alpha Affiliates, which help them to achieve impressive results in the competitive iGaming environment.
CasinoInfinity: Sustainable Growth and Player Trust
CasinoInfinity relies on stability and long-term player trust. The operator's success is linked to effective marketing strategies and high level of services provided. All this led the campaign to impressive results in a short period of time:
1166 clicks - high ad visibility and audience interest;
496 registrations - almost half of clicks from new users;
207 first time deposits (FTDs) - strong ability to turn registrations into real investments;
$80579 in deposits - an indicator that players trust the operator and are willing to invest.
This high level of engagement shows that CasinoInfinity is not just attracting players, but retaining them and turning them into active participants. It speaks to a properly structured user journey - from first click to deposit.
Neospin: Conversion Master and Deposit Leaders
Neospin focuses on maximising conversion and user experience efficiency. The goal is simple - turn user interest into real action. The results speak for themselves:
3,030 clicks - wide audience reach and high interest in the offer;
624 registrations - a strong ad campaign turns interest into concrete actions;
328 first time deposits (FTD) - every second registered user makes a deposit;
$105525 in deposits - these are not just numbers, but proof of high audience engagement.
A conversion rate of over 50% from registrations to deposits emphasises the strong focus on player retention. The user-friendly interface, thoughtful user paths and exciting gameplay compel users to stay on the operator's site and invest.
What Ensures the Success of CasinoInfinity and Neospin
The brands' success is not an accident, but the result of a well thought-out strategy that encompasses all stages of user interaction. Here are the key elements of that strategy:
Targeted marketing campaigns - both brands create adverts that hit exactly the target audience. This results in high conversion rates and increased engagement;
Optimised user journey - players move easily from clicking on an advert to registering and depositing, creating minimal wastage in the user journey;
Strong retention strategies - high first deposit rate (FTD) shows that users stay on the platform and actively participate in games;
Ideal gaming experience - a user-friendly interface and smooth game play retain players, reducing the likelihood of them leaving for other platforms.
What the Future Holds for Alpha Affiliates
The brands supported by Alpha Affiliates continue to establish themselves in the Australian market. Their success demonstrates the power of flexible strategies and affiliate campaigns. Given this performance, we can expect even more ambitious goals and new heights for Alpha Affiliates and their partners.
Victoria Regulator Fined Casinos for Withholding Information When Applying for a Video Poker Licence
The Victorian Gaming and Casino Control Commission (VGCCC) has imposed a A$100,000 fine on Goulburn Valley Hotel (GVH) Shepparton. The reason was irregularities in the application for a licence to operate pokies game pokies.
What Happened
In November 2022, GVH applied for a licence to install 40 pokies machines at its hotel in Shepparton, Victoria. As part of the process, applicants are required to disclose full details of their legal status and any breaches of the law.However, a VGCCC inspection revealed that GVH had defaulted on one important fact.
As it turned out, the licence nominee (the person associated with the licence application) was found guilty of two charges relating to proceeds of crime. There was no conviction, but the fact of the charges itself had to be disclosed on the licence application. This was the basis for the penalty.
The Amount of the Penalty and Additional Measures
The Victorian regulator imposed a fine of AU$100,000 (about US$64,800). But the sanctions did not end there. The VGCCC also imposed additional licence conditions on Goulburn Valley Hotel and associated operator Pan Hotels to ensure compliance and prevent similar incidents in the future.
The Regulator's Comment
VGCCC chief executive Annette Kimmitt said the provision of false or incomplete information compromised the regulator's ability to adequately assess the reliability and suitability of licence applicants.
"We expect applicants to be fully transparent. This is necessary to ensure that the gambling industry remains safe, honest and free from criminal influence,’ Kimmitt emphasised.
She also noted that the amount of the fine was set taking into account the level of co-operation of GVH with the investigation. However, it was decided to tighten the conditions for the licences of GVH and Pan Hotels to prevent similar incidents in the future.
Changes to Poker Machine Legislation
The decision coincided with a new bill being considered in the Victorian Parliament to tighten regulations for pokies game pokies. Key changes include:
Deposit limits: the maximum amount that can be deposited at one time will be capped at $100;
Introduction of playing cards: a pilot programme for the use of player cards will be launched from 2025. Thereafter, a phased transition will start from 2026 and by 2027, the use of playing cards will become mandatory.
The changes are aimed at combating gambling addiction and preventing money laundering through gaming machines. The bill was introduced on 26 November 2024 and has already passed its first reading in the Victorian Parliament.
What it Means for Operators and Players
For operators, this is a clear message: withholding information and deceiving regulators will not go without consequences. Penalties may not only be financial, but may include additional licence conditions and oversight.
For players, the introduction of a card system and deposit limits will provide greater transparency and control over gaming, which could have a positive impact on consumer protection and the fight against gambling addiction.
Ainsworth Has Monitored Its Games for Cybersecurity Issues
Australian online pokies manufacturer Ainsworth Game Technology (AGT) has reported a cyber incident that affected the company's internal operations. Despite this, management assures that the incident will not affect financial results for the second half of 2024.
What Happened
Ainsworth confirmed the cyberattack on 27 November 2024. The company said it experienced a failure in its internal systems, but did not specify the nature of the attack or its date.
To minimise the impact, AGT took precautions and conducted a security audit. The company assures that the incident will not affect its financial performance in the second half of the year. This means that profit and revenue growth plans remain unchanged.
Forecast for the Second half of 2024
Despite the challenges, Ainsworth has provided a positive profit and revenue outlook for the second half of 2024:
Pre-tax profit is expected to be in the range of A$8 million to A$10 million (approximately US$5 million to US$6.5 million);
Revenue will grow by 12% compared to the first half of the year, when the company earned $121 million.
This shows a strong growth momentum across all geographies where the company operates.
However, Ainsworth also warned that gross margins in the second half will be lower than in the first half. The margin for the year will be 62 per cent compared to 67 per cent for the first half. This is due to a change in revenue mix and a temporary downturn in the digital segment.
What Should We Expect from Ainsworth Going Forward?
Despite the cyber incident and temporary difficulties in the digital segment, Ainsworth is showing strong revenue and profit growth. The main focus will be on:
Launching new gaming machines and equipment;
Strengthening its position in international markets;
Developing the digital division following the break-up of the partnership with GAN.
Tougher Rules for Slot Machines in Victoria: New Limits and Card System
The Parliament of the Australian state of Victoria is considering a new bill aimed at tightening controls on online pokies. The changes will affect deposit limits, speed of play and introduce a new card game system that will become compulsory by 2027.
What Will Change for Players
The bill titled ‘Amendments to the Gambling Laws 2024’ has already passed its first reading in Parliament on 26 November. It aims to make gambling more transparent and safer for users. Here are the key changes:
Deposit limit: maximum $100 at a time ( the current limit is $1000);
Loss limit: players will have to set their own loss limit on pokies game. It will default to $50;
Introduction of card games: from 2025, players will need to use a special game card to play the machines. The card will allow to control spending limits and keep a record of the player's actions;
Slowing down slot spin speeds: from 2025, new slot machines will have a minimum spin speed of 3 seconds per game to reduce the number of bets per interval.
These measures are aimed at combating gambling addiction and preventing players from overspending.
When the New Rules Will Come into Effect
The changes will be introduced gradually:
2025 - a pilot programme of card games at several venues will begin;
2026 - a phased implementation of the card system for all slot machines will begin;
2027 - card game system will become mandatory for all pokies games in Victoria.
How the Industry Has Reacted
Crown Melbourne, one of the state's largest gambling operators, has given its support to the new bill. The company has already implemented a card game system on its slot machines back in 2023.
Crown Melbourne reports that in the first year of the system's operation, more than 400,000 visitors registered to use the card game. Players have been able to control their spending limits and manage their time spent playing the pokies game.
‘Crown has set an example by showing that a card system is essential to creating a safe gaming environment,’ Crown Melbourne CEO Mike Volkert said.
Why These Measures are Being Taken
The new bill is the result of the Royal Commission's work on Crown Melbourne. In 2022, the Commission found the casino ‘unfit for a licence’, accusing it of dishonest and illegal behaviour.
The Victorian government has since tightened gambling controls and created a new regulator, the VGCCC (Victorian Gambling and Casino Control Commission). The aim of the new reforms is to prevent exploitation of vulnerable players, reduce the number of problem players and minimise money laundering through pokies games.
What this Means for Players
These changes aim to create a safe and transparent gaming environment. The card game system will allow players to:
Control their spending: the ability to set limits on time and amount of losses;
Limit deposits: players will be able to deposit no more than $100 at a time;
Slow down the pace of the game: the new reel spinning speed (3 seconds per game) will slow down the rhythm of betting and help to avoid impulsive actions.
South Australia Launches Statewide Gambling Self-Exclusion Programme
The South Australian government has announced the launch of Take a Break, a programme that allows players to voluntarily restrict their access to gambling. The initiative became available in all gambling establishments in the state after a successful four-week trial.
What is the Take a Break Programme
‘Take a Break’ is a self-exclusion system that allows players to temporarily or permanently ban themselves from accessing pokies game and other forms of gambling. The programme aims to support people who feel that gambling is starting to get out of control.
How It Works
Posters with a QR code are placed in gambling establishments;
Players can scan the QR code to access an online self-exclusion form;
On the form, players indicate which types of games they wish to opt out of and for how long (e.g., 3 months, 6 months, or permanently);
Applications are processed by the government's consumer protection agency (CBS). Excluded players are reported to the system the next working day.
Results of the Programme Testing
The pilot run of the system took place in 32 gambling establishments during November. During the test:
19 people used the programme to exclude themselves from gambling;
Of these, 11 were women and 8 men aged between 19 and 79;
The majority of participants were using self-exclusion for the first time and 20% sought further addiction counselling.
If we extrapolate this data to all gaming halls in the state, we would expect about 226 requests for exclusion over a similar period.
Extending the Programme Over the Festive Period
In the run up to Christmas, the South Australian government decided to scale the programme across the state. The festive period sees an increase in gambling activity due to:
Financial stress - due to spending on gifts and festivities;
Family conflicts - the holidays are often accompanied by stress and heightened emotions;
Alcohol and drug use - which can lead to risky decisions, including participation in gambling.
Why It's Needed
The programme helps people who recognise that they may have a gambling problem but are not yet ready to discuss it with someone in person. Self-exclusion is the first step to taking control of the situation.
Additional Support for Players
The Take a Break programme is not the only tool for gambling addiction in South Australia. Here's what else is available:
Self-exclusion by another person: relatives or close friends can apply for exclusion on behalf of a person who cannot do it themselves;
Access to helpdesk: players can apply for support through Gambling Help Online and chat with a counsellor in real time.
Combating Illegal Gambling Sites
In addition to self-exclusion initiatives, the Australian Communications and Media Authority (ACMA) continues to crack down on illegal online casinos. Australian authorities require internet service providers to block sites that violate the Interactive Gambling Act 2001.
Which Sites Have Been Blocked
A further 6 illegal online pokies sites were blocked this week, including:
Eddy Vegas;
Lucky Friends;
Lucky Ones;
MoonWin;
Slottie;
SpinsUP.
Since November 2019, the ACMA has blocked 1,117 illegal sites and their affiliate partners.
More than 220 sites have exited the Australian market themselves to avoid being blocked.
Austrac vs. Entain: Largest Lawsuit for Violating Anti-Money Laundering Laws
Austrac, Australia's financial crime agency, has initiated legal action against Entain, a major online betting operator that runs brands such as Ladbrokes and Neds. This is the first time Austrac has filed a lawsuit against an online bookmaker, accusing it of ‘serious and systematic breaches’ of anti-money laundering (AML) and counter-terrorist financing (CTF) laws.
What Entain is Accused of
The legal action follows an investigation that Austrac launched back in September 2022. The agency uncovered numerous irregularities that made the operator vulnerable to being exploited by criminals. The main claims are as follows:
Lack of customer controls - Entain failed to verify the personal details of 17 high-risk customers and allowed them to use the platform without proper identification;
Deposits through third parties - users were able to fund gaming accounts through third parties, allowing funds possibly obtained criminally to be used;
Lack of management oversight - senior management did not pay adequate attention to overseeing customer verification processes;
Use of pseudonyms - Entain allowed customers to use pseudonyms, hiding their real names, making it even more difficult to identify players.
According to Austrac CEO Brendan Thomas, such offences exposed the company to the risk of being used to launder criminal money:
‘Money laundering is not just a breach of the law, it is a direct threat to society as it is linked to fraud, corruption and other serious offences,’ Thomas said.
What Entain Faces
Entain has already warned investors that legal action could end in a ‘substantial fine’. The court will decide whether the company has breached Australia's anti-money laundering and counter-terrorist financing laws.
To understand the scale, Crown was fined AU$450 million in 2022 for similar breaches at its casinos in Melbourne and Perth. If a court decides that Entain broke the law, the fine could be in the tens or even hundreds of millions of dollars.
What is Entain Doing to Remedy the Situation?
Entain says it takes Austrac's claims ‘extremely seriously’ and is taking steps to remedy the situation. As part of its actions, the company has:
Started improving its AML and CTF (anti-money laundering and counter-terrorist financing) system back in December 2022;
Fully co-operates with Austrac and supports the investigation;
Plans to complete all changes by June 2025 to ensure no similar breaches occur in the future.
‘We are committed to preventing financial crime in gambling and maintaining a well-regulated sector for our customers and the public,’ said Gavin Isaacs, CEO of Entain.
How Does This Affect the Gambling Market?
This proceeding shows that Austrac is tightening its control over gambling operators, especially in the online segment. Until now, most such lawsuits have been directed against land-based casinos. Now for the first time an online betting operator and online pokies are in the crosshairs.
This trend could lead to stricter regulations for all online gambling operators, including:
Tougher customer vetting - operators will be required to verify players' identities more thoroughly;
Controls on money transfers - topping up gambling accounts via third parties will be restricted or prohibited;
Fines and licensing - operators who fail to comply risk losing their licences or receiving multi-million dollar fines.
Bottom Line
If the court finds breaches, Entain could face hundreds of millions of dollars in fines, as was the case with Crown and SkyCity. This development emphasises the Australian authorities' efforts to combat money laundering and control gambling. Not only casinos with online pokies, but also online operators are now under scrutiny.
