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SBC Summit Canada 2026: What’s going on with gambling advertising?

Amid increased scrutiny on gambling advertising across Canada, SBC Summit Canada 2026 will explore how operators and affiliates can adapt their marketing strategies to stay competitive while meeting growing regulatory demands.

Taking place on Wednesday, May 20, at the Metro Toronto Convention Centre, the Affiliates & Advertising track will bring together the country’s leading affiliates, operators, and regulators to discuss how the industry can adapt to evolving advertising structures to build effective and compliant acquisition campaigns.

Sessions will explore the key issues shaping Canada’s marketing and advertising landscape, from the potential impact of Bill S-211, which proposes a national advertising framework, to how affiliates can diversify acquisition beyond search by leveraging social media.

“The way audiences engage with betting brands is becoming increasingly fragmented, with new platforms and channels constantly emerging,” said SBC Founder and Chief Executive Officer Rasmus Sojmark. “Understanding how these shifts impact acquisition strategies is critical for any business looking to stay relevant in the Canadian market.”

The Affiliates and Advertising track will feature numerous deep-dive panels and a range of experts:

Passing the Bill: A Misguided Attempt to Reinsert Federal Oversight of Gambling in Canada

Speakers Amanda Brewer (SVP, Policy & Communications, Canadian Gaming Association), Sean Bianco (Co-Founder, GainChanger), and Khalil Simeon-Rose (Associate Professor, Washington State University) will explore whether Bill S-211 and proposed federal measures, such as limiting the frequency of adverts and restricting their placement during sports broadcasts, risk going too far. The session will also examine what a balanced and sustainable regulatory framework would look like.

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Chasing the Trend: Utilizing Social Media for New Players

This panel will explore how affiliates can move beyond search-driven acquisition by leveraging platforms such as Instagram, TikTok, and X. Speakers Matthew Showell (CEO, Snap Call Media), Kevin Kennedy (Strategic Partnerships, The Parleh) and Fikayo Ola Ogunfuye (Director/Country Manager, 22Bet) will break down the most effective strategies for reaching younger, social-native audiences, while also addressing the regulatory considerations operators and affiliates need to adhere to when using them.

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Brick by Brick: The Construction of a New Affiliate Landscape

The conversation will then shift to how affiliates can navigate Canada’s fragmented regulatory framework. A homegrown panel consisting of Tyler Amirault (CEO, Hot Takes Sports), Andrew Garven (Head of Affiliate Marketing, Bet99), Calvin Konya (CEO, Linemate), Mark Silver (Co-Founder, The Parleh), Keith Denis Geary (Director of Casino, Game Lounge) and Mark Harper (Head of Canada, Rhino Entertainment) will offer guidance on navigating Canada’s complex landscape, reflecting on both their biggest successes and challenges, as well as what the future of Canadian affiliation could look like. 

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Setting the Standard: Will the Code for Responsible Gaming Bring Success?

The Canadian Gaming Association’s (CGA) new ‘Code for Responsible Gaming’ came into effect on Jan. 1, 2026. Speakers Russel Mifsud (Director & Head of Gaming Europe, KPMG) and Paul Burns (President and CEO, CGA) will discuss how the initiative could shape advertising standards and improve transparency, while addressing potential risks during its early implementation.

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Betting on Ads: The Future of Sports Betting in Canada

There is a growing debate around gambling advertising restrictions, following calls from 40 senators to prohibit all forms of sports betting advertising. Speakers Johnny Capo (CEO, Betstamps), Kris Abbot (Country Manager, Stake), Max Levy (Director of Marketing, Bet99), and Steve McAllister (Editor in Chief, Gaming News Canada) will examine how potential restrictions could impact marketing strategies and what a possible ban could mean for the industry.

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Regulations and rules firmly in spotlight

Other panels will also dive into how Canadian gaming’s affiliate and advertising sector is shaped by rules and regulations.

Affiliates in the Spotlight: Navigating Canada’s Regulated iGaming Landscape‘ will explore how affiliates can adapt to an increasingly structured market shaped by licensing, advertising restrictions, and compliance frameworks.

The discussion will be complemented by ‘The Rise of Platform Restrictions: How Platform Rules are Reshaping Gambling Advertising‘, which will examine how platforms like Meta and Google are redefining access to audiences and how affiliates and operators can adjust their strategies to remain effective while meeting evolving requirements.

Several conference tracks, endless discussion

The Affiliates & Advertising track is one of several focused programs at SBC Summit Canada 2026.

Taking place from May 19-21, 3,000 attendees will have the chance to attend stages dedicated to Leaders in Sports Betting & iGaming, Leaders in Land-Based & Lottery, Payments & Compliance, alongside a dedicated Player Protection Symposium


Get your tickets for SBC Summit Canada

VIP Event Pass – Access to the show floor, all conference sessions, and evening networking sessions for C$995

Group VIP Pass – Get VIP Passes for just C$795 each when you buy three or more passes – perfect for bringing the team!

Operators and affiliates can apply for complimentary passes.

Alberta approved to intervene in Ontario iGaming liquidity case

The government of Alberta has officially joined Canada’s inter-provincial battle in Supreme Court over international pooled liquidity for online poker and daily fantasy sports.

Several Canadian governmental lottery corporations are protesting an Ontario Court of Appeal decision in November 2025 that determined it would be legal for Ontario to connect peer-to-peer iGaming play with other countries.

On April 13, Supreme Court Justice Sheilah Martin granted Alberta Attorney General Mickey Avery’s motion to intervene in the case, titled ‘Atlantic Lottery Corporation, et al. v. Attorney General of Ontario’.

Canadian Gaming Business first reported that Alberta had filed for intervenor status on March 16.

“We have filed an intervention application and look forward to participating in that process to provide our insights,” Minister of Service Alberta and Red Tape Reduction Dale Nally, the provincial minister responsible for online gambling in Alberta, said at that time.

Canadian Gaming Business reached out to Avery’s office on Tuesday for comment.

Alberta takes notice with iGaming on the horizon

In the formal motion to intervene filed in March, legal representatives for Amery wrote that the AG’s office believed it should have a voice on this issue because it is about to launch regulated iGaming.

Until now, Ontario has been the only province in Canada to open a commercial, regulated online gambling market. But Alberta will cut the ribbon on a similar market on July 13, allowing publicly listed and private companies to enter and compete with the government’s own platform, Alberta Gaming, Liquor and Cannabis’ Play Alberta.

Nally and iGaming Ontario President and Chief Executive Officer Joseph Hillier both suggested to Canadian Gaming Business in recent months that Alberta and Ontario would like to discuss the idea of sharing a liquidity pool for peer-to-peer play.

“Under the iGaming Alberta Act, individuals outside of Canada are not prohibited from participating in an internet-based gaming site operated by a regulated agent of Alberta, provided that individual is permitted to do so by the laws of their jurisdiction,” read the filing. “Consequently, this appeal will have a significant impact on determining the legality and operation of the iGaming Alberta Act.”

Avery’s filing said that Alberta intended to argue that the Criminal Code should be interpreted “in a flexible and broad manner” so that it does not conflict with valid provincial legislation regulating gaming. Essentially, it would support the broadly pro-liquidity argument made by the government of Ontario.

As an intervenor, Alberta is entitled to file a factum of up to 10 pages by May 25 and to present an oral argument of up to five minutes at a future hearing. What it cannot do is “express a position on the disposition of the appeal” or raise net-new issues or evidence, nor can it duplicate other parties’ submissions.

Other intervenors in the case include the Canadian Gaming Association, online gaming and poker giants Flutter and NSUS, and the Mohawk Council of Kahnawà:ke.

Loto-Québec joins other lotteries’ appeal

Alberta was granted leave to intervene independently in the Supreme Court case 11 days after Justice Martin approved Loto-Québec’s request to join the multi-provincial appeal against the Ontario court decision.

The Québec crown corporation filed in mid-March to join the Atlantic Lottery Corporation (ALC), British Columbia Lottery Corporation (BCLC) and Manitoba Liquor and Lotteries (MBLL) in challenging the idea that Ontario could take play across international borders.

With Québec and Alberta now approved parties, every Canadian provincial government other than Saskatchewan’s is now directly involved in the Supreme Court case. The four appealing lotteries are all members of the Canadian Lottery Coalition (CLC); neither Ontario nor Alberta is, although AGLC was a founding member of the coalition before leaving in 2024.

BetMGM launches exclusive Elvis Presley slots from Octoplay

BetMGM has added another pop culture icon to its ever-expanding range of brand-name online casino content by launching the very first Elvis Presley-themed slots.

The leading iGaming operator has partnered with slots developer Octoplay to offer the games in Ontario’s regulated market, as well as New Jersey and Michigan.

The first title, Elvis Presley: Viva Las Records, is available now at BetMGM Casino in those three markets, and its reach will soon be expanded to encompass all jurisdictions where BetMGM Casino is live, which also includes Pennsylvania and West Virginia. The 5×3 slot features a Hold & Win bonus and five jackpots reaching up to 2,500x the stake, and borrows Elvis’ name, image, likeness, and silhouette.

A second Elvis-branded game will launch this summer.

“Elvis Presley helped shape the entertainment industry in Las Vegas, a city whose DNA runs through everything we do at BetMGM,” said BetMGM SVP of Gaming Oliver Bartlett. “Bringing the King’s legacy to BetMGM through our partnership with Octoplay allows us to honour that history in a new way and capture the charisma of a larger-than-life legend. These slots are a celebration of an icon and reinforce BetMGM Casino as a premier online casino and a true powerhouse of entertainment.”

A star-studded offering

BetMGM’s online casino hosts more than 7,000 games across its North American network, as well as one of the largest exclusive progressive jackpot networks.

The Elvis slots add to a considerable portfolio of intellectual property (IP) that BetMGM has secured the rights to offer. Players in BetMGM’s casino vertical will see games branded under some of the most renowned TV shows and movies, including Wheel of Fortune (with a standalone app also available in Ontario), Family Feud, The Price Is Right, Friends, and The Wizard of Oz.

Just last month, BetMGM announced a deal that allows it to exclusively develop and host Survivor-themed games

“Our powerful iGaming engine continues to be fueled by best-in-class content and differentiated experiences,” BetMGM CEO Adam Greenblatt said on an earnings call on Tuesday, April 14. “MGM is positioning ourselves in the market as the home of entertainment.”

Already live in Ontario and several U.S. states, BetMGM Casino will add Alberta to its footprint after that province opens its commercial regulated iGaming market on July 13.

“Looking ahead, we continue to focus on building on this momentum with additional exclusive game launches, as well as delivering a smooth Alberta launch in July,” added Greenblatt. “… We’ve got a lot of exciting things coming. Most excitingly, I think, for this year, we have the Alberta launch now confirmed for July 13.”

Octoplay extends tentacles in Ontario

Meanwhile, the Elvis collaboration with BetMGM is the latest sign of Octoplay’s growth in the Canadian market and beyond.

The developer first received a supplier’s license from the Alcohol and Gaming Commission of Ontario (AGCO) at the start of 2024 and has struck deals with several operators since going live in the province. One of those is BetMGM, with which it built a bespoke opt-in Jackpot Blitz solution that BetMGM launched in the province last year.

Bartlett said at that time that the collaboration with Octoplay is part of the company’s strategy to work together with “top-tier partners” to bring the best content to players.

“Elvis Presley’s cultural reach is unmatched, and Viva Las Records delivered strong results from day one because we built an experience that truly captures the energy and showmanship the King was known for,” Octoplay CEO Ralitsa Georgieva said of the new Elvis slot rollout. “This exclusive collaboration with BetMGM validates our approach to premium branded content and lays the foundation for Octoplay’s accelerated growth across North America.”

BetNova launches as newest entrant in Ontario’s iGaming market

Ontario’s regulated online gambling market turned four years old last week, but new additions are still coming through the door.

BetNova launched on Thursday, April 9, as the latest new online casino and sportsbook doing business in the province. A brand from South African casino, bingo, and online gaming company Goldrush Gaming Group, BetNova offers

Goldrush subsidiary Goldrush Canada Ltd. was awarded an operator’s license by the Alcohol and Gaming Commission of Ontario (AGCO) last August for the betnova.ca domain name, which is now live in the province.

It offers a range of slots, table, live dealer games from suppliers including Bragg Gaming Group, Evolution and several of its subsidiary studios, Hacksaw Gaming, Play’n GO, Pragmatic Play, Relax Gaming and more. It also has a soccer-heavy sports betting offering that includes limited markets on North American sports, as well as a slate of esports betting options.

BetNova’s platform is powered by iGaming supplier Delasport, which signposted BetNova’s entry into the Ontario market last fall. Delasport already provides a technology platform for other Ontario-licensed brands Titanplay and Maverick Games.

Several other operators are lining up to enter Ontario. absolutebet announced in early September that it had been given the green light by the AGCO, sports streaming giant DAZN has been approved to launch DAZN Bet in the province, and Higher Roller Technologies has an application pending with the regulator.

A revolving door

BetNova’s official launch in Ontario takes the province’s commercial iGaming market back up to 48 operators running a total of 82 sites, according to the iGaming Ontario (iGO), after Rivalry shut down play in the province in February.

That number will change again soon. While others wait to enter, another European operator has made the decision to pull out of Canada’s only (for now) regulated online gambling market.

Casumo will end all Ontario play on April 30, although it seems it will continue to offer gaming in several other parts of Canada. Casumo is still included in iGO’s operator count for now but will be scratched from the list once it stops accepting wagers at the end of this month.

When you have a market as vast and as competitive as Ontario’s, the exact colouring of the picture is always changing.

“Operators make individual decisions about their business priorities within the competitive Ontario market,” a spokesperson for iGO told Canadian Gaming Business. “More than 50 operators have joined the market and a small number have exited.

“These changes are an expected part of the market’s evolution and ultimately benefit consumers by driving a more innovative and customer-focused experience and improving service quality.”

Loto-Québec joins Supreme Court appeal as poker giants call for Ontario iGaming liquidity

There are now a total of four Canadian lottery corporations appealing in the Supreme Court against Ontario’s idea of taking peer-to-peer iGaming play across borders.

Justice Sheilah Martin last week granted Loto-Québec’s request to join the international liquidity case as an appellant.

The Québec crown corporation filed a motion in mid-March to join the Atlantic Lottery Corporation (ALC), British Columbia Lottery Corporation (BCLC) and Manitoba Liquor and Lotteries (MBLL) in appealing to Canada’s highest court against the idea that Ontario could allow players of peer-to-peer games such as daily fantasy sports and online poker to compete with people in other jurisdictions.

Canadian Gaming Business reached out to Loto-Québec for comment but had not heard back at the time of writing.

Lotteries mobilized after Ontario court green light

The ALC, BCLC and MBLL, which oversee gaming in six of Canada’s 10 provinces, are members of the Canadian Lottery Coalition (CLC), along with Loto-Québec. While the latter is a new party at the appeal stage, the other three were all intervenors in the original reference question about whether Ontario could offer international liquidity that was put to the Ontario Court of Appeal in early 2024.

For now, paid-entry DFS has no presence in Ontario’s regulated market, while peer-to-peer online poker’s impact is significantly limited by being fenced into the province. In the last available revenue report for Ontario iGaming, poker made up $135m of February wagering handle and $5.6m of operator revenue; those dollar amounts were both down year over year, and constituted just 1.6% of the total monthly handle and GGR.

But the appeals court issued a verdict last November that could change that, opining that it would indeed be legal under the Criminal Code for Ontario to do so.

However, the lotteries of B.C., Manitoba, and the Maritimes maintain that while the Criminal Code states that it is lawful for the government of a province to conduct and manage a lottery scheme “in that province”, Ontario’s proposed model would take some of the play outside of the province, and so would contravene the law.

A factum filed with the Supreme Court in February by the ALC, on behalf of the CLC, claimed that Ontario’s idea of international liquidity “flouts” the Criminal Code, despite the provincial appeals court’s opinion.

“While the issue today is international liquidity, the next case may involve a province seeking to assert authority to conduct lottery schemes that extend across the country,” said the ALC’s filing.

The appealing CLC members also alleged that Ontario-licensed operators advertise heavily in their provinces despite only the respective lotteries being recognized as authorized online gaming platforms. “The undisputed evidence shows that the private gambling operators with whom Ontario has already joined hands use their legal platforms in Ontario as springboards to promote illegal international websites to Canadians outside Ontario,” added the ALC’s factum.

Alberta regulator allowed to intervene

While Loto-Québec has now officially joined as an appellant, the government of Albertahas been granted leave to enter the conversation. The Attorney General of Alberta filed a motion last month seeking to intervene, and that motion was granted on April 13.

Last year, Alberta became just the second province after Ontario to legalize a commercial, regulated iGaming market, which will launch on July 13, 2026. Officials from both provinces have suggested that the two jurisdictions could look to link up peer-to-peer play in the future, something the Criminal Code allows for if both provinces agree.

“Under the iGaming Alberta Act, individuals outside of Canada are not prohibited from participating in an internet-based gaming site operated by a regulated agent of Alberta, provided that individual is permitted to do so by the laws of their jurisdiction,” wrote legal representatives for Alberta AG Mickey Amery in the March filing. “Consequently, this appeal will have a significant impact on determining the legality and operation of the iGaming Alberta Act.”

Alberta Gaming, Liquor and Cannabis (AGLC), the crown corporation that currently holds a monopoly on regulated iGaming in the province and will be the regulator of the upcoming open market, was an original member of the CLC.

Alberta signposted last month that if it were granted leave to intervene, it would argue on the side of Ontario, which posed the initial liquidity question in 2024 alongside the Canadian Gaming Association (CGA), FanDuel and PokerStars parent Flutter, GGPoker and World Series of Poker owner NSUS, and the Québec-based Mohawk Council of Kahnawà:ke.

Alberta’s minister responsible for iGaming, Dale Nally, told Canadian Gaming Business that “we look forward to participating in that process to provide our insights.”

Poker giants bite back at provincial lotteries

Since Alberta first filed to intervene, NSUS and Flutter have both filed their own factums in the Supreme Court. Each company accused the appealing lotteries of bringing up “irrelevant” information and making false accusations that their Ontario-licensed poker brands are partaking in illegal or illicit activity in other provinces.

“The appellants’ submissions build in irrelevant and unjustified allegations of illegality by Flutter and others in the industry that no court has decided and to which Flutter has had no opportunity to meaningfully respond,” reads part of Flutter’s filing. “The Appellants place significant emphasis on their view that current iGO operators’ affiliated international websites are operating illegally in other provinces. They specifically make scandalous accusations against Flutter.”

Flutter argued that exactly how Ontario would run its end of shared-liquidity peer-to-peer play is not relevant. “Ultimately, this reference is not about the nuances of what Ontario’s scheme will look like — it is about what the law permits Ontario to do.”

Meanwhile, NSUS argued that while Ontario would continue to conduct and manage all aspects of Ontario play, it would not conduct and manage aspects of the proposed gaming scheme outside of Ontario, nor would it infringe on how other provinces want to run their own gaming markets.

“Permitting Ontario to link its provincially-run lottery scheme to foreign countries does not limit the ability of any other Canadian province to decide what gaming activities it will permit within its own borders,” added the GGPoker parent. “Under the proposed model, when individuals in Canada access gaming, whether it involves players outside of Canada or not, it will be through a scheme that is conducted and managed or otherwise licensed by the government of a province, as Parliament intended.

“The proposed model does not require the Government of Ontario to conduct or manage a foreign lottery scheme. Nor does it allow a foreign lottery scheme to be operated in Canada.”

Casumo withdrawing from Ontario iGaming market

European online casino Casumo is shutting down all play on its Ontario platform and pulling out of the province, ending more than three years as a licensed iGaming operator in the market.

All Ontario play on Casumo will stop on April 30 and the brand will close all player accounts in the province on May 14.

Canadian Gaming Business understands the operator began emailing its Ontario players on April 1 to inform them of the withdrawal from the market. As of that date, it was no longer accepting new registrations on its platform and had implemented minimum withdrawal amounts.

April 8 is the last day on which players can claim any pending bonuses, although bonuses that have already been claimed can be used until April 30. On April 23, no further deposits will be allowed, and all play will end on April 30.

On May 14, all player accounts will be closed and any outstanding unwithdrawn funds will be forfeited. A new notice on the homepage of the Ontario-facing Casumo site tells customers to “make the most of your balance” before that last date.

Canadian Gaming Business reached out to Casumo leaders seeking more information on the reasoning behind the decision to end Ontario play, but the company declined to offer comment or more information.

Casumo went live early in Ontario

Sweden-founded, Malta-based Casumo has been licensed as an online casino operator by the Alcohol and Gaming Commission of Ontario (AGCO) since 2022 and went live in November of the first year of the province’s regulated market.

In Ontario, it has offered a range of more than 3,300 slots as well as table games and live dealer options from suppliers including Playtech, Pragmatic Play, Light and Wonder, NetEnt, Play’n GO, and many more.

While it is shutting down in the Ontario market, Casumo also offers online casino gaming to Canadians in Alberta, British Columbia, Quebec, and the Maritime provinces, as stated on its non-Ontario Canada-facing site.

It is unknown whether Casumo has applied to operate in Alberta’s regulated iGaming market, which will launch on July 13.

A few stragglers fall by the wayside

Ontario is the most heavily saturated regulated iGaming market in North America. By and large, most of the dozens of operators who have entered have stayed the course, but some have made the strategic decision to call it quits.

Casumo follows the likes of British sportsbook Fitzdares, Aristocrat Interactive’s white-labeled brands Betiton and MagicRed Casino, and the Wildz group of brands, which all stopped play and pulled out of the province last year. Toronto-based Rivalry also suspended play in February.

Not all exiting operators give a reason for leaving the market, but some do. Fitzdares said candidly that “the cost of doing business was becoming prohibitive” when it left in spring 2025, while Wildz Group’s CEO indicated that the company was ending B2C play in Ontario to focus on B2B supply deals for its proprietary technology.

Ontario is currently home to 48 licensed operators running a total of 82 authorized online gaming sites, including Casumo. The most recent, BetNova, launched on April 9.

Those platforms all compete with one another and Ontario Lottery and Gaming for players’ time and money in a market that regularly reports more than $9bn in total wagering activity and in the ballpark of $400m in gross gaming revenue on a monthly basis. Online casino, which is all that Casumo offered, comprises roughly 85% of all handle and revenue each month.

How will SBC Summit Canada 2026 tackle the topic of safer gambling?

SBC Summit Canada 2026 will feature a dedicated Player Protection Symposium, bringing together regulators, operators, and safer gambling experts to discuss how Canada’s industry can better protect players.

The symposium will form part of the wider conference programme, taking place May 19-21, 2026, at the Metro Toronto Convention Centre. Across three stages, attendees will gain expert analysis across the entire Canadian gaming market, with tracks covering Leadership, Affiliates & Advertising, Payments & Compliance, alongside a series of interactive masterclasses.

The Symposium will tackle the biggest challenges facing safer gambling in Canada, from the pressure new game mechanics place on existing regulatory frameworks, to identifying internal compliance weaknesses and creating marketing that is both engaging and responsible.

“As Canada’s market continues to grow, the risks around player protection are becoming more complex,” said SBC Founder and CEO Rasmus Sojmark. “From grey-market activity to evolving game mechanics, there are clear gaps that need to be addressed. The Player Protection Symposium is about bringing that conversation to the forefront and addressing it head-on.”

Series of panels feature range of RG experts

Upholding Player Protection: Learning From Those Established in Canada‘ will explore how companies can strengthen their internal compliance systems.

Experts Nicole Hanna (Director, Policy and Controls, Ontario Lottery and Gaming), Andrew Howie (Senior Counsel – Data Privacy, Betsson), Keno Maseli (Social Responsibility and Sustainability Manager, Great Canadian Entertainment), Tracy Parker (Senior Vice President, Accreditation, Advisory and Insight, Responsible Gambling Council), and Paul Pellizari (Vice President, Global Social Responsibility, Hard Rock) will analyze the key pitfalls and help operators identify internal compliance weaknesses in their own systems while building stronger player safety frameworks.

Are Game Mechanics Exposing Weaknesses in Regulation?‘ will explore how emerging game mechanics and personalized engagement tools are testing the limits of current regulatory frameworks in Canada.

Speakers Tony Plaskow (CEO, Pixiu Gaming), Mike Randall (RG Expert, Gaming Labs), Karl Rempel (Senior Manager, Technology Regulation and Compliance, Alcohol and Gaming Commission of Ontario), and Dr. Alyssa Wilson (Associate Professor, California State University) will examine whether regulators are keeping pace with technological innovation, and how closer collaboration with operators can help ensure vulnerable players are not put at risk.

Beyond Regulation: Understanding Who’s Most at Risk in Canada’s Evolving Gambling Market’ will examine the increasing exposure of younger and at-risk players to gambling in Canada. Experts Elaine McDougall (SVP Strategy and Programs, RGC), Dr. Michael Naraine (Associate Professor, Brock University) and panel moderator, Canadian sports broadcaster Arash Madani, will explore how operators and regulators can prioritize education and support to help new players engage with betting responsibly.

The symposium will also feature the session ‘Fragmented Rules, Hidden Risks: Tackling Grey-Market Gambling in Canada‘, which will ask whether Canada’s patchwork of regulations risks turning players to grey market operators. Experts Andreas Ditsche (CEO, iGaming.com), Jenny Lu (Strategic Consultant, Pixiu Gaming), Oscar Silver (Trade Analyst, Waterhouse Investments), and Geoff Zochodne (Senior Industry Reporter, Covers) will analyze where the gaps in Canada’s regulations lie and how they can be managed to prevent a rise in unwanted markets.

Secure your tickets for SBC Summit Canada now

SBC Summit Canada will bring together over 3,000 Canadian stakeholders. Across three days, delegates can expect focused networking events, an industry-spanning conference programme, and a busy exhibition floor designed to facilitate real commercial connections.

VIP Event Pass – Access to the show floor, all conference sessions, and evening networking sessions for $995.

Group VIP Pass – Get VIP Passes for just $795 each when you buy three or more passes – perfect for bringing the team!

Operators and affiliates can apply for complimentary passes.

OLG rolls out new Bede-powered app with GeoLocs compliance tools

Ontario Lottery and Gaming Corporation (OLG) has launched its latest product upgrades by rolling out a revamped mobile app experience in partnership with Bede Gaming and mkodo.

OLG has transitioned to Bede’s React Native App, a platform the supplier says is built for fast and seamless omnichannel performance, helping to connect OLG’s online play with its extensive retail operations. The Bede app, which has more than one million monthly users, offers one build for all devices, standardizing the player experience and making it more operationally cost-effective and efficient for OLG.

The scalable and customizable solution will deliver continual user improvements and encourage returning omnichannel traffic with a higher level of personalization and accessibility. It wil offer the flexibility for OLG to make and manage future upgrades quickly and consistently, enabling fast responses to changing trends and player behaviours.

“The intuitive experience built and well-considered support are representative of the high quality of work we’ve come to expect from our partners at Bede Gaming,” said OLG Chief Gaming Officer Dave Pridmore. “As OLG continues to prioritize our players’ experiences and expectations, we look forward to implementing even more market-leading enhancements throughout our ongoing digital growth.”

“The successful roll-out of our React Native App is testament to Bede’s continued commitment to our partnership with OLG and further proof of the passion we have for providing operational efficiencies to their team,” added the supplier’s Chief Product Engineering Officer, Andrew Humphreys. “I’m excited about the additional competitive value that our Bede App will be able to offer; our flexible and cost-efficient solution will empower OLG to expand their outreach and capabilities in the mobile-first market.”

mkodo beefs up OLG’s geocompliance

As part of the rollout, OLG will continue to use mkodo’s GeoLocs geolocation technology, helping to ensure that only Ontario-located players can access OLG.ca, the OLG app and the PROLINE+ sportsbook-focused app and that the crown corporation meets the Alcohol and Gaming Commission of Ontario’s regulatory requirements.

The collaboration builds on a longstanding relationship between mkodo, OLG, and Bede, who have worked together closely for over six years on the OLG app. The partners say this latest phase reflects their shared focus on compliance, technical reliability, and trust in one of North America’s most tightly regulated — and most competitive — markets.

“We’re proud to be supporting OLG through Bede and to be extending our longstanding relationships with two partners we know and trust,” said mkodo Commercial Director Will Whitehead. “Ontario is a highly regulated market, and this partnership reflects the importance of geolocation technology that delivers compliance without compromising the player experience.”

“We’ve been impressed with the innovative technical solution of the GeoLocs product, which provides us with confidence in managing live player traffic in accordance with local regulations,” added Bede’s Humphreys. OLG Senior Director of Digital Delivery & Release Train Alan D’Cunha said that GeoLocs’ accurate, reliable, and data-driven location verification and response tools ensure minimal friction for players and offer OLG detailed reporting, configurable rules, and full control and visibility.

App overhaul follows Kambi PROLINE switch

OLG’s move to Bede’s native app comes after another significant milestone in its omnichannel operations, when sports betting technology firm Kambi took over as the provider of its PROLINE retail sportsbook and the PROLINE+ digital platform.

The crown corporation officially rolled out the new PROLINE in late January after Kambi took over the long-running contract previously held by La Française des Jeux’s FDJ Gaming Solutions.

Kambi brought not only a new platform but several upgrades to PROLINE, including new betting markets such as a much wider range of player props, alternate lines and futures markets, and enhanced same-game parlay options, as well as esports betting.

“As Kambi is a leader in this gaming space, the enhanced PROLINE at retail and PROLINE+ platforms, plus the all-new PROLINE app, repositions OLG and PROLINE in the provincial competitive landscape,” an OLG spokesperson told Canadian Gaming Business at the time.

Kambi CEO Werner Becher said last year that “a sportsbook of Kambi’s quality, combined with OLG’s local market knowledge and reputation” can help OLG grow its online sports betting market share in Ontario, which hosts nearly 50 licensed iGaming operators.

With the help of partners like Kambi, Bede, and mkodo, OLG continues to invest to ensure it remains as competitive as possible in Ontario’s saturated online gaming market, where it competes with almost 50 commercial licensed operators.

IGSA adds RGC and Focal Research Consultants as members

Two new Canadian members have joined the International Gaming Standards Association (IGSA).

IGSA announced last week that the Toronto-headquartered Responsible Gambling Council (RGC) and Halifax-based Focal Research Consultants are now partner members at the global association, with a focus on IGSA’s new responsible gaming initiative.

IGSA is the largest technical standards development organization dedicated to the creation and evolution of standards and protocols to improve the global gaming industry. It creates and develops intellectual property with the input of regulators, operators, and suppliers from more than 30 countries and makes it available to its membership of more than 50 entities across 20 countries.

The association said it is the industry’s most recognized catalyst between the jurisdictional regulatory bodies and online and land-based operators, ensuring its members have cross-sectoral visibility and reach, as well as a facility to access commercialization channels through IGSA’s standardized protocols and standards.

“IGSA is excited to welcome our new partners in responsible gaming,” said its President Mark Pace. “We are looking to work with organizations that are truly dedicated to doing good in the RG space. There is a lot of time, energy and money being spent in this area and we want to leverage the incredible work being done in an effort to amplify its positive effect.”

Strong Canadian and RG representation among IGSA

RGC’s work makes it a natural fit within IGSA’s membership, which also includes several leading gaming suppliers, some operators including the Atlantic Lottery Corporation (ALC) and Western Canada Lottery Corporation (WCLC) and a range of partners such as the Canadian Gaming Association (CGA), International Association of Gaming Regulators (IAGR), the University of Nevada, Las Vegas‘(UNLV) International Gaming Institute.

“Advancing industry standards for player protection depends on collaboration across the full ecosystem,” said RGC Chief Executive Officer Sarah McCarthy. “With deep expertise in standards development, applied research, and harm prevention, RGC is pleased to work alongside IGSA members to develop practical, implementable standards that strengthen player protection in meaningful ways.”

Focal Research Consultants is an independent Nova Scotian safer gambling research and technology company focused on gambling risk detection and player support. Building on 30 years of applied research, it evaluates real-world gambling behaviour and safer gambling impacts to provide evidence-based insights for policy and practice globally.

“We are pleased to partner with IGSA on this important initiative,” said its Co-Founder and President Tracy Schrans. “Drawing on over three decades of applied research, responsible gambling evaluation, and player protection, we look forward to collaborating with IGSA members to advance practical evidence-based industry standards for keeping players safe.”

Polymarket named official Canadian partner of La Liga soccer

Polymarket is officially banned in Ontario for the time being, but that isn’t preventing it from signing major Canadian-facing partnerships.

The top-division league in Spanish soccer, La Liga, has named the prediction market platform as its Official and Exclusive Prediction Market Partner in Canada and the U.S. in a multi-year deal.

La Liga said the deal will allow Polymarket to offer fans “the ability to engage with Spain’s premier soccer league and its stars at an unprecedented level.” It cited aspects such as broadcast visibility, fan-focused digital and social programming, and exclusive fan experiences such as VIP match hospitality and virtual meet-and-greets with La Liga legends.

Polymarket also gets exclusive rights to use the intellectual property, such as names and logos, of the league and its member clubs, including the likes of Real Madrid and Barcelona.

“Soccer’s growth, especially in North America, is spearheaded by young, diverse and multicultural audiences who consume the game across multiple screens, so it’s our goal to continue to engage these demographics in new and unique ways,” said Boris Gartner, Chief Executive Officer of long-term La Liga partner Relevent. “It’s imperative we go beyond traditional engagement efforts in order to bring these audiences closer to the beautiful game than ever before, and we couldn’t think of a better partner than Polymarket to achieve that.”

“Our goal is to give fans a more expressive way to follow the game, where opinions on players, matches, and season outcomes can be reflected in real time,” said Polymarket Founder and CEO Shayne Coplan, referring to users’ ability to trade on sports event contracts.

La Liga said that the partnership will also include collaborative work to uphold sporting integrity, leveraging Polymarket’s recently announced sports integrity platform in partnership with Palantir Technologies and TWG AI.

Polymarket already a partner of NHL, MLB, MLS

La Liga is the latest sports league to partner with Polymarket. The company also has official deals with the NHL, Major League Baseball, and Major League Soccer, all of which have Canadian teams and significant Canadian audiences.

It also has other high-profile agreements in place with the likes of UFC and social media site X.

Ontario temporarily banned Polymarket last year

In Ontario, the home of two NHL teams, Toronto Blue Jays baseball, and MLS’s Toronto FC, Polymarket is officially banned from operating until 2027 under a settlement agreement with the Ontario Securities Commission.

Ontarians can access its market data but the firm is not allowed to accept deposits or trades or advertise in the province, although a recent report noted that promotional materials for the company were handed out outside Rogers Centre on Blue Jays game days.

While it is offline in Ontario, and it also lists Quebec as a restricted jurisdiction in its terms of use, Polymarket is online and available in other parts of Canada.

Canadian regulator prohibits most binary contracts

Federally, the Canadian Securities Administrators (CSA) regulatory body has banned any entities from offering or advertising “binary options” that resolve within 30 days or less, like yes/no prediction markets, since 2017.

There is a limited exemption for Canadian Investment Regulatory Organization (CIRO) members that are authorized by CIRO to facilitate Canadian access to event contracts on non-Canadian markets; to date, only two companies have been given such authorization, and neither Interactive Brokers Canada nor Wealthsimple has been green-lit to offer sports.

The CSA and CIRO issued a joint press release last week to remind the public that “anyone trading, or facilitating trading, in event contracts which are securities or derivatives must follow applicable requirements under securities or derivatives legislation, such as registration or recognition requirements.” It said that failure to comply may lead to enforcement action.

“To date, no prediction market has been recognized as an exchange or registered as a dealer” by the CSA, added the regulators’ release.