Cronulla Sharks fan Gareth Wyatt was listening to a sports betting app promotion on his favourite rugby league podcast when he had a brainwave. What if he used the podcast to spruik his gambling counselling service? Wyatt ran the not-for-profit Canterbury Earlwood Caring Association Ltd [CECAL], which had been struggling to get referrals for gambling addiction, despite being situated in an area with among the highest poker machine losses in NSW. It struck him now that his target demographic was the same market sought out by the company advertising its betting app. “I figured, they’re fishing from a pool of gamblers.” Young men are statistically most likely to gamble at risky levels, yet notoriously reluctant to seek help. But when CECAL started sponsoring the SC Playbook podcast, Wyatt hit the jackpot.