POKER machine spending in Melton has soared. New data from the Victorian Commission for Gambling Regulation (VCGR) reveals that more than $49 million was poured into pokies in the shire in 2010-11.
This was up from about $44 million in 2009-10, a rise of $4.7 million.
The figures show the average Melton adult spent $585 on electronic gaming machines in 2010-11.
Almost $12 million was spent at Mac's - the highest expenditure at Melton's hotels.
Monash University gambling researcher Charles Livingstone said problem gamblers were keeping pokie losses at high levels.
He noted the highest losses were in areas of greatest disadvantage, such as the western suburbs, which could least afford them.
"This reflects the targeted marketing of pokie operators such as Woolworths and a number of AFL clubs, including Collingwood, Geelong and now Hawthorn who either have or are planning major 'club' venues in the west," he said.
"Of course, the Western Bulldogs are also planning their purpose-built gambling venue in Maribyrnong and this is likely to further increase pokie losses in that area, which includes some of the most disadvantaged suburbs in Melbourne."
Victorian gamblers lost $2.65 billion on pokies in 2010-11, up more than $50million on the previous year.
Dr Livingstone said pre-commitment and poker machines with maximum bets of $1 at a time would help give people more control over gambling.
"These reforms, proposed by the federal government, have been rejected by the state government," he said.
"Although the state has acknowledged the need for these reforms in principle, it continues to suggest that a half-baked approach, involving so-called 'voluntary' pre-commitment, will be effective.
"There is absolutely no evidence that 'voluntary' pre-commitment will work, and a body of evidence to suggest that it won't."
The push for pre-commitment technology, under consideration by the federal government due to pressure from independent MP Andrew Wilkie, has been backed by a new survey on Australian attitudes to gambling.
The Australian National University survey of more than 1000 people found four in five people believe gambling is dangerous for family life.
Seven in 10 want gambling to be more tightly controlled and the same number named pokies as the most likely form to attract problem gamblers.
Gambler's Help recommends that problem gamblers trying to cut the habit get someone to help them, talk about lying, take steps to control their spending and find ways to fill in the time they spend gambling.
Melton Council's acting manager for community planning, Adam Boyle, said the council planned to review its responsible gaming policy to respond to community issues.
"Council is committed to working with industry representatives and community members to ensure gaming opportunities are delivered in a responsible fashion and considers that it, together with the state government, the VCGR, gaming operators and community service agencies, has a responsibility to work on harm minimisation strategies," Mr Boyle said.
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