Adrian Portelli to open petrol stations and expand raffle business into United Kingdom
Billionaire Adrian Portelli is laying the groundwork to launch his hugely popular fake lottery business in the UK as part of a business expansion that includes branded petrol stations and kiosks in shopping centers across Australia.
It’s a move that could make the “Lambo Guy” among Australia’s richest people and turn his subscription-based prize draw business into one of the country’s largest private companies.
But anti-gambling advocates in the UK and Australia worry that Portelli’s new business ventures, both at home and abroad, will increase gambling advertising in places frequented by families.
“This is the crack cocaine of accessibility,” said the Rev. Tim Costello, chief advocate for the Gambling Reform Alliance.
“From the standpoint of the predatory action of a bootlegger who is a Houdini dealer, this is very serious. State governments and the federal government must take action.” According to the latest government estimates, Australians’ total gambling spend is $31.5 billion a year.
UK company records show Portelli, 33, set up an outpost for his LMCT+ business in London in June.
The company in the UK was originally called Powerball Portelli Ltd before changing its name to XClusive Tech Ltd; This is similar to Australian company XClusive Tech Pty Ltd, which operates LMCT at home.
When contacted by this masthead this week, Portelli silenced speculation that the companies’ foundation would soon launch in the UK.
“We form companies for a variety of business reasons, including exploring future opportunities and protecting business interests,” Portelli said.
“We’re always looking at growth opportunities, including overseas, but I don’t have anything specific to announce about the UK at this stage.”
The self-made billionaire, who now prefers to be known as McLaren Man rather than Lambo Guy, also hit back at suggestions that LMCT was a gambling product, saying that description was “completely off the mark” and misunderstood his business.
“Our team works with local businesses across the country to deliver deals that help Australians reduce their cost of living while delivering real sales to small businesses.
“So the idea that this is about irresponsible promotion of gambling is not true.”
Portelli, whose fortune is estimated at $1.6 billion, has become a household name in Australia with a legion of 2 million social media fans drawn through the mass marketing of LMCT’s supercar “giveaways”, cash prizes of up to $2 million and multi-million dollar homes purchased. Block.
He also has a new TV show. My Reno RulesIt is about to launch in 7 Network and has commercial interests in soft drinks, non-alcoholic beverages, childcare centers and property.
In Australia, LMCT has exploited loopholes in state gambling regulations, with the exception of South Australia, to avoid strict regulations covering the betting and sweepstakes business. (LMCT and Portelli are currently defending criminal charges for running illegal lotteries in SA.)
Under LMCT’s local model, members pay a monthly fee of up to $99 to access a list of partner businesses offering discounts and entry into prize drawings.
Anti-gambling advocates in the UK are also concerned about LMCT entering their market.
Matt Zarb-Cousin, director of the London-based organization Clean Up Gambling and former press secretary for former Labor leader Jeremy Corbyn, said LMCT was similar to other groups in the UK who exploited loopholes in the system to be classed as a sweepstakes rather than a harmful gambling product.
“People are getting caught up in the game and buying too many tickets. Consumers need to at least be aware of their chances of winning,” Zarb-Cousin said.
“There should also be deposit limits and self-exclusion policies for people who want to quit because it is quite addictive,” he said.
Portelli is also moving to open hundreds of LMCT-branded gas stations, complete with kiosks that allow people to sign up for special prize draws. It has already bought its first station in Preston.
The business is also trialling kiosks in shopping malls across Australia that allow people to sign up for the group’s giveaways and special offers.
Portelli said he is excited about building a portfolio of gas stations that he promises will lower prices at a time when the cost of filling up a tank has plummeted due to the war in Iran.
“We have been very open about our desire to continue expanding the LMCT brand into new categories and consumer touchpoints to help drive the most value for our members,” he said.
“This includes exploring what the brand can look like in physical retail environments and everyday customer environments, which has always been a passion of mine. It’s something I’ve always wanted to try and experiment with.”
“The mall machines are part of a broader strategy to make the brand more visible and accessible, while also providing convenience for customers who want to engage with the platform in a physical environment.
“It is not uncommon for a business to test different channels and formats as it grows.”
The introduction of kiosks and petrol stations has raised particular concerns about the ethics of a gambling brand becoming so ingrained in Australian culture and being so widely advertised to people, including children.
Costello said the expansion of Portelli’s business should spur reform at both the state and federal level.
“This is outrageous,” Costello said.
“We all know this encourages gambling and with Australia having the highest losses per capita and the most harm from gambling in the world, these loopholes need to be legally closed by state governments.
While Portelli’s expansion plans have received mixed reviews online, a group of gas-savvy fans are excited at the prospect of cheap fuel. A fan on Reddit said: “Adrian will rule our country”; “Run for parliament and you got my vote 👑”
Portelli said describing LMCT as “predatory” was selective criticism and misguided to insist it should not be in places where children might be found.
“Look at what some of the country’s biggest companies do every year. Coles and Woolworths run promotions including Little Shop, Stikeez, Magical Builders, Ooshies and Disney cards.
“These campaigns are targeted at children and are clearly designed to get families to spend more and thus collect more items. These promotions are also pushing families to spend more at a time when the cost of living is skyrocketing.”
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Sarah Danckert is a senior reporter specializing in investigations and corporate misconduct. He is a two-time Walkley Award winner and has won six Quill Awards and two Kennedy Awards.Connect with: X or email.
