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ACGCS: our compliance training is flexible, rigorous and comprehensive

Remaining compliant with regulations is arguably the most important aspect of running a successful gaming business. Whether a land-based casino or igaming platform, it is simply essential to be in lockstep with the local regulations to ensure long-term success.

Therefore, it is imperative that those who lead and work at casinos and regulatory bodies are equipped with the tools to excel from a gaming compliance perspective.

The Association of Certified Gaming Compliance Specialists (ACCGS) has been endeavoring to increase the amount of compliance expertise in the gaming industry since forming in 2022.

The association runs over 70 modules for casino professionals to enroll on via its flagship Certified Gaming Compliance Specialist (CGCS). The CGCS is a 35 hour online self-study course delivered through a fully responsive online learning management system, acgcs.online, which allows individuals to study on any device, anytime, and anywhere.

The association also runs a 12 week instructor-led, or six month self-study, online microcredential version of the course, Casino Gaming Investigations, via its academic partner, Dalhousie University in Halifax, Nova Scotia.

Dr. Ian Messenger, Founder and CEO at ACGCS, told SBC Americas that the flagship CGCS is a ‘comprehensive’ tool: “The CGCS has been built as a one stop shop training course for those new to the industry, those who have worked in casino compliance for many years, as well as those who are looking to transition into casino gaming from other sectors. The certification begins by building knowledge and skills in leadership and ethics before moving onto compliance topics, such as anti money laundering, fraud, and regulatory  compliance.

“What sets the CGCS apart from other certifications is that we also focus specifically on casino gaming topics, such as odds manipulation, sports betting, and responsible gaming, as well as human trafficking in the industry”

The association caters to a whole plethora of industry professionals who want to improve their development by taking on additional certifications. Messenger stresses that the courses are available to those who are new to the industry, or those in senior executive positions who can access leadership modules.

Underpinning the ACGCS’ work is an overriding sense of agility and flexibility in the content, delivery and cost of the courses. On one hand, the work that the association does with those in the early stages of their career comes with little administrative costs as it seeks to improve access to educational tools.

Meanwhile, the association’s work with more senior professionals and regulatory bodies opens up the opportunities to work with academic institutions like Dalhousie University, which delivers bespoke training to individuals and organizations based on the CGCS curriculum.

Messenger explained: “We charge no recurring fees, we charge no recertification fees, and there are no ongoing membership fees. We took this decision intentionally to reduce the barrier to entry for our certification and to enable as many as possible to upskill in this field.”

“As a result of this, we’ve seen a large influx of students who potentially wouldn’t have been able to take casino compliance training otherwise.”

That sense of agility seeps through all of the association’s activities, including the content that is delivered on its courses. The firm regularly consults with an advisory board of experienced industry executives who help to ensure the content is relevant, academically rigorous and up to date with industry ongoings.

Messenger outlined: “Last fall, we received a number of enquiries related to responsible gaming and problem gambling. So, we launched a webinar series, and we had a series of four webinars specifically led by industry experts in responsible gaming. This ultimately led  to the creation of a Responsible Gaming and Player Protection course which launched this  spring and is also available as a microcredential from Dalhousie University.

“We have 73 modules in our certification; we started in 2022 with 37. What is unique about our programme is that as we continue to add and develop our content and we make those updates available to individuals who have taken our courses in the past through our online

learning platform, acgcs.online. This way, we enable continuous learning and development  long after becoming a Certified Gaming Compliance Specialist.”

An essential part of any qualification is the academic integrity and rigor that gives a sense of prestige and makes it useful in the workplace. As such, the ACGCS is committed to ensuring that the certification is a rigorous endeavor for students, but ultimately, Messenger states the main barrier to entry to more education is cost not difficulty.

Messenger, who has spent over a decade in academia, explained: “We built a learning management system that has integrity controls, and we have our exam that has built in proctoring. We spent a great deal of time developing our content to be engaging and  interesting – content that our students found worthy of their time and investment. This was very, very important to us to ensure that our certification was meaningful.”

One of ACGCS’ biggest differentiators is its Dalhousie University partnership, which refines the certification’s 73 modules into 12 themes, with instructor-led delivery from tutors. Even this, though, has flexibility, as the association recognises that everyone learns at a different pace.

“We find that our audience is very diverse when it comes to how they want to learn” Messenger remarked. “Some individuals want to compress their learning into a very short period of time. Others need to take longer.”

ACGCS will continue to add more to its comprehensive academic offering as the global gaming regulatory compliance sector continues to evolve. Messenger has hinted that the association could launch a post graduate certificate and even an MBA in compliance in the future.

Geographic expansion is also in Messenger’s mind, as the Association looks towards Europe as a key jurisdiction to take its offerings. Whatever the regulatory landscape looks like, academia and research is likely to play a key role in this and, as such, ACGCS is talking to plenty of institutions to increase its footprint and serve industry professionals.

Messenger concluded: “We’re continuing to reflect on feedback from our students and one thing we keep hearing time and again is ‘what’s next’?

“So we’ll continue to innovate, and continue to work with our university partners, to create  innovative and relevant training opportunities for the industry.”

AGLC to launch sports-first app, add Aristocrat content to Play Alberta

Alberta Gaming, Liquor and Cannabis (AGLC) is preparing to overhaul its Play Alberta platform later this year as the province continues to explore opening a regulated commercial online gambling market.

The commission will launch a Play Alberta app for the first time and expects to roughly double the size of its game portfolio on its site, AGLC VP of Gaming Dan Keene told Canadian Gaming Business this week.

Play Alberta, the only regulated online gaming platform in the province, is coming up on its fourth anniversary but is currently available only via desktop or mobile browsers. AGLC will introduce a new app for the platform in September, to coincide with its four years of operation. Also tying in with the beginning of the next NHL and NFL seasons, the app will be sportsbook-only at first but will ultimately expand to include all of Play Alberta’s gaming verticals.

“Play Alberta is still fairly young in its lifecycle and we’ve always had eyes on developing an app because it’s critical to the delivery of the product,” Keene said. “Our plan is to launch an app in September that will be focused on the sports vertical to start. Early next calendar year, we’ll add the rest of the verticals like live dealer, casino, lottery.”

Keene stressed that one of the main motivations is to allow for easier access to the platform’s suite of responsible gambling tools.

Consolidating growth amid competition

Estimates suggest that more than half of the overall online gaming market in Alberta is still held by unregulated sites. While Play Alberta’s market share sits at a little over 45% with around 9% of Alberta’s legal-age population signed up, it’s evident that some Albertans are playing elsewhere.

“We know there are a lot of competitors out there and likely to be more in the future,” acknowledged Keene. “It’s about continuing to bring a responsible product to Albertans in a way that they feel is competitive and interesting for them.”

Minister of Service Alberta and Red Tape Reduction Dale Nally began consultations with First Nations representatives last week and will chat with traditional casino and racing entertainment centre operators this summer. Nally is following a mandate to explore how Alberta’s online gaming industry could be expanded to include commercial operators in a way that makes sense for the province and all stakeholders.

Last month, the Alberta legislature passed Bill 16, the Red Tape Reduction Statutes Amendment Act, which, in essence, legally allows the government to choose to allow commercial online gaming operators to enter the market to compete with AGLC. While such a move would expand regulated competition for Play Alberta in a regulated market, Keene stressed that AGLC welcomes that prospect because revenue generation for the province and player protection are key.

“Numerous gaming providers have existed in Alberta for decades. Albertans are already participating, the market is already mature. We want to have the market available in a safe way to Albertans. Right now, we don’t have that. We fully embrace what the minister is doing.”

Aristocrat content on horizon

It’s not only the new app and an increased emphasis on sportsbook that are on the horizon for the AGLC.

Keene said that the AGLC’s platform will soon be adding further enhancements, such as new payment options like PayPal and Apple Pay and a vast increase in online casino and slots games.

“I don’t think it’s a stretch to say that our plans call for almost a doubling of the game content, specifically slot content, on the site.”

A notable evolution will be the integration of a slate of Aristocrat Gaming titles to Play Alberta. Aristocrat completed its acquisition of the parent company of NeoPollard Interactive, the technology provider that powers Play Alberta, in April and the Australian games manufacturer’s titles will soon have a noticeable presence in Alberta.

“We would suspect to see a nice support of Aristocrat Gaming on the Play Alberta side going forward,” added Keene. “But it’s not just that vendor, there are other exciting vendors we’re looking to bring to the site.”

AGLC make hay while the Oilers shine

While Play Alberta has grown over the years, the AGLC has never quite known a time like right now. They’ve got the Edmonton Oilers to thank.

With the Oilers in the Stanley Cup Finals for the first time in nearly 20 years, Play Alberta has had its biggest uptick in betting activity in its four years of existence. The NHL always attracts more wagers than any other sport, but betting has gone through the roof in recent weeks. Keene noted that the platform has seen steady increases in both the number of bettors and the volume and handle of wagers round by round as the Oilers have progressed through the playoffs.

AGLC has capitalized on the heightened interest by bolstering the hockey betting experience. Custom markets, 10-times odds boosts on every game, free-build parlays and ticket and suite giveaways are some of the ways Play Alberta has stepped up its game.

This surge will naturally level out in the coming weeks as either the Oilers or the Florida Panthers lift the grand prize. But AGLC feels that when this particular power play ends, it’s still well-positioned as Alberta gaming looks to the future.

The Mill Adventure partners with GeoLocs amid new Ontario license

GeoLocs is bolstering its portfolio of partners with a deal to provide its services to a new group of operators.

The London-based brand, owned by B2B online casino tech supplier mkodo, has agreed to a partnership with gaming platform provider The Mill Adventure. As part of the pact, GeoLocs will provide geolocation services for The Mill Adventure’s operator partners.

“Integrating GeoLocs’ geolocation services into our platform offering not only enhances our compliance capabilities but also allows us to offer secure and enhanced gaming experiences to operators and their users,” said The Mill Adventure COO Robert Bowell. “This collaboration reinforces our mission to deliver top-tier solutions to the iGaming industry.”

GeoLocs will deliver precise geolocation verification to The Mill Adventure’s operator partners and fraud prevention measures that adhere to gaming regulations. GeoLocs will execute its best practices as mkodo has met an internationally recognized standard.

Earlier this year, mkodo received ISO27001:2022 certification for its iGaming services.

Mkodo was granted certification following an arduous vetting process, which included an evaluation of the company’s information security policies and procedures. Mkodo was also tasked with presenting plans to protect clients from data breaches and other threats.

Global reach for iGaming services

The partnership between GeoLocs and The Mill Adventure comes after the platform provider secured a supplier license from the Alcohol and Gaming Commission of Ontario (AGCO) providing access to one of North America’s largest iGaming markets.

The addition of Ontario builds on an established presence in Europe for The Mill Adventure. The company also holds licenses in Germany, Malta, Portugal, Romania, and Sweden.

Delasport deepens Ontario footprint with Green Brick Labs deal

iGaming supplier Delasport has expanded further in Ontario through a new sportsbook deal with Canadian operator Green Brick Labs (GBL).

The company received its supplier license from the Alcohol and Gaming Commission of Ontario (AGCO) earlier in 2024. Founded in 2010 with offices in several European countries, Delasport delivers an all-in solution for sports betting, online casino and player account management across numerous regulated gaming markets.

Now, it will provide its Plug & Play Sportsbook iFrame solution to GBL, which provides iGaming platforms for content providers and is launching its own Maverick Games site in Q4 of this year.

The deal is expected to be completed by the end of this quarter.

“We are happy to extend our foothold in Ontario and make it happen with a great partner like Green Brick Labs, adding to our confidence as a leading software supplier,” said Delasport’s VP of Business Development Rosaire Galea Cavallaro. “Our Plug & Play sportsbook iFrame solution will skyrocket GBL’s operations due to the high quality of service they will be able to provide to their customers and we couldn’t be prouder.”

GBL is an iGaming and payments platform provider headquartered in Waterloo, Ont.

The company’s CEO Matt Rathbun noted that Delasport’s sportsbook is “exactly the type of product we needed and is yet another proof that we provide the best solutions on the market for our customers.”

Delasport strikes another deal with Ocean88

GBL isn’t the only new partner for Delasport.

The company has also collaborated with Ocean88 to provide the operator with a full Casino turnkey solution to help facilitate its expansion.

Segev LLP has eyes on AI, big data at Canadian Gaming Summit

Segev LLP is a familiar name in the gaming industry and founding partner Ron Segev is a familiar face at the Canadian Gaming Summit, speaking on a variety of topics around gaming law.

That will be no different this year. Ron Segev, managing partner Alon Segev and partner Marius Adomnica will speak on a range of panels on subjects such as regulatory and legal developments and how Alberta may look to approach a commercial gaming market.

In the lead-up to CGS 2024 in Toronto next week, we spoke to Ron Segev about what makes the event tick and some other subjects he’s keen to dive into with 3,000 other industry experts.

CGB: What elements of Canadian Gaming Summit work so well for your organisation, and why is it important for you to be there this year?

Ron Segev (RS):  The Canadian Gaming Summit offers a unique opportunity for us to connect with the global gaming community that is interested in the broader Canadian opportunity. It’s an opportunity for us to engage in insightful discussions, and share our expertise on a prominent platform. This event serves as a networking hub for top-tier talent, innovative technologies, and established and emerging market leaders, making the ideal show for us.

CGB: What’s your key objective at this year’s event and what are the main products/services you’ll be promoting?

RS: We are a globally recognised full solutions North American business law firm built for the gaming and betting industry. Throughout the event, we’ll be emphasising our core offerings, which include comprehensive legal support for gaming and betting companies, as well as our proficiency in public and private corporate finance and M&A transactions. Our firm is dedicated to delivering out-of-the-box thinking backed by a solid foundation of high-quality legal work.

Our Gaming and Betting Practice Group is comprised of highly skilled and experienced attorneys who are recognised as leaders in the field. We have decades of experience paired with a deep understanding of the gaming industry and our team serves as the go-to resource for legal support in North America. We pride ourselves on being at the forefront of industry trends and regulations, ensuring that our clients receive the most up-to-date and relevant legal advice.

CGB: What would you highlight as the biggest opportunity in the betting and gaming industry over the next couple of years?

RS: Two letters: AI. There is significant growth potential for operators, software providers, and ancillary service providers that can come with embracing technological advancements in artificial intelligence. With the increased emphasis on responsible gambling and regulatory compliance, seeing how regulators will respond and work alongside operators making use of these technologies will be interesting to monitor. We are also seeing liquidity in private and public capital markets open up. We have already seen an uptick in investments and M&A in 2024 and expect the trend to continue through the end of the year and into next year. With access to more capital, we are expecting our clients to grow into new product offerings and new markets by acquiring bolt-on complementary businesses and investing in talent and technology.

CGB: What elements of your business do you feel are best placed to take advantage of that opportunity?

RS: We’re poised to assist with all areas of a gaming and betting business and provide guidance to emerging and growth companies to established market leaders. We’re ready to advise and assist by providing comprehensive legal advice tailored to the specific needs of our clients including complex regulatory and compliance matters, complicated commercial and IP work, and finance and M&A transactions.

CGB: What areas of the business should we be looking to for innovation in the next 12 months?

RS: Leveraging big data and machine learning algorithms, there’s an opportunity for betting and gaming companies to deliver highly personalised experiences to their users. By analysing user behavior and preferences, operators can tailor game recommendations, promotions, and rewards, ultimately enhancing player satisfaction and lifetime value. Doing so while adhering to the regulatory framework of a licensee or registrant’s applicable jurisdiction will be a challenge going forward but we believe those will be overcome as adoption of AI is already in full swing and can’t be simply ignored.

CGB: What new technology do you feel will have the biggest impact for stakeholders?

AI can revolutionise various aspects of the gambling industry, from customer service chatbots to predictive analytics for identifying problem gambling behavior. By harnessing the power of AI, stakeholders can streamline operations, improve user experiences, and enhance regulatory compliance.

CGB: What core challenges do you help solve for your customers/partners?

RS: Every client’s core challenge is sustained growth and profitability. All of our work is focused on assisting our clients overcome this challenge to achieve success. Clients’ strategies to achieve growth can differ but we can assist with realising on all strategies: private and public equity and debt financings, M&A, strategic partnerships, hiring key talent, marketing initiatives, entering new markets, aligning with new solutions providers and developing new products and services. Whatever the strategy our team has the gaming and betting-specific skills and experience to assist clients with all legal needs to execute globally.

CGB: Who have you especially enjoyed working with over the past year (partner/client) and why?

RS: Over the past year, we’ve particularly enjoyed working with the sweepstakes industry and companies utilising AI in their businesses. Their innovative approach to new product offerings and market strategies aligns with our enthusiasm for working with innovative companies.

CGB: What are you hoping to learn from the conference at the Canadian Gaming Summit and which elements of the agenda will you be focusing on the most?

RS: We are eager to learn more about the latest developments and trends shaping the gambling industry in Canada and beyond. We’ll be attending sessions related to regulatory updates from regulators, First Nations gaming, emerging technologies, and best practices for responsible gambling

BCLC integrates new cloud-based lottery system from Intralot

The British Columbia Lottery Corporation (BCLC) is leveraging Intralot’s technology to improve its systems.

The BCLC has completed the migration of its retail lottery system to Intralot’s LotosX Omni ecosystem which is delivered through cloud technology. The transition expands Intralot’s reach in North America while making the BCLC one of the first lotteries in the world to integrate a fully cloud-based system. The system provides Intralot with access to lottery terminals throughout the BCLC’s retail network and at select hospitality establishments in the province.

“This transition to the new Intralot LotosX Omni platform will help sustain and modernize B.C.’s lottery business and support future growth for the benefit of our communities. We look forward to working with Intralot as we continue to evolve our lottery offer,” said BCLC CEO and president Pat Davis. “We extend our greatest thanks to all Intralot and BCLC team members for their hard work and commitment to achieve this milestone conversion.

Intralot has installed its lottery-focused technology in roughly 8,000 terminals across 3,400 retail locations in B.C. Intralot’s terminals provide the BCLC and its players with advanced features and improved technology. Its terminals also have an upgraded user interface.

Intralot committed to British Columbia

The integration of Intralot’s lottery technology comes after the company extended its agreement with the BCLC to deliver its sports betting platform, Intralot Orion. The platform, which is deployed under a three-year extension, enables the BCLC to offer retail wagering.

Intralot also has a presence in North America as the exclusive holder of online sports betting rights in Washington, D.C. The Greek gaming solutions supplier landed a five-year contract in 2019 to develop and deliver sportsbook GambetDC to bettors in the capital.

GambetDC received complaints from bettors in the district over poor performance and complexity. As a result, FanDuel was selected in April 2024 as Intralot’s new subcontractor in D.C.

Beyond Ontario: Canadian Gaming Summit returns with a Pan-Canadian twist

The countdown begins for the second edition of the Canadian Gaming Summit under SBC’s leadership, as 3,000 betting and casino professionals are preparing for three days packed with networking, product showcases and education.

A prominent highlight of this year’s event is its emphasis on offering insights into various Canadian provinces. Representatives from Alberta, Manitoba, British Columbia, Quebec and other regions will share their experiences, providing attendees with a comprehensive overview of the Canadian market.

Set to occur from June 18-20, the 27th edition of the event will reconvene at the Metro Toronto Convention Centre, uniting senior decision-makers from operators, affiliates, regulatory bodies, media and suppliers specializing in the Canadian gambling market.

The summit will commence with the Player Protection Symposium. Centered on responsible gambling and player safety, the event will consist of six panel discussions. These panels will explore various aspects, including the protection of high rollers, promoting ethical engagement through joint initiatives between marketing and responsible gambling teams, and utilizing customer insights to formulate robust player protection strategies. Additionally, the Symposium will feature a live edition of Martin Lycka’s Safe Bet Show, with NHL Alumni Luke Gazdic as the special guest.

The main event days will commence after a pre-registration networking party at RS Sports Bar. Networking opportunities during the event include a specialized Global Gaming Women Breakfast and various meetups such as African Americans in Gaming. Additionally, the highly anticipated Electronic Gaming Academy (EGA) masterclass will make its return to the Summit, focusing on the relevance of total quality management. As evening falls, participants with full event passes can enjoy the official networking party at the Lavelle rooftop.

The concluding day of the event will feature the First Nations Breakfast Meetup and the second segment of the EGA masterclass, which will delve into the significance of return to player (RTP).

The conference content will expand across two stages running simultaneously. These speakers will share their expertise on various topics, ranging from growth and leadership strategies to advancements in affiliation, advertising, payment, compliance and emerging trends in both sports betting and the land-based sector.

The agenda will include opening remarks President of OLG Duncan Hannay and keynote presentations by Minister of Service & Red Tape Reduction for the Province of Alberta Dale Nally and Brian Christopher, CEO and president of BC Slots.

The agenda will also include a keynote panel discussion featuring crown corporation leaders Pat Davis (President & CEO of BCLC), Jean-François Bergeron (President & CEO of Loto-Québec) and Patrick Daigle (President & CEO of Atlantic Lottery Corporation) moderated by Executive Director of the Canadian Lottery Coalition Will Hill.

Reflecting a pan-Canadian theme, the expo floor will showcase a dedicated crown corporation lounge featuring major players including the British Columbia Lottery Corporation (BCLC), Ontario Lottery and Gaming Corporation (OLG), Loto-Québec, Alberta Gaming, Liquor & Cannabis (AGLC), Manitoba Liquor & Lotteries Corporation (MBLL), Atlantic Lottery Corporation (ALC), and Lotteries and Gaming Saskatchewan (LGS).

“I am really proud of all the work we’re doing here in Canada. Last year, we got the chance to familiarize ourselves with this new territory for SBC, and this year, we have many additions based on our findings and identifying the gaps. This event goes beyond discussing Ontario; it does a great job of educating the audience about the intricacies of operating in Canada, and most importantly, it has all the right people under the same roof. Use your time here wisely,” said SBC CEO and Founder Rasmus Sojmark.

For groups of three or more, you can purchase the Group Pass Ticket gaining you access to all three days of the Canadian Gaming Summit for the discounted price of CA $795 per person.

Additionally, operators and affiliates can apply for a free pass to the event.

You can keep up-to-date with the latest news, speakers & exhibitor additions, and conference content by subscribing to the bi-weekly Canadian Gaming Summit LinkedIn newsletter.

 

Alberta begins consultation process on possible iGaming revisions

More than half of the overall online gaming market in Alberta is still held by unregulated sites, according to estimates from market data firm H2 Gambling Capital, illustrating the potential opportunity a regulated commercial market could bring.

AGLC noted its Play Alberta site has captured over 45% of the digital gambling market over not quite four years of operation.

The platform has more than 313,000 registered users at the last count. AGLC Vice President of iGaming Dan Keene told Canadian Gaming Business on Tuesday that the commission estimates that approximately 9% of Alberta’s legal age population has a registered account on playalberta.ca, which he calls “pretty astronomical when you’re not at your fourth anniversary yet.”

The AGLC also estimates that the site took $5.36 billion in total bets over the course of the 12 months ending March 31. Keene said the total revenue contribution to Alberta’s general revenue fund is projected to be $234 million for the last fiscal year, up from $179 million for the year ending March 2023.

While Play Alberta is growing, that 45% figure means that over half of online gaming activity is still happening on unregulated sites. It also means that more than half of online gaming is done without AGLC or governmental oversight, potentially leaving players exposed on platforms that do not have strictly regulated privacy or player protection protocols.

Canadian Gaming Association President and CEO Paul Burns told attendees at the SBC Summit North America last month that Alberta has had some of the highest per-capita spending on gambling in Canada for many years.

It seems that many of those dollars continue to go out of the province’s regulatory parameters.

“Numerous gaming providers have existed in Alberta for decades,” acknowledged Keene. “The goal has always been to bring safe and regulated options and capture that market share. But the reality is that still approximately 50-55% of that money is not being captured, not within Alberta. We want to have the market available in a safe way to Albertans, to be able to say these are sites that have gone through due diligence and are adhering to standards and inspire confidence in players. Right now, we don’t have that.”

AGLC supports regulated market

That’s where Minister of Service Alberta and Red Tape Reduction Dale Nally comes in.

Premier Danielle Smith has mandated Nally review the province’s gaming options.

Last month, the Alberta legislature passed Bill 16, which recognises that the provincial government has the authority to conduct and manage gaming in the province separately and distinctly from AGLC. In essence, the Red Tape Reduction Statutes Amendment Act legally allows the government to choose to allow commercial online gaming operators to enter the market to compete with AGLC.

Nally has openly referenced that the province will look towards the open-license Ontario market for inspiration as it mulls over its own iGaming expansion. As Nally’s new press secretary Brandon Aboultaif told Canadian Gaming Business on Tuesday:

“Alberta’s gaming market is unique because our province is unique. We have the youngest population, the highest incomes, and the best taxation system in Canada. We have passionate sports fans who put their enthusiasm into supporting their favourite teams through purchase of game tickets, merchandise, and 50/50 draws.”

In terms of AGLC’s perspective on potential expansion, Keene stressed that the commission is in full support of exploring other models for Alberta gaming.

“We know there’s a lot of competitors out there and likely to be more in the future,” added Keene. “We fully embrace what the minister is doing and we’re fully supportive of what’s been put forward in that mandate.

“Albertans are already participating, the market is already mature. Let’s regulate and provide those safe tools and put measures and compliance in place to get some rigour behind it and capture those revenues for the province. It’s about continuing to bring a responsible product to Albertans in a way that they feel is competitive and interesting for them.”

Alberta begins promised consultations with First Nations

Aboultaif confirmed to Canadian Gaming Business on Tuesday that the consultations with First Nations representatives were promised earlier this spring have begun. Nally’s office met with representatives from Treaty 6, 7, and 8 First Nations and will continue to meet other reps through the summer to “hear their perspectives on the potential implications and opportunities presented by an expanded gaming model in Alberta.”

That has been a key imperative for Nally’s mandate. Keene stressed that consultation with and “strong consideration of” the implications of a regulated market on First Nations populations and gaming operations is a vital piece of the puzzle, without which the picture would not and could not be complete.

As Nally’s office had told Canadian Gaming Business in late April, government officials will also chat with traditional casino operators and Racing Entertainment Centre operators this summer.

Responsible gambling messaging in a multicultural Canada

Practicing responsible gambling is not only about getting the message out. It’s about ensuring that message lands in an impactful way and engages players by supplying them with the tools they need.

In a jurisdiction like Ontario that has a multi-cultural and multi-faceted player base, there’s no one-size-fits-all solution.

At this year’s Player Protection Symposium at the SBC Summit North America, several experts discussed the issue during a session entitled Conscious Commerce: The Interplay of Branding & RG. One of the speakers was Aaron GlynWilliams, Director of Policy, Research and Strategy at the Ontario Lottery and Gaming Corporation.

He noted that appealing to a varied audience like Ontario’s is a delicate act.

“How do we appeal to a very multicultural under-35 audience?” GlynWilliams asked during the panel session. “It’s important to first understand those elements in your player base.”

To that end, OLG conducts a quarterly survey of its users and has done so for the last five years. It’s all about understanding who the corporation’s users are, how they play, and what they need. Just as it has been demonstrated that the level of knowledge and comfort with online gaming differs by participants’ age, it can also vary by ethnicity or socio-economic factors.

The OLG director noted that the majority of the under-35 cohort that makes up a core demographic of the lottery corporation’s player base consists of multiple ethnic minorities. The OLG’s research has found that gamblers from certain ethnic backgrounds tend to have a lower understanding of gaming.

“One of the key concepts in responsible gaming is to ensure how the games work, they don’t have misunderstandings over odds, how to win, or the mechanics of their games.”

RG is part of the parcel

Actually giving players that understanding is tough. It’s certainly not a single-stakeholder issue.

While the OLG is proud of the PlaySmart-branded toolkit of resources it offers its players, GlynWilliams made a point to shout out some of the numerous partners the lottery corporation works with, including organizations like the Responsible Gambling Council.

“You can live and die by your vendor relationships and they need to be taking things as seriously as you are,” he said. “It also involves supporting the community organizations on the ground in your jurisdiction. You can have a great program as an operator but those supports in your community are where the really great work is done.”

Although OLG’s remit is Ontario, it’s also important to cast the net wide by working closely with nationwide organizations and lottery corporations in other provinces. “It requires continuous evaluation and research,” said GlynWilliams.

Above all, stressed GlynWilliams and his fellow panelists, ensure that responsible gaming practices and messaging isn’t presented to players as an afterthought.

Fellow panelist Dr. Jennifer Shatley, Executive Director of the Responsible Online Gaming Association (ROGA), stressed that operators shouldn’t think of RG as a compliance program but as a component of their marketing and a customer service work. Approaching things that way can improve efficacy and sustainability, she said.

This has become a more pertinent issue in light of the Alcohol and Gaming Commission of Ontario‘s changes to the advertising regulations around sports betting. Previously, sportsbooks were able to use former and current athletes to advertise their games, betting offers, and other products and services. Now, sports stars can only be used to directly promote the brand’s responsible gambling, something the likes of BetMGM and their brand ambassador Connor McDavid have used to prominent effect.

GlynWilliams emphasized that one of OLG’s primary goals has been to present its PlaySmart program as part of the wider player experience package rather than a separate strand of operation.

“We’ve done that to try to ensure this is a de-stigmatized, part-of-the-fun tool,” he added. “One of the challenges of opening up to a competitive market from a monopoly is making sure the customer understands that Play Smart is OLG’s RG program. That’s required some creative thinking to tie it directly to the brand and all year round, not just for RG Week. Make sure it’s integrated within the player experience… make it fun, make it activating.”

The role of targeted marketing

It also requires being savvy with your marketing spend.

The multicultural factor means that one advert or social media tagline that may resonate with one demographic may completely bypass others.

Knowing how to effectively segment your audience and market the right way to the right people is key to the efficacy of responsible gambling communication.

“These days, you can be a lot smarter with your media buy in a way that allows you to craft those messages particularly for that audience,” added GlynWilliams. “The effective strategy has been to speak directly to players. One-size-fits-all doesn’t work, it probably never did. Personalization is key. It’s not easy to do.

“Player education campaigns and messaging, we can monitor whether we reached the right targeted audience. That’s measurable. Broader RG is trickier. Evaluating the impact of individual components of your RG program is something that any operator in the room is likely struggling with. It’s always a work in progress.”

Over the coming years in the responsible gambling space, GlynWilliams expects to see RG messaging integrated even more inextricably into operators’ gaming offerings, hooked largely on personalized messaging and marketing. That could be facilitated using tools such as AI in combination with research findings and data points.

While OLG has had a new landscape to contend with since its monopoly on legal digital gaming vanished. They’re now just one operator in a sea of competitors. That poses them challenges but it can also be a good thing.

“We’re going to see a lot of competition in this space and that will help things,” concluded GlynWilliams. “Operators have come in and raised the bar with their own responsible gambling programs and that’s something we can learn from and build from.

“We’ve seen that passive approaches to responsible gambling see a decline in engagement with your program… Finding the right time to present the tools to the player and making sure the messaging is right and effective to drive the results you want to see is an area where we as an industry need to get better.”

Play’n GO joins Canadian Gaming Association after Quebec expansion

Gaming supplier Play’n GO has joined the Canadian Gaming Association (CGA), a month after expanding from Ontario into Quebec.

Play’n GO was founded in 2005 and specializes in supplying entertainment to the casino industry. Its most renowned online casino games include the likes of Book of Dead, Reactoonz and Moon Princess.

The Swedish company’s portfolio comprises 350 titles which it supplies to regulated casino operators in more than 30 jurisdictions.  As well as developing games, it provides back-end services and solutions to operators.

Head of Region, North America at Play’n GO Saam Hafezi said the company, “has long advocated for a safe, regulated iGaming industry, and we’re proud to join an official body like the Canadian Gaming Association that shares those goals.”

“We look forward to collaborating with fellow stakeholders within the Association to achieve a brighter, more sustainable future for us all, and we thank the Canadian Gaming Association for accepting our membership application,” added Hafezi.

The company joins over 70 operators, suppliers, and other gaming stakeholder firms who are members of the CGA.

CGA President and CEO Paul Burns said that Play’n GO’s values, “align perfectly with our own — advancing the evolution of Canada’s gaming industry in a safe way that protects players.”

Play’n GO expands into Quebec

Play’n GO joins the CGA four weeks after it expanded its operations into Quebec via a deal with Loto-Québec.

The company operated in the Ontario regulated market for the last two years since receiving a supplier license from the Alcohol and Gaming Commission of Ontario (AGCO) in time for the launch of Ontario’s regulated iGaming market in April 2022. It supplies games to multiple commercial operators in the province.

Now, its games are also available on Loto-Québec’s platform in La Belle Province.

Chief Commercial Officer Magnus Olsson said at that time of the company’s Ontario entry that its first foray into Canada “represents just the first stage in Play’n GO’s North American entry strategy.”

Since then, the firm has gone live in other markets such as Pennsylvania before adding Quebec to its list.

“At Play’n GO, we have always been clear in our vision to be active in every regulated market in the world, and this partnership with Loto-Québec is the next step on that journey,” said Olsson last month. “Our past success in Canada gives us confidence that players in Québec will enjoy the best Play’n GO content, and we look forward to many years of success with Loto-Québec in the province.”