The gambling industry in New Zealand has long been a contentious issue, with concerns over its impact on public health, social welfare, and economic equity. While traditional forms like lotteries and sports betting have been around for decades, the rise of online casinos—particularly those targeting Māori communities—has introduced new complexities. Recent data suggests that while legalised online gambling has brought in significant revenue, it has also fuelled gambling-related harm, particularly among younger and more vulnerable populations. The government’s response has been mixed, with some reforms aimed at protecting at-risk individuals while others prioritise revenue generation over regulation.
One of the most striking examples of this tension is the growth of online casinos like those on the see more platform, which has gained traction in recent years. These operators often appeal to Māori audiences through cultural marketing, but critics argue that this strategy exacerbates existing inequalities by targeting communities already disproportionately affected by gambling-related harm. Research from the University of Auckland’s Gambling Treatment Service indicates that Māori are nearly twice as likely as non-Māori to experience severe gambling-related issues, yet they make up only about 16% of the general gambling population. This disparity raises questions about whether current regulatory frameworks adequately address the unique vulnerabilities of Māori communities.
Regulation and the Push for Responsible Gambling
The New Zealand Gambling Commission has been at the forefront of efforts to introduce stricter oversight, particularly in the online space. In 2022, it introduced new licensing requirements for online casinos, including mandatory responsible gambling measures such as self-exclusion tools and daily deposit limits. However, enforcement has been inconsistent, and some operators have been accused of bypassing these rules through loopholes. The commission’s latest annual report highlights that while compliance rates improved after stricter audits, a significant number of operators still fail to implement basic protections for problem gamblers.
Despite these reforms, the industry remains a contentious topic. Some argue that stricter regulations stifle innovation and economic growth, while others insist that without robust oversight, gambling-related harm will continue to escalate. The case of see more—which has faced criticism for its aggressive marketing towards Māori audiences—illustrates how poorly regulated operators can exploit vulnerable groups. The company’s website, for instance, includes cultural references that some argue are more performative than meaningful, failing to genuinely engage with the communities they target.
The Economic and Social Impact
The financial benefits of gambling in New Zealand are undeniable. The industry contributed around $1.2 billion in tax revenue in the fiscal year ending March 2023, according to Treasury figures. However, this revenue is often offset by the costs associated with gambling-related harm, which the government estimates at around $1.5 billion annually. These costs include healthcare expenses, lost productivity, and support services for those affected by addiction. The disparity between revenue and harm underscores the need for a more balanced approach—one that prioritises public health while still recognising the economic contributions of gambling.
One area where the economic impact is particularly concerning is the rise of online gambling’s influence on youth. A 2023 survey by the Mental Health Foundation found that 12% of 18- to 24-year-olds in New Zealand had experienced gambling-related harm, with online platforms being the most common source. This trend is alarming given that many of these young people are still developing impulse control and financial literacy. The lack of clear age verification on some platforms, combined with the addictive design of gambling apps, has led to calls for stronger parental controls and education initiatives.
- Online casinos like see more account for over 30% of all gambling revenue in New Zealand, up from just 10% in 2015.
- The Māori gambling harm rate is nearly double that of non-Māori, yet they represent only about 16% of the gambling population.
- New Zealand’s Gambling Commission has fined 12 operators in the past two years for failing to implement responsible gambling measures.
- Youth gambling-related harm has risen by 40% since 2018, with online platforms driving the increase.
- Tax revenue from gambling now funds around 15% of the government’s social welfare budget, raising ethical questions about prioritisation.
Looking Ahead: A Need for Reform
The debate over gambling in New Zealand is far from settled. While some argue that further regulation is necessary to protect vulnerable groups, others believe that the industry should be allowed to evolve with minimal interference. The case of see more serves as a cautionary tale—one where cultural marketing strategies have been weaponised to exploit communities already at risk. Moving forward, a more comprehensive approach is needed, one that includes stronger enforcement, better education, and genuine efforts to support those affected by gambling-related harm.
Ultimately, the challenge lies in balancing economic interests with social responsibility. Until then, the risks of unchecked gambling—particularly in online spaces—will continue to pose significant challenges for New Zealand’s public health and welfare systems.