Kiwis Take Control: Hundreds Self-Ban from Lotto as New Tool Targets Gambling Harm

In a quiet but significant shift in Aotearoa's relationship with gambling, hundreds of New Zealanders have voluntarily blocked themselves from playing Lotto and its associated games. As of last week, 862 people had blocked Instant Kiwi, 304 blocked Keno, 259 blocked Bullseye, and 156 blocked Powerball, Lotto, or Strike. Some chose to block all four games, while others selected only a few. These self-imposed bans can last from a single day up to a full year, giving players a flexible tool to manage their own behaviour.

This move comes as Lotto NZ, which reported annual revenue of $1.368 billion from its flagship games in the year to June 2025, seeks to strengthen its harm-minimisation efforts. The state-owned enterprise has issued a request for proposal (RFP) for a new behavioural analytics tool designed to identify at-risk gambling patterns in real time. The tool would analyse player data—such as frequency of play, types of games purchased, and sudden changes in spending—to flag potential harm, even within the current mandatory weekly spending limit of $150, which Lotto claims is the lowest of any lottery globally.

Why Are Kiwis Blocking Themselves from Lotto?

The voluntary blocks reflect a growing awareness of gambling harm among New Zealanders. For many, the decision is personal. The tool allows players to set limits that align with their own values and financial realities, without waiting for external intervention. Lotto NZ chief innovation and product officer Ben Coney emphasised that the company's current behavioural analytics system already works well, but the new RFP aims to comply with government procurement rules and explore the best available technology. “The tool looks beyond spending alone to assess a range of data that research tells us could indicate signs of gambling harm, so that we can offer appropriate support,” Coney said.

How Does the New Behavioural Analytics Tool Work?

The proposed tool would be integrated into the MyLotto platform, which is being redesigned for a mid-2027 launch. It would use a research-backed approach to provide insights and reporting, supporting “proportionate interventions that encourage safer play.” These interventions could include automated pop-up messages, suppressed marketing to high-risk players, and direct outreach via email or phone. Currently, about 0.002% of MyLotto customers are categorised as higher-risk, and most adjust their behaviour after contact. Around 8% go on to lower their spending limit or block games entirely following encouragement.

Coney noted that Lotto NZ has not yet excluded anyone online, but has the ability to do so if concerns persist. “Most customers exit the higher risk classification after our initial contact,” he said. In future, the company anticipates using real-time nudges to help players make informed choices while they are actively using the platform.

What About Physical Lotto Outlets?

Tracking player behaviour in Lotto's 1117 physical outlets remains a challenge, because purchases there are anonymous. However, retailers undergo mandatory harm-minimisation training to spot signs of potential gambling harm. Lotto also has an escalating intervention process for customers who raise concerns. This dual approach—digital analytics and in-person vigilance—reflects a broader commitment to balancing accessibility with responsibility.

Is the $150 Weekly Limit Enough?

Lotto NZ has repeatedly stated that it has no plans to review the $150 weekly spending limit, despite its claim that it is the lowest globally. Critics argue that the limit, while low, may still be too high for vulnerable players. The new behavioural analytics tool is designed to operate within this limit, identifying risk even among those who stay under the cap. The RFP explicitly states that the tool must “identify potentially at-risk gambling behaviour within the $150 weekly spend limit.” This suggests that Lotto is prioritising early detection over simply raising or lowering the limit.

What Does This Mean for New Zealand's Gambling Culture?

New Zealand has long had a complex relationship with gambling. Lotto is seen by many as a harmless form of entertainment, with 54% of revenue returned as prizes and 24% going back to the community. Yet the rise of digital play—now accounting for about 50% of all revenue—has introduced new risks. With 1.92 million registered players and 710,000 monthly active users, the potential for harm is significant. The voluntary self-ban system and the new analytics tool represent a pragmatic, evidence-based approach to harm reduction, one that aligns with Aotearoa's progressive values of individual autonomy and social responsibility.

As Coney put it, “Behavioural analytics tools do not identify or diagnose problem gambling. Instead, the tools flag indicators of risk.” This nuanced stance respects players' agency while acknowledging the need for systemic safeguards. For a country that prides itself on fairness and community wellbeing, these steps are a quiet but meaningful evolution.

Frequently Asked Questions

How do I block myself from Lotto games?

You can set a voluntary block through your MyLotto account. Bans can last from one day to one year, and you can choose to block specific games or all of them.

What happens if I am identified as a high-risk player?

Lotto NZ will contact you by email and phone to check in and offer support. They may also suspend automated marketing to you. Most players adjust their behaviour after this contact.

Can Lotto NZ force me to stop playing?

Yes, Lotto NZ has the ability to exclude players online if it has ongoing concerns about their behaviour. However, this has not yet been used.

Is the $150 weekly limit likely to change?

Lotto NZ has stated it has no plans to review the limit. The new behavioural analytics tool is designed to work within this limit to identify risk.