AFL Fact Sheet - Alliance for Gambling Reform

AFL Fact Sheet

2017 AFL pokies fact sheet

The Victorian Government has released data on losses incurred at 502 pokies venues across the state for the 2016-17 financial year. See our press release and the individual venue data.

The overall losses across Victoria in 2016-17 were $2.61 billion and $94 million of this was suffered at the 17 pokies venues owned or operated by Victorian-based AFL clubs. The AFL has subsequently launched “Project Fruity” to try and reduce pokies dependence.

The Alliance for Gambling Reform supports this editorial in The Age and is calling for the 9 Victorian-based AFL clubs which run pokies venues to follow the lead of North Melbourne Football Club and go pokies free. Hawthorn once again won the pokies premiership in 2017, lifting annual losses from $22.58m to $23.29 million. 

Alliance spokesman and director Tim Costello said:

“The people of Melton who frequent Hawthorn’s West Waters Hotel lost $12.43 million on addictive poker machines in 2016-17 which are propping up the wealthy AFL industry.”

“Hawthorn and all other AFL clubs should get out of the pokies misery business and stop preying on vulnerable people in parts of Melbourne suffering above average stress and hardship.”

“Victorians concerned about gambling should think hard about taking out a second club membership with North Melbourne to voice their support for the Roos which have now been pokies-free for a decade without any other Victorian club following their honourable lead.”


2017 Pokies league ladder for Victorian based AFL clubs




Amount people lost on Victorian-based AFL club pokies in 2015-16 and 2016-17

Machines owned

Gaming venues owned

1. Hawthorn

Up from $22.6m to $23.29m



2. Carlton

 Up from $17.03m to $17.6m



3. Collingwood

Up from $11.53m to $12.24m



4. Essendon

Down from $12.12m to $11.85



5. Melbourne

Up from $10.23m to $10.3m



6. Western Bulldogs

Up from $5.28m to $5.92m



7. Richmond

Down from $5.77m to $5.4m



8. Geelong

Down from $6.5m to $5.24m



9. St Kilda

Down from $2.25m to $2.11m





1. Hawthorn: 2 venues and total losses up from $22.6m to $23.9. Remain top of the ladder

  • West Waters Hotel (Caroline Springs, City of Melton) jumped from $11.55m to $12.43m
  • Vegas at Waverley Gardens (Mulgrave, City of Monash) dropped from $11.04m to $10.86m

2. Carlton: 4 venues and total losses up from $17.03m to $17.6m. Remain second on ladder

  • Club Laverton (Laverton, Hobsons Bay): up from $5.7m to $6.27m
  • Manningham Club (Bulleen, Manningham): down from $4.4m to $4.35m
  • Royal Oak Richmond (Richmond, Yarra): up from $4.05m to $4.09m
  • The Vic Inn (Williamstown, Hobsons Bay): up from $2.82m to $2.9m

3. Collingwood: 2 venues with total losses up from $11.53m to $12.24m. Jump from 4th to 3rd

  • The Club (Caroline Springs, City of Melton): up from $6.6m to $7.38m
  • The Coach and Horses (Ringwood, City of Maroondah): down from $4.93m to $4.86m

4. Essendon: 2 venues with total losses down from $12.12m to $11.85m. Slip from 3rd to 4th.

  • Essendon Football and Community Club (Essendon, Moonee Valley): down from $6.3m to $6.17m
  • Melton Country Club (Melton, City of Melton): down from $5.75m to $5.68m

5. Melbourne: 2 venues with total losses up from $10.26m to $10.3m. Remain 5th

  • Leighoak Club (Oakleigh, City of Monash): up from $7.63m to $7.74m
  • Bentleigh Club (Bentleigh, Glen Eira): down from $2.63m to $2.56m

6. Western Bulldogs: 2 venues with total losses up from $5.28m to $5.92m. Jump from 8th to 6th.

  • Club Leeds (Footscray, City of Maribyrnong): up from $3.6m to $3.8m
  • Peninsula Club (Dromana, Mornington Peninsula): up from $1.86m to $2.12m

7. Richmond: 1 venue with total losses down from $5.67m to $5.4m. Steady at 7th with Bulldogs leaping and Geelong falling back.

  • Wantirna Club (Wantirna, City of Knox): down from $5.67m to $5.4m.

8. Geelong: 2 venues to 1 with losses down from $6.5m to $5.24m. Slipped from 6th to 8th.

  • The Brook on Sneydes (Point Cook, City of Wyndham): up from $5.03m to $5.24m

9. St Kilda: 1 venue with total losses down from $2.22m to $2.11m. Retain wooden spoon.

  • St Kilda Social Club (Moorabbin, Kingston): down from $2.22m to $2.11m

10. North Melbourne: pokies free for a decade.