Casino operator SkyCity Entertainment Group is catching hell in New Zealand for launching a free-play online gaming site.

The video poker, slots and casino table games at the new Skycityonline.com cost nothing to play but Problem Gambling Foundation CEO Graeme Ramsey told Auckland Now that he doesn’t “for a second believe this is altruistic.” Ramsey called it “pure promotion” on behalf of SkyCity, which he accused of devising “a way to try and reach out with a new form of advertising.”

Well, duh. But SkyCity is just keeping pace with the rest of the global brick-and-mortar casino industry, which has embraced free-to-play sites as a valuable tool in their promotional arsenal. The Skycityonline site was launched this week via invitations to the operator’s Premier Rewards members and rewards won online can only be redeemed by members at SkyCity’s casinos in Auckland, Hamilton or Queenstown.

A SkyCity spokesman said the company had taken steps to minimize overuse of the site, like limiting free credit refills to twice a day, and not selling virtual chips to virtual degens. Players can win spot prizes of SkyCity Vouchers and Premium Bonus Dollars for Premier Rewards members, but here as well, these can also only be redeemed in brick-and-mortar world.