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CBC suggests 20% of sports broadcasts feature sportsbook branding

New research from the Canada Broadcasting Corporation news division claims that sports fans watching hockey and NBA in Ontario are being exposed to sports betting branding and marketing during 20% of broadcasts.

The CBC worked with Dr. Raffaello Rossi and Dr. Jamie Wheaton at the University of Bristol. The school has previously done similar messaging research around products in other markets, including the U.K.

Study looked at NBA and NHL broadcasts and operator social media

The study looked at five NHL games and two NBA games that aired from Oct. 25-29. In addition to analyzing the broadcasts themselves, the researchers also looked at the online activity of the following 10 operators:

  • Bet99
  • Bet365
  • BetMGM
  • BetVictor
  • FanDuel
  • PointsBet
  • Rivalry
  • Sports Interaction
  • theScore

Across the social and broadcast spectrum, the research logged 4,119 messages. Messages are defined as on-air references to betting, posts from the social media accounts of operators and times the logo appeared on screen. In the case of an on-court logo, researchers tallied each individual shot of the logo that appeared over the course of the game.

On-court logos were the bulk of advertising logged

Accordingly, logo presence comprised the vast majority of messages logged, comprising nearly 94% of messages.

“The total duration of gambling messages being shown on TV averaged 39.8 minutes per match broadcast, including studio discussions. In other words, every hour of coverage included an average of 13 minutes that contained a gambling message,” said Wheaton.

Since most of the messaging logged was logos and engagement-driven posts by social media accounts from operators during the game, a mere 2.6% contained responsible gambling messaging or age-gating.

The study expressed concern about these social media posts, questioning whether or not they violate the Canadian Code of Advertising Standards regulations. These posts, which can range from clips of big plays from the game to asking a question to followers designed to promote engagement are not directly labeled as ads.

“Our study highlights a serious issue with social media gambling marketing, notably content marketing. There is an urgent need to strengthen regulations to protect consumers – in particular children, who are especially vulnerable to such sneaky advertising techniques,” Rossi argued.

AGCO readies to go live with updated advertising regulations

Advertising has been at the heart of the conversation around sports betting in the country with both the Alcohol and Gaming Commission of Ontario (AGCO) and the Canadian Gaming Association (CGA) having regular discussions about how to improve and implement industry-wide guidelines.

The AGCO released updated advertising guidelines in August banning both athletes and celebrities that could reasonably appeal to children from promoting online gambling.

AGCO will soon be adding additional context to those regulations in the coming days. The go-live date for these new regulations is Feb. 28.

While AGCO regulations will make some impact on these numbers, some of the other categories observed in the report are complicated by U.S. partnerships between operators and individual teams for things like on-court are in-rink logos that exist beyond the Ontario market.

FINTRAC report cautions online gambling is ripe for money laundering

Canada’s Financial Transactions and Reports Analysis Centre (Fintrac) has issued a bulletin highlighting the increasing risk of money laundering through online gambling sites.

Fintrac’s release, based on an analysis of suspicious transaction reports related to online gambling from 2016 to 2023, reveals significant findings.

“Online gambling sites offer prospective money launderers opportunities to conceal the source of their funds by using multiple different deposit and withdrawal methods,” it notes.

The report identifies a common money laundering method involving prepaid cards or vouchers, stating:

“A commonly observed typology involved the purchase of prepaid cards/vouchers using suspected proceeds of crime, which were used to deposit funds into gambling accounts, followed by withdrawals through wire or e-transfer to a Canadian bank account under the guise of gambling winnings.”

Furthermore, the bulletin points out the vulnerability of bank accounts in the laundering process.

“Bank accounts provide a crucial step in the placement and layering of proceeds of crime through licensed and unlicensed online gambling sites,” it states, underscoring the role of banking systems in laundering.

In one example, Fintrac mentions, “an organized crime group laundered proceeds of crime by operating an unlicensed gambling site through the accounts of unrelated businesses,” showing the sophisticated methods employed by criminal organizations to exploit online gambling platforms.

The bulletin also offers a detailed list of indicators for detecting money laundering through online gambling, advising financial entities to be vigilant for accounts used exclusively for online gambling and for excessive transactions with gambling sites lacking proper regulatory compliance.

Glitnor Group to launch flagship brand LuckyCasino in Ontario

Online casino operator Glitnor Group is set to launch its flagship brand, LuckyCasino, in Ontario. Having established itself as a leading casino operator in the competitive Swedish market, LuckyCasino’s move into Ontario marks a step in its global expansion.

In a press release, the company indicated that the launch was part of a wider expansion strategy.

“As a collective, Glitnor is always looking for new ways to expand our business by entering new regulated markets worldwide – and the Ontario launch of LuckyCasino will certainly create a number of exciting strategic opportunities for us going forward,” said David Schwieler, Glitnor Group Head of Brands and Business.

Since the launch of regulated igaming in Ontario, there has been a notable increase in legal online gambling activities among its 15.6 million residents. Many gamblers in the province who previously used offshore casino sites are now opting for operators regulated by the province.

LuckyCasino’s entry into the Canadian market is designed to capitalize on the growing trend of players preferring government-approved gaming sites. The brand is well-positioned to make a significant impact in the market with its unique content and offerings. This move not only signifies growth for LuckyCasino but also reinforces Glitnor Group’s position as a key player in the global online casino market.

The group first entered the North American market in July last year when it took a 37.5% stake in PlayStar, an online casino operating in New Jersey. The company has aimed to expand its influence in the market and identify partnerships in the region.

“Glitnor Group aims to identify the best up-and-coming talent the iGaming industry has to offer – and in PlayStar, we believe we’ve identified the perfect partner in the U.S,” Jörgen Nordlund, Co-Founder at Glitnor Group, said at the time of the purchase. This move, however, is the first time it has launched its own casino brand in North America.

Schwieler also expressed his confidence in its expansion strategy. “Not only will LuckyCasino be able to build on the phenomenal success and recognition that it’s already achieved in Sweden, but having the brand available in Ontario will soon allow us to distribute titles from our leading B2B brand, Swintt, within the market,” Schwieler added. “As such, the expansion will open new possibilities for our company in [the] future, and we’re sure players are going to love what we have to offer.”

Great Blue Heron Casino unveils new 800-capacity venue

Great Canadian Entertainment has announced the grand opening of a new Live Entertainment and Special Events Venue at its Great Blue Heron Casino & Hotel. The property opened in 1997 and is located in Port Perry, northwest of Toronto.

Great Blue Heron Casino & Hotel also houses a gaming floor with over 600 slot machines, 16 table games, 10 electronic table games, and a popular poker room. It also hosts a 116-room hotel adjacent to the casino, which was renovated in 2021.

The new venue, with a total capacity of nearly 800, is designed to accommodate a variety of events, including live performances, concerts, and corporate gatherings. Its layout allows for multiple seating configurations, such as round tables set in a banquet style, theatre seating, or general admission, making it suitable for large-scale events. Spanning 12,637 square feet, the venue features an open cell ceiling grid approximately 4.4 meters (over 14 feet) high.

“We are delighted to introduce this exciting new live entertainment and special events venue at Great Blue Heron Casino & Hotel,” said Stella Gallant, General Manager, Great Blue Heron Casino & Hotel. “This new addition represents our commitment to delivering comprehensive entertainment and event experiences for our guests and providing yet another reason to visit this exciting property.”

Great Canadian Entertainment owns and operates 25 gaming, entertainment, hospitality, and resort venues across Ontario, British Columbia, Nova Scotia, and New Brunswick.

Stakelogic partners with Rootz Casino to expand Ontario presence

Game developer Stakelogic, through its partner studio, Stakelogic Live, is expanding its presence in Ontario through a partnership with Rootz Casino. The cooperation enables Rootz Casino players to access Stakelogic’s extensive range of games, including both classic and video slots.

The partnership brings a variety of classic slot titles to Rootz Casino. Stakelogic’s games are known for enhancing the classic slot experience with unique bonus features that give a new twist to the game’s Wilds, Multipliers, and Free Spins. These can be found in titles like Super Bonus Wild, Runner 8 Runner, Bonus Runner, Super 6 Timer and Mega Runner.

The agreement is a step in Stakelogic’s quest to establish its presence in the growing Ontario igaming market. Ontario players will now be able to take a spin at Stakelogic’s Super Wheel. This innovative bonus feature can be activated during a random spin, virtually transporting players to a live studio setting. There, they can spin a giant wheel to win prizes and unlock additional bonuses.

“This partnership with Rootz is hugely significant for us – not only does it mean our games are live with another big-name operator, but it also further cements our place as a major player in the Ontario market,” said Olga Bajela, CCO at Stakelogic, in a press release. “No other studio can provide such a broad range of products, with our slots offering an unrivaled online casino experience to players.”

“Content is proving to be king in Ontario, and our players are in for a double helping thanks to Stakelogic. We are delighted to integrate Stakelogic’s impressive classic and video slots into our game lobby. This is a key integration for us, further positioning us as a go-to online casino in the market,” said Sam Brown, CEO at Rootz.

Social media casino fraud cases on the rise

The gambling industry in Canada is facing challenges with the rise of fraudulent advertisements, particularly on social media platforms like Facebook and Instagram. Recent incidents in Manitoba, Québec, New Brunswick and Nova Scotia have highlighted the issue of phishing scams involving the use of casino operators’ logos and photos of buildings and even staff.

Manitoba Liquor & Lotteries (MBLL), the Crown Corporation responsible for gambling in Manitoba, has recently issued warnings about these scans. Fraudulent posts advertising an online gaming app for Club Regent Casino and McPhillips Station in Winnipeg have been circulating on Facebook. However, neither casino offers any mobile app or online gaming options.

A spokesperson from MBLL advised the public not to click on links in these ads or provide personal or credit card information.

“Please be aware this is a scam. We have been diligent in reporting these ads to Facebook (Meta) and posting warnings, but these ads continue to circulate. We encourage Manitobans who encounter the fraudulent posts to also block and report,” said an MBLL statement.

Despite MBLL’s efforts to report these ads to Facebook’s parent company, Meta, and issue warnings on social media and their website, fraudulent advertisements continue to appear.

This issue is not isolated to Manitoba. In Gatineau, Québec, similar fraudulent ads have been promoting a non-existent “Lac-Leamy” app, offering a 300% welcome bonus.

“This is a fraudulent publication,” said Renaud Dugas, spokesperson for Loto-Québec, to Le Droit (in French). Efforts have been made to shut down several pages using the Casino’s image, but the problem persists.

In another instance, Great Canadian Entertainment (GCE), operator of Casino New Brunswick and Casino Nova Scotia, alerted the public about Instagram and Facebook scam attempts in November. These scams advertised false casino promotions, using unauthorized photos of employees and properties to appear legitimate. GCE emphasized that they would never contact players for personal or financial information or require a fee for participation in promotional events.

A month later, the operator was the subject of two similar scams for its Casino Woodbine location and Element Casino Surrey locations. GCE’s scam alerts page highlighted “a counterfeit initiative [that] exploits our casino’s name and logo and falsely promises exclusive sign-up bonuses and free spins to individuals who download an alleged Casino Woodbine/Elements Casino Surrey app. This is a phishing attempt targeting our community, and we urge caution.”

Active player accounts exceeded 1.2M during record Ontario iGaming quarter

Ontario online sportsbooks and casinos ended 2023 on a high note per the latest quarterly revenue report from iGaming Ontario (iGO).

For the first time, the number of active accounts in the province was in seven-figure territory. Active player accounts jumped from 943,000 in the last quarter to 1.2 million in the final quarter of the year. The number of accounts was up 31.9% year over year from the 910,000 accounts recorded in Q4 of 2022.

The more than a million bettors placed $17.2 billion in wagers across the period, generating $658 million in revenue. These numbers are up 49.2% and 44% respectively year over year and signal the continued growth of an industry that is approaching its second birthday. The wagers are also up 21% over the previous quarter.

The total wagers and total revenue are both records for the province.

Online casino comprised the bulk of bets in Q4, accounting for $13.7 billion of the wagers and $471 million of the revenue.

Sports betting in the province generated $3.1 billion in handle and $171 million in revenue while online poker generated $431 million in wagers and $17 million in revenue.

Sports betting was up substantially from $2 billion in wagers during the previous quarter, but that largely coincides with the sports betting calendar, as the fall is when many popular sports start their seasons back up.

The size of the market continued to grow as well with 49 operators offering 72 different sites in Ontario.

The Q4 report’s noticeable uptick is good news after a relatively flat Q3 report in the fall.

It is difficult to gauge the specific growth of online casino and online sports betting in Ontario year over year, as last year’s report did not break down revenue by vertical.

Nonetheless, the record revenue and continued upward trajectory of the market is clear. Even as some operators like Kindred are choosing to leave the market, other, new operators are continuing to come in.

One category that was slightly down quarter-over-quarter was customer spend, which dipped from $191 last quarter to $186 in the most recent period.

 

 

Shane Pinto speaks about NHL gambling suspension

Ottawa Senators center Shane Pinto returned to practice this week after a 41-game suspension. This suspension, one of the longest in NHL history, was brought due to activities related to sports wagering.

”It’s been a long road for me,” said Pinto, facing the media for the first time since his suspension. He expressed his emotions about rejoining the team. “It’s awesome, it’s special,” he said. “You kind of take it for granted, being around the team and how much the boys mean to you.”

Pinto will return to the ice on Jan. 21 for the fixture against the Philadelphia Flyers and believes it won’t take long for him to get back to what he does best.

“I think my conditioning will be there, maybe some little things, like my puck touches and timing. I think it’ll take one or two games, and I’ll be hopefully back and contributing,” he said.

The New York native had an impressive first full season in 2022-23, scoring 20 goals with 15 assists, and will hope to return to that kind of form to help the Senators, who sit bottom of the Atlantic Division with a 15-23 record.

The circumstances of Pinto’s suspension sparked a broader conversation about gambling in professional hockey. The NHL’s announcement on Oct.26 cited Pinto’s suspension for “activities relating to sports wagering,” though it was clarified that there was no evidence of him betting on NHL games.

When his suspension was announced, Pinto immediately admitted guilt.

“I want to apologize to the National Hockey League, the Ottawa Senators, my teammates, the fans and [the] city of Ottawa, and most importantly, my family. I take full responsibility for my actions and look forward to getting back on the ice with my team,” he said in a statement.

The Senators supported Pinto while accepting the NHL’s decision. “Shane is a valued member of our hockey club – an engaging, intelligent young man who made poor decisions that have resulted in a suspension by the National Hockey League. We know he is remorseful for his mistakes. The Ottawa Senators fully support the NHL’s rules on gambling,” the club stated.

While Pinto declined to speak in detail about his suspension, he stated that it was unexpected.

“I don’t want to get too much into detail about it, but I definitely was caught off guard a bit.” he said “It just kind of came out of nowhere and went from there.”

Pinto took full responsibility for his actions and reflected on the lessons learned.

“Life can change in an instant,” he said, “I got to be more cautious, more mature in what I’m doing. I got to realize what position I’m in. There is always going to be a microscope on professional athletes. I took that for granted, and I got to be better about it.”

The players’s situation is indicative of the growing prevalence of gambling in sports. “You see it on the commercials now; it’s pretty evident. But that’s no excuse,” Pinto acknowledged.

The center also spoke about turning his experience into a learning opportunity for others, sharing his insights with fellow athletes.

“I talked to a lot of players. It’s good that I can help,” he said.

AGCO readies to release updated advertising guidelines

The Alcohol and Gaming Commission of Ontario (AGCO) aims to publish the final version of guidelines for its new gambling advertisement standards later this month, according to an email to Canadian Gaming Business. The guidelines are the next step in AGCO’s strategy for minimizing the potential harm of gambling advertisements to children in Ontario after the ban on celebrity endorsements in gaming ads in August 2023.

In the email, the AGCO explained the rationale behind the new standards:

“The Registrar’s Standards for Internet Gaming announced on August 29, 2023, will restrict the use of athletes and celebrities in igaming advertising to help safeguard children and youth who can be particularly susceptible to such advertising content. The standards announced will remain as published and come into effect on Feb. 28, 2024.”

The AGCO also explained its approach to enforcing these new standards.

“Our goal is to work proactively with registered operators to help them meet their regulatory obligations. While we will take strong measures when the situation demands it, our preference is always to work collaboratively towards compliance,” the commission stated.

The commission plans to continually work with igaming operators in the province to ensure marketing strategies follow its guidelines. “Once the new standards are in effect, we have several approaches for monitoring compliance, including ongoing discussions with igaming operators about their marketing and advertising plans, as well as conducting risk-based assessments and operator reviews. We will also be proactive with news media and social media scans and responses to any complaints from the public,” the AGCO explained.

The ban on celebrity endorsements in gambling ads in Ontario came in light of concerns about the potential harm to children and youth. The AGCO noted that children and young people are particularly susceptible to the influence of celebrities and athletes, and their endorsement of gambling could encourage minors to take up gambling.

The new rules prohibited igaming operators from featuring celebrities in advertisements unless the exclusive purpose of the campaign is to advocate for responsible gambling practices.

Subsequently, the need for clearer guidelines became evident as operators in the province’s regulated market sought further clarity following the ban on celebrities in gaming ads. The AGCO’s response to this need included meetings with stakeholders in the legal iGaming sector, starting in early November 2023, to answer questions and provide more details on the new guidelines.

Peter & Sons goes live in Ontario with SkillOnNet partnership

Peter & Sons game studio has partnered with platform provider SkillOnNet to launch its slot games in Ontario. The cooperation enhances SkillOnNet’s offering in Ontario. The company first introduced its own games in 2022 following the province’s launch of a regulated iGaming market.

The move comes after SkillsOnNet invested in Peter & Sons in January 2023. Gambling tech provider SkillOnNet, which develops slots for online casinos such as PlayOjo, GentingCasino, and Slingo.com, has been proactive in expanding its global reach. Notable launches include Slingo in Spain, MGA Games’ portfolio in Portugal, and PG Soft’s game collection in various markets.

“Peter & Sons is an important partner studio, and so it was natural we would introduce its games to Ontario, which is proving to be a key market for us. This is a studio that loves to innovate, producing titles that are rich in pop culture and humor, as well as adventure and ancient myths. We know that Ontarians are going to fall in love with these games, just like we did,” said SkillOnNet Head of Games Jani Kontturi.

Peter & Sons is known for incorporating the expertise of mathematicians, musicians, and artists to create distinctive gaming experiences. The studio’s portfolio features titles such as Barbarossa, Book of Books, and Wild One, which are available at casinos outside of North America.

“We can’t tell you how excited we are to enter a whole new market and reach a completely new audience. We’ve poured our heart and soul into creating these games, and we’re thrilled that casino players in Ontario will now get to enjoy them, too,” added Business Development Director and Co-founder at Peter & Sons Yann Bautista.