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Ontario Liberal Party urges crackdown against ‘onslaught’ of sports betting ads

The campaign against sports betting advertisements in Ontario is gathering further pace with commercials now facing political pushback.

John Fraser, MPP for Ottawa South and Interim Leader of the Ontario Liberal Party, addressed these issues last week when he tabled a motion in the Legislature calling for stricter regulation of online sports betting and gambling advertisements.

He said: “The sheer volume of these advertisements, especially during live sports broadcasts, is dangerous because it puts children, and those of us who are vulnerable to addiction, at risk.”

Fraser later added to his comments in the Legislature, writing on Twitter: “In Ontario, it seems like you can’t escape the constant pressure to bet on sports or gamble online.

“Watching sports, it feels like every other ad is telling you to bet on the game.

“Gambling can have serious consequences, and the rules around these ads need to be stricter.”

Furthermore, the Ontario Liberal Party issued a public plea on its website asking the Government to liaise and assist regulatory bodies and stakeholders, such as the Alcohol and Gaming Commission of Ontario (AGCO), ‘to further regulate the frequency of online gambling and sports betting advertisements, specifically during live television, radio, and online sporting events’.

The post also cited a 2021 report from the Centre for Addiction Mental Health (CAMH), which found that even before the legalization of single-game sports betting, 15% of students in grades seven to 12 reported gambling with money online in the previous year, up from 4% in 2019.

Pertinently, the CAMH recently proposed a whistle-to-whistle ban on gambling advertisements during sports broadcasts, while another mental health organization – the Canadian Mental Health Association (CMHA) – has urged the AGCO to prohibit all forms of igaming advertising in the province.

Fraser added: “Mental health and addictions are a public health matter and we have an obligation to treat them as such.

“Regulation of the frequency at which online gambling and sports betting advertisements are shown during live sporting events is the very least we can do to combat gambling addictions and uphold our commitment to protecting Ontarians’ mental health and wellbeing.”

Other public outcries against the volume and nature of sports betting advertisements in Ontario include the ‘Campaign to Ban Ads for Gambling’, which lists Karl Subban – father of ex-ice hockey star PK – as a member.

The ‘Coalition for Responsible Sports Betting Advertising’ was also recently formed by industry heavyweights such as MLB and NBCUniversal.

Conference agenda set to shine light on Lotteries and Regulatory bodies at upcoming Canadian Gaming Summit

British Columbia Lottery Corporation (BCLC), Ontario Lottery & Gaming (OLG) and The Alcohol and Gaming Commission of Ontario (AGCO), are amongst the many leading Canadian lotteries and regulators that are set to take the stage at this year’s Canadian Gaming Summit, held at the Metro Toronto Convention Centre (June 14th – 15th).

With the Canadian Government establishing the provincial Crown Corporations, many companies such as BCLC and OLG, find themselves in the unique position of being a lottery as well as their own provincial regulators.

Across the conference agenda, representatives from crown corporations will be exploring the omnichannel experiences between lotteries and regulators and how this long standing relationship has positioned lotteries as a staple of Canadian gaming. Additionally, there will be a variety of wider panel discussions on topics such as First Nations business models, Canadian Law and the role innovative technology and improved regulations have in protecting players.

Kicking off the first day is an opening remarks segment by President & CEO of Ontario Lottery & Gaming, Duncan Hannay. Since launching Ontario’s first lottery in 1975, OLG has become an industry juggernaut in the Ontario market, responsible for the province’s lotteries, casinos and slot machines. As a member of the crown corporation and overseeing their in-house regulators AGCO, Hannay is the ideal speaker to present attendees with a comprehensive introduction to both lotteries and regulators.

Representatives from Lotteries and Gaming Saskatchewan and BCLC will explore compliance models and regulations as they continue to differentiate between provinces, in the opening keynote panel, “Collaborating for the Canadian gamer: comparing provincial models on compliance, RG, licensing and more”.

Both Marie-Noelle Savoie (Chief Compliance Officer, BCLC) and Steve Tunison (Vice President of Gaming, Lotteries and Gaming Saskatchewan), will also discuss the intricacies of being both a lottery and a regulator and explore the avenues in which the industry can utilize innovative technology and compliance regulations to further protect and benefit Canadian players. Regulatory expert Earle G Hall (Chairman, International Gaming Standards Association) will moderate the keynote panel.

Leading authority Saskatchewan Indian Gaming Authority (SIGA), have made waves within the Canadian industry as they perfected the Gaming Framework Agreement propelling themselves into the digital gaming space whilst also incorporating an innovative business model that continuously gives back to local communities.

Opening the second core day of the event with an exclusive keynote fireside chat “First Nations partnerships: the SIGA model in action”, SIGA representatives Patricia Cook (Vice President of Corporate Affairs) and Desiree Gervais (Vice President of Human Resources) will discuss the path which led to SIGA positioning themselves as a dominant force within the Canadian landscape and how to utilize regulatory frameworks to spur company growth, innovation and player satisfaction.

Rasmus Sojmark, CEO & Founder of SBC, said: “Despite the Canadian gaming landscape evolving so dramatically over the years, Crown Corporations have remained a staple of the industry. With many provinces taking different approaches to regulation, the Canadian landscape offers a unique perspective that many attendees can learn from as more provincial markets emerge.”

Additional lottery and regulatory experts will feature across the event on panels such as “Ontario – One Year Later”, which will feature contributions from Doug Downey (Attorney General of Ontario), Martha Otton (Executive Director, iGaming Ontario) and Dave Forestell (Board Chair, iGaming Ontario) and the panel “Bringing emerging technology and innovation to land-based gaming” in which Thy Prak (AVP Gaming Operations, SIGA) and Larry Flynn (Former SVP Gaming, OLG) will feature.

Furthermore, attendees will be able to hear from a variety AGCO representatives such as Christopher Hovius (Senior Counsel), Derek Ramm (Director Anti-Money Laundering) and Brent McCurdy (Deputy COO) and OLG representatives David Fraser (Senior Dir cGaming), Aaron GlynWilliams (Director, Social Responsibility), Catherine Meade (VP Community, Sustainability & Social Responsibility) and Sunil Chand (VP Cyber & Information Security).

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You can purchase your ticket for the Canadian Gaming Summit by visiting the website.

For groups of three or more people, a special discount will be applied, saving you $200 on the regular ticket price (Per ticket).

BCLC boosts instant ticket portfolio with Pollard Banknote-powered Ticket to Ride

The British Columbia Lottery Corporation (BCLC) has rolled out its new instant game – Ticket to Ride – for players in the Canadian province.

Billed as the lottery industry’s first-ever instant ticket based on the acclaimed board game Days of Wonder’s Ticket to Ride, the game sees players ‘embark on a cross-country adventure’ to reveal all four numbers within the same-coloured rail line.

The artwork for the $3 ticket has been designed by Pollard Banknote, with the Winnipeg-based firm also supporting an ‘integrated and multi-faceted marketing program’, which includes a social media campaign and the production of a tutorial video for BCLC’s website.

“We congratulate BCLC on being the first to market with its exciting new Ticket to Ride Scratch & Win game,” said Brad Thompson, Vice President, Sales & Marketing, Pollard Banknote.

“Our licensed portfolio features many established game brands, such as Ticket to Ride, which translate seamlessly into engaging instant tickets for all types of players.

“We’re confident that British Columbians will embrace the thrill of this exciting new game.”

The new instant ticket features a top prize of $50,000 and a wild card bonus which provides players with an extra chance to claim a cash prize.

Erin Neoh, Senior Product Specialist, Instant Games, BCLC, added: “We are delighted to offer British Columbians a brand new way to experience the fun and the spirit of Ticket to Ride this summer.

“Collaborating with Pollard Banknote has resulted in a great new game that will provide our players with many moments of excitement and adventure, and is a welcome addition to our Scratch & Win portfolio.”

Meanwhile, the BCLC recently bolstered security measures at its casinos in the province to support people enrolled in its Game Break self-exclusion program.

The new system introduced by the corporation requires all individuals entering a casino to present government-issued photo identification, which is then scanned by security staff to automatically check whether the person is in the database of those restricted from setting foot in gambling facilities.

Christoffer Ødegården, Bojoko: the key to understanding Canadian players

Christoffer Ødegården, the Head of the Casino at the award-winning affiliate Bojoko, dives into understanding the desires of Canadian players and explores how gaming businesses can effectively meet their needs.

CGB: What advice would you give to gaming businesses looking to cater to the needs of Canadian players?

CØ: Stand out! A very quick, but costly way to do so is offering free spins or generous welcome bonuses, and these are sure-fire ways to gain new players. However, there are many cheaper alternatives that are still very effective. 

My advice is to look to the player groups that most of your competitors are not catering for, and the most obvious example here are players who use niche payment methods. If a casino does not offer a player’s preferred payment method they are likely to just not sign up and instead search for those who do. 

Adding niche payment methods means that players will be actively searching for your brand. Even better, these players will likely be ready to make a deposit.

CGB: Can you provide some examples of these alternative payment methods and their advantages?

CØ: Certainly. One example is the option of payments via echeck. While less commonly used than traditional methods, echeck payments have gained popularity among certain player segments. We have observed a constant flow of traffic on our comparison page for casinos that accept echeck, and a similar trend on pages dedicated to other niche payment methods. PaybyPhone is another popular solution most Canadian casinos do not include in their selection of payment methods. This is a big mistake, as despite the smaller number of players using echeck, PaybyPhone and other smaller payment methods, there is still a notable userbase. Do not lose our on catering to these users.

CGB: Could you elaborate on the significance of payment options and how they contribute to attracting new players?

CØ: Certainly. The availability of a variety of payment options is crucial for attracting and retaining players in the Canadian market. By offering a broad range of payment methods, gaming businesses can cater to different player preferences and provide a seamless user experience. When players find their preferred payment option available, it enhances their sense of trust and convenience, ultimately leading to higher player engagement and loyalty.

CGB: Would you say that increasing the number of payment options is an effective strategy for securing new players?

CØ: Absolutely. Offering a wider selection of payment options is an excellent strategy for attracting new players. By expanding beyond the standard payment methods, gaming businesses open themselves up to a larger pool of potential players. Some players may be specifically seeking alternative payment methods that align with their preferences, and by accommodating these options, operators can stand out from the competition.

Embracing smaller or niche payment methods can also offer a competitive edge. By catering to specific player segments and their preferred payment options, operators can differentiate themselves in the market. With less competition in this space, operators can capture the attention of players who actively seek out these alternative payment methods, thereby increasing their chances of acquiring and retaining a loyal player base.

CGB: What are some additional strategies to attract Canadian players to an online gaming platform?

CØ: When it comes to attracting Canadian players, it’s important to consider a few key factors. Firstly, offering a low minimum deposit requirement can appeal to players with varying budgets, making it more accessible for them to start playing. Secondly, low wagering requirements, it is another way to get your bonus offers to stand out. Third, as mentioned earlier, you cannot go wrong with higher bonus percentages or free spins, though they can be a costly affair.

Of course, having a diverse and high-quality game selection and user-friendly site is also important. Moreover, Canadian players value transparency, fairness, and security in their gaming encounters. Ensuring these aspects are prioritized and implemented effectively can build trust and attract Canadian players to the platform. 

By combining these strategies and meeting the expectations of Canadian players, online gaming platforms can increase their appeal and attract a larger Canadian player base.

CCES poses pan-Canadian model solution to tackle match-fixing threat

The Canadian Centre for Ethics in Sport (CCES) has proposed a pan-Canadian model to address the “real issue” of match-fixing in sports.

Compared to other countries and jurisdictions, Canada and Ontario have so far remained relatively unscathed; last October, the International Betting Integrity Association (IBIA) reported that there were 76 cases worldwide of suspicious sports betting in Q3 2022, but not a single one originated from Canada.

Additionally, as reported by Covers, the integrity division of Sportradar said the number of suspicious matches around the world hit 1,212 in 2022, up 307 from 2021.

North America, however, was one of just two regions in which the number of suspicious matches had not risen.

Despite these statistics, experts have warned against complacency as the potential for activity in this area remains high.

Speaking at the 2023 Symposium on Competition Manipulation and Gambling in Sport on Wednesday, Jeremy Luke, President and CEO of CCES, said: “It is coming at the sporting landscape. And we have an obligation, all of us here in the sport community, to act on this issue.”

CCES has already made moves to formalise a national response; the body is currently running a pilot project alongside the Canadian Olympic Committee (COC) to help national sport organizations effectively manage the threat of competition manipulation. Six organizations – Badminton Canada, Canada Basketball, Canada Soccer, Curling Canada, Racquetball Canada, and Squash Canada – have signed up to the project, which runs until December 2023.

According to Luke, the early feedback from the pilot project signals a need for a common policy for dealing with match-fixing.

He continued: “Which certainly leads us at the CCES to think there’s an opportunity to have a pan-Canadian model, where that type of policy would apply to all sports in the same sort of way that the Canadian Anti-Doping Program does.

“I think the challenge right now, though, is getting a commitment from sport organizations beyond those who are part of the pilot to recognize this as an issue and to want to support a common approach going forward and find the funding to support that approach.”

Professor Richard McLaren, a Canadian lawyer who has emerged as a global leader in the fight against match-fixing, echoed Luke’s sentiments, calling for greater acknowledgement of the issue.

“They need to recognize the fact that this is a coming problem. And it’s in its infancy here, but it’s here, and it’s going to get bigger.”

McLaren suggested approaching national sports organizations and developing a “robust” code for match-fixing, which should be paired with sanctions for those breaking the rules.

“You have to rigorously enforce it.”

He added: “Canada is not immune to the global threat of competition manipulation in sport driven by the adoption of single-event sports betting and fueled by a grey market that persists despite the regulated market. Government, regulators, gaming operators, and the sport community must work together to develop an integrated regulatory framework to mitigate these risks.

“This is critical to better educate and support Canadian athletes who are vulnerable to bad actors.”

OLG CEO backs AGCO advertising review, calls for ‘better balance’

Duncan Hannay, OLG CEO, has delivered a positive verdict on the decision of the Alcohol and Gaming Commission of Ontario (AGCO) to conduct a review of online gambling advertising standards.

The AGCO announced its proposal to ban the use of athletes, celebrities and entertainers in gaming advertising and marketing back in April, and invited stakeholders to offer their perspectives.

It was subsequently revealed last week that the Ontario Crown agency had received approximately 40 submissions to aid its final decision.

Speaking before the Legislative Assembly of Ontario’s Standing Committee on Public Accounts on Monday, May 29, Hannay was questioned by New Democratic Member of Provincial Parliament France Gélinason on the rise in advertising in the Ontario market.

As reported by Covers, Gélinason was critical of the volume of advertisements during the Stanley Cup playoffs.

Hannay responded: “We are facing 47 new legal operators in the igaming space. I think it would be appropriate to have a better balance of advertising, on balance. And I know that’s how the regulator is looking at this issue and reviewing input from stakeholders across the province, within the operator community, with outside interests, with public health organizations, and from OLG.”

The OLG CEO added that he thinks it is “wise” the AGCO is reviewing the advertising standards and that the government agency’s marketing complies with the regulator’s standards.

“Our feedback to them is in line with your feeling, I guess, from a consumer perspective, that the amount and the nature of the advertising can sometimes be seen as offensive,” Hannay told committee members.

“The use of celebrity endorsements, for example, from athletes or celebrities, as the case may be, I know is one of the areas that AGCO is looking at as they review the standard.”

Meanwhile, Karl Subban, father of the former ice hockey star PK, added his voice to the debate last week as he called for a limit to be placed on the number of sports betting advertisements.

The Coalition for Responsible Sports Betting Advertising was also recently formed by a number of powerful organizations within sport, including MLB, NFL and FOX, to help address issues created by sports betting advertisements.

Delta iGaming secures Ontario exclusive with launch of Delta Bingo Online

Delta iGaming has officially unveiled Delta Bingo Online to become the exclusive provider of online bingo in Ontario.

The move sees the AGCO-approved operator join forces with online gaming firm Broadway Gaming, utilizing its Dragonfish software to introduce its online iBingo and Gaming offering to the market.

Delta Bingo Online is currently the ‘only igaming website in Ontario’ offering peer-to-peer iBingo, with players now able to challenge other real-time players online for guaranteed prizes.

David Butler, CEO at Broadway Gaming, commented: “We’re pleased to partner with Delta Bingo to support its official website launch within Ontario using our Broadway Gaming Dragonfish software.

“Our technology, certification and professional services empower Delta with the technology and skills to bring a strong selection of iBingo and other engaging online games to the Ontario market.”

The development also represents an opportunity for Delta iGaming to connect with the community after entering into an agreement with the Ontario Charitable Gaming Association (OCGA) to support charities and not-for-profit organizations.

The deal will help to support the needs of families, youth and vulnerable individuals as well as arts and culture, education, sports and recreation, and community programs.

“Charities across Ontario have struggled over the past few years with pandemic disruptions and other economic factors,” noted Cam Johnstone, Vice Chair, Commercial Gaming Association of Ontario, Board of Directors and Owner, Delta iGaming.

“This agreement ensures additional support for much-needed community organizations and initiatives and helps bring stability and certainty to the charitable gaming sector.”

Rivalry debuts new sports & esports betting mobile app in Ontario

Rivalry has released its new betting mobile app in Ontario, with the company continuing to focus on its core audience of Gen Z and Millennials.

This latest development will come as little surprise to close followers of the Toronto-based firm, which announced plans for an esports betting and sports betting mobile app in Ontario earlier this year when debuting eight casino games – via Casino.exe – in the province.

With the launch of its new app, Rivalry expects to ‘further deepen its presence and offering in the market’, driving an increase in player acquisition and engagement amongst Millennials and Gen Z, which represent 97% of its active users.

“Mobile betting is a significant addition for our Ontario operations and core audience of Millennial and Gen Z consumers that prefer the flexibility of betting on their phones,” said Steven Salz, Rivalry Co-Founder and CEO.

“Launching a mobile app adds an important layer of accessibility to our product, increasing our addressable market in Ontario, and allowing us to bring esports betting to more customers in the region and ultimately grow the category.”

The mobile app features the ‘most comprehensive esports betting offering in Ontario’, according to Rivalry, with games such as Counter-Strike: Global Offensive, League of Legends, and Dota 2 all featured, as well as mobile titles including Call of Duty: Mobile, Free Fire, and Mobile Legends: Bang Bang.

Users of the app can also wager on a range of traditional sports, including football, soccer, basketball, and more.

Salz added: “We are engaging a demographic with unique consumption habits and betting preferences. This is a generation that expects more from the products, entertainment, and brands they consume, and we’ve customized our online betting experience to match that.

“Our differentiated user experience continues to act as a catalyst for our company, and we’re excited to bring this offering to the palm of our customers’ hands.”

Money Talks: Canadian Gaming Summit announces ‘Payments & Compliance’ conference track

The 26th edition of the Canadian Gaming Summit – the country’s premier gaming and betting event – is set to offer a robust deep dive into financial practices in the Canadian market, during the dedicated ‘Payments & Compliance’ conference track.

Running throughout the final day of the summit, Thursday, 15th June, the ‘Payments & Compliance’ track will offer delegates the opportunity to discuss a variety of topics based around financial institutions, payment technology’s role in user experience, alternative currencies, and how the industry can work with the Federal Government whilst simultaneously modernizing AML Regulations.

Opening the conference track is the panel ‘Integrating cashless systems across products: omnichannel technology paving the way for customer choice and compliance/security’, which will discuss the pressure that land-based casinos are under to switch to completely cashless payment and reward systems and whether omnichannel payment systems are the desired middle ground.

The industry-led panel will consist of Bob McDonald (Technology Lead, River Cree Resort), Nasr Sattar (VP Innovation Group, NRT Technology), Lindsay Slader (SVP Compliance, GeoComply) and Tamara Tenenbaum (SVP of Business Development and Managing Director- Canada, Sightline Payments), who will explore whether 100% cashless is truly desirable for any business and whether customer preference should always take precedence.

Continuing the agenda is ‘The world of gaming finance in Canada’, a panel which will feature finance leaders who will present ways in which companies can work seamlessly with financial institutions and both public and private investors to finance Canadian operations.

Scott Secord (Partner, Cardinal Sports Capital), Julian Kolb (Vice President, BFL Canada), Aadam Tejpar (Partner, Corporate and Securities, Segev LLP) and Dani Lipkin (Managing Director Global Innovation, TMX Group) will make up the panel of industry experts, with Mark Silver (Founder & CEO, The Parleh Group) moderating the panel.

The panel ‘Cybersecurity: managing risk in a brand new market’, will delve into the lack of strategy new online operators have in tackling cybercriminals and hackers. Sunil Chand (VP Cyber & Information Security, OLG), Jarvis Pelletier (VP IT & Gaming Systems, SIGA) David Brace (Director of Innovation, Continent8) and Carmi Levy (Director of Comms, Step Software) will explore lessons learned from land-based operators and outside industries in safeguarding revenue, reputation and most importantly, the customer.

Alongside the aforementioned topics, the conference track will include a variety of dynamic and thought-provoking panels on innovating finance, compliance and CX as well as how payments are critical to acquiring new customers and earning customer loyalty.

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The 26th edition of the Canadian Gaming Summit will take place at the Metro Toronto Convention Centre on June 13-15, 2023.

You can purchase your ticket for the Canadian Gaming Summit by visiting the website. For groups of three or more people, a special discount will be applied, saving you $200 on the regular ticket price (Per ticket).

IGT expands VLT presence in Saskatchewan via new WCLC deal

The Western Canada Lottery Corporation (WCLC) has ordered hundreds of video lottery terminals as part of a fresh agreement struck with IGT.

Under the terms of the new deal, IGT will supply 720 CrystalDual 27 VLTs and provide its CX game set of VLT content in Saskatchewan, featuring titles such as 7’s Wild Gold, Big City 5’s, The Wild Life, Thunder Stampede, and new games Cash Eruption Temple of Fire and Greenback Attack.

According to IGT, the CrystalDual 27 VLT features two displays delivering “high-definition graphics”, while the cabinet contains a “first-class audio package, ergonomic design, enhanced player interface and a mobile device charging port to provide exceptional player experiences”.

David Flinn, IGT Senior Vice President, Canada, South and Central America, commented: “The award and delivery of 720 additional VLT units reinforces the depth of IGT’s commitment to WCLC’s continued growth, and the quality of IGT’s content and cabinets for the Canadian market.

“IGT’s CrystalDual 27 continues to prove its versatility and relevance in gaming markets around the world as the premium dual-screen VLT cabinet. We’re pleased to continue partnering with WCLC to provide industry-leading content, including titles under the only Canadian VLT wide-area-progressive feature, Vault Breaker.”

This latest deal marks the fourth time in seven years that IGT has been awarded a “significant” VLT contract by WCLC, following “competitive” procurements.

The Nevada-based firm has been providing its cabinets and content throughout the Saskatchewan VLT network since 1993, and it was in the Western Canadian province that its ‘The Price is Right’ VLT content made its national debut two years ago.

“WCLC is committed to providing our VLT players with engaging content and high-performing hardware that deliver the best possible player experiences in Saskatchewan,” added Eric Karmark, WCLC Vice President, VLT Gaming & Operations.

“The additional 720 VLT units and exciting new games from IGT speak volumes to that promise, and we look forward to enhancing the market with this deployment.”

Additionally, it has been detailed that the cabinets incorporate the Game to System (G2S) communication protocol, delivering features such as software download, remote configuration and software verification.

An embedded player user interface is also present, with all VLTs connected for WCLC to manage and control via the Intelligen central system.