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bet365 to lead esports betting charge in Ontario with Bayes Esports partnership

Bayes Esports and bet365 say they will “usher in a new era of sports betting” in Ontario following the announcement this week that the two companies have expanded their partnership to cover the Canadian market. This extended agreement will mean that bet365 has become one of the first sportsbooks to offer esports betting services in Ontario. Amir Mirzaee, COO and Managing Director of Bayes Esports, stated: “These past couple of months have been amazing for us. We have expanded to the US, launched an innovative odds integration platform that will revolutionize sports betting in BODEX, and strengthened our management team with some of the brightest minds from across various different industries. “To now also be registered in Ontario and to extend our partnership with bet365 accordingly feels like the cherry on top. I am certain other provinces will follow Ontario’s example and we will be able to offer live esports data to sportsbooks all across Canada in the near future.” Back in October, Bayes Esports added New Jersey and Colorado licenses to its portfolio whilst also partnering with bet365 to strengthen its tech stack. The two companies believe that this entry into the Ontario market marks “the next step in the development” of the Canadian sports betting industry. Over the last few years, the esports market has been on an upwards trajectory of growth. A report from Absolute Reports found that the global esports market was worth approximately $10bn in 2021 – this figure is expected to skyrocket by 2028 to $23.8bn by 2028. Looking at the Canadian sports betting market, and Ontario in particular, this market’s revenue figures have grown by 64.8% from Q1 of this year to Q2. From this figure alone, it’s quite clear that there is a growing opportunity for sportsbooks looking to enter the province. Combine that with a growing global esports fanbase, and the potential could well be huge.

Maple Leafs star Tavares joins OLG as new Proline ambassador

The Ontario Lottery and Gaming Corporation (OLG) has signed up the Toronto Maple Leafs captain John Tavares as an ambassador to its Proline brand.

The agreement will see the NHL star engage with fans at public appearances and support the Proline brand at promotional events and on social media. 

Tavares becomes the first major sports league athlete to sign with OLG.

“As a lifelong sports fan, bringing on someone of John Tavares’ calibre is very exciting,” said Dave Pridmore, OLG’s Chief Gaming Officer.

“Having John as our Proline brand ambassador is a great fit given his deep connection to Ontario and his leadership on and off the ice.

“John was born and raised in the province, captains the legendary Maple Leafs and started his own foundation to give back.

“OLG’s social purpose is also to give back, as 100% of OLG’s profits are reinvested in the province to improve the quality of life for all Ontarians.”

100% of profits from Proline+ and Proline at retail will go back to hometowns across Ontario. 

Explaining his involvement, Tavares added: “If you grew up in Ontario and are a sports fan like me, then you know that OLG’s Proline products are synonymous with responsible sports betting and gaming entertainment.

“I am thrilled to be the brand ambassador for OLG and Proline because of its long-standing connection to sports in Ontario – I am sure I have played in arenas built in part with funds from OLG – and its overall commitment to reinvesting in the province, which benefits all Ontarians.”

Bringing Tavares on board appears to align with the vision of OLG and a number of its recently completed deals.

In June, OLG’s Proline became Major League Baseball’s (MLB) first sports betting partnership in Ontario before signing up as an official partner of the National Basketball Association (NBA) in Ontario.

SpinAway online casino enters Ontario with GiG

SpinAway is launching its online casino offering in the province of Ontario via the Gaming Innovation Group (GiG) platform.

Through the partnership, GiG has noted that its technology will help SpinAway achieve its strategic goals of expanding into regulated markets in North America and across the globe.

The GiG platform has been authorized in the Canadian province since securing a supplier license from the Alcohol and Gaming Commission of Ontario (AGCO) back in July.

A spokesperson for SpinAway stated: “We’re delighted to have delivered an important milestone in our expansion plans for SpinAway, partnering up once again with the team at GiG to deliver something unique for the Ontarian market, harvesting our confidence in the success of the brand in the region.”

GiG is also powering the Ontario market entry of LuckyDays, the online casino brand of L7 Entertainment.

“We have been vocal about our commitment to growth in regulated markets and making sure our technology is suited to the demands of helping both new and existing partners expand their operations,” added Nicola Fitton, Chief Operations Officer at GiG.

“We’re delighted to be helping SpinAway launch in Ontario, and we’re considerably proud of the momentum we are building, leveraging our unique technology and excellent reputation.”

BetGames: Ontario is the first chapter in our North American journey

Ontario has been the market that everyone has had their eyes on over the last few months. And with the province presenting a whole host of new opportunities for European betting companies to expand their North American footprint, it’s no surprise that BetGames has identified this market as the next stop on its global expansion journey. 

BetGames CEO Andreas Koeberl discusses the company’s plans for the Canadian market and the experience in getting live dealer, betting games and lottery authorized by the Alcohol and Gaming Commission of Ontario (AGCO).

Congratulations on taking BetGames live in Ontario! What are your plans for the market and what BetGames verticals are you planning to showcase to Canadian players? 

Thank you! It’s been a lot of hard work to get to this point, but we feel we have the right line-up of innovation-driven live entertainment products that will really cut through the noise in the market and make a real impact.

Initially, we’ll be bringing TWAIN SPORT, our live-action sports betting product and ShowGames, which is our newest baby and biggest most ambitious project yet to Ontario. The latter is currently exclusively available to Entain and will see two more games next year that will also serve their Ontario facing brands.

Both are incredibly exciting line ups with unique offerings that will target the new generation of casual players who value short-form, live-action.  

Why was Ontario selected as the ‘market of choice’ for BetGames’ North American expansion? 

The feedback we’ve had from both international bookmakers and local lotteries led us to prioritize Canada for our first foray into North America. It has a fast-growing basketball betting landscape which makes TWAIN SPORT’s launch game, T-Basket a perfect fit.

There are also several logistical and practical reasons, specifically relating to modern, rapidly growing verticals like live entertainment. For example, in the US you need to build local studios, and operate from there whereas Canada allows you to leverage your existing – in our case European – studios. Us being able to reach players more rapidly is just one of the advantages to beginning our North American journey in Ontario. 

As markets continue to open up south of the border in the US, we should see investment levels rise accordingly and we’ll be in a great place to consider our move there too, having already been operating successfully in Ontario. It’s something we’ve seen other smaller suppliers do and we’re looking to replicate that success.

Looking at the regulatory process, what’s been your experience in getting live dealer, betting games and lottery authorized by the AGCO? 

From the time we’ve spent doing our due diligence, we’ve seen a huge appetite for game shows and TWAIN SPORT in Ontario across most operators including local lotteries. What makes the environment even more appealing is that the AGCO seems to be a very sensible regulator, open-minded and interested in dialogue, which is extremely refreshing.

The landscape is welcoming, attuned to business growth and the demand is there too, so our next step is to push on with the rollout. We already have our BetGames Classic titles live with a handful of operators and the results are encouraging, despite player focus traditionally being on more established product lines, but with time and the right positioning, we’re confident that our products will develop an increased foothold and thrive especially in cross selling from sports into casino.

One of BetGames’ strongest selling points has been providing a fixed-odds format for casino – making sports fans feel right at home. Do you see that same potential for Canada? 

Definitely. While the classic products still account for the majority of game sessions, the live vertical also does very well with roulette (including roulette-based game shows), blackjack and baccarat leading the way. 

It is a rapidly developing market and I think we will see some shifts towards casual, more entertainment-focused games and as a sports-crazy nation, this gives us a real edge with massive cross-selling opportunities across our product lines. 

Our roots are in that area and as such, we’ve historically enjoyed great success in that core offering but as we’re one of only a few that are catering to next-gen demand as well, we’re confident that we’ll be able to see success in providing the products that aren’t available elsewhere.

When it comes to market potential – how do you see the regulated gaming scene developing in Ontario over the next 12 months? 

With the high player value that exists there, I would expect to see the current high interest in the market continuing until at least late 2023. Then probably, like with all high-potential markets, we will see some consolidation. 

A huge positive for us is that we offer a complementary portfolio that allows operators to differentiate, and we give them products to cross-sell catering to sports bettors and casual casino players, so I don’t see the push from operators and suppliers leveling off in the next 12 months. 

Ontario, and Canada, with its market conditions and resulting competition-friendly environment, offers a fantastic platform for growth and we intend to ensure we are an integral part of it.

 

Mansion goes live in Ontario via Playtech agreement

Mansion Limited has bolstered its long-term arrangement with Playtech, launching its online casino brands in Ontario. 

Under the terms of the agreement, Mansion has gone live with its casino.com and mansioncsno.com igaming brands, whilst Playtech’s IMS platform will offer an online backend solution to the firm. 

Chris Block, Group President and Chairman, Mansion, explained: “Mansion are extremely proud to be approved by AGCO and iGO to operate in Ontario. Ontario reinforces our focus on expanding our regulated footprint across global markets. 

“Mansion is confident that our casino.com and Mansioncasino.com brands will be successful in Ontario and will positively contribute to the regulated igaming market and promote a safe and responsible gaming experience to Ontarians.”

This latest development follows on from a long-term partnership between the two companies, which last renewed their agreement in January 2020 when they both agreed a five-year extension.

Shimon Akad, COO at Playtech, said: “At Playtech, we are on a constant journey to expand into new markets and make our products available to new players. We are delighted to have launched with Mansion in Ontario, a key market for the gambling community and us. 

“But, more importantly, this announcement demonstrates the strength of our partnership with Mansion, which we’re excited to evolve and further strengthen our partnership in the future.”

LuckyDays partners with GiG for Ontario launch

LuckyDays, the online casino brand of L7 Entertainment, has gone live in the province of Ontario with Gaming Innovation Group (GiG) on its platform.

The launch in Ontario is LuckyDays’ second market entry with GiG following Sweden, offering “an attractive, user-friendly and competitive online casino” experience to players in the Canadian market.

“Launching a brand in a new market is no easy feat, so we’re grateful for the strengthening relationship we have with GiG,” said an L7 spokesperson.

“Our anticipation and expectation for the brand in Ontario are understandably high, aligning perfectly with our objectives for growth and our capacity to expand.”

GiG seeks to stand out as a leading operator in Ontario after securing a supplier license for the province back in July.

“We’re excited to be powering Lucky Days as one of the early movers in Ontario and further strengthens the relationship between the two companies,” added Nicola Fitton, Chief Operations Officer at GiG.

“It’s a continued source of pride that operators place their trust in us to launch in new markets, earmarking us as a provider of choice for both tier one and challenger brands alike.”

RGC’s Discovery Conference Kicks Off Next Week

Toronto will be the epicenter for responsible gambling discussions when the Responsible Gambling Council (RGC) takes over the Toronto Marriott Downtown Eaton Centre Hotel for the latest installment of its Discovery event.

The conference runs Nov. 8-10 and will feature a range of speakers and discussions organized around the theme 360 RG: Keeping pace with the global, omnichannel experience.

“The industry has gone through immense growth and diversification over the past year, with no signs of slowing down. Not only are we seeing new markets emerge all over the world but with it, the legalization of different gambling offerings. We know that regulated and legalized gambling is the safest route for players and the public, but still, this comes with risks and challenges,” explained RGC CEO Shelly White.

The agenda is highlighted by a keynote from Tim Miller, Executive Director of the UK Gambling Commission and Board Member of the Gaming Regulators European Forum. Alcohol and Gaming Commission in Ontario CEO Tom Mungham will also appear and speak.

Those who cannot make it to Toronto are still in luck, as there is an option to attend the conference virtually. View the full agenda for the conference here.

BCLC expands PlayNow.com presence with Saskatchewan launch

British Columbia Lottery Corporation (BCLC) has now officially launched its PlayNow.com brand in Saskatchewan.

BCLC signed an agreement with the Saskatchewan Indian Gaming Authority (SIGA) and SaskGaming in June to provide regulated online gambling to Saskatchewan players, with SIGA acting as operator of the platform.

Yesterday, November 3, PlayNow.com went live in Saskatchewan, its third different province after British Columbia and Manitoba.

Players in Saskatchewan will now be able to play over 400 casino, live casino, poker and sports betting games and products.

“BCLC is thrilled to help bring legal, online regulated gambling to Saskatchewan, in line with our social purpose to generate win-wins for the greater good,” commented Pat Davis, BCLC President and CEO.

“We would like to thank our partners at SIGA and SaskGaming for their collaboration in bringing our safe, secure and industry-leading PlayNow.com platform to the province of Saskatchewan.”

Players in Saskatchewan will have access to ‘robust’ player-health safeguards on PlayNow.com, including dedicated player-health specialists – known as GameSense Advisors – who are available via phone and live chat to answer gambling-related questions and provide additional support resources and referrals.

“We are excited to be the exclusive provider of Saskatchewan’s first and only legal online gaming site, which will provide a safe and secure option for residents to play their favourite casino games and bet on their favourite sports teams online,” said SIGA President and CEO Zane Hansen.

In 2023, PlayNow.com will introduce additional products for Saskatchewan players, including its live casino and poker products.

“Today is a historic day for casino gaming and entertainment in Saskatchewan,” added SaskGaming President and CEO Susan Flett.

“PlayNow.com will change the gaming industry as we know it and I want to extend my appreciation to BCLC and SIGA in helping make this launch a reality.”

NorthStar Gaming nets NBA partnership to enhance Ontario player experience

NorthStar Gaming has been named an ‘Authorised Gaming Operator’ of the National Basketball Association (NBA) in Ontario.

Under the terms of the agreement, its sportsbook NorthStar Bets will provide NBA bettors with an ‘immersive gaming experience’ featuring real-time NBA data.

NorthStar Gaming has also pledged improved navigation for players within its NorthStar Bets platform, which will feature NBA marks and logos.

Together, NorthStar Bets and the NBA will collaborate on best-in-class practices to protect the integrity of NBA games.

“As an Authorized Gaming Operator, NorthStar Gaming will connect our players with official data and stats from the NBA and provide them with an insights-packed user experience,” said Michael Moskowitz, CEO of NorthStar Gaming.

“We’re excited to offer current and future NorthStar Bets players with an authentic NBA experience on our platform.”

NorthStar Gaming launched NorthStar Bets in Ontario earlier this year, aiming to offer a “convenient”, “immersive”, and “content-rich” user experience for consumers, including real-time sports news, insights, and analysis to users with their betting decisions.

Meanwhile, NorthStar Gaming recently partnered with supplier Pragmatic Play, which has agreed to provide the igaming operator with its full portfolio of slot titles, including Sugar Rush, Gates of Olympus and Big Bass Splash.

Birgitte Sand: Helping to build Ontario’s regulations and the province’s ‘pragmatic’ start

AGCO’s ‘pragmatic’ and ‘open’ approach to the first six months of the Ontario igaming market has contributed to ‘an extremely good start’, according to Birgitte Sand, a Danish industry veteran who helped build the regulatory framework in the province. 

Speaking on a live version of Martin Lycka’s Safe Bet Show at SBC Summit Barcelona, Sand, who has had a long and successful career in the industry, noted that it is ‘sad’ to see regulators forced into issuing fines and that continuous fines are ‘a failure on both sides’. 

Sands is CEO of Birgitte Sand & Associates, a Board Member at Mindway.AI, Global Advisory Board Member at the All-In Diversity Project, and former long-time Director General at the Danish Gambling Authority, but was asked to help form the Ontario regulations. 

She recalled: “I’m proud to say that I already knew of the regulator in Ontario for many years and I’ve had friends, and lawyers working with gambling in Canada as well. 

“So in that sense, I knew a little bit about what was going on, but they approached me and I realized that they were really at the steps of implementing a new regime for online and I was just asked if I would like to take it on as an advisor, be there in the backstage and share what I’ve learned from the Danish market. I was extremely honored to do that.”

Whilst Sands was onboarded as an advisor, she was impressed with the existing setup in Ontario but noted that each market has its own individual quirks that makes it stand out from the rest. 

For her, in Ontario, this meant that iGaming operators in Ontario must enter an operating agreement with the organization before acquiring a license.  

“They did already have a very well-functioning regulatory authority,” Sands told Lycka. 

“But what they had to establish, quite interestingly enough for Canada, they had to establish a conduct and manage authority as well, iGO, and so due to Canada having a different build on regulation of gambling, they had a federal approach saying that we need our provinces themselves to conduct and manage gambling.

“We can’t leave it to the industry themselves to conduct and manage only and then get a license doing so. That was different but I realized we have the same sense of humour and we share a lot of our values between Denmark and Ontario, which I really very much appreciated, by the way.”

Sands offered thoughts on the way that AGCO has handled the regulatory role in the first six months of the market launching, noting that it is essential that it has let the market be open at the beginning. 

Notably, AGCO allowed grey market operators until the end of October until mandating a transition to regulation before imposing any sanctions. 

Sands noted that this pragmatic approach is a good thing for everyone, explaining:” Don’t go out there and don’t be too restrictive from day one. Let the industry and the market develop and be a little bit open and pragmatic in the beginning. 

“And then, of course, when everybody knows exactly what they got themselves into, you can strike down and start issuing sanctions and so forth. But to me, sanctioning anyone is always kind of a failure on both sides.

“It’s very sad when you as a regulator have to sanction someone because you have to look at your own part of it and say, did I do enough to inform and guide altogether since this happened? So really, I think Ontario is on to an extremely good start.”