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Socialised Gambling


Somehow gambling became a social issue in New Zealand. How did this come about? When I was growing up (1970s and 80s) large scale gambling was mostly on horses and greyhounds. From the onset of New Zealand’s colonisation early settlers gambled on sports, card games, billiards, boat races and even greasy pole fights. 

According to Casino Slots NZ, “gambling is a very big and essential part of the culture of New Zealand”. I guess this means that if gambling organisations think it to be essential to our culture and our government backs these institutions, gambling must be a social necessity. The question is, does culture evolve naturally or can culture be designed by influencing human desires through extravagant marketing?   

In 1987 the NZ government initiated the Lotteries Commission to run Lotto and unleashed Lotto on the nation. In 1991 gambling ‘gaming’ machines where introduced and became known as pokies. Their name supposedly comes from poker machine, but it could also be that players poke money into them and poke buttons to play.


NZ gambling machine pie. Source: Department of Internal Affairs, (2018).

Casinos entered into NZ society in 1994 and were set up in the largest population centres. “The casinos gave the people a central place for legalized gambling, enjoy the activities for fun and entertainment, alcohol and food” according to Casino Slots NZ.

Skycity is the largest casino company in New Zealand and in 2012 the National Party did a deal with them which allowed the corporation to increase their gambling machine quota in return for construction funding on the Auckland Convention Centre. Prime Minister of the day John Key was ''not convinced'' that more gambling machines would affect problem gambling. Mr Key believed that casinos provided a safe environment for gambling, more so than clubs and pubs.
Conversely, information from the Department of Internal Affairs shows casinos to be a focal point for money laundering, loan sharks, fraudsters and other petty crime. A colossal example of this was in 2015 where Chinese drug smuggler and gambler Peter Tran who’d been on an unemployment benefit since 1993 after moving to New Zealand and transacted a total of $67m in a 15 month time span at Auckland SkyCity Casino. “SkyCity Entertainment Group owns and operates casinos in New Zealand (Auckland, Hamilton and Queenstown) and Australia (Adelaide and Darwin), alongside a variety of restaurants and bars, luxury hotels, convention centres and Auckland's Sky Tower” according to Wikipedia.

Corporate image and identity plays an important role in how such companies are perceived by mainstream society. Large corporations scheme for this and link their name to trusted and desired social identities such as celebrities and sports teams. According to public relations specialist Alison Theaker 2004, “an image is a perception and exists only in the mind of the receiver. To formulate an image, publics interpret an identity in a wider context with broader frames of reference”.
What better way to build public trust in an organisation built on deception than to link it with one of our nation’s major sports, netball. The Northern Mystics seen below are sponsored by SkyCity and with the company’s logo brandished across their chests the provincial netball team proudly poses for the photo.

Northern Mystics Netball Team. Source: Northern Mystics 2018.

Building a positive association with the brand ‘SkyCity’ as well as anything associated with the brand is what marketing’s about. The SkyCity Breakers basket ball team aids and abets the gambling icon.


SkyCity Breakers Basketball Team. Source: SkyCity Breakers, 2018.

Shown below, casinos and gambling machines outperform lotteries and racing. The graph measures expenditure in millions of dollars.

NZ gambling expenditure.  Source: Lotto NZ, 2017.

There are many problems associated with gambling, possibly more so than benefits. Sure, the companies running casinos and other gambling enterprises are rolling in it, however, the social impacts are far reaching. Addiction to gambling is real and it hurts families. The desires to strike it rich, the buzz of the chase, adrenaline surges and anticipation draws the victim further into its trap. One more go, this time I’ll be lucky and the fantasy comes crashing down around them. Even thought the odds are so fantastically stacked against them, gamblers fail to see how pathetic their behaviour is. The lying, chasing losses, borrowing money, obsessive thinking, betting more to get a bigger hit, obsessive habits, intense urges, theft or fraud and being lost in the idea that next time you’ll win it big.

Overcoming the addiction takes devoted attention and time. Support from families and friends is useful if you have them, also there are many online supports to wean people of the habit. Helpguide.org suggests that admitting to the fact there is a problem, then learning to relieve unpleasant feelings in healthier ways is a start. For example, practicing mindfulness, exercise, spending time with friends and family, take up a new hobby, strengthening support networks, join a support group or club and seek help for treating any underlying mood disorders. And the best way of all to avoid these issues, is to avoid gambling altogether. 


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