The Victorian Gambling and Casino Control Commission (VGCCC) has taken disciplinary action against Crown for ongoing misconduct, imposing two fines.
A 2021 royal commission found the Southbank casino had breached its code of conduct for the responsible service of gambling over about 12 years.
It found the casino failed to prevent gambling harm for its customers and also failed to comply with a statutory direction by the regulator.
VGCCC chairwoman Fran Thorn said the casino prioritised revenue maximisation over its obligations to protect patrons.
"This total fine is for two separate issues and it's based on extensive findings of wrongdoing by the Victorian Royal Commission into the casino operator and licence," Ms Thorn told reporters on Monday.
VGCCC applied the maximum penalty of $100 million for the code breach finding after Crown allowed patrons to gamble for long periods without a break, sometimes for upwards of 24 hours.
"For a long time, Crown had promoted itself as having the world's best approach to problem gambling. Nothing could be further from the truth," Ms Thorn said.
She added the casino ignored warnings about changing its "conservative" policy on play periods in 2018, which was problematic as many patrons could have been protected from gambling harm.
Stories of loss and suicide attempts linked to gambling were heard at last year's Royal Commission and raised serious concerns.
A second fine of $20 million was imposed due to Crown's failure to prevent patrons from using plastic picks and other devices to hold down pokie machine buttons.
Ms Thorn said the use of button picks allowed patrons to play continuously and on multiple machines at the same time.
In 2019, Crown ignored requests to stop supplying the button picks and to take necessary steps to ensure such objects were not used by its patrons.
AAP has contacted Crown for comment.
