Australian supermarket chain Woolworths’ move to launch a gambling rewards card for frequent pokies players at its Victorian pubs met quite strong opposition among government representatives and gambling critics.
The ALH Group, in which Woolworths holds a 96% stake, is to introduce the so-called Monty’s Reward card in Victoria by the year’s end. The card was described as a voluntary pre-commitment measure.
Earlier this year, the state adopted a policy oriented towards the minimization of the harm that poker machines can cause to gambling customers. However, the Woolworths card was seen by many as something that may have the opposite effect.
Nick Xenophon, an independent Senator for South Australia, commented on the supermarket giant’s decision to introduce the loyalty program as cynical. According to the official, what had been planned by the government as “a harm-minimization measure” was turned into a “harm-exacerbation” one by Woolworths.
Monty’s Reward card was made by popular manufacturer of poker machines and other devices for the gambling industry Bally Technologies. Once inserted into a given poker machine, it would feature different marketing messages while the card holder plays. In addition, it would be possible for gambling customers to order drinks without having to interrupt their game.
Paul Bendat, a prominent campaigner against poker machines, said that the idea for pre-commitment cards was a cornerstone in the Victorian government’s policy to minimize risks that gambling poses to customers. However, he noted that the Monty’s Reward card was absolutely “counterproductive.”
Woolworths’ card will offer an option for voluntary pre-commitment. In other words, customers will be able to limit how much they would spend at pokies pubs. Yet, it is important to note that the pre-commitment would only last for 24 hours.
The government of Victoria is set to introduce a general pre-commitment program by the end of 2015.
The state’s Gaming Minister Jane Garrett said that the Woolworths’ card is likely to be found more appealing to gambling customers as it offers discreetness that the stand-alone pre-commitment cards would not be able to provide. She further commented that loyalty programs are not a bad thing in general and they offer different roles to different types of people. Ms. Garrett pointed out that she cannot simply tarnish people working in the gambling industry and people who enjoy to wager on poker machines.
