Australian Football Clubs Rake In $73M+ From Poker Machines Fuel Divestment Debate

Australian Football Clubs are back in the spotlight after new figures showed that there have been more than 73 million dollars in player losses because of poker machines in the 2024/25 financial year. Data obtained by the Victorian Gambling and Casino Control Commission (VGCCC) showed venues owned and operated by clubs from AFL to community leagues grossed in excess of $300,000 a day, on an average basis. The findings have helped fuel a new debate on the extent to which community sport should rely upon gaming revenues and what alternatives might be available to clubs looking to move away from them.

That question has also thrown up comparisons with the offshore gaming operators that are licensed and regulated outside of Australia. These platforms are mentioned in policy debates quite often as they illustrate how gaming has moved on from being centred in venues. Resources like iGaming expert Djordje Todorovic's full list of operators show how players now have access to sites offering large game libraries with different types of slots and a wide range of bonuses, presenting a different model of entertainment that relies on digital rather than physical spaces. Their existence has become part of a wider debate about regulation and the future of gaming in Australia, particularly as technological developments in the way people play and spend continue to change.

Within Victoria, there were four AFL clubs among the top earners of poker machines. Carlton was the highest with $19.6m in player losses, followed by Essendon with $14.4m. Richmond's Wantirna Club made $4.7 million, and St Kilda's venue made $1.7 million. This trend was also mirrored at the state level, with clubs in the Victorian Football League (VFL) receiving a total of $35.4 million, with Werribee's two going on to generate $24.1 million. Grassroots clubs and leagues contributed another $34.6 million to raise the overall sum of expenditures to over $110 million across all levels of venues linked to football.

Victoria-wide, poker machine losses hit a record $3.15 billion in 2024/25, the third consecutive year of growth. For clubs, this money is key to funding, running, and maintaining facilities and supporting community programmes. Many view it as a good source of revenue to keep the membership costs and local competitions going.

Still, the numbers have raised questions around the sustainability of this model in the long term. Some club officials have said they want to ease off on their dependence on poker machines, but many agree that would be difficult to do without other sources of money. Smaller community clubs, in particular, have smaller margins and fewer sponsorship opportunities, unlike AFL teams, so having consistent income from gaming is integral to their survival.

The discussions so far have been less "blame" and more "balancing" things: how to bring financial stability, and at the same time, still retain the trust of the communities these clubs serve. With government regulators, advocates for reform, and industry representatives all weighing in, the challenge ahead is to find a middle ground to help keep the sport alive, while also helping the people who help make it possible through their attendance.