For more than a decade, North Melbourne has been an industry leader as the first Victorian-based AFL club to turn its back on pokies and gambling revenue.

The Roos' bold move has long been applauded, and Round 18 will reinforce the club's commitment to its community and further spread its positive message.

On Saturday, North will celebrate "Love the Game" round; an initiative of AFL Victoria and the Victorian Responsible Gambling Foundation (VRGF) to break down the affiliation of sport and gambling.

“The club has held a very strong and long stance on gambling and gaming revenue which is why we couldn’t be happier to be involved in such a great initiative,” North managing director & CEO Carl Dilena said.

“We want to help create a more family friendly environment and have been leading the way in many respects by being able to run a successful and profitable organisation without the aid of gaming and gambling revenue.”

The Love the Game concept involves all ten Victorian-based clubs, 23 leagues and commissions and other local clubs to take the focus off the odds and place it back on the game.

VGRF acting CEO, Craig Swift, hopes the initiative will change attitudes and behaviours.

“Sports betting advertising is so prolific, it’s easy to understand why kids might think gambling and sport go hand-in-hand, highlighting a need for parents, teachers, coaches and others in the community to share with them what they love about footy, which has nothing to do with gambling,” he said.

“The foundation is proud to partner with all 10 AFL clubs in our goals to limit the exposure of fans and players to gambling advertising and equip them to make informed choices about gambling.”