'Michael Jackson of Gambling': An Aussie social media influencer goes viral for his gambling addiction
Luca Kante has built a large online by sharing videos of his daily wins at pokie machines, with his content regularly showing stacks of cash and jackpot celebrations.
The gambler has become a fixture on social media feeds where fans praise his apparent luck and skill.
The full-time gambler and content creator is quickly becoming a recognisable figure among young Australians.
His flashy videos draw thousands of views and followers often leave comments hailing him as 'King' and calling him the 'Michael Jackson of Gambling.'
Fans particularly praise his gambling success, writing comments like 'Pokies hate to see him coming' and 'Bro is just too good at gambling.'
Others ask him for tips, with one user saying, 'I wish I had 1% of this power.'
This kind of adoration highlights the growing impact Kante has, particularly on younger audiences.
One in three Australians aged 12 to 17 have engaged in some form of gambling, raising concerns that influencers like Kante may be encouraging risky behaviour through their content.
These influencer videos often show Kante betting large amounts and celebrating wins, with little mention of losses or the risks involved.
Gambling experts worry this glamorised version of gambling could normalise addictive behaviours and mislead viewers into believing that gambling is an easy way to make money.
As Kante's popularity grows, questions are also being raised about how much influence a single social media gambler can have and what the long-term impact could be for his followers.
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Kante has 'gambled since the day I turned 18' and firmly believes 'if you're an adult you can make your own decisions'. 'There was nothing really like it content-wise and there was definitely a demand — I could see people wanted to watch this,' he said. 'Now I feel like every single day there's a new page popping up copying what I'm doing.' The new wave of influencers are cashing on on Australia's unenviable reputation as the world's biggest gamblers — and the biggest losers. In March, a report by Equity Economics estimated Australia's annual gambling losses at $31.5 billion, eclipsing the $28.3 billion governments spend on aged care and $35.2 billion for the NDIS. At $1527 for every adult in the country, Australians have the highest per capita gambling losses in the world. Accounting for the fact that more than one in three adults don't gamble at all, the average loss increases to $2492 — a 25 per cent increase from pre-pandemic levels. 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As Scarf nears day 150 of his betting challenge, his Instagram bio states that he's $141,160 in the hole. His plan going forward is simple. 'I will win,' he said. 'I will win it back and more.' Waving away questions about how he is able to place such large bets and his relationship with online bookmaker Dabble, Scarf has previously insisted '100 per cent it is my money'. Scarf, who also runs a subscription tipping service, includes an affiliate link to Dabble on his bio, which means he receives a percentage of the punter's earnings after they sign up. The exclusive partnership accounts for the 'overwhelming majority' of his earnings. 'It's been a really successful partnership for both of us, so I'm gonna ride that wave as long as possible,' he said. 'We're both very happy as far as I'm concerned. Business is good for both the affiliate part of it and the tipping service. I am launching flavoured vodka still water in the coming months which will be exciting too.' 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