The government says it’s stopping ‘the most toxic’ gambling company strategies. Former addicts say it will do ‘absolutely nothing’
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Jesse Murphy wasn’t sure what to wear when his VIP gambling manager texted him: “Looking forward to having a beer with you!”
His frequent betting had just earned the then 25-year-old free tickets to a gambling company’s corporate box at the footy with free food and alcohol. His handler was waiting for him. He told Murphy to wear a shirt before joining for drinks.
Between 2019 and 2024, these events became a regular fixture. Sometimes, it was an “all inclusive lunch and drinks throughout the afternoon”. Occasionally, they would ask him which bar the VIPs should meet at and promise “a great night”. But mostly, it was free tickets to the AFL and horse racing.
“I felt like I needed to continually keep in touch with him so I wouldn’t lose access to the benefits and offers I was receiving,” says Murphy, who hasn’t placed a bet in almost two years.
Text messages over a five-year period show VIP managers would routinely place bonus bets into Murphy’s account without asking. When he was running out of money and asked for free bets, or for bookies to match his deposits, he would get the same answer: “sorted mate”.
When Murphy texted saying he’d “had another shit week” gambling and “might have to give it up soon”, his minder sent him a link to a responsible gambling tool – but immediately supplied him with more bonus bets.
“Just added some love for you mate,” one VIP manager said.
Jesse Hey mate, what bonuses are available to me after a big turnover yesterday? Have a good day ✌🏼
VIP manager Sorted for you mate, may be able to do more later today as well
Jesse Thanks mate, I blew it. But just deposited 1500 if you want to match that with whatever
Jesse What have ya got for me man after the last few days
VIP manager Just added some love for you mate
By the time he eventually quit, one company had sent him $43,700 in bonus bets in just over two years. It wasn’t until he stopped gambling that the generosity disappeared. The free tickets, drinks and food dried up, too.