"Now, it's Maori women. Women are taking the place of men," she said.
It's the fast pace of pokie machines, which keeps women of all ages hooked in, Mrs Matthews said and 98 per cent of all gambling issues are related to pokies.
Nationally 6534 people sought help for problem gambling in the year ending June 2010, more than double the 3256 in the year ended June 2005. Just over 48 per cent of those were women and 32 per cent Maori.
The break down for Northland was not available at this stage, but Mrs Matthews said the region reflected the national situation, but was likely to have a larger percentage of Maori seeking help given the region has a higher Maori population.
"Gambling is a wonderful way to reduce stress. It's easy and accessible," she said.
But when it becomes a problem it can cause far more stress.
Women see casinos and pokie venues as female-friendly and safe, and many venues are found within the community and handy to shopping areas. Playing the pokies offers women a feeling of control over their lives, Mrs Matthews said.
Layla Lyndon-Tonga from Nga Manga Puriri, a NGO gambling service for Maori in Whangarei, says young Maori mothers are the high-risk group for gambling.
"They are the producers of the next generation and if the woman is affected by gambling, it will affect her children. When there are no finances, no food, no housing, the woman gets into survival mode," Mrs Lyndon-Tonga said.
This is when gambling comes in as a form of escape.
"In Northland, there's deprivation and a lot of poverty issues. Young mums forget about looking after their own mental health," Mrs Lyndon-Tonga said.
The saddest thing for Mrs Matthews is the false hope her clients get out of gambling.
"The hope of having a win and winning $1000 is enough to keep [them] hooked in. For people on the DPB $1000 can be life changing. [It] means they could fill the cupboards or buy KFC for the whole whanau."
Some women have relationships with their pokie machine.
"It's fulfilling because they don't ask anything from you. [And] if you're really lonely, it's great company for you," Mrs Matthews said.
But the good thing is, women are seeking help, Mrs Matthews said.
"Women are more vulnerable than men. [But they are] are more willing to ask for help. They know that they are doing harm to families and whanau."
While underlying problems are always behind women gambling, the PGFNZ and Mrs Matthews work with any such vulnerability.
"This can be depression, drugs, childhood, divorce, loss of a child, children leaving the nest, menopause or mental illness."
Four to five women per week visit Mrs Matthews at her Whangarei office. The numbers of counselling hours varies from woman to woman. Her success is not only due to the rapport she shares with her female clients, but also the techniques she uses.
"With gambling you can lose everything you build over 30 years within six months. It's a quick decline. But the memory [of how life was before the addiction] is still there," she said.
Despite Mrs Matthews' successful approach, there are underlying concerns about gambling she cannot change.
"It's about money and deception, and making [gambling] attractive to vulnerable people. It's about the community, the government and American big business. The number of machines we have in New Zealand is completely mad."
The Far North has 364 pokie machines at 30 venues.
POKIE MACHINE FACTS
Pokie machine venues, numbers and losses by district April - June:Whangarei - 24 venues, 325 machines (1.78 per cent of national total), $3.712 million (1.69 per cent of national total).
Far North - 30, 364, (1.99 per cent), $3.809m (1.73 per cent).
Kaipara - 10, 69 (.38 per cent), $592,460 (.27per cent).
Source: Internal Affairs.
Where to go for help:
- Problem Gambling Foundation: 0800 664262, or email help@pgfnz.org.nz
- Nga Manga Puriri: (09) 437 0167 or email: tatou@ngamangapuriri.org.nz
