A unique arcade-style video game cabinet, reminiscent of 1990s fish and chip shop entertainment, is at the heart of a new initiative aiming to reshape how fans engage with Australian Rules Football. Created by Adelaide-based filmmaker David Ashby and featuring commentary from comedian Broden Kelly, ‘Pro Jank Footy’ offers a chaotic, comedic, and distinctly old-school take on the sport. This game is more than just entertainment; it’s a deliberate move to foster a gambling-free sports culture and diversify conversations around Australian Rules Football.
From Arcade Cabinet to Cultural Ritual
The physical ‘Pro Jank Footy’ cabinets, with their retro aesthetic of plywood, plexiglass, and chiptune sound effects, are seen by their creators as a stepping stone towards a larger goal. David Ashby, who has transitioned from filmmaking to game development for this project, envisions the game becoming an integral part of the pre-game ritual for Australian Rules Football (AFL) fans. “The cabinets themselves are just tools, in a way,” Ashby explained. “It’d be cool to have it established as part of the pregame AFL culture, where you go to the pub for drinks before the footy. If Pro Jank became part of that ritual that’d be awesome.”
The ambition extends beyond mere popularity; the creators aim for genuine cultural impact. “The goal is literally cultural impact,” stated Broden Kelly. “Diversifying the way we talk about footy, by combining comedy and gaming.” A core tenet of this mission is its explicit stance against gambling. “And especially [being] anti-gambling,” Ashby added. “We hate gambling. I really wish kids just gambled on themselves rather than sports, or anything else for that matter.” This personal commitment is reflected in their professional work, with both Ashby and Kelly having built careers on creative endeavors outside the traditional sports-betting ecosystem.
Creative Backgrounds and a Shared Frustration
David Ashby boasts a two-decade career in content creation, often collaborating with Dario Russo. Their notable works include the web series ‘Italian Spider-Man’, the television series ‘Danger 5’, and the animated shows ‘Koala Man’ and ‘Dad’s House’, the latter developed with Emmy-nominated Michael Cusack. Broden Kelly is a co-founder of the acclaimed comedy group Aunty Donna, which has evolved into a significant production entity. Their company, Haven’t You Done Well Productions, was established with the explicit purpose of producing unique content, leading to a diverse portfolio of web series, television shows, stage productions, and podcasts. They have also launched Grouse House TV, a direct-to-fan streaming platform.
Both Ashby and Kelly are fans of Australian Rules Football but express dissatisfaction with the corporatization of the sport by the AFL and the pervasive monetization of fandom through gambling. ‘Pro Jank Footy’ emerged as a direct response to these concerns.
Kelly articulated his frustration with the gambling industry’s influence: “What frustrates me with gambling companies is obviously… people kill themselves because they’re in so much debt – that’s really annoying. But what also annoys me is that they use sketch comedy [to sell their product]. That’s what I do, but it’s not done for the same reason as me.” He contrasted his own motivations with those of gambling advertisers, stating, “My reason is to be part of the culture and to make fun jokes that we all connect to. Theirs is to be your ‘friend’, so that the next time you see their brand you feel familiar with it.”
Challenging the Gambling Monopoly in Sports Media
Kelly argues that the gambling industry exerts a significant influence over the sport, often making it difficult for those involved in broader football culture to avoid its reach. As the host of ‘The Footy With Broden Kelly’, a podcast, he highlights that it is one of the few platforms not accepting sponsorship from wagering companies. “You get offered very early on in your career a big fat cheque from one of the wagering companies, and then you’re essentially bought,” he observed.
Ashby, meanwhile, received crucial support from Screen Australia, which provided $30,000 in seed funding to develop ‘Pro Jank Footy’ from an initial concept into a working prototype. He managed the animation aspects and collaborated with a developer to build the game’s mechanics. The gameplay features a dynamic field where elements like pies and cars can appear, and goal dimensions change based on player control.
Tyler Roach, who contributed to the game’s development, is noted by Ashby for his comprehensive skill set. “Tyler Roach ‘can do everything’,” Ashby said. “And he actually played footy, but gave it up because he broke his nose and fingers too often.” Kelly added that Roach was a rare find, pointing out the minimal overlap between individuals who create video games and those who actively play Australian Rules Football.
Grassroots Appeal and Cultural Commentary
The success of ‘Pro Jank Footy’ was underscored when it received the ‘best in show’ award at the South Australian Games exhibition in early 2025. Ashby believes the game’s appeal lies in its ability to capture a perspective rooted in grassroots fandom, contrasting with the perceived homogeneity of the “AFL monoculture.”
“We make fun of Australian sports culture, Australian culture as a whole, and embrace all the things that are great about this country and the sport itself,” Ashby explained. “A lot of people take sport incredibly seriously, and forget that we’re actually quite exotic. The game’s not normal, but it is appealing.” Through humor and a distinct visual style, ‘Pro Jank Footy’ aims to offer a refreshing, alternative way for fans to connect with the sport they love, free from the pressures and influence of the gambling industry.
The creators hope that ‘Pro Jank Footy’ will not only provide entertainment but also spark a broader conversation about the role of gambling in sports and encourage a more diverse and authentic fan culture.
