AG 061: “99% of the Customers Who play on Our Sites Will Lose”

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Full Episode Transcript

Jamie:
“Look, I’m not going to sugarcoat it with you: 99% of the customers who play on our sites will lose. If you play more, you’re probably losing more.”

Hey there, and welcome to the After Gambling podcast. My name is Jamie. I’m a former problem gambler. Now, I haven’t gambled in nearly 10 years, and I do this little podcast to try and help people—to try and build a bridge to help people get to recovery. And then, not only get to recovery but just get back to life, get to living life after gambling. So, I’m glad you’re here.

Today, we’re going to talk about that quote—that quote that I read at the beginning. The one that said, “Look, I’m not going to sugarcoat it with you. 99% of customers who play on our sites will lose. If you play more, you’re probably losing more.”

So, when you heard that in the intro, you’re probably wondering, “Okay. Who said this? What’s this from?” And so I’ll fill in some of the details for you here.

Earlier this week, on February 4th, Parliament in the UK had a lot of the top executives from gambling companies in, and they were there to discuss what people call either the VIP schemes or programs that focused on the highest-dollar losers, basically, and creating systems or schemes where they invited people in to give them football tickets or give them special privileges, plane trips, whatever the case may be—free bets, all that type of stuff. And those things have come under fire in the UK, and for good reason. So, Parliament brought in a lot of the top executives to discuss this use of VIP schemes with these executives.

And so, as they were talking about these different schemes, that quote came from one of the executives that was there. His name is Kenny Alexander. He’s the CEO of GVC Ladbrokes, which is a huge player in the UK market and is starting to do some partnerships here in the US and, I think, has other areas of interest around the world—which isn’t relevant to this podcast, except to know that it’s a big player. For those of you in the UK, you’re probably saying, “Well, yeah, it’s a huge player.” Here in the US, it’s not a name that I was ever familiar with, so yeah, that’s kind of the background on why it’s something that I didn’t realize how big they were until I started to dig into it.

Jamie:
So, as he was responding to the requests and they were digging to try and find more information about these VIP schemes, that’s where this comment came up. And it’s really something that made me stand up and take notice. I actually didn’t see this until this morning. This is one of those things—this is kind of a podcast on serendipity. I got up, did my ritual of scrolling through Twitter, which is something I’m going to really start working on doing less of. But, as I was scrolling, I saw someone retweeted this, saying, “Hey, look, this is what the GVC Ladbrokes executive, their top executive, their CEO, said about customers on their sites—that 99% of people lose.”

And they were saying, “Hey, this should be their new campaign, their new ad strategy,” right? It was very tongue-in-cheek, joking. But it was something that, when I looked at it at first, it was obviously so shocking to see the number. But not really that shocking. The more I looked at it, the more I thought, “You know what? This could be serendipitous. This could be a big moment.” And as the morning wore on, it became more and more apparent to me just how important and significant this moment was. I wanted to come on here and share it with you on the podcast.

And we’ll get into some of those reasons, obviously. I don’t think I need to hide those. Ninety-nine percent of the people on these sites lose. That should blow up a lot of the thoughts you might have about going back and trying to win. There are definitely reasons that we think we’re going to win next time, and we’ve covered those ad nauseam on this podcast.

But the other part of it that I thought was really substantial was that here you have, straight from the top executive, a simple truth. He’s telling you: If you come on our site, you should expect to lose. Ninety-nine percent of our customers lose. And the more that they play, the more they are going to lose. That’s just the reality of the business. And if you think back and go to the episode I did about Simon Sinek’s book, The Infinite Game—the infinite game versus the finite game—operators are in that infinite game: unlimited budget, never-ending game, with the odds stacked in their favor. They’re going to win. And that’s why, over time, 99% of their players are going to lose.

Jamie:
So, hopefully, this is just—if you needed one more reason to squash any thoughts that you might have about going back to gambling, or if you’re just at the beginning of your journey and having those urges to go back, I mean, this is it. It’s spelled out plainly, as clear as day on paper: 99% of our customers will lose. That’s it. Keep that in your mind. Remember, this is truth. This is fact.

Our minds tend to remember certain moments, right? And we’ve talked about that. We pull out this one little slice where we won and say, “Well, I’m going to go back and just do that one little slice. I’m just going to take that little piece, and then I’m going to stop… forever,” right? That’s our belief. That’s what we think. But then human nature kicks in, and we end up going back, repeating patterns, playing longer. We’re not playing that finite game anymore; we’re in the infinite game now. And that’s one we can never win.

And if you’re using this podcast just to kind of stop gambling, you can definitely turn this off right now. The second half of this, I’m going to dive into why I think this is really, really important and what it could mean for improving how the industry works as a whole, how marketing is done, how advertising is done.

This actually plays into the project that I’m going to be launching officially tomorrow. It’s already been sort of out there, but it’s Dyve Agency, where I’m going to be working and using my background in marketing, advertising, and branding strategy to figure out better ways to communicate responsible gambling messages. I actually saw another Twitter thread this morning about how “responsible gambling” as a term just isn’t effective. And I agree—but two years later, I still don’t have a better answer. But this type of truth, this simple truth—”Hey, most people who come on our sites lose”—and it’s not even just most people; it’s 99% of people! Straight from the industry, from the top executive, you’re hearing this.

Jamie:
So, how can this be built into messaging? Well, I think it’s very clear to me. This is the other side of the whole “play for entertainment” narrative, and I think that’s something that has been lost over the years—and I believe intentionally so. The marketing, especially, has blurred that line. It’s convenient to promote “gamble with money you want and use this as entertainment” when you’re trying to expand into a new market. But then those lines start to get blurred with the aggressive ad campaigns, the VIP schemes, and the special privileges that incentivize more spending.

That’s where things get really muddy, and that’s where a lot of the problems stem from. Over time, customers moved from seeing gambling as a form of entertainment—like going to the movies, where you pay for a ticket and may or may not leave feeling great depending on how much you enjoyed the film—to something more. For many, it stops being about pure entertainment and becomes a high-stakes chase, pushing them deeper into that infinite game.

But I think there’s an opportunity here. If operators were to come forward, be straightforward, and include in their messaging, “Hey, 99% of our players lose. We make money when you lose money. Don’t expect to win.” It wouldn’t need to be in every single ad, but maybe in one of every five or ten, just as a reminder: “Remember, we make money when you lose money.” This approach could be used to align people’s expectations with reality.

So, if someone does win, great, enjoy it. But know that it’s not a sustainable way to make money because 99% of the people can’t be wrong. This isn’t about making a profit off the games; it’s about acknowledging that gambling is something people are paying for like they would for any other form of entertainment.

Jamie:
It’s about setting that expectation upfront. And yes, it would be a little uncomfortable, but I think it would go a long way in changing the narrative. Gambling is supposed to be entertainment, but the messaging has shifted it into something else entirely. And that’s where we need a change. When you walk into the casino or sit down at the online poker table, you should know going in that you’re paying for the experience. You’re not here to make money. You’re here for the thrill, the excitement, but ultimately, you should expect to lose. And if you win, that’s just a nice bonus.

We need to be clear about that, just like any other form of entertainment. You know, I’ve heard people compare gambling to going to a sports game: you pay your money, and you may feel great if your team wins, or you may be upset if your team loses. But in either case, the money is spent, and you’re not likely to get it back.

But what makes gambling different is that it’s a constant, ongoing opportunity to play, which is something I think the industry knows really well. You can always go back, you can always try again. And that’s where the danger is, because when people start chasing losses, they get stuck in that cycle, that infinite game, which as we know, they can’t win.

That’s the thing about this 99% statistic. It’s a hard truth. But it’s also a truth that is not being communicated clearly enough. If gambling operators were open about that reality, it would take a huge step toward re-shaping the entire gambling culture. It’s not about being ashamed of losing; it’s about understanding that the odds are stacked against you—and that’s okay. You’re paying for the entertainment, not a chance to get rich.

Jamie:
And that’s really where I want to focus next: the responsibility that the industry has in changing the way they market. If gambling is truly supposed to be entertainment, then we need to start seeing it marketed as such. We need the messaging to reflect reality, and that means being upfront about the odds. It’s not about scaring people away, but rather empowering them to make more informed decisions.

I think one of the biggest issues here is the marketing that leads people to believe that they’re just one bet away from winning it big. Whether it’s an ad promising a big jackpot or a “special offer” to get people to play more, the message is always that winning is just around the corner. And this kind of messaging is dangerous. It creates unrealistic expectations, and more importantly, it keeps people coming back—hoping that this time, they’ll win. But as we now know, 99% of the time, they won’t.

Now, I know it’s not going to be easy for the industry to change its ways. They’ve built an entire business model around this “infinite game” mindset. But the fact that we’re talking about it now, that executives are publicly admitting these uncomfortable truths, is a huge step forward. This is the kind of transparency that can start to change the conversation around gambling.

It’s going to take time, but I believe that the first step is for the industry to admit that it’s not about winning—it’s about entertainment. People need to understand that going in, so they’re not caught up in the emotional rollercoaster that often follows the inevitable losses.

And yes, we need to see better responsible gambling messages, but we also need better support systems in place. Things like self-exclusion programs, better access to help, and systems that protect players from falling into harmful patterns. It’s one thing to tell people to gamble responsibly, but it’s another to have systems in place to actually help them when they need it.

The bottom line is this: The gambling industry, for all its flaws, is not going anywhere. It’s been a part of human nature for centuries, and it’s not something that’s going to disappear. But that doesn’t mean we have to accept the status quo. We can push for better transparency, better safeguards, and ultimately, a better gambling culture.

So, to wrap things up, take this simple truth with you: 99% of people who gamble will lose. That’s a fact, not a marketing slogan. And when we accept that, we start to understand gambling for what it really is—a form of entertainment. With that understanding, we can take better control over our gambling habits, and maybe, just maybe, we can help the industry move in a direction that makes it safer and more responsible for everyone involved.

So, let’s recap everything. We’ve talked about how the gambling industry often markets itself in ways that create false hope, promising that big wins are just around the corner. And we’ve discussed how this needs to change, not just through better messaging but also with more effective protections for players. The reality is, the odds are stacked against us. But understanding that can help us regain control and stop chasing the illusion of winning it all.

Now, I’ve been pretty vocal about how the industry needs to change, but we also need to recognize that we, as individuals, also have a role in changing how we interact with gambling. It starts with awareness. If we acknowledge that gambling is a form of entertainment, not a way to make money, we start to change our mindset, and that’s the first step in breaking free from the cycle.

And here’s something that’s been really important for me—finding that balance. For years, I thought that I could go back, that I could control it. I believed the hype. I thought I could play responsibly and walk away whenever I wanted. But we all know that doesn’t work. It’s not about willpower; it’s about understanding the environment you’re in and how to navigate it. It’s about knowing when to walk away and having the right systems in place to support that decision.

This is where I think the industry needs to take a more proactive approach. It’s not enough to just tell people to gamble responsibly. They need to create systems that actually make responsible gambling easier. We need more tools for players to track their spending, set limits, and get help before things spiral out of control.

In the meantime, though, we can only control ourselves. If you’re struggling with gambling or have in the past, know that it’s okay to seek help. We all need it at different points in our lives. And it’s not a sign of weakness. It’s a sign of strength. Taking control, understanding the odds, and seeking the support we need are all part of creating a healthier relationship with gambling.

Now, if you’re still on the fence about all of this, I encourage you to take a step back and really think about why you gamble. Is it for the thrill of the game, or is it because you’re chasing something? There’s a huge difference between playing for entertainment and playing with the hope of winning back losses. One is sustainable, and the other is a path to self-destruction.

So, for today’s episode, I’ll leave you with this: If you’re considering gambling or already involved, just remember this simple truth: 99% of people lose. This isn’t meant to discourage you, but to help you see the bigger picture. It’s a reminder that gambling is a form of entertainment, and just like with any other form of entertainment, you shouldn’t expect to walk away with more than you started with. If you do, great. Enjoy it. But always keep that reality in mind.

If you’re already in recovery, keep fighting. Keep doing the work. If you’re still in the cycle, know that there’s a way out. Seek help, take control, and start building a life that’s better than the one gambling promises. Because that’s where true freedom lies.

And as always, I want to thank you for being here, for listening, and for being a part of this community. I know it’s not easy, but the fact that you’re here shows you’re already taking steps toward a better life. So, keep pushing forward, and I’ll see you in the next episode.

Remember: You don’t have to do this alone. And if you ever need help, reach out. You deserve it.