‘I lost 10 years of my life’: how UK betting giant’s unlawful marketing kept suicidal gambler hooked

Sam found himself getting sucked deeper and deeper in to betting, sometimes risking 11,000 in a day. Now a judge has ruled he was unlawfully targeted

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.