Pokies – poker machines – are Australia’s most popular and most profitable form of gambling. They generate more revenue than all other gambling products combined. Unlike sports betting or online casinos, pokies are overwhelmingly played in land-based venues: pubs, clubs, RSLs and casinos.
According to the Queensland Government Statistician’s Office (QGSO), land-based pokies generated approximately $5.2 billion in revenue during 2024-2025, representing 30.6% of the total $17 billion Australian gambling market . This makes pokies the single largest gambling sector in the country, ahead of online sports betting ($4.8 billion) and casinos ($2.6 billion) .
This article provides a comprehensive market analysis of Australia’s pokies industry, including revenue trends, manufacturer dominance, state-by-state breakdowns, and the regulatory challenges ahead.
Market Size and Revenue – Pokies by the Numbers
The pokies market is substantial and has shown remarkable resilience. According to IBISWorld, the Gaming and Vending Machines Manufacturing industry generated approximately $530.3 million in revenue in 2025, with over 90% of that coming from gaming machine manufacturing .
Key market statistics:
- Total pokies revenue (2024-2025): $5.2 billion
- Share of total gambling market: 30.6%
- Number of pokies in Australia: Approximately 195,000 machines
- Revenue per machine: Approximately $26,700 per year
- Industry revenue (manufacturing): $530.3 million (2025)
- Projected industry revenue (2025-26): $533.5 million
The market has grown at a CAGR of 4.5% over the past five years, driven by post-pandemic recovery and the reopening of venues . However, future growth is constrained by regulatory caps on machine numbers in states like New South Wales and Victoria.
Pokies Revenue by Sector (2024-2025)
| Sector | Revenue (AUD) | Share of Total Gambling Market | Trend |
|---|---|---|---|
| Land-Based Pokies (Clubs & Pubs) | $5.2 billion | 30.6% | Declining (-2% YoY) |
| Land-Based Casinos | $2.6 billion | 15.3% | Declining (-3% YoY) |
| Online Sports Betting | $4.8 billion | 28.2% | Growing (+8% YoY) |
| Online Casino / Pokies | $3.9 billion | 22.9% | Growing (+12% YoY) |
| Other (Lotteries, Keno, Racing) | $0.5 billion | 3.0% | Stable |
Manufacturer Dominance – Aristocrat and Ainsworth
The pokies manufacturing industry in Australia is highly concentrated. Two companies dominate the market: Aristocrat Leisure and Ainsworth Game Technology. Together, they control the vast majority of the Australian market and are also significant global exporters .
Market share by manufacturer (2025):
| Manufacturer | Estimated Revenue (AUD) | Market Share | Global Presence |
|---|---|---|---|
| Aristocrat Leisure | $452.6 million | ~85% | US, Europe, Asia |
| Ainsworth Game Technology | $40.7 million | ~8% | US, Latin America |
| Others | ~$37 million | ~7% | Niche |
Aristocrat is the undisputed leader. Its games – including Lightning Link, Queen of the Nile, Big Red and Where’s the Gold – are household names in Australian pubs and clubs . The company has successfully expanded into the US market, though this has exposed Australian exporters to US tariffs .
Manufacturing trends:
State regulations have shifted the focus from expanding machine numbers to upgrading and modernising existing machines. Tightening caps on gaming machine numbers in NSW and Victoria mean manufacturers now prioritise replacement and technology upgrades rather than new installations .
Key innovation areas include:
- Digital interfaces and touchscreens
- Cashless gaming systems
- Multi-game features
- Linked jackpot networks
State-by-State Breakdown – Where the Money Is
Pokies distribution and revenue vary significantly across Australian states. New South Wales dominates the market, accounting for approximately 60% of total industry revenue.
NSW dominance explained:
NSW has the highest concentration of pokies in Australia, with over 95,000 machines primarily located in clubs and pubs. As a result, the state’s extensive network of registered clubs – many with multiple gaming rooms – drives strong demand for gaming machinery.
Western Australia exception:
WA has no pokies outside of Crown Perth casino, a unique regulatory stance that sets it apart from all other states . This significantly reduces gambling harm but also limits revenue.
Pokies Revenue by State (2025 Estimates)
| State | Number of Pokies | Estimated Revenue | Share of National Pokies Revenue | Primary Venues |
|---|---|---|---|---|
| New South Wales | 95,000+ | $3.1B | ~60% | Clubs, pubs, casinos |
| Queensland | 45,000+ | $1.5B | ~29% | Clubs, pubs, casinos |
| Victoria | 30,000+ | $1.0B | ~19% | Clubs, pubs, casinos |
| Western Australia | 12,500+ | $0.4B | ~8% | Crown Perth only |
| South Australia | 12,000+ | $0.4B | ~8% | Clubs, pubs, casinos |
| Tasmania | 3,500+ | $0.1B | ~2% | Clubs, pubs, casinos |
| ACT | 5,000+ | $0.2B | ~4% | Clubs, pubs |
| Total | ~195,000 | $5.2B | 100% |
Future Outlook – Regulations, Cash Limits and Declining Machine Numbers
The pokies market faces significant headwinds. At the same time, social attitudes towards poker machines are increasingly negative, driving calls for tighter regulations across Australia.
Key regulatory trends affecting the market:
1. Cash input limits
NSW has reduced the cash input limit for new gaming machines from $5,000 to $500. Notably, this measure is designed to slow the rate at which gamblers can lose money.
2. Machine shutdowns
Over 600 NSW venues must shut gaming machines between 4am and 10am effective 31 March 2026. This follows a successful trial that reduced gambling activity during early morning hours.
3. Mandatory pre-commitment technology
Victoria and Tasmania have introduced mandatory pre-commitment technology, designed to reduce gambling losses and promote responsible play. Meanwhile, other states are expected to follow.
4. Declining machine numbers
State-wide caps on gaming machine numbers in NSW and Victoria mean manufacturers now focus on replacement rather than expansion. This is expected to lead to a steady decline in the number of pokies over time .
5. 2027 advertising bans
From 1 January 2027, gambling ads will be banned on TV during live sports, on radio during school hours, and online unless users are verified as 18+ with opt-out options. Celebrity endorsements and stadium signage will also be prohibited . While this primarily affects sports betting, it reflects the broader regulatory tightening around all gambling products.
Industry outlook (2025-2030):
IBISWorld projects that industry revenue will continue to grow slowly, driven by replacement and upgrade cycles rather than new machine installations . However, tightening regulations and declining machine numbers are expected to constrain long-term growth.
Quote from industry analysis:
“Social attitudes towards poker machines (pokies) are increasingly negative, driving calls to tighten regulations across Australia. Concerns about gambling addiction and its social impacts have gained momentum, with advocacy groups pressing governments for stronger controls.”
Australia’s pokies market is a $5.2 billion industry that dominates the gambling landscape. With approximately 195,000 machines nationwide, pokies generate more revenue than any other gambling product. The market is dominated by two manufacturers – Aristocrat and Ainsworth – with Aristocrat controlling approximately 85% of the market.
However, the industry faces significant challenges. Regulatory caps on machine numbers, cash input limits, mandatory shutdowns, and increasingly negative social attitudes are all expected to constrain growth. While replacement and upgrade cycles will continue to drive revenue for manufacturers, the long-term trend points toward a gradual decline in the number of pokies in Australia.
Sources: Queensland Government Statistician’s Office (QGSO), IBISWorld, Gambling Research Australia (GRA)
How Big Is the Pokies Market in Australia?
Q1: How much money do pokies generate in Australia each year? ▼
Land-based pokies generated approximately $5.2 billion in revenue during 2024-2025, representing 30.6% of the total $17 billion Australian gambling market. This makes pokies the single largest gambling sector in Australia.
Q2: Who are the biggest pokies manufacturers in Australia? ▼
Aristocrat Leisure dominates with approximately 85% market share ($452.6 million in revenue), followed by Ainsworth Game Technology with approximately 8% ($40.7 million). Both companies are also major global exporters.
Q3: Which state has the most pokies? ▼
New South Wales has the most pokies with over 95,000 machines, accounting for approximately 60% of total industry revenue. Victoria has approximately 30,000 machines, and Queensland has approximately 45,000.
Q4: What regulations are affecting the pokies market? ▼
Key regulations include cash input limits ($500 in NSW), mandatory machine shutdowns (4am-10am), pre-commitment technology (VIC, TAS), and declining state-wide caps on machine numbers. These measures are expected to lead to a gradual decline in pokies over time.
Q5: What is the future outlook for Australia’s pokies market? ▼
Industry revenue is projected to grow slowly, driven by replacement and upgrade cycles rather than new machine installations. However, tightening regulations, declining machine numbers, and increasingly negative social attitudes toward pokies are expected to constrain long-term growth.
