## Gambling companies threaten to ramp up betting promotions to counter AFL revenue grab

**Exclusive:** Critics say inducements are harmful and urge a ban as recommended by Murphy inquiry

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**AFL admits it has lost control of online gambling oversight amid spike in ‘integrity risks’**

Documents seen by Guardian Australia showed the  initially wanted to charge all bookmakers a minimum annual fee of $20,0000. For some, this was lowered to $3,000 in 2025, $5,000 in 2026 and $7,000 in 2027. While that was a small change for large bookmakers, it was a significant hit for smaller operators that typically focus on horse racing.

James Filgate, a Victorian bookmaker who runs the brand JimmyBet, said he had refrained from sending inducements to customers for many years. That will now change, he said, in response to the AFL’s plan to seize more gambling money.

“In the end, the only way we can increase our turnover is to have a targeted generosity program. For us to receive $20,000 per year, we must offer a promotion for our sportsbook to increase our turnover by 20-fold, which would make us 20-fold more attractive to our customers,” Filgate said.

Guardian Australia has been told other small bookmakers are planning to use inducements to help replace the money sent to the AFL under a new deal.

“With the AFL wanting to increase their share of gambling revenue, all that means is that the bookmakers will in turn squeeze punters more and more,” Wackett said.

“Let’s be clear. If they’re going to operate with a lot of money coming in from gambling, we’re going to be in increasingly dangerous territory.”

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

Filgate suggested the AFL’s push for more gambling money had undermined its social licence.

“The AFL has a social responsibility to all its supporters of the game and its partners to ween itself from the gambling revenue, before its dependence is irreversible,” Filgate said.

“AFL plan to extract more money from gambling faces potential legal challenge”

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“Let’s be clear. If they’re going to operate with a lot of money coming in from gambling, we’re going to be in increasingly dangerous territory.”

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.

“Intensifying the gambling industry will be adding to an already fragile social license,” Thomas said.
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