Search
Choose a style
Dark
Light

Ontario bettors’ options broaden as more sportsbooks & suppliers receive AGCO registration

Updated March 9

Ontario’s regulated online gaming and sports betting market continues to take shape ahead of opening up to authorized private operators on April 4, as several more sportsbooks and suppliers have been approved for licensing.

After a first wave of announcements from online sportsbooks PointsBet, theScore Bet, and Rivalry Corp. were issued in February, three more operators received registrations at the start of March.

888 confirmed on March 3 that it had received its Ontario registration and plans to offer its casino, sports, and poker products to players in the province, all powered by its proprietary technology. CEO Itai Pazner said that Ontario “represents an attractive long-term growth opportunity” for the company and is “an extremely strategically important milestone”.

NSUS Ltd., the parent company of GGPoker, has also received an online gaming license and the domain it has registered for operating under license is WSOP.ca, reports Poker Fuse, indicating that the company will go all-in with its partnership with the Caesars Entertainment-owned World Series of Poker in the province.

In addition, Covers reports that UK lottery betting provider Annexio Ltd. has been granted license to operate in Ontario.

RELATED: Ontario online betting operators cannot advertise sign-up offers

Suppliers are receiving registration, too.

By March 8, Toronto-based Bragg Gaming Group had announced that it has also been granted a license by the AGCO to supply local iGaming and sports betting operators with its player account management (PAM) platform, iGaming content, and managed services when the market opens on April 4.

“Receiving our supplier licence in Ontario will allow us to make consistent progress as we prepare to launch in this exciting marketplace, where we are seeing strong interest from a deep mix of local, and U.S. and international-based operators with both land-based and online backgrounds,” said Chris Looney, Chief Commercial Officer at Bragg.

So, too, had Vancouver-headquartered FansUnite. CEO Scott Burton noted that “as we scale our operations, we are focused on both the domestic and international markets. The gaming-related supplier license will enable us to gain an early-mover advantage within the Canadian online gambling industry as a betting solutions provider for new sportsbooks and online casinos looking to enter the market.”

Others, such as UK-based mobile-focused company Gaming Realms, have also received their supplier license through its subsidiary Alchemybet. The iGaming Supplier license will mark Gaming Realms’ first entry into Canada, and will see the company focus on providing its Slingo Originals game content to Ontario’s licensed online casino operators.

All registrations issued by the AGCO thus far are effective April 4.

The waves are likely to keep coming in the weeks leading up to Ontario’s launch. The AGCO had previously told Covers that around 30 operators had applied for registration.

Registered companies must also execute an operating agreement with AGCO subsidiary iGaming Ontario before they can begin taking bets.

For now, the Ontario Lottery and Gaming Corp.’s PROLINE remains the only legal Ontario-based source of sports betting.

RELATED: Connecting with Canadian sports bettors is how to win in the new world

The major goals of opening up a widely competitive regulated iGaming and sports betting market are to provide Canadian bettors with an array of high-quality options and to regain the millions of dollars in lost revenues that result from gamblers playing with grey-market operators.

Gateway’s Cascades Casino North Bay opens March 9

Gateway Casino & Entertainment’s new Cascades Casino North Bay will open to the public in a soft launch on Wednesday, March 9.

“We’re very excited about this,” said Rob Mitchell, Gateway’s Director of Communications and Public Affairs, via My North Bay Now. “This is not our grand opening, we’re calling it a soft opening. But, it’ll be the first time the folks in North Bay can actually come to Gateway Cascades Casino on Pinewood Park Drive.”

It’s been a long wait for Gateway and for North Bay. The groundbreaking took place on May 31, 2019, and was initially supposed to be open in summer 2020 before the pandemic derailed that timeline, causing an almost two-year delay in the opening of the $31 million casino.

“This will also mark the fourth Match restaurant opening in Ontario, a signature brand of ours on the west coast,” Mitchell added, per BayToday . “We’re slowly bringing that brand to Ontario. We currently have them in Hanover and Chatham and Point Edward and this is the latest Match Eatery and Public House which is a mix of nightclub and sports bar.”

The 39,000 sq. ft. casino will feature 300 slots and six live table games of Roulette, Blackjack and 10 electronic table games, reports BayToday.

“We’ve got everything from roulette to blackjack to a wide variety of slots under all kinds of different denominations of play, Mitchell added, via My North Bay Now. “We’ve got electronic table games, there’s lots and lots of variety.”

There will also be live entertainment and a large ‘sun-drenched’ patio that customers can travel freely into the restaurant and beyond, even onto the gaming floor. The “Summit Bar” runs the entire length of the gaming floor.

Mitchell said that the casino has already brought about 200 new jobs to North Bay and is still doing some hiring.

“We’ve been running what is best described as a boot camp,” he added. “We’ve been running staff in the facility both on the gaming floor and our kitchen and restaurant staff. Testing the food, going through the menu, doing the food preparation and sharing with the staff to work through the menu and that kind of training.”

A grand opening will be planned for a later date.

Scientific Games rebranding as Light & Wonder

Scientific Games is abandoning its longtime name and rebranding as Light & Wonder with a “singular focus to be the leading cross-platform global game company” by creating great games and leveraging technology to enable a seamless player experience across all platforms.

The transformation comes after “strategic vision and input from key stakeholders” and represents the company’s enhanced focus on content creation, hardware, and systems that connect iconic titles across any place or channel, whether it be land-based casinos, online and mobile, or real-money and free-to-play social gaming markets.

“We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that offer players a seamless experience across platforms,” said Barry Cottle, Scientific Games/Light & Wonder CEO at the company’s recent earnings call. “Our powerful new strategy required a powerful new identity to distinguish us and our unique offerings and capabilities. Our new name and identity are born from our winning strategy to be the leading cross-platform game company, and will inspire our people to make great products for our players.

“We already have a world-class team powered by the brightest game creators in the business and in transforming into a growth company who invests in our people and products, we will serve our players even better wherever and whenever they play.”

The company will operate under an assumed name its legal name change is complete in spring 2022. At that time, it intends to start trading under a new stock ticker: LNW. It will also migrate to a new website featuring iGaming and land-based casino products, technology, and services: lnw.com.

The Light & Wonder rebrand is the latest prominent strategic move undertaken by the company. The divestiture of its lottery business is expected to close in the coming months, followed by the offload of its sports betting business later in 2022.

In October, the group entered a definitive agreement to sell its lottery business to Canadian private equity company Brookfield Business Partners for US$6.05bn, and also last year, it agreed to divest its sports betting division OpenBet to global talent and media agency holding company Endeavor Group.

The rebrand comes as the firm announced a strong performance during the final quarter of 2021, wherein revenue increased 21 per cent to $580m, its US iGaming business 112 per cent year-on-year, and SciPlay recorded its highest quarter ever. For the year, revenue increased 27 per cent to US$2.15bn, primarily driven by North American gaming operations as well as the continued recovery of the market.

Real Luck Group appoints Benn Timbury as COO

Real Luck Group and its Luckbox subsidiary has appointed lotto gaming executive Benn Timbury as its Chief Operating Officer.

Timbury’s most recent role was with one of Europe’s fastest-growing start-ups, the Gibraltar-based Lottoland Group, which is active in 15 global markets, has over 350 employees, and more than 15 million customers. At Lottoland, he played a lead role in driving new strategic initiatives to support the corporation’s growth, says a Real Luck Group release.

Prior to that, he was the founder and CEO of online gaming company LiveLotto, where he led the company’s growth, corporate governance, and legalistic frameworks.

Real Luck Group Ltd Chief Executive Officer Thomas Rosander said: “I am delighted to welcome Benn to Luckbox at an exciting time for our company. After adding casino games to esports and sports on our next-generation wagering platform, we are beginning to scale player acquisition efforts and looking to enter new markets with additional licenses, all of which Benn will play a pivotal role in executing.

“Benn has a proven track record of success in a leading role within iGaming companies, helping deliver on revenue growth, to hit operational milestones and implement B2C and B2B strategies and we are looking forward to having his expertise to help drive us forward on our near-term and long-term growth goals.”

Timbury added: “Luckbox sits perfectly at the convergence between esports, gaming and gambling and the huge potential of this sector is well documented. I am joining a stellar team that blends iGaming knowhow with esports authenticity and I am looking forward to playing a key role as we strive to scale our user base and revenues throughout the coming months.”

MGM deepens GameSense integration as it strengthens RG commitment

MGM Resorts has announced a strengthened commitment to responsible gaming in what it calls “the next evolution” in enabling in-person and online players to make responsible, informed decisions.

MGM Resorts and Bet MGM will introduce what it calls “the gaming industry’s most comprehensive tools” in a move that also sees the full integration of British Columbia Lottery Corporation’s GameSense program into the group’s desktop and mobile platforms.

Through GameSense, which has been integrated to complement existing tools, BetMGM will look to proactively promote and encourage responsible gaming with customers and will benefit from further information on how to set responsible gaming limits and dispel common gambling myths, as well as offer easily accessible resources for customers and their families to receive support and assistance for anyone concerned about problem gambling.

Throughout Problem Gambling Awareness Month in March, MGM employees will also receive GameSense training in a bid to reinforce the firm’s ongoing commitment and approach.

Adam Greenblatt, BetMGM CEO, said: “Our industry is expanding at a rapid rate as more markets legalize sports betting, and we’re committed to growing the right way. It is important to empower and educate our customers, and the enhancements we’ve invested into GameSense within BetMGM provides the best information and guest services for players to bet responsibly.”

MGM Resorts’ casino floors now feature a variety of slot machines with QR codes that offer access to responsible gaming information and educational materials from GameSense. MGM also expanded its GameSense advisor employee training program by certifying more than 180 employees.

Furthermore, signage featuring the BCLC’s developed and licensed program will be featured across MGM’s land-based estate.

“As we enter our fifth year with GameSense, we remain focused on offering new and innovative resources to our guests, designed to increase responsible gaming awareness and to promote healthy play,” added Bill Hornbuckle, MGM Resorts CEO and President. “GameSense remains an instrumental part of our guest service model and we’re confident that it has and will continue to make a difference.”

AWS partners with MLSE for betting experiences

Amazon has announced that its Amazon Web Services (AWS) has partnered with Maple Leaf Sports & Entertainment (MLSE), the owner and operator of several Toronto-area sports teams, to deliver betting and gaming experiences and products to fans.

Under the deal, MLSE – which owns the NBA’s Toronto Raptors, the NHL’s Maple Leafs, MLS franchise Toronto FC, and Canadian Football League outfit Toronto Argonauts – will have access to AWS cloud computing and artificial intelligence (AI) technology to improve both gameplay and fan experiences.

Amazon Kinesis, AWS’ real-time data and video analysis tool, will power MLSE’s planned ‘Game within the Game’ digital experience, which will feature augmented reality (AR) and virtual reality (VR) elements and allow fans to track their favourite players, access enhanced game insights in real-time, take part in free-to-play gaming, and participate in on-demand sports betting.

“AWS supports many of the world’s most exciting sports organizations with the most comprehensive and broadly adopted cloud offerings,” Matt Garman, senior vice president of sales and marketing at Amazon Web Services, said. “We help organizations like Formula 1 to redesign their cars, the National Football League to train their players, and the National Hockey League to pull fans deeper into the game with a growing roster of real-time stats.

“We’re thrilled to grow our global sports community with MLSE and help them build a winning suite of analytics and machine learning capabilities. Together with AWS, MLSE will continue to strengthen iconic Canadian sports franchises like the Toronto Maple Leafs, Toronto Raptors, Toronto FC, and Toronto Argonauts, and help them connect with fans on a more personal level than ever before.”

As Ontario’s new regulated iGaming and sports betting market opens up on April 4, Christian Magsisi, VP of technology & digital at MLSE, told SportTechie that the technology the company is developing in partnership with AWS “could enable existing sportsbooks to provide new and enhanced experiences”.

“Our partnership with AWS will work on enhancing fan experiences, and this will include areas such as mixed reality and advanced analytics, that have an intersection with free-to-play gaming and sports betting in the future,” he added.

Canada’s Century racetracks to offer fixed-odds betting

Century Casino has announced that its operated racetracks in Canada, Century Downs Racetrack and Casino (CDR) and Century Mile Racetrack and Casino (CMR), have partnered with BetMakers’ Global Racing Network to offer fixed-odds wagering on the two racetracks’ thoroughbred and standardbred horse races.

Starting on February 26 at CDR’s 2022 meet, licensed betting operators from around the world can now offer racing content at CDR and CMR for fixed-odds betting. That includes operators in the Australian and Asian markets that Century Casinos is currently not accessing.

As part of the deal, Global Racing Network will distribute Century’s racing content, including both data and race vision (live and replay vision of racing).

“The Century Casinos racetracks have established a reputation as premier destinations for horse racing fans in Canada, which will be strengthened further by expanding the company’s distribution to new markets and new racing enthusiasts all over the world through this Global Racing Network partnership,” the company stated in a press release.

Kerry Gatten, Partnerships Manager of BetMakers’ Global Racing Network, added: “We are delighted to offer the first-rate content of Century Downs and Century Mile to a global audience and to help introduce a new source of betting revenue to the Century tracks. We want our global partners to know that Century is an attractive racing content option, with an extensive calendar of high-quality standardbred and thoroughbred racing in a time zone that is accessible to a broad array of markets including Europe, Asia, and Australasia.”

Colorado-headquartered Century Casinos, Inc. owns and operates several properties in the province of Alberta, including Century Casino & Hotels and the Century Mile Racetrack and Casino in Edmonton, and the Century Casino in St. Albert. It also holds a 75 per cent ownership interest in Century Downs Racetrack and Casino in Calgary.

It also used to operate and own Century Casino Calgary, before it sold the casino operations in December 2020 and subsequently sold the land that houses the facility in January 2022 to real estate business Rowanwood Financial Properties.

DraftKings CEO doesn’t expect American dominance in Ontario

DraftKings’ CEO has admitted that while the company has big plans for the Ontario market, he doesn’t expect major American players to be able to dominate the province’s gaming and betting industry in the early stages.

Since the repeal of PASPA in 2018, the likes of DraftKings, BetMGM, FanDuel, and others have emerged as the leaders in the U.S. sports betting market. When Ontario opens for regulated business on April 4, the fifth-largest jurisdiction in North America by population will be the second-largest sports betting market on the continent.

DraftKings’ Jason Robins said that while the company is looking forward to launching in Ontario and competing in that market, pending licensure and required approvals, it is not counting on the province to lead its balance sheet.

Robins noted that while regulated sportsbooks typically started from the same position in the U.S., much of the Ontario sports betting market may already be signed up before DraftKings and its major U.S. competitors can take their first bet. Because of Ontario’s unique approach to private iGaming in a bid to mitigate the existing grey market, the likes of DraftKings will be competing with many brands that have actually been operating in the province for years, in some way or another.

“Definitely, it’s different. There’s been a grey market there for many years,” Robins said, per Play Canada. “We are not projecting the same level of market share in Ontario or in Canada in general that we are projecting in the U.S. just because we don’t have that early mover advantage.”

RELATED: DraftKings agrees sports betting, DFS & iGaming deal with NHL

“But it should be a good market,” he added. “It has iGaming, it has sports betting, and we already have a decently sized user base of DFS customers there. So we’re pretty excited about Ontario.”

NorthStar Gaming unveils betting brand & Torstar content

Canadian gaming company NorthStar Gaming has unveiled the brand it hopes to take live in Ontario’s new iGaming and sports betting market, NorthStar Bets.

The online casino and sportsbook platform aims to provide players with a “uniquely local, premier” user experience that CEO Michael Moskowitz says will pay tribute to “our local roots”. Players will be able to play games as well as enjoy sports betting insights and content every time they visit the platform.

“As a proudly Canadian-owned and operated brand, we take great pride in providing Ontarians with a hyperlocal gaming experience,” said Moskowitz in a news release. “We hope to inspire a sense of home team pride in our players as they discover our platform and unique NorthStar Bets content.”

Additionally, as part of an omnichannel advertising and marketing services arrangement with Torstar Corporation, readers of thestar.com will have the opportunity to enjoy sports betting and wagering content created by the NorthStar Bets content team.

Visitors to the site will be able to access this material in a dedicated section at thestar.com/sports/sports-betting.

Following the launch of the NorthStar Bets gaming platform, thestar.com will feature additional betting content, including daily picks and videos of the events, teams and players that matter most to Canadians.

“We’re very excited to work with NorthStar Gaming as they prepare to launch a market-leading online gaming business in Ontario,” said Lorenzo DeMarchi, Interim CEO of Torstar. “With Ontario’s regulated online gaming and sports betting market set to open this spring, we’re sure there will be strong interest from our Toronto Star readers, particularly our sports readers, in the growing popularity of wagering content. Now, with the NorthStar Bets integration, readers will have access to gaming-related insights and storylines at their fingertips.”

In preparation for its launch in Ontario, NorthStar has been forging partnerships with prominent names in the Canadian market in recent weeks.

In January, it was announced that leading gambling tech company Playtech will power NorthStar through its IMS platform. The company has also partnered with Kambi to fuel its sportsbook and related technology, as well as striking a deal to become the exclusive and official sportsbook and casino affiliate partner of Parleh Media Group and its owned and operated digital channels in Ontario.

OLG announces partnership to increase diversity and representation

Ontario Lottery and Gaming Corporation (OLG) is moving to foster Black representation and workplace diversity by partnering with Black Talent Initiative (BTI) to invest in the growth of Black professionals.

BTI is a volunteer-driven, social impact organization committed to delivering professional development, mentorship and community for Black talent seeking career advancement. Volunteers and partners across North America collaborate with BTI to create connections and career opportunities for Black talent through its community of established business professionals, resources and networks.

Through the partnership, OLG will post job opportunities on BTI’s network, creating a talent pipeline for OLG. Leaders at the crown corporation will also work with BTI to provide opportunities for mentoring and networking with Black professionals. In addition, OLG and BTI will work together to develop learning opportunities that benefit both OLG employees and BTI talent.

“We’re thrilled to be joining BTI in its mission to provide Black talent seeking career advancement with the professional development, mentorship, and community that creates career opportunities and inspires equitable, anti-racist workplaces of today and tomorrow,” said Tyjondah Kerr, OLG’s Director of Equity, Diversity, and Inclusion, in a news release. “At OLG, we celebrate our differences and know that our unique perspectives, backgrounds and orientations are what make OLG a great place to work. Through our partnership with BTI, we will further our commitment to create an environment where current and future Black OLGers can excel”.

“In our province’s history, few organizations can match the contribution that OLG has made to our communities,” said Mark Harrison, Founder, Black Talent Initiative. “Their focus on improving economic benefits for people is a perfect alignment with the outcomes the Black Talent Initiative is pursuing in earnest. I am honoured they are joining our movement.”