Played: How Sports Betting Is Targeting Our Young Men
Today, PGF Services (the Problem Gambling Foundation) launches Are You Being Played? a campaign that highlights how gambling is becoming increasingly embedded in sport, with young men targeted and exposed to betting promotions more than ever before.
Andree Froude, Director of Advocacy and Public Health at PGF Services, says they worked with creative agency 4:AM to develop a campaign designed to raise awareness of the risks of sports betting and spark conversations about the tactics used to hook bettors.
'We're really concerned about the number of young men getting into sports betting—and the stories we're hearing are alarming,' she says.
'Students talking about bets at school, teens in uniform on the bus discussing which football team they're going to bet on, and more young people reaching out for help. Through this campaign, we want to spark curiosity about the tactics sports betting companies use to keep people betting—and hopefully prevent harm before it starts.'
The campaign unpacks ten key tactics—backed by research—that betting companies use to engage young men and keep them betting. These include sign-up bonuses, deposit matches and 'free' bets, which can create a false sense of reward and low risk. Other tactics include constant push notifications, in-game betting options, and celebrity or athlete endorsements designed to build trust and social appeal.
By shining a light on these strategies, the campaign empowers young men to recognise the psychological tricks at play—so they can make more informed choices and avoid getting caught in a cycle of harm.
Andree Froude says the national campaign will roll out on billboards, bus backs, selected radio stations, social media, and digital banners.
'You might spot Chuck and Betty—two fictional characters created for this campaign—online or on billboards around the country. We hope they'll get people talking,' she says.
Visit beingplayed.info for everything from hard facts to real talk—including videos of bros having a yarn about the pressures and pitfalls of sports betting.
It's time to start the conversation—and ask: Are you being played?
The YouTube ads can be seen here –
https://youtu.be/sZ3fINKkAmU
https://youtu.be/NlZmiMWYD0Q
https://youtu.be/IfdxVRm_cuw
https://youtu.be/kNKvfdOA2C
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Scoop
06-08-2025
- Scoop
New Zealand Open Delivers Major Economic Impact And Record Global Reach
The 104th New Zealand Open has cemented its status as the Asia-Pacific region's premier Pro-Am golf tournament by delivering significant economic and tourism benefits to New Zealand and to the Queenstown region in particular. In delivering its independent post-event results, the New Zealand Open is proud to report that the event generated $12.3 million in net economic impact for New Zealand and over $23 million in direct economic impact for the Queenstown region. The 2025 tournament saw a 48% growth in attendance figures with 34,199 fans turning out at Millbrook Resort delivering over 45,000 bed nights for the Queenstown region. The Pro-Am format of the New Zealand Open continues to attract a global mix of professional and amateur participants from 23 countries, creating a festival of golf that extends beyond the fairways and deep into the regional and national economy. Tourism and Hospitality Minister Louise Upston was pleased the event was such a resounding success, highlighting its positive impact on New Zealand's economy and international profile. 'I'm thrilled to hear the New Zealand Open provided a strong boost to the economy,' said Minister Upston. 'We're proud to support world-class sporting events like this through the Major Events Fund. As well as contributing to the local and national economy, major events attract international visitors and strengthen our reputation on the world stage.' Supporting the economic impact of the event, a record global television audience tuned in to view the 2025 New Zealand Open with at least 7.4 million viewers to over 90 countries. The broadcast featured sweeping views of the Wakatipu Basin and numerous world-class golf courses throughout New Zealand, showcasing the country's golfing pedigree to a huge global audience. The broadcast reach was complemented by over 130 million social media impressions, a record for the event. With the biggest viewership in China, India, North America and Australia the media outcomes delivered by the New Zealand Open align with the wider tourism objectives of New Zealand. The record reach of New Zealand's flagship golf event supports ongoing growth of the burgeoning high-value golf tourism industry in New Zealand. John Hart, Chairman of the New Zealand Open, said the tournament's ability to attract both passionate spectators and affluent international guests is key to its long-term success: 'We're proud to have built an event that is driving growth on multiple fronts—raising the bar for sporting events in New Zealand and attracting high-value visitors to our country. The support from our international players and partners alongside the engagement from kiwi spectators has been phenomenal.' Cho Minn Thant, Commissioner and CEO of the Asian Tour, praised the tournament's continued rise in the golfing world saying: 'These results show that the New Zealand Open has truly cemented its place as the pre-eminent Pro-Am event in the Asia-Pacific region. The tournament has successfully blended the history and prestige of a national Open with a unique pro-am experience that is a drawcard for professionals and amateur players from throughout the region. It's an event that the Asian Tour is proud to have on our tour calendar and one our players are always eager to be a part of.' Nick Dastey, Challenger PGA Tour of Australasia's General Manager of Tournaments and Global Tour Relationships, echoed the Asian Tour sentiments saying the New Zealand Open is raising the benchmark for Pro-Am tournaments globally. 'The New Zealand Open delivers a top-tier playing experience for both the professional and pro-am players. We have seen huge growth in people from Australia visiting New Zealand and in particular the Queenstown region throughout the year on golfing holidays with the stunning pictures from the broadcast whetting their appetite and marking New Zealand as a must visit golfing and holiday destination.' Building on this momentum, Brian Howie, Director of Operations at Millbrook Resort, reaffirmed the venue's commitment to the tournament's future: 'We're thrilled to announce Millbrook Resort's continued relationship with Golf New Zealand to host the New Zealand Open through to 2032. This long-term commitment reflects our belief in the value that the New Zealand Open brings to Queenstown and New Zealand as a whole.' With its mix of elite sport, international exposure and economic impact, the New Zealand Open continues to go from strength to strength. The 105th New Zealand Open will be played at Millbrook Resort in Queenstown between 26 February and 1 March 2026. For more information, please visit Key Statistics from the 104th New Zealand Open (as measured by YouGov) In 2025, the New Zealand Open generated: $12.36 million in economic impact for New Zealand $23.34 million in economic impact for Queenstown The total number of spectators across the four days of the New Zealand Open increased by 48% to 34,199 total attendees 74% of attendees came from outside the Queenstown Lakes District area The New Zealand Open attracted 1,114 international attendees in 2025 Over 45,000 bed nights were generated in the Queenstown region as a result of the New Zealand Open The 2025 New Zealand Open received a +72 net promoter score from attendees At least 7.4 million viewers from over 90 countries tuned in to witness history unfold and the latest champion of the New Zealand Open to be crowned In 2025, the New Zealand Open gained elevated global significance with the champion (or leading non-exempt player) earning direct qualification into the 2025 Open Championship at Royal Portrush Over 50,000 plastic bottles saved from landfill through removal of plastic water bottles on-site 13.7T of waste diverted from landfill through waste stream sorting and management on-site in 2025. A total of 523 volunteers played their part in the success of the New Zealand Open in 2025 and over 75% of these have indicated they will volunteer for the 2026 tournament. The 2025 New Zealand Open reached over 111 million social accounts and gained over 130 million social media impressions Millbrook Resort will be the home of the New Zealand Open through to 2032 About the 105th New Zealand Open | The tournament is one of New Zealand's leading sporting events with a long and prestigious history. It was founded in 1907 and will be played for the 105th time between February 26 and March 1, 2026. The New Zealand Open is the only National Open in world golf played in a Pro-Am format, is a co-sanctioned event on the PGA Tour of Australasia and Asian Tour schedules and has a partnership agreement with the Japan Golf Tour. A professional field will play the first two rounds alternately at Millbrook Resort's Coronet and Remarkables courses. The final two rounds will be played on a composite course including holes from both courses. The New Zealand Open Champion will be the leading player after 72 holes of stroke play. The tournament also hosts 156 amateur players, each partnering with a professional in a two-man best-ball event, competing for the New Zealand Open Pro-Am Championship.
Otago Daily Times
05-08-2025
- Otago Daily Times
'There's a few lefties having a sulk': Christchurch to host controversial backyard brawl
A screenshot from a previous event, held in May in Auckland. Image: Youtube UFC fighter Dan Hooker is taking his controversial backyard brawls to another level, this time inviting 32 convicted criminals to battle it out for a $50,000 prize. The UFC lightweight courted controversy in May when he hosted his inaugural 32-man, one-minute fist fight tournament in Auckland, dubbed "king of the streets". It saw a senior Mongrel Mob member referred to police, as he was wearing an ankle bracelet. The event prompted New Zealand's Boxing Coaches Association president Billy Meehan to call the event "straight-out thuggery". Following the backlash, Hooker went on the on-line combat sport programme the Ariel Helwani Show, and vowed to host more events. "There's a few lefties having a sulk, but once everyone watches the full 45 minutes and sees the respect for the fighters, since when did putting gloves on in the backyard and having a punch up become illegal?" he said. "Since when is that a crime?" Hooker claims the events, where fighters take part in a boxing-style fight, and wear MMA gloves, are run by some of the most experienced combat sports people in the country. Dan Hooker Photo: Facebook A month ago the 35-year-old held an event for women to fight it out for $50,000. In a social media post, Hooker said his next event would take place in seven weeks in Christchurch and would be livestreamed. Hooker said the event was for "convicts only" and will be capped with a 100kg weight limit. The caption reads: "This one's for the lads the system failed." The video on Instagram has received more than 24,000 likes. People are encouraged to contact Hooker with their details if they are interested. A dedicated Instagram page showing clips of past backyard scraps was created a week ago and has more than 54,000 followers, leaving Hooker feeling "pumped" and "excited for the future." The prize money is funded by a social media influencer, known as 'The Doctor', who shares streaming and gambling videos.
Otago Daily Times
05-08-2025
- Otago Daily Times
'Convicts only': Chch to host controversial backyard brawl
A screenshot from a previous event, held in May in Auckland. Image: Youtube UFC fighter Dan Hooker is taking his controversial backyard brawls to another level, this time inviting 32 convicted criminals to battle it out for a $50,000 prize. The UFC lightweight courted controversy in May when he hosted his inaugural 32-man, one-minute fist fight tournament in Auckland, dubbed "king of the streets". It saw a senior Mongrel Mob member referred to police, as he was wearing an ankle bracelet. The event prompted New Zealand's Boxing Coaches Association president Billy Meehan to call the event "straight-out thuggery". Following the backlash, Hooker went on the on-line combat sport programme the Ariel Helwani Show, and vowed to host more events. "There's a few lefties having a sulk, but once everyone watches the full 45 minutes and sees the respect for the fighters, since when did putting gloves on in the backyard and having a punch up become illegal?" he said. "Since when is that a crime?" Hooker claims the events, where fighters take part in a boxing-style fight, and wear MMA gloves, are run by some of the most experienced combat sports people in the country. Dan Hooker Photo: Facebook A month ago the 35-year-old held an event for women to fight it out for $50,000. In a social media post, Hooker said his next event would take place in seven weeks in Christchurch and would be livestreamed. Hooker said the event was for "convicts only" and will be capped with a 100kg weight limit. The caption reads: "This one's for the lads the system failed." The video on Instagram has received more than 24,000 likes. People are encouraged to contact Hooker with their details if they are interested. A dedicated Instagram page showing clips of past backyard scraps was created a week ago and has more than 54,000 followers, leaving Hooker feeling "pumped" and "excited for the future." The prize money is funded by a social media influencer, known as 'The Doctor', who shares streaming and gambling videos.
