BlueBet Ordered to Pay AU$53K Fine After Failing in VIP Player Safeguards

The Northern Territory Racing and Wagering Commission (NTRWC) sanctioned BlueBet this week after uncovering systemic failures in handling a VIP gambler in 2021. Investigators found the operator persistently incentivized the customer, identified simply as Mr. P, through tailored bonus schemes, despite displaying warning behaviors indicating gambling addiction.

Records indicate Mr. P deposited over AU$700,000 within four months and sustained net losses of AU$570,000. BlueBet escalated his status to VIP member during this period, assigning a personal account manager without formal harm-prevention training. The NTRWC condemned these actions as “unacceptable”, expressing disappointment in the company’s focus on revenue generation over compliance with consumer protection mandates.

Player Bets Overrode Safeguards

The NTRWC investigation exposed how BlueBet’s bonus incentives contradict federal recommendations from a parliamentary inquiry chaired by the late Peta Murphy, which warned that such promotions contribute to gambling harm and urged their ban.

Evidence showed Mr. P requested bonus credits after losing AU$4,000 within 24 hours in September 2021. When initially refused, he sought to have his account closed, only for his VIP manager to deposit AU$500 in bonus bets within two minutes. Regulators confirmed the untrained manager’s commissions depended on sustaining client losses, creating conflict with harm prevention duties.

Further Down the Rabbit Hole

The logs also reveal more failures in August 2021, when Mr. P played back-to-back 11-hour sessions, placing over 450 bets and depositing AU$49,500, while displaying risk markers like chasing losses. BlueBet’s only intervention was a generic email sent hours after the gambling binge began, violating protocols to “engage in meaningful, responsible gambling actions.”

BlueBet claimed it conducted a “responsible gambling check-in” after the customer faced payment failures, but the NTRWC determined the move was inspired by financial logistics rather than welfare concerns. Despite the interaction, the gambler resumed his high-stakes activity, collecting even more bonus incentives from his VIP manager.

The Breaking Point

Regulators highlighted that the manager never referenced responsible gambling protocols during exchanges, instead charming the patron with pledges of “upcoming bonuses”. The pattern resulted in AU$400,000 wagered over 14 days, ending when the gambler reported losing everything and regretting not seeking earlier intervention.

The NTRWC condemned BlueBet’s inaction as “extremely concerning”, noting the operator relied on customer-initiated account closure rather than proactive safeguards. The report indicated “missed multiple opportunities for timely and appropriate action.” Despite the massive losses, the Commission only fined the operator the maximum AU$53,380, inspiring calls for substantially higher penalties.