Few figures in Australia’s business world embody such a mix of entrepreneurial flair and public scrutiny as Adrian Portelli, the man behind LMCT+, a platform that has monetised the concept of a “rewards club” into a multimillion-dollar enterprise. Portelli’s audacious business strategy—selling subscriptions and prize draw entries under the guise of a trade promotion—has catapulted him to fame and fortune.
Yet, it also raises critical questions about the blurred boundaries between innovation and regulatory oversight relating to lotteries.
Adrian Portelli’s LMCT+ operates in a grey area that blurs the line between trade promotions and gambling. While branded as a “rewards club” offering members discounts and prize draws, the core of its appeal lies in the allure of winning high-value prizes, from luxury cars to multi-million-dollar homes. This mirrors the mechanics of gambling, where participants pay for a chance to win. Customers can purchase additional entries into specific draws, effectively increasing their odds, a practice similar to buying more lottery tickets.
Despite regulatory classifications labelling these activities as “trade promotions” rather than gambling, the psychological drivers of hope, risk, and reward are identical to those of traditional gambling enterprises. Odds further align LMCT+ with gambling models, raising questions about whether the scheme is merely a sophisticated way to circumvent stricter gambling regulations.
While it avoids the gambling label, the business is based on the principles that define the gambling industry.
Legal loophole, regulatory challenges and a Maltese connection
Portelli, often referred to as “Lambo Guy” for his penchant for luxury cars, recently made headlines by purchasing all five houses from The Block, a high-profile Australian reality show, for $15 million. This acquisition, now part of an LMCT+ prize draw, draws attention to the scale of his operations. Yet beneath the glossy veneer of prize giveaways lie complex legal loopholes, public skepticism, and a businessman who is voraciously hungry and relentless in pursuit of success.
Born to Maltese immigrant parents, Portelli’s story is a quintessential rags-to-riches tale. He grew up working in his father’s truck repair business, learning firsthand the value of grit and determination. His early ventures, including a social media and dating platform that later morphed into a food app, set the stage for what would become LMCT+.
Maltese connections often surface in Portelli’s narrative, not just through his family heritage but also through his broader business dealings. Malta’s hub for iGaming and trade promotions could provide a strategic base for operations like LMCT+ should Portelli choose to expand internationally. Though there’s no evidence of direct ties between LMCT+ and Malta’s regulatory bodies.
Australia’s regulatory framework
LMCT+ operates under Australia’s trade promotion regulations, which allow companies to run lotteries if entry is tied to the purchase of goods or services. Portelli’s ingenuity lies in positioning the LMCT+ membership as the qualifying product, thus sidestepping stricter lottery laws.
Critics, however, argue that this skirts ethical boundaries. The company’s website promises significant rewards—luxury cars, houses, and cash—but provides little transparency about the odds of winning. Portelli has staunchly defended his business model, claiming in a 2024 interview that LMCT+ is “not exploiting a loophole” but rather adhering to the letter of the law. Regulators, including Victoria’s Gambling and Casino Control Commission and NSW Fair Trading, have investigated complaints but found no violations under current legislation.
Yet, scrutiny persists. South Australia’s Consumer and Business Services has an ongoing investigation into LMCT+, and customer complaints abound online. Issues range from difficulty canceling memberships to opaque terms and conditions, with mixed reviews splitting sharply between glowing praise and damning criticism.
The purchase of The Block properties represents LMCT+’s most audacious move yet. By offering these homes as prizes, the company has elevated its profile but also intensified scrutiny. Legal experts have noted that trade promotions of this magnitude push the boundaries of current regulations, raising questions about whether existing frameworks are equipped to handle such enterprises.
The Victorian Gambling and Casino Control Commission, which oversees trade promotions, has maintained that LMCT+ operates within legal parameters. However, the sheer scale of the prizes—luxury homes or $8 million in tax-free cash—has prompted calls for legislative review.
Global phenomenon with local impacts
Portelli’s success has inspired a proliferation of similar businesses across Australia, many of which emulate LMCT+’s model. Legal firms have even published guides on replicating this structure. However, the model’s sustainability remains untested, particularly as regulators worldwide begin to scrutinize trade promotions more closely.
In Malta, where Portelli’s heritage lies, the gambling and trade promotion sectors have seen exponential growth. While there’s no indication that Portelli’s operations directly impact the Maltese market, industry experts who wish to remain anonymous, told SiGMA News that parallels between LMCT+ and Malta’s iGaming industry suggest a possible synergy for the expansion of Portelli’s enterprise.
Portelli’s resilience to bounce back
Beyond his business acumen, Portelli is a divisive figure. Known for his extravagant lifestyle—think Lamborghinis, private jets, and multimillion-dollar penthouses—he’s as much a showman as a businessman. Yet, his journey hasn’t been without setbacks.
In 2016, Portelli faced jail time for charges unrelated to LMCT+, though details remain sparse. His supporters argue it’s evidence of resilience and reinvention.
As LMCT+ continues to expand, its future hinges on regulatory developments and public perception. For Portelli, the challenge will be balancing innovation with compliance while maintaining the trust of his 300,000-strong subscriber base.
Globally, the rise of enterprises like LMCT+ signals a shift in how consumers engage with promotions and lotteries.
