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OLG vows to make Ontario history with new instant ticket release

The Ontario Lottery and Gaming Corporation (OLG) has launched its new instant ticket game ‘$100 Ultimate’, claiming it will create more millionaires in the province than ever before.

$100 Ultimate is already available at retail locations across Ontario until December 31, with players given a one in 25,000 chance to win the top prize.

Instant win prizes of up to $100,000 are on offer while each ticket is eligible to win one of 40 $1m prizes that will be drawn on New Year’s Eve 2022.

“$100 Ultimate will create more millionaires in Ontario than any other instant game has before,” said Duncan Hannay, OLG’s President and CEO.

“This exciting new product is the latest way we are bringing our customers more chances to win big by taking our lottery business to the next level.”

OLG further stated that the new game, like the rest of its portfolio, is supported by its PlaySmart programme as the company promotes responsible gaming.

This commitment to responsible gaming was further outlined in September when OLG launched a new self-exclusion programme ‘My PlayBreak’.

Furthermore, 100% of proceeds from $100 Ultimate will be reinvested into the Province to support provincial priorities and help build strong communities.

Meanwhile, OLG recently lent its support to Great Canadian Entertainment to help launch retail sports betting in 10 of its Ontario-based casinos.

Pragmatic Play pens Ontario gaming supply deal switch NorthStar Gaming

Pragmatic Play has strengthened its North American position as it partnered with Ontario-based operator NorthStar Gaming. 

Under the terms of the agreement, Pragmatic Play will supply the igaming operator with its full portfolio of slot titles, including Sugar Rush, Gates of Olympus and Big Bass Splash. 

This follows several other commercial agreements penned by Pragmatic Play in recent times after it struck partnership deals with bet365, 500 Casino and Fortuna Entertainment Group. 

The supplier has identified Ontario as a key market to enter following its launch in April, as it expands its North American footprint. 

Irina Cornides, Chief Operating Officer at Pragmatic Play, said: “We’re delighted to partner with NorthStar Gaming and to add to NorthStar Bets’ online casino offering with our award-winning slots. 

“The NorthStar team has a strong vision of what they can achieve in the growing Canadian market, and we’re excited to deliver our content within the immersive NorthStar Bets online casino for slots fans to enjoy.” 

NorthStar Gaming owns and operates the Ontario-based NorthStar Bets sportsbook and gaming platform. Operating on a local user experience niche, the brand provides real-time sports news stats and analysis on top of its online casino platform. 

Michael Moskowitz, Chief Executive Officer and a founding partner at NorthStar Gaming, added: “Pragmatic Play’s award-winning slot portfolio provides NorthStar Bets with content that is proven to be a huge success in multiple markets globally. 

“We’re excited to provide our players with an immersive and content-driven gaming experience that also features some of the most popular slots.” 

Kings Entertainment launches brand awareness campaign with Native Ads

Kings Entertainment has joined forces with Native Ads on a new digital marketing campaign to increase awareness of the Kings brand.

As part of the collaboration, Native Ads will employ ‘state-of-the-art’ digital advertising, paid distribution, media buying and content creation.

Kings, which listed on the Canadian Securities Exchange in January, is intent on building its brand familiarity within online investor content platforms.

“We’re excited to work with this international leader in digital marketing,” said Steve Budin, CEO of Kings Entertainment.

“Our strategy is to leverage the current excitement and growth that we’re achieving with our market-leading brands and accelerate this even further with a comprehensive digital campaign.

“The timing couldn’t be better.”

The programmatic digital advertising campaign is planned to run for up to 12 months or until ‘budget exhaustion’ – approximately $200,000 – with Kings retaining the option to extend both the campaign’s duration and budget.

Services provided pursuant to the agreement will include media placements and distribution and strategic services, including content creation, web development, advertising creative development, search engine optimization and strategic digital advertising consulting.

The campaign will commence in Q4 of 2022, with exact timelines to be agreed upon by the Kings and Native Ads.

Meanwhile, Kings Entertainment shareholders recently gave their support for the company’s proposed merger with Sports Venture Holdings, the parent company of the Bet99 sportsbook brand.

Great Canadian and SUZOHAPP launches sports betting at 10 Ontario casinos

Great Canadian Entertainment has launched retail sports betting in 10 of its Ontario-based casinos as it seeks to expand its offering. 

In partnership with SUZOHAPP, which installed its sports betting kiosk terminals across the 10 casinos, Great Canadian has brought in-person sports betting to its customers for the first time. 

The list of casinos now offering sports betting is as follows: Great Blue Heron Casino & Hotel, Pickering Casino Resort, Elements Casino Brantford and Shorelines Casino Belleville, Casino Woodbine, Shorelines Casino Peterborough, Shorelines Casino Thousand Islands, Elements Casino Mohawk, Elements Casino Grand River, and Elements Casino Flamboro.

“We remain laser-focused on enhancing the overall experience for our guests at our gaming and entertainment destinations, and the launch of sports betting at our Ontario properties is another demonstration of these efforts,” said Tony Rodio, Chief Executive Officer, Great Canadian Entertainment. 

“These onsite additions reflect Great Canadian’s commitment to investing in our facilities and the communities where we operate, as well as creating new jobs and additional revenue that will support local municipalities in Ontario.”

The SUZOHAPP product helps Great Canadian to fully automate the entire system for sports bettors, providing an easy user experience. The complete ecosystem is customizable and is automated from the cashier, to bet, to payout. 

Sim Bielak, President of SUZOHAPP and Ontario native, commented: “We are excited about our progress in the Canadian market and that of our partners Great Canadian Entertainment which will pave the way towards additional opportunities for SUZOHAPP in the future as a valued hardware partner for our customers.”

The deal to bring in-person sports betting to Great Canadian casinos was facilitated by OLG, which has partnered with the operator to allow the ‘next phase of growth’ of the Ontario industry. 

“We are proud to have worked closely with the gaming industry and our partners in the Ontario government on this next phase of growth in Ontario’s gaming market,” outlined Duncan Hannay, President and CEO of OLG.

“Sportsbooks in casinos will offer a diverse and integrated entertainment experience for players, give our service providers a stake in the sports gaming market, and bring more jobs and economic benefits to host communities.”

Paul Burns, President and CEO of the Canadian Gaming Association, concluded: “I’d like to congratulate OLG for partnering with Ontario’s gaming operators to bring sportsbooks to casinos.

“This ongoing collaboration will result in new and expanded options for sports betting – including some first-of-their-kind sportsbooks in Canada – which will attract more people to visit Ontario’s casinos and encourage continued growth across the industry.”

Rivalry & Low6 launch new esports Pick’em game

Rivalry has partnered with gaming platform Low6 on a new Pick’em game for the 2022 League of Legends World Championship and The International 11, two of the world’s most popular esports events.

Users can register and predict match winners in each tournament for a chance to win over $25,000 across both competitions.

Launched on October 20, the free-to-play game has already drawn over 5,000 new registrants to the Rivalry platform.

“Our focus is consistently centred not only on engaging our existing customers, but attracting new users onto our platform in innovative ways,” said Steven Salz, CEO & Co-founder of Toronto-based Rivalry.

“Low6 has helped us deliver a high-quality free-to-play product to uniquely activate fans around two of the biggest esports events in the world and create more touchpoints to engage our users.”

There are also plans for Rivalry to offer more free esports Pick’em contests in the future as the organisation seeks to expand in more territories, engaging and acquiring new customers.

On Low6’s side, this partnership with Rivalry marks its first foray into esports.

“Esports is a growing and global phenomenon, and we knew it wouldn’t be long before we branched out to include it in our inventory,” said Jamie Mitchell, CEO and Co-Founder of Low6.

“We are very proud to be working with Rivalry and demonstrating the flexibility of our platform in meeting the needs of an esports audience and further underlining its ability to drive acquisition in the industry.”

Josh Turk, Chief Strategy Officer of Low6, added: “Rivalry is an iconic and global esports brand recognized among the next generation of bettors as the ultimate destination for online wagering.

“We’re excited to build upon the momentum of this partnership, connecting with esport fans worldwide and constantly evolving the gaming experience to acquire new audiences for Rivalry.”

AGCO honoured for regulatory framework at IAGR awards

The Alcohol and Gaming Commission of Ontario (AGCO) has been recognised for its regulatory framework for the igaming market in Ontario at the International Association of Gaming Regulators’ (IAGR) Awards. 

Announced at the IAGR’s Annual International Regulatory Awards Gala Awards Event, AGCO was awarded the Regulatory Excellence Award for developing and implementing the Ontario framework for launch back in April. 

The award is presented to the regulator which shows “excellence in gaming policy and regulation recognizing an outstanding contribution and achievement by a regulator in advancing efficient and effective gambling policy and regulation”.

“This achievement would not have been possible without our partners at the Ministry of the Attorney General,”  said Tom Mungham, Registrar and CEO of the AGCO. 

“This award recognizes the exceptional skill, commitment and energy that was required from the AGCO team to launch a new regulated igaming market in Ontario, particularly in the midst of the COVID-19 pandemic. 

“Before the launch of the new competitive igaming market last April, residents of Ontario wagered significant amounts each year on igaming websites with limited consumer protection and responsible gambling measures. 

Many players who accessed these sites were not aware they were in fact unregulated. We are honoured to be recognized on the international stage for our efforts to serve the people of Ontario.” 

Leading a ‘first-of-its-kind’ regulatory framework in Canada, bringing a competitive marketplace to private operators, AGCO also recognised the work done by the Ministry of the Attorney General and Finance, which helped to deliver the marketplace launch.

“Congratulations to the team at the AGCO on their well-deserved award for regulatory excellence,” added Attorney General Doug Downey. 

“My team was honoured to work with AGCO in developing a strong, responsible, competitive internet gaming model that effectively combats the illegal market, attracts investment and creates good jobs.”

“On behalf of the panel of judges and the IAGR Board, congratulations to The Alcohol and Gaming Commission of Ontario,” concluded Jason Lane, IAGR President and award judge. “The scale and breadth of the regulatory reform coupled with the detailed evidence of enhanced delivery of the new licensing regime made AGCO’s nomination a standout.”

Anthem & Parleh launch new soccer series to serve Canadian bettors

Parleh Media Group has joined forces with Canadian network Game+, subsidiary of Anthem Sports & Entertainment, on the new soccer-centric series Room 4-4-2.

Running every Monday through Friday, Room 4-4-2 will shine a spotlight on the biggest news from the global soccer scene while adding extra insight and analysis to aid Canadian bettors.

James Sharman, a leading soccer voice in Canadian sports media and Head of Soccer Content at Parleh, commented: “Interest in soccer by Canadians is at its highest level of engagement ever.

“There’s a huge appetite for soccer coverage in this country right now, whether we’re talking about the Saturday schedule of Premier League matches, the march to the Champions League title, or Canada returning to the FIFA World Cup for the first time in more than three decades when they compete in Qatar next month.

“The timing is perfect for Room 4-4-2 to deliver footy news, commentary and debate for fans and bettors to Anthem’s viewers.”

Sharman has been named host of the series and he will be joined by experts Albert Vartanian and Sara Poraria.

Toronto FC and MLS insider Michael Singh also forms part of the line-up.

“In recent years, Canadian soccer fans have been underserved by the news programming from the mainstream sports networks,” added Mark Silver, Founder and CEO of Parleh Media Group.

“Anthem has a proven track record of being open to investing in creating audiences for sports content with high growth potential. That makes them the perfect linear partner for Parleh’s first foray into television programming.”

Kings Entertainment given green light for Bet99 merger

Kings Entertainment shareholders have given overwhelming support for the company’s proposed merger with Sports Venture Holdings, the parent company of the Bet99 sportsbook brand. 

Held yesterday, shareholders of the lottery and gaming company voted on a whole variety of business subjects to set the corporate agenda for the months ahead, but the most significant movement will be the closing of the Bet99 deal, which has been mooted for much of the year. 

It has been a whirlwind year for Kings, which listed on the Canadian Securities Exchange in late January, as it aimed to enter the online casino space in search of higher margins, as well as consolidating its online lottery operations. 

Also eyeing sportsbook business, the Bet99 acquisition was first confirmed in May, as CEO Steve Budin lauded the combination of two ‘strong brands’ as it aims to enter the emerging sports betting industry in Canada. 

The completion of the Bet99 deal would mark a significant milestone for Kings, not just operationally, but for its brand, too.

In September, the firm announced its intentions to rebrand to ‘Interactive Entertainment Group, should the merger be finalised, reflecting its wider scope as a multi-vertical brand.

Following the shareholder approval, Budin commented: “The near-unanimous approval of our shareholders at the Meeting shows our shareholders’ continued trust and support for management and our business strategy. 

“The approvals received today mark an important step towards the completion of our previously announced Business Combination. 

“With this approval in place, we intend to proceed with financing to ensure that Interactive Entertainment Group, the entity resulting from the Business Combination, is well-funded and would hope to close the Business Combination shortly after the financing.”

Other approvals secured in the shareholder meeting include reappointing Baker Tilly WM LLP as the Company’s auditors for the ensuing year, as well as several decisions on the makeup of the boardroom pre- and post-merger.

Firstly, the board of directors will be fixed at six members, with Steven Budin, Kelvin Lee, Robin Godfrey, Laryssa Hetmanczuk, Joseph Krutel and Anthony Zelen all appointed as directors of the Company until completion of the Business Combination. 

Post-combination, Jared Beber, Robin Godfrey, David Danziger, Kevin Kirby, Cory Levi and Hélène F. Fortin will sit on the board. 

Jared Beber, CEO of Sports Venture Holdings, has already been confirmed as CEO of the merged company following the combination, whilst Budin will retain control of the Lottokings lottery brand and act as an advisor.

Kings also gave an update on the process of getting the joint venture listed on the CSE, revealing that whilst work is continuing to fulfil all requirements, there is no guarantee that the CSE will provide final approval.

OLG makes second quarter payments to Ontario casino communities

The Ontario Lottery and Gaming Corporation (OLG) has made its second quarter payments to casino host communities in the Canadian province.

In total, OLG distributed $43.4m to 28 communities across Ontario where gaming facilities are located.

The payments to host municipalities are based on a formula consistently applied to all Ontario gambling venues, using a progressive scale of the host venue’s gambling revenue.

Windsor, which hosts Caesars Windsor, received $2.3m in the second quarter, bringing its 2022/23 total to $5.2m so far.

Brantford, meanwhile, received $1.4m in the second quarter to take its yearly figure to $2.7m.

Peter Bethlenfalvy, Finance Minister of Ontario, said: “Revenues from OLG’s Municipal Contribution Agreements support host communities so they can invest in programmes and services that benefit everyone, from neighbourhood parks to local festivals.

“These payments help improve the quality of life and make Ontario a vibrant and exciting place to live, work and play.”

Since 1994, host communities have received nearly $1.9bn in non-tax gaming revenue; across the entire fiscal year 2021-22, OLG distributed over $82.9m.

Brantford has received $93.8m from OLG since the casino opened in November 1999, while Windsor has received over $75m since OLG first opened its casino resort in the city in May 1994.