At 1.17pm on 15 August 2018, Sam* logged in to his online betting account and gambled five days’ worth of wages. Already deep in debt – having taken out 13 loans over three years, and with his marriage under strain – he had been desperate to quit.
But Sky Betting & Gaming, operator of Sky Bet, Casino, and Vegas, had other ideas. Having labelled him a “high value” customer, and not realising he was at risk, it had sent him an email promising a £100 bonus if he spent £400 on a casino game. “Well done on making it past level 2. Can you make it even further this week?” it said. Soon after receiving it, Sam deposited £400.
