Statistically, men aged 18 to 34 are at the highest risk of gambling harm. This isn’t a coincidence, and it isn’t about personal choice. It’s a system that’s failing them.
Gambling loves company
Many young men first experience gambling in social settings, with mates, drinks on the table, and a quiet pressure to belong.
The introduction of apps also puts gambling in the palm of their hand, making the risks almost invisible and betting with friends feel normal.
Gambling companies deliberately position their products as shared, social activities — preying on the natural desire to fit in and making young men feel it’s something they should be part of.
Selling skill and masculinity
If you want to make gambling seem smarter than it is, frame it as strategy.
That’s exactly what sport betting ads do. They tap into traditional ideas of masculinity, like confidence and control, making it seem like “knowing the game”, “reading the stats”, and “making the right call” are what lead to success.
Sean, Each’s Community Engagement Officer for Gambler’s Help, explained that gambling companies also use sensationalised marketing tactics, featuring celebrities and former players, to make it seem like betting is something you can be good at.
For young men seeking a sense of validation and belonging, this message lands all-too easily. It also makes losses feel like a personal failure, so they stay quiet about them and avoid asking for help.
Changing the narrative
Reducing gambling harm in Australia starts with confronting the industry driving it — not blaming those caught in its design.
That means limiting gambling advertisements, particularly in sport and online spaces, so the risk can be seen for what it is.
It means challenging the idea that betting is a masculine activity, where participation is treated as a sign of strength.
Most importantly, it means creating safe spaces for conversations around money, masculinity, and risk — and being clear that gambling harm isn’t caused by the people experiencing it.
Is social gambling impacting you?
If gambling is affecting you or someone you love, you’re not alone.
At Each, we’re here to walk alongside you, offering compassionate support through a range of services, including our:
• Gamblers help service (specific locations in Victoria)
• Financial counselling for gambling (Ipswich, Queensland)
• Financial counselling and capability (specific locations in Queensland)
If you live elsewhere, you can contact the National Gambling Helpline which offers free, 24/7 support.
“For many people, reaching out for help is a difficult step — but it’s also the most important one. You don’t need to have all the answers to start the conversation," Sean said.
