The Victorian Gambling and Casino Control Commission (VGCCC) recently released its Strategy 2029, setting out how it intends to regulate Victoria's gambling industry over the next three years. The VGCCC’s focus is on four key outcomes: targeting areas where gambling harm occurs, identifying risks earlier, holding industry accountable, and strengthening its own regulatory capability.

Authors: Daniel Lovecek (Principal) and Bree Ryan (Senior Associate)

For industry participants, Strategy 2029 provides valuable insight into regulatory priorities. Consistent with broader regulatory developments across Australia, the strategy signals an increasing expectation that operators can demonstrate technical legal compliance but beyond that, actively demonstrate how they are identifying, managing and minimising gambling related harm. This notable “social licence” reference in Strategy 2029 reflects the current outcomes-focused regulatory environment where customer protection measures, harm minimisation initiatives and organisational culture are attracting heightened regulatory scrutiny.

Importantly, Strategy 2029 has been released at a time when governments and regulators across Australia are increasingly focused on consumer protection initiatives. The recent passage of the Interactive Gambling Amendment (Gambling Reform) Act 2026 (Cth) and related arrangements, including the development of the proposed AdStop register to operate in conjunction with BetStop, reflects a similar policy direction, with greater emphasis on advertising controls, consumer protection and harm minimisation across the wagering sector (IGA Reforms).

Of note, the VGCCC highlights the use of technology, data and intelligence to identify emerging risks and conduct earlier regulatory intervention. As gambling operations and channels continue to evolve, operators should continue to expect greater scrutiny of customer protection measures, responsible gambling controls, marketing practices and governance frameworks.

Viewed alongside the proposed IGA Reforms, Strategy 2029 reinforces a clear regulatory theme emerging across Australia: regulators increasingly expect operators to demonstrate not only compliance with legal obligations, but also how they are proactively identifying, managing and reducing gambling-related harm.

Should you require further advice on the VGCCC Strategy 2029, the IGA Reforms or other regulatory engagement matters, please reach out to Senet.

About Senet

Senet is a multidisciplinary Australian firm specialising in gambling and gaming law, regulatory compliance, and business advisory services. We are the largest specialist team in Australia and based in Victoria. Recognised globally as experts in our field, we understand Australia’s complex gaming legal and regulatory landscape, enabling us to guide clients through their compliance requirements across each state and territory. Our clients range from start-ups to publicly listed global operators, both nationally and internationally. Our team is deeply immersed in the industry, often sharing insights at public speaking events, and our principals have held executive roles in a global ASX-listed entity and a 'Big Four' advisory firm, giving us a unique perspective on the challenges our clients face.

If you have any questions or would like to discuss the topics covered in this article, please contact the team at Senet.

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