Australian sports betting operator BlueBet has been hit with the maximum available penalty of AU53,380 by the Northern Territory Racing and Wagering Commission (NTRW) for serious responsible gambling failures.
The ruling follows a complaint filed in 2022 by a customer who was allegedly allowed and encouraged to deposit AU700,000, ultimately losing nearly AU$570,000, despite displaying clear red flags for gambling harm.
The complainant alleged that BlueBet permitted excessive deposits and that their assigned VIP Manager actively encouraged further play with bonus bets, even after the player indicated they were running low on funds.
In one instance, it was claimed that the VIP manager deposited funds directly into the player’s account after they stated they were unable to add more themselves.
In its response, BlueBet suggested it had taken appropriate steps and pointed to several communications with the customer where concerning wagering behavior was acknowledged.
However, following a hearing, the NTRW found that the operator’s response to the customer’s “binge gambling” was “unsubstantial” and raised serious concerns about its commitment to safer gambling protocols.
The commission’s report singled out the actions of the VIP Manager, who was judged to have prioritized engagement over harm minimization.
This is not the first time BlueBet has faced regulatory action in Australia. The company was previously fined AU$50,000 for breaches related to gambling advertisements.
The NTRW’s decision to impose the maximum possible fine in this case sends a strong message to the industry about the critical importance of proactive and meaningful interventions when customers show signs of gambling-related harm, particularly within VIP programs.
This ruling comes as BlueBet continues to expand its Australian operations following its 2024 acquisition of Betr.
