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SBC Summit 2026 ends record week with 40,000 attendees as event commits to Lisbon until 2030

SBC Summit’s record-breaking 2026 edition delivered growth not only in overall attendance, but across some of the industry’s most commercially important audience groups.

Operator numbers increased by 37% and C-level participation rose 40.7% year-on-year at this year’s Lisbon event.

Headlined by the likes of basketball icon Michael Jordan, the event brought together some of the biggest names in gaming, sport, and entertainment for a landmark edition that also saw SBC confirm Lisbon as the home of SBC Summit through 2030.

40,000 people attended this year’s event in Lisbon, representing overall growth of 34.5%. Within that audience, the number of C-level executives climbed from 5,969 to 8,398, meaning senior decision-maker growth outpaced the expansion of the event as a whole. 

Affiliate registrations also rose by 71%, while attendance increased across every major international region, including growth of 129.6% from Africa, 58.5% from North America, 44.3% from Asia, 32.3% from Europe, and 10.7% from Latin America.

SBC Summit 2026 in Lisbon
Image: SBC

“The figures point to a broader shift in the composition of SBC Summit as it scales: not simply towards a larger international audience, but towards greater representation from senior executives, operators, and commercially significant industry segments,” said SBC founder and CEO Rasmus Sojmark.

SBC Summit hosts standalone forums and meetups

The scale and composition of the audience were reflected in how the 2026 edition was structured. Across the Feira Internacional de Lisboa (FIL) and the MEO Arena, SBC Summit brought together operators, affiliates, suppliers, regulators, startups, and investors from 178 countries, creating a broad commercial environment for meetings, product discovery, partnerships, and market expansion.

Rather than simply adding more content to accommodate a larger audience, SBC expanded the event around specific industry communities and business objectives.

That evolution was particularly visible through the launch of the standalone Affiliate Leaders Summit, which brought together 10,000 attendees, including 6,000 affiliates and 3,000 operator representatives, alongside 150 exhibitors and sponsors. The scale of the event gave the affiliate and performance marketing sector its own dedicated commercial environment while remaining connected to the wider SBC Summit audience.

A stronger focus on regulation and direct engagement with regulators was also evident across the week, with several dedicated forums and regulatory gaming meet-ups designed to bring policymakers and industry stakeholders together.

The debut of the African Gaming Forum reflected both the growing globalization of the audience and the increasing importance of regulatory development across the continent, particularly as African attendance increased 129.6% year-on-year. The forum brought operators, suppliers, regulators, and other stakeholders together to discuss licensing frameworks, market development, and the regulatory conditions needed to support sustainable growth across African jurisdictions.

Image: SBC

The Global Prediction Markets Forum placed similar emphasis on regulation in a rapidly developing sector, convening companies, legal specialists, policymakers and industry executives to examine the regulatory questions emerging at the intersection of betting, financial markets and forecasting.

This focus was reinforced through the Regulatory Gaming Meet-ups, organized in conjunction with the International Association of Gaming Regulators (IAGR) and the International Masters of Gaming Law (IMGL). The meet-ups created dedicated opportunities for regulators, lawyers and industry leaders from different jurisdictions to connect directly, exchange perspectives and discuss evolving regulatory approaches across global gaming markets. 

More networking opportunities than ever before

Commercial interaction was also supported through an expanded structured networking program powered by SBC Connect, alongside other targeted formats designed to make it easier for attendees to identify and meet relevant partners throughout the event.

“SBC Summit is, first and foremost, a major trade show, and the expo floor remains at the heart of the event because that is where a huge amount of business gets done,” added Sojmark.

“What we focused on for this edition is the quality of the audience around that show floor and making sure the right people can find each other. As the event grows, that becomes even more important. Operators need access to the right suppliers, suppliers need access to decision-makers, and companies entering new markets need the right local connections.

“The growth in operators, affiliates, and C-level attendees tells us that the event is becoming stronger in exactly those areas.”

The exhibition itself brought together 800 sponsors and exhibitors, supported by a conference and education program featuring 600 speakers and an expanded range of CPD-certified learning opportunities.

“We set out to create more than a gaming industry trade show,” said Sojmark. “We wanted to build a global meeting place at the intersection of gaming, AI and tech, fintech, sports, music and entertainment.”

Michael Jordan and Co. draw crowd of 5,000

That ambition was reflected in a conference program that brought together some of the most influential figures from across industries.

One of the defining moments was a historic keynote featuring basketball legend, investor and philanthropist Michael Jordan, who took to the stage alongside Sportradar founder and CEO Carsten Koerl and DraftKings co-founder and CEO Jason Robins. The landmark session drew an audience of 5,000 attendees, making it one of the most significant highlights of the event and bringing together three influential figures from the worlds of sport, business and technology.

Image: SBC

The conference also welcomed major names from global sport and media, including renowned soccer journalist and transfer market insider Fabrizio Romano and UFC champion Charles Oliveira.

Across the week, SBC Summit combined some of the industry’s most influential executives with major figures from global sport and media. Headline speakers included basketball icon, investor and philanthropist Michael Jordan; Sportradar Founder and CEO Carsten Koerl; DraftKings Co-Founder and CEO Jason Robins; football journalist and transfer market insider Fabrizio Romano; and UFC champion Charles Oliveira.

They were joined by industry leaders including:

  • Allwyn Digital CEO Kresimir Spajic and Group Chief Brand Officer Tatiana Vivienne Jouanneau
  • Altenar COO and co-founder Dinos Stranomitis
  • Betsson Group CEO Jesper Svensson
  • Flutter International Chief Strategy Officer Tom Bowry
  • Fortuna Entertainment Group CEO Dieter John
  • Jogos Santa Casa co-CEO Rita Prates
  • LeoVegas Group CEO and co-founder Gustaf Hagman
  • SoftConstruct co-founder Vigen Badalyan
  • Spribe founder and CEO David Natroshvili
  • Super Technologies Deputy CEO Albert Simsensohn

Beyond the conference stages, the event’s entertainment program further reflected its ambition to bring gaming together with the wider worlds of music and entertainment, with internationally acclaimed rock band The Script performing at the opening party and world-renowned DJ Tiësto headlining the INFINITY Lisbon closing party.

The event’s continued growth has also deepened SBC’s relationship with Lisbon. Mayor Carlos Moedas opened SBC Summit, and on the final day, SBC formalized a new long-term agreement confirming Lisbon as the home of SBC Summit through 2030.

“Lisbon has become part of the identity of SBC Summit,” said Sojmark. “Committing to the city through 2030 gives us the ability to plan much further ahead and continue building the event around what the industry needs commercially.

SBC Summit will return to FIL and the MEO Arena Sept. 21–23, 2027.

Why BetMGM’s Alberta launch is exceeding executives’ expectations

BetMGM had plenty to draw upon when it went live on day one of Alberta’s regulated iGaming market on July 13, 2026. Three months later, executives say the province is already exceeding their expectations.

“Our ambition for Alberta is a podium position,” BetMGM Chief Revenue Officer Matt Prevost told Canadian Gaming Business in an interview. “On a scale basis, given it’s about one-third of the population, it’s been a much faster adoption than Ontario.”

CEO Adam Greenblatt and CFO Gary Deutsch backed up those comments on an earnings call on Tuesday, Oct. 13.

“In Alberta, we’re seeing attractive ROIs and per-player metrics, with several KPIs trending better than those post-Ontario’s launch,” Greenblatt told investors and analysts.

The biggest tangible effect of the Alberta launch so far has been on customer acquisition, said Deutsch.

“From an acquisition standpoint, about 20% of the new players we acquired in Q3 were from Alberta, so we have had a really good burst out of the gates there,” added the CFO.

“We modeled our own forecast for Alberta to mimic the trajectory takeoff that we had in Ontario a few years back. We have ramped up faster and higher than that trajectory, so that is positive. We are exceeding our daily targets. We’re all good there.”

Executives were not drawn into speculating about the longer-term impact that Alberta may create for BetMGM. But it’s evident already, after just one quarter, that the launch is paying dividends.

BetMGM’s Alberta business is new, but roots are deep

Although BetMGM’s sportsbook and casino platform is new to Alberta customers, the brand is not.

A leading operator in Ontario’s regulated market and by some measures the third-largest iGaming platform by revenue share in the U.S., BetMGM (like many other operators) already had a visible presence in Alberta prior to July 13 due to factors such as national advertising aired by broadcasters around live sports events.

It also counts Wayne Gretzky and Connor McDavid, two of the greatest Canadian hockey players of all time and Edmonton Oilers captains past and present, among its leading brand ambassadors. BetMGM announced this week a renewal and extension of its work with McDavid, which will now prominently face Alberta.

Meanwhile, Gretzky featured prominently on stage with Greenblatt during the Global Gaming Expo (G2E) in Las Vegas on Sept. 29, which is where Canadian Gaming Business spoke with both Prevost and BetMGM VP of Canada Scott Woodgate.

“The goal in Alberta is to carry the leadership position that we have in Ontario,” said Woodgate, referencing past comments from Greenblatt in which the CEO estimated that BetMGM is the No. 1 operator in Ontario in terms of online casino market share.

A sign at the Canada-U.S. border welcoming visitors to Alberta
Image: Paul Brady Photography / Shutterstock.com

Like Ontario, Alberta had what Woodgate described as “a raging grey market” before it began licensing and regulating online gambling in April 2022. Some operators offered sports betting and/or casino gaming to residents before the doors opened. Others like BetMGM did not.

The net effect of the pre-existing grey market is that Alberta offers a user base that knows what it’s talking about and that was ready to dive straight in on day one.

“For the most part, Alberta is a really gaming-savvy population,” said Prevost. “This is not new for them.”

Woodgate added that every licensed operator in Ontario had a steep learning curve in that province, particularly those that weren’t there already. Thanks to four-and-a-half years of Ontario operations, Alberta is less of a mystery.

“For us, we realized very early that Ontario gamblers were very savvy going in,” Woodgate explained. “You didn’t have to educate them on what a parlay was. They knew because of the raging grey market. We’re finding the same thing in Alberta.”

Online casino drives BetMGM forward

In Ontario, online casino is the primary revenue driver for operators. Around 85% of both total handle and gross gaming revenue in the province’s market comes via iCasino on a month-to-month basis. Whether the same pattern will emerge in Alberta remains to be seen.

If it does, BetMGM executives feel they have pole position to capitalize.

Approximately 70% of BetMGM’s business comes from online casino, per Greenblatt. The operator has pursued a strategy that blends games built around the intellectual property rights of popular TV and movie brands, a robust live dealer offering through its co-parent MGM Resorts International’s partnership with Playtech, and sports-tied slot games.

On the call, the CEO referenced BetMGM’s exclusive ‘Game of Thrones‘ content, which became the operator’s most successful game launch of all time in Ontario and Alberta. Prevost described it to Canadian Gaming Business as “an absolute rocket ship” that further enhanced an online casino IP slate that already included the likes of:

“MGM started as a studio in the world of entertainment long before it was a casino,” said Prevost. “It’s endemic to our brand, and it’s a place where we can and do lead.”

BetMGM CEO Adam Greenblatt
BetMGM CEO Adam Greenblatt speaking at SBC Summit Americas. Image: SBC

On Tuesday, Greenblatt also noted the launch of several sports-branded casino games ahead of the NFL season, including content made possible via BetMGM’s new multi-year partnership with the Minnesota Vikings, “which we know will be particularly enjoyed by our Canadian players in Ontario and Alberta.”

“At BetMGM, we own the category of entertainment,” said Greenblatt. The CEO also suggested that internal data shows that around 60% of BetMGM’s sportsbook customers play online casino games during a typical week.

BetMGM already seeing gains from Alberta iCasino

Deutsch suggested that BetMGM is already seeing the effect of that online casino strategy in Alberta. He said that while the early months of the province had a negligible impact on the operator’s top-line revenue, Alberta created approximately two percentage points of growth impact on the online casino side of the business.

Prevost noted that operators like BetMGM only got a sense of how big the Ontario market could be as they began to hit maturity in the province.

“I think that opened everyone’s eyes to what Canada can become,” he told Canadian Gaming Business. “And, so, in Alberta, no one’s guessing anymore about how big this market is.”

BetMGM maintains guidance as EBITDA doubles

Greenblatt and Deutsch spoke on Tuesday after BetMGM issued a Q3 2026 earnings report that showed small increases in revenue, while adjusted EBITDA more than doubled year over year.

The MGM Resorts and Entain joint venture reported that:

  • Net revenue increased 7% year over year to US$710m
  • Adjusted EBITDA jumped 112% to US$86m
  • Online casino net revenue grew 6% to US$483m
  • Online sports betting net revenue climbed 7% to US$216m

Greenblatt stated that the Q3 performance keeps BetMGM on track to deliver its previously projected full-year 2026 guidance of between US$2.9bn and US$3.1bn in revenue and adjusted EBITDA of between US$300m and US$350m, albeit toward the lower end of those ranges.

“Consistent with our strategy, we’ve remained nimble and disciplined, leaning into BetMGM’s strengths and where we can achieve the most attractive returns,” Greenblatt added. “This has seen us increase our focus on iGaming, multi-product states, Nevada, and most recently Alberta, as well as higher-value, higher-staking players, particularly in online sports betting, while also reducing investment in certain lower-return OSB-only markets.

“This more targeted approach is working.”

bet365 analysis suggests Canadian players seek out online slots franchises

Canada now has two regulated online casino provinces after Alberta joined Ontario in July 2026. When it comes to online slots, which games are performing best?

In its monthly Gaming Insights and Performance report, bet365 assesses slot player trends and game performance on its casino platform across 22 of its operational iCasino markets worldwide, including three core Canadian segments:

  • Alberta
  • Ontario
  • Overall Canada

The reports use an algorithm that takes into account metrics such as revenue, stakes, sessions and engagement across around 7,500 online slot titles on its casino platform. It only tracks online slots, not other categories like table games or live dealer.

Area Link and Amazing Link series dominate Canadian charts

Games Global titles dominated bet365’s Canadian online slots charts in September. In particular, the Area Link and Amazing Link series developed by its subsidiary studios were represented in the podium positions of all three regional rankings.

Area Link Phoenix Firestorm No. 1 in Canada, Ontario

AreaVegas Games topped the rankings in both Canada and Ontario with its Area Link Phoenix Firestorm title that launched last year.

In the cross-Canada online slots chart, the Amazing Link franchise from another Games Global studio, SpinPlay Games, ranked second and third with Amazing Link Zeus and Amazing Link Zeus Boost, respectively. The latter of those jumped 35 places to finish third.

Other series such as Gold Blitz (another Games Global-owned brand) and Pragmatic Play’s Gates of Olympus also ranked strongly in Canada on bet365 Casino in September.

Alberta online slots trends start to take shape

The September 2026 bet365 online slots report assessed the second full month of Alberta’s new regulated online gambling market, which opened on July 13 with more than 20 iGaming sites on day one. In the weeks since launch day, the field has expanded to more than 40 sites, the majority of which offer online casino gaming.

In Alberta, too, Amazing Link was a strong performer. Amazing Link Zeus rose one place from its No. 2 ranking in August, to sit at No. 1 in the province’s second full month as part of the bet365 slots report. The Area Link series was represented by Area Link Dragon at seventh.

Elsewhere in Alberta, Play’n GO’s Rise of Olympus 100 aptly rose in the September chart, up 29 spots to place second. Two Pragmatic Play titles that also use the Olympus name also featured, with Fortune of Olympus in third and Gates of Olympus Super Scatter sixth.

Meanwhile, the bet365 original bet365 High Flyer continued in 10th.

High risers from AGS, Playtech move into Ontario top 3

In the comparatively mature regulated market of Ontario, where bet365 has been a licensed online casino since 2022, Area Link Phoenix Firestorm extended its stretch as the No. 1 game in the operator’s online slots chart to four months.

Below that game, there were several notable risers.

AGS title Capital Gains jumped 18 places to No. 2, and Playtech’s Leprechaun’s Luck: Cash Collect soared 46 spots to No. 3. In Ontario, too, the bet365 High Flyer game ranked highly, up one position to fifth.

On the whole, bet365 reiterated that Canadian online casino players continue to be particularly receptive to online slots from proven franchises such as Area Link, Amazing Link, and Gold Blitz.

Perusing the three Canadian lists for September suggests that there is also room for one-off titles and original content to make their mark.

Canada’s Supreme Court hears arguments for and against Ontario iGaming international expansion

The question of whether or not Ontario can legally allow online gamblers to compete with players in other countries officially reached the Supreme Court of Canada this week.

Judges at Canada’s highest court spent almost three hours on Wednesday, Oct. 7 listening to both sides of the argument and will take the ‘Atlantic Lottery Corporation, et al. v. Attorney General of Ontario‘ case under advisement.

No ruling was made during the hearing, and it may be some time before a decision arrives.

What is the Canadian Supreme Court iGaming case about?

The question being considered is whether it would be allowable under the Criminal Code of Canada to take peer-to-peer iGaming across international borders. Currently, players of games such as P2P online poker in Ontario can only play against other Ontario-based users, thereby significantly limiting the player pools and prizes on offer, as well as curbing the appeal to players and operators alike.

The Ontario Court of Appeal issued a 4-1 majority opinion in November 2025 determining that expanding peer-to-peer Ontario iGaming in that manner would be legal.

Several provincial lottery crown corporations then appealed the decision to the Supreme Court.

On one side of the argument is the pro-liquidity crowd:

  • The government of Ontario (and now also Alberta, which joined the case as an intervenor)
  • The Canadian Gaming Association (CGA)
  • PokerStars and FanDuel parent Flutter Entertainment
  • GGPoker owner NSUS Group

Joshua Hunter, counsel for the Attorney General of Ontario, told the judges that the Criminal Code’s concern with relation to gaming is not about connecting with other countries but instead ensuring a province does not intrude on other provinces’ rights to conduct and manage gaming within their borders.

“[The Criminal Code] makes it clear that anything outside Canada is not prohibited at all, unless Parliament expressly says it is.”

Joshua Hunter, counsel for Ontario

Adam Goldenberg, counsel for the CGA, echoed that notion.

“Ontario is not precluded by anything from acting outside the borders of Canada,” he said. “What has been presented to you is a scheme in which everything that happens in Ontario would be conducted and managed by the province.”

Lotteries argue against ‘dramatic expansion’ of iGaming

On the other side of the coin are the appealing lotteries of numerous provinces that, unlike Ontario and Alberta, have not established their own commercial regulated online gambling markets:

  • Atlantic Lottery Corporation (ALC)
  • British Columbia Lottery Corporation (BCLC)
  • Loto-Quebec
  • Manitoba Liquor and Lotteries (MBLL)

Those crown corporations argue that international Ontario iGaming player pooling would violate the Criminal Code. Countering the Ontario lawyers’ reading, counsel for the appellants told the Supreme Court judges that the Ontario court “erred” in its interpretation of the law.

“The decision relied on a lack of express prohibition of international play,” said Matthew Milne-Smith, a lawyer for the appealing lotteries. “With respect, this is backwards.”

“Everything that is not expressly permitted is prohibited, and both the text and the history of the relevant provisions support this conclusion.”

Matthew Milne-Smith, counsel for the appealing lotteries

Given that they retain the monopoly on authorized online gambling in their respective jurisdictions, the appealing lotteries voiced concerns about what might follow if the Supreme Court upholds the Ontario court’s decision and allows expanded Ontario iGaming.

While online poker and daily fantasy sports have been used as the clearest and most relevant examples in today’s gaming, the eventual decision would theoretically apply to any peer-to-peer gaming product that may be launched in the future.

“This court should not approve a dramatic expansion of online gaming to encompass foreign gamblers based on hand-waving about how it’s going to happen in practice,” added Milne-Smith.

Ontario maintains it would legally conduct and manage

A centrepoint of the legal fight is what Ontario’s proposed model actually constitutes. The Criminal Code allows a provincial government to “conduct and manage” a gaming scheme “in that province.” What does “in that province” actually encompass?

Backed by the CGA, Ontario asserts that it would conduct and manage gaming activity hosted on the province’s licensed sites that may choose to take part in international liquidity, as iGaming Ontario already does for the province’s regulated market. Players in other countries would be subject to those regions’ regulations, and Ontario would sign agreements with those jurisdictions that lay out the shared rules and parameters of the games.

“Where we disagree [with the lotteries] is on whether, in saying ‘in that province or in the other province’, Parliament was trying to put Ontario in a box or was it trying to keep it out of the other provinces’ turf,” noted Hunter. “We say it’s the latter.”

Wide shot of the Supreme Court of Canada overlooking the Ottawa River
Image: Marc Bruxelle / Shutterstock.com

Another counsel for Ontario, Ananthan Sinnadurai, stressed to the judges that Ontario’s model would not give other jurisdictions any authority over Ontario iGaming.

“We choose who we partner with, we still run the system in this province, and, fundamentally, we’re conducting and overseeing the lottery that Ontarians experience…” he said. “By linking them with international schemes, we’re not taking the scheme outside of this province. It’s still strictly within this province because all that’s happening is iGaming will permit pooled liquidity with others.”

“By linking them with international schemes, we’re not taking the scheme outside of this province.”

Ananthan Sinnadurai, counsel for Ontario

However, one of the more critical judges, Justice Malcolm Rowe, called Ontario’s explanation “word salad.”

“You’re saying, in effect, you’re controlling it through contractual means, but that doesn’t mean manage and conduct within the meaning of the act,” Rowe responded. “It’s playing with words.”

Inside Ontario or outside Ontario?

The one holdout in the Ontario court verdict last year was Justice Katherine van Rensburg, who countered that the proposed model would be illegal because elements of the gambling operation would not be conducted and managed by Ontario.

That argument was picked up on Wednesday by the lotteries’ lawyers.

“If it’s one game involving, to use a hypothetical, players from Malta, you could not be saying you are conducting and managing it at that point ‘in the province’,” said another counsel for the lotteries, Chanakya Sethi.

“The legislation isn’t crystal clear, and the tie goes to the runner.”

Justice Mahmud Jamal

Disputing the lotteries’ argument about the Criminal Code’s language, Justice Mahmud Jamal likened Ontario’s proposal to a two-sided telephone call.

“If I’m playing poker in Ontario but I’m playing with somebody overseas, maybe it’s taking place here and there, like a telephone call,” the judge mused. “And [the Criminal Code] doesn’t say ‘exclusively in Ontario’; it says ‘in Ontario’ … The legislation isn’t crystal clear, and the tie goes to the runner.”

Advertising debate deemed a sideshow

Throughout the hearing, counsel for the lotteries made repeated reference to a frequent complaint of their clients: That advertising by licensed Ontario iGaming operators has bled into other provinces, where those platforms and activities have not been authorized at the provincial government level.

Milne-Smith argued that, by extension, Ontario has infringed upon other provinces’ decision not to authorize and regulate commercial iGaming.

Lawyers for Ontario and the CGA countered that such a complaint is irrelevant to the court question at hand.

“My friends are saying some of the operators are doing some things they don’t like, and that’s upsetting the authorities in their jurisdictions,” said Sinnadurai. “But it has nothing to do with the issue before this court.”

More than one judge agreed.

“I’m here to figure out what this statute says is legally permissible,” said Justice Rowe. “Your client may be encroaching on what your friend’s client thinks is his territory. That’s not our business.”

In meantime, iGaming provinces can link arms

The question of international liquidity will take some time to resolve.

In the meantime, lawyers and judges acknowledged that the Criminal Code’s language allows two consenting provinces to join arms and share peer-to-peer gaming liquidity between them.

“Canadians outside of Ontario will be entitled to participate if Ontario enters into an agreement with their province, which is what the Criminal Code requires,” said Sinnadurai. If no such agreement is struck, that cannot happen.

Incidentally, officials from both iGaming Ontario and the Alberta iGaming Corporation publicly confirmed that discussions are ongoing about doing just that. AiGC CEO Dan Keene said at SBC Summit Canada in May that Canada’s two regulated commercial iGaming markets were working on a Memorandum of Understanding to pool their players.

Casino.ca: How digital innovation is changing the way Canadians choose online casinos

Technology is changing the way Canadians discover, compare and choose online casinos. Recent trends in the Canadian market highlight new demands for mobile-first design, customization, and transparent online casino bonuses, with platforms such as Casino.ca providing insights into how these factors are shaping the player experience.

Liam Blackley, an expert on the Canadian iGaming market writing for Casino.ca, explains how review sites analyze local trends and guide players through new digital innovations.

Canadian Gaming Business: Could you explain your iGaming experience and how you became a Canadian market expert?

LB: I’ve been working in the iGaming industry for several years, working with top Canadian and U.S. brands. Among these are Casino.ca, where I’ve published dozens of casino reviews, plus guides to Canadian gambling taxes, provincial regulations and market analyses.

I am based in Toronto and so was on-hand when Ontario launched its regulated iGaming market; when Alberta followed suit, I published some of Canada’s first reports on the new market. My role is the boots-on-the-ground writer who sees firsthand how Canadians react to new developments in the iGaming industry.

CGB: In your opinion, is Canada eager to adopt new digital innovations in iGaming?

LB: Absolutely. To use Ontario as an example, in the 2024-25 financial year, classic offline lottery and land-based casino gambling revenues through the Ontario Lottery and Gaming Corporation (OLG) totalled around $4.8bn.

Compare that to Ontario iGaming online gambling revenues of $2.9 billion in the same period. Considering Ontario only established its iGaming market in 2022, this shows a major demand for online, digital gambling options in the country.

Also take into account that Ontario iGaming will only licence well-made casino sites, boasting polished design and flush with features. This has created an expectation in players’ minds for a top-quality user experience.

CGB: What sort of recent developments in iGaming are seeing high adoption rates among Canadians?

LB: Mobile gaming is big. Canadians have high standards, seeking out polished casino apps with no performance issues. As such, many online casinos in the country have rolled out a Canadian-facing mobile app or mobile site. Casino apps have become a deciding factor for many players.

A customizable user experience is another popular feature. This is more of an umbrella category that can cover features like two-factor account authentication, biometric authentication, responsible gambling tools, or even integration of user-friendly payment methods like Apple Pay or Google Pay.

CGB: How are review sites, like Casino.ca, affecting the player experience?

LB: Review sites provide easy access to lots of reliable info about an online casino, formatted and organized for readability. It’s the same info a player can find on the casino site themselves. But reviews compile the info in one place, translate legal-ese into more accessible language, and compare statistics to other competing casinos for context.

In the Canadian market, review sites have existed as long as online gambling has been around. So players have always been able to research a platform before signing up or wagering. The two are closely tied together in a symbiotic relationship.

This is especially useful in a fast-changing market like Ontario or Alberta, where new sites launch every month. Reviews can be a player’s first encounter with these new sites and define their first impression.

CGB: Are there any particulars about the Canadian market that affect how reviews are written?

LB: A number of regulations limit how bonuses and promotions are described. Ontario and Alberta’s regulated markets prohibit reviews from mentioning bonuses, and casino sites themselves can only lightly promote a bonus. For detailed info on bonuses, players must register an account and view the full bonus terms and conditions firsthand.

On the flip side, these regulations also demand that bonus terms and conditions are extremely thorough. Casinos are obligated to provide accurate info on wagering requirements, expiry periods, and other key limitations of bonuses offered in Canada.

CGB: You’ve described a very tech-forward and heavily regulated market. Is that how you see iGaming in Canada, and do you think the country’s market will continue in that same direction?

LB: I would say that’s accurate. The Canadian market doesn’t tend to drive new trends—we’re too small in the global scheme of things — but Canada happily jumps on board the latest trends when they do arrive.

Canadian players expect rigorous features from an online casino, from mobile compatibility to customization options. As well, I expect to see regulations stick around in the future. Alberta recently launched a regulated market based on Ontario’s regulatory model, and other provinces are considering the same. Regulation has proved very profitable for the provincial government in both Alberta and Ontario, in addition to protecting players from predatory online casinos.

At this point, players have come to expect regulations and play within the reasonable limits these regulations set out. But stiff competition within Canada means online casinos must continue to improve their offerings to impress Canadian players and win a share of the player base.

Will Quebec election result actually lead to regulated iGaming?

Parti Québécois (PQ) will form a minority government after winning the Quebec election on Oct. 5, and that could lead to a sea change in how the province conducts online gambling.

The sovereignist PQ won 59 of the Quebec legislature’s 127 seats, just five fewer than needed for a majority government, while the Quebec Liberal Party won 40. The ruling party before the election, Coalition Avenir Québec, was wiped off the map completely as it failed to earn a single seat.

The wholesale transformation of Quebec’s political landscape could have huge implications for Canadian iGaming.

New governing party, official opposition agree on iGaming

PQ leader and Premier-elect Paul St-Pierre Plamondon and the leader of the official opposition, Liberal leader Charles Milliard, both expressed support in the lead-up to the Quebec election for regulating commercial online gambling in broadly similar fashion to Ontario and Alberta.

Milliard’s written Quebec election commitment included expanding the mandate of the provincial gaming regulator to license and oversee all online gambling platforms operating in the province. Plamondon described that as “an excellent idea” in public comments.

“Mr. Milliard says — and he’s right, I’ve done the research — online sports betting in Quebec is a Wild West,” Plamondon said, as quoted by The Canadian Press.

“American companies arrive, then advertise, and are not regulated. Ontario decided to clean up and collect a tax on these activities, and it raised an additional $300m. It’s an excellent idea that may fly under the radar because it’s a bit original, but imagine if we take $300m and invest it in homelessness, for children who are hungry at school, for learning disabilities.

“We could have an immediate impact.”

The Quebec Parliament building. Image: Aerials Wind / Shutterstock

How Plamondon’s PQ will go about forming their minority government remains to be seen. Plamondon said he plans to meet with each party leader in the coming weeks, seeking collaboration on various topics. In the meantime, both the incoming Premier and the leader of the opposition are in favour of abandoning the province’s current model, wherein the government-run Loto-Québec has a notional monopoly on online gambling.

Canadian Gaming Business reached out to the Parti Québécois for this story, but did not hear back.

Industry believes wheels are moving

Lobbyists in favour of expanding Quebec iGaming have presented estimates suggesting that roughly 75% of existing iGaming activity in the province is done on unregulated sites that the government has not formally authorized to do business.

A notably loud voice has been the Quebec Online Gaming Coalition, the members of which include several renowned iGaming operators:

  • Bet99
  • Betway
  • DraftKings
  • BetMGM co-parent Entain
  • FanDuel owner Flutter Entertainment
  • BetRivers parent Rush Street Interactive

The coalition has been urging Quebec to overhaul its approach to online gambling for years, and estimates that the provincial government is missing out on more than $300m in annual tax revenue by not licensing and regulating competition for Loto-Québec.

Its spokesperson, Ariane Gauthier, told Canadian Gaming Business by phone after the Quebec election that there is a “strong consensus” on expanding iGaming.

“Millliard said the Liberal Party would be ready to collaborate on regulation of private platforms,” Gauthier noted. “It’s something that is currently being discussed as an option and I think it’s possible that we will see steps and things moving in the next month or so.”

Canadian Gaming Association expects slow progress

As for what the first steps could be in light of the Quebec election result, both Gauthier and Canadian Gaming Association (CGA) SVP of Policy and Communications Amanda Brewer noted that Quebec currently does not have an independent regulator for iGaming.

For that reason and more, the CGA does not expect things to move quickly, but Brewer told Canadian Gaming Business that the CGA “has long encouraged more provinces to use online gaming regulation to level the playing field against unregulated offshore operators.”

“With the Parti Québécois having won a minority government, there is now hope that with the support of another party, the province may be able to move forward with stronger online regulation,” Brewer added. “The CGA and its members welcome the opportunity to contribute to consultations on the design of Québec’s regulated online market and how it can better protect consumers.”

Image: Richard Hayman / Shutterstock

Coalition sees ‘large consensus’ on Quebec iGaming

Gauthier said she would meet with governments and stakeholders this week after the Quebec election and that the coalition hopes to have “a nuanced and constructive discussion” about how to proceed in a way that suits all. She and the Brewer also pointed to recent comments from former Loto-Québec Chair Helen Fortin, who outlined the case for expanding iGaming in the province beyond the crown corporation.

“Even from Loto-Québec’s side, people have started to think, ‘let’s put aside opposition between private and public offering and consider all operators the same and regulate them appropriately’,” Gauthier added.

“A large consensus is emerging in Quebec. There are opinions about iGaming or the Ontario model, but the most important thing to look at is how we are doing in Quebec. Are we doing a good job to regulate online gaming with a monopoly such as the one Loto-Québec has? The answer is clearly no. I think people acknowledge that the current system is not optimal or appropriate for online gaming.

“The Quebec Online Gaming Coalition is saying: ‘Put your rules in place, recognize us, and allow us to fully operate in Quebec, and we’ll contribute to the government’s finances.'”

Canadian Gaming Business also reached out to Loto-Québec for this story, but did not hear back.

AGCO hits theScore Bet with maximum penalty over unfulfilled parlay cash-out offers

The Alcohol and Gaming Commission of Ontario fined Score Media and Gaming Inc., the operator of theScore Bet, this week for showing a bettor two cash-out offers that it allegedly never paid. 

The AGCO said in a press release on Tuesday, Oct. 6, that a user was unable to redeem either of the cash-out offers that operator presented for a multi-leg parlay bet.

The provincial gaming regulator fined PENN Entertainment-owned theScore Bet $200,000, the largest financial penalty it can levy for a single breach of its iGaming standards.

The case involves a $1,000 multi-leg parlay placed on March 14, 2025, on NHL, NBA, and NCAA basketball games played that day. If every leg won, the ticket would have paid more than $1m. 

According to the release, with one leg left, theScore allegedly offered the player a cash-out of about $380,000. The player accepted right away, but the app’s automated verification allegedly rejected the transaction after the odds moved. Four minutes later, theScore allegedly presented a second cash-out offer of almost $100,000. The player again accepted and it again failed to complete.

The final leg lost and the player won nothing, according to the AGCO.

theScore Bet presented unachievable cash-out values

The Registrar found that neither offer “was achievable as presented to the player.” 

That violates the Registrar’s Standards for Internet Gaming, which stipulate that information shown to players before and during play cannot “mislead players or misrepresent games, including by describing outcomes, prizes or features that are not achievable.”

The AGCO made clear that an offer shown on screen counts as a promise to the player, whether or not the operator’s own systems reject it afterward.

“By imposing the maximum monetary penalty available, we are sending a clear message that these expectations are not optional,” AGCO CEO and Registrar Karin Schnarr said.

The AGCO said its action is “separate from any other avenues available to players to seek resolution of individual disputes.” The regulator is punishing how the cash-out was presented. It is not ordering theScore Bet to pay the bettor. The AGCO did not confirm whether the user was reimbursed.

theScore Bet has 15 days to ask for a hearing before the Licence Appeal Tribunal. The operator did not respond to a request for comment as of the time of publishing.

theScore's headquarters in Toronto, Ontario
Image: JHVEPhoto / Shutterstock.com

This is the second Ontario fine in 12 months for theScore Bet, which was recently named an official sports betting and casino partner of the NFL in Canada.

In October 2025, the regulator fined the operator $105,000 for failing to address a user’s high-risk gambling despite “clear red flags.” That player wagered about $2.5m and lost about $230,000 over eight months.

AGCO is a busy regulator

The newest fine for theScore Bet is the latest penalty in a busy stretch of enforcement against licensed iGaming operators and suppliers for the AGCO. It is the fourth penalty against an iGaming registrant since early August, following:

  • Betty Gaming, $120,000 in August: Age-verification failures let 23 people under Ontario’s legal gambling age of 19 open accounts on the slots-focused site, and nine of them placed bets. 
  • Booming Games, $70,000 in August: The supplier’s slot titles offered a prohibited auto-play feature to Ontario players for several months.
  • NorthStar Gaming, $80,000 in August: The operator failed to apply anti-money laundering controls to a high-risk player.

Several larger actions came before that run:

  • FanDuel, a record $350,000 in January: The operator failed to identify or report suspicious betting and match-fixing involving Czech table tennis.
  • PointsBet Canada, five-day suspension in February: The operator allegedly failed to flag betting on now-banned NBA player Jontay Porter. PointsBet has appealed that punishment, which is unprecedented in Ontario iGaming.
  • Relax Gaming and Arrise Solutions, $40,000 each in May: Their games appeared on unlicensed sites available to Ontario players.

The AGCO began strong enforcement almost as soon as the market opened in April 2022. 

BetMGM and PointsBet were fined for advertising inducements in May 2022, and DraftKings and since-exited Unibet followed later that year. Early fines were mostly about advertising and unapproved games. Now they cover responsible gambling, sports integrity, anti-money laundering controls and, with theScore, how operators present live betting products.

Why has Canadian Lottery Coalition rebranded as Canadian Alliance for Regulated Gaming?

The coalition of Canadian crown lottery corporations has rebranded as the Canadian Alliance for Regulated Gaming (CARG) and is seeking new members from elsewhere in the industry as it focuses on promoting safer play and regulated gaming.

The organization formerly known as the Canadian Lottery Coalition announced on Monday its official repositioning as CARG, a national, formally incorporated, not-for-profit industry association representing members of the legal and regulated gambling industry.

CARG said the new name reflects Canada’s fast-changing gaming landscape.

“With the rapid evolution of this industry in Canada, there are increasingly complex policy challenges that are no longer just provincial in nature, but national,” Canadian Alliance for Regulated Gaming Executive Director Molly Cormier, who was named to the role under the coalition’s previous name in April, told Canadian Gaming Business in an interview by phone on Tuesday.

“Our members felt that they needed a national voice and a national platform to represent them. You will start to see a lot more visibility from us.”

What was the Canadian Lottery Coalition?

The Canadian Lottery Coalition was formed in 2021 as a partnership between numerous Canadian crown corporations, all of which oversee the only recognized authorized iGaming platform in their respective provinces. At the time of its transition to CARG, its membership consisted of:

  • Atlantic Lottery Corporation
  • British Columbia Lottery Corporation
  • Loto-Québec
  • Manitoba Liquor and Lotteries

Alberta Gaming, Liquor and Cannabis (AGLC) was a founding member, but left in early 2024 as Alberta began to explore legalizing and regulating commercial online sports betting and casino gaming, which it launched in July 2026. Lotteries and Gaming Saskatchewan was also a member until December 2025, when it took the decision to step away.

No Ontario government entity has ever been a member of the coalition.

Lottery coalition’s prominent recent efforts

When Cormier joined the association, she vowed to address gaps in federal legislation and regulation, respond to the proliferation of illegal online gambling websites across Canada, and strengthen collaboration with governments, regulators and industry stakeholders.

The CLC has been active in several capacities in recent years, including:

  • Successfully lobbying a Manitoba court to ban offshore operator Bodog from doing business in the province
  • Supporting Bill S-211, the National Framework on Sports Betting Advertising Act, which passed the Senate last fall and has received strong backing so far in the House of Commons
  • Appealing in the Supreme Court against an Ontario court opinion that deemed it would be legal for Ontario to offer international liquidity for peer-to-peer gaming like online poker and daily fantasy sports

What will the Canadian Alliance for Regulated Gaming do?

Cormier told Canadian Gaming Business that while the Canadian Alliance for Regulated Gaming will continue to be active with legal strategies, its core focus is on advocacy and ensuring that public interest leads policies that affect the gaming industry and Canadians participants.

In its statement on Monday, the Canadian Alliance for Regulated Gaming said that it has numerous mandates, including:

  • Providing a unified national forum for Canadian gaming collaboration, research, public education, and policy engagement
  • Working with governments, regulators, industry stakeholders, and communities to advance public-interest policies
  • Promoting player health, strengthening consumer protection
  • Supporting effective legislation, regulation, and enforcement
  • Addressing challenges including emerging products like prediction markets

Cormier specifically noted things such as curbing the illegal market and ensuring responsible advertising as focuses.

“We see operators targeting residents in provinces where they’re not licensed and pushing them to their international sites,” she noted. “I do find that others in the industry tend to only focus on offshore operators, but I would hope that people would readily agree that is activity that’s causing consumer confusion in Canada about what’s legal and what’s not.”

Canadian Alliance for Regulated Gaming Executive Director Molly Cormier

CARG on hunt for new members

While its current membership is limited to government gaming corporations in provinces that have not opened up a regulated, commercial iGaming market, the Canadian Alliance for Regulated Gaming wants to expand both its membership and its horizons.

“We’re in the process of engaging additional organizations who may want to become a part of that from across, specifically, the legal and the regulated ecosystem for gaming in Canada,” Cormier told Canadian Gaming Business.

“It’s not limited. We’re very open to welcoming partners if they have a stake in the industry, whether they’re operators, regulators, suppliers or vendors, consultants.”

The only non-negotiable, she stressed, is that any would-be members of the Canadian Alliance for Regulated Gaming must be committed to the regulated market in Canada. That means no offshore operators and, ostensibly, none who flout certain provinces’ closed-market models.

“We mentioned advertising targeting residents of a province where that operator is not licensed and pushing them to play on an international site,” Cormier added. “Any one of our members or potential members needs to be against that.”

Cormier cited comments made by Alberta Minister Dale Nally at G2E last week, in which he said he would explore “every possible avenue” to crack down on any remaining unlicensed operators in the province.

“I was happy to hear him say that because there are many tools at our disposal that have not been leveraged,” she said. “That’s one of the main parts of the mission of the Canadian Alliance for Regulated Gaming, so it sounds like we’re on the same page.

“We’d love to have them join us in that fight.”

Multiple iGaming models, one Canadian gaming industry

Cormier emphasized that although crown lottery corporations are the founding members of the Canadian Alliance for Regulated Gaming, the coalition does not advocate for any specific gambling market model, whether it’s a governmental operator monopoly or an open market like Alberta and Ontario.

For instance, although Loto-Québec is a member, the Canadian Alliance for Regulated Gaming has no official stance on what the Quebec election might mean for iGaming expansion in the province.

“According to the Criminal Code in Canada, it’s up to a province to choose what that market model looks like,” Cormier acknowledged. “Those are matters for provincial governments and regulators. Where you will see us advocate is on what that market looks like in terms of serving the public interest in the best possible way.

“Our focus is on ensuring Canadians are protected regardless of the model. That’s the key question. The purpose of this organization, everything we do, is the public interest and consumer protection and player health, and ensuring that there’s effective enforcement and that we can maintain public confidence in this industry in Canada.”

Stake Canada secures Alberta iGaming license, targets Oct. 12 launch

This story was first published on Sept. 24, 2026, and updated on Oct. 6

The Stake brand is coming to Alberta’s regulated iGaming market.

Stake Canada Ltd., a subsidiary of Australian companies Stake Gaming and Easygo Group, received iGaming operator registration from Alberta Gaming, Liquor, and Cannabis (AGLC) on Thursday, Sept. 24 and received its full license on Tuesday, Oct. 6.

It plans to launch a full sportsbook and casino offering in the province, without poker or daily fantasy sports, and could go live as soon as Oct. 12 upon executing an operating agreement with Alberta iGaming Corporation (AiGC).

Kris Abbott. Image: Stake Canada

“We’re a registered operator as of today and we expect that licensing and an operating agreement are not too far behind,” Stake Canada General Manager Kris Abbott told Canadian Gaming Business by phone on Sept. 24. “We’ve gone through the process and it’s been a good one.

“I have to commend the regulator in Alberta, from the government to the AGLC to the AiGC. They’ve done a great job putting the market together, and by all accounts it’s going well. We’re excited to join.”

Stake pursues regulated markets

Stake Canada uses the branding of one of the world’s largest online gambling companies. An offshore Curaçao-based Stake.com platform, also owned by Easygo, currently offers online casino and sports betting in the unregulated market across Canada.

It counts Canadian musician Drake among its high-profile marketing partners.

Data provided to Canadian Gaming Business by H2 Gambling Capital estimates that the Stake brand is the second-biggest unregulated iGaming operator across Canada with a 31% share of the grey market and an estimated C$921m in Canadian market revenue, behind only Betway owner Super Group.

Stake has been pursuing regulated market expansion for the Stake brand in recent times, with launches in places like:

  • Colombia
  • Denmark
  • Italy
  • Mexico
  • Peru

Stake Canada was formed as a separate Canadian entity to focus on entering regulated Canadian markets. Until this summer, that constituted only Ontario, which launched commercial iGaming in 2022.

Oct. 13 deadline for unregulated operators to transition

Alberta opened its own regulated iGaming market on July 13 as Canada’s second private-sector iGaming province.

AGLC’s rules gave grey-market operators a three-month grace period on a select case-by-case basis to transition to the licensed, regulated market. That cutoff date is fast approaching, on Oct. 13. Minister Dale Nally said at G2E in late September that the province ill seek to hunt down and shut down any remaining unlicensed operators in the province after that date.

“We applied for the transition extension back in July, when we were still waiting to finalize our platform and get certified,” added Abbott, who previously led Canadian operations for brands including Coolbet and Kaizen Gaming’s Betano. “We got that three-month extension and we’ve been able to get everything done in the interim.

“That looming deadline is only a few weeks away, but we believe we should be in good shape to meet that. It’s a robust application process, and we’ve had a good time working with the AGLC and the AIGC. Our team’s been able to meet these deadlines, and it’s looking like it should be a good story for us.”

Image: Stake

Stake Canada still awaiting Ontario approval

Stake Canada also hopes to soon be in Ontario.

The operator has a pending license application with the Alcohol and Gaming Commission of Ontario (AGCO) to enter that province. Accessing the Stake.ca website prompts a message that it is coming soon in Ontario, as well as Alberta. Until then, it is not available to users in Canada’s most populous province.

Stake Canada was initially planning to launch with a third-party platform to hasten its entry, but has since pivoted to focusing on using the company’s own technology for its Ontario platform.

“Ontario has been a bit of a stop-start process,” noted Abbott. “It took a bit longer to get a platform built and certified and everything that goes along with that, but that was all completed earlier this year,’ added Abbott. “So we’ve kind of been on pause in Ontario for a bit while we did that, and now our application is in front of the AGCO.

“We believe we’ve submitted everything that’s required, and we expect to hear back from them at some point soon. But we don’t have any indication on timelines in Ontario.”

In the meantime, if all goes to plan, Stake Canada’s sportsbook and casino will be available in Alberta in the coming weeks. When it does launch, it will join more than 30 licensed iGaming sites already live in the province. Other previously grey-market operators are also expected to launch in Alberta’s new market in line with the Oct. 13 transition deadline, including Super Group and Bet99.

Oddin.gg expands fast betting content with 24/7 eHockey launch

B2B supplier Oddin.gg has expanded its esports and fast betting content across North America.

This week, the company launched eHockey, a 24/7 head-to-head ice hockey product delivering approximately 1,600 studio-produced matches a month. It has also expanded its eTouchdown football product to 3,000 live matches a month.

Built for year-round engagement that doesn’t stop with real-life sports seasonality, fast betting content comprises short games that feature real players competing in a studio, delivered with proprietary video and premium graphics.

The products are available through Oddin.gg’s odds feed or as a turnkey iFrame, with the supplier handling the trading and risk management.

Oddin.gg adds to large fast betting portfolio

eHockey and the expanded eTouchdown are the latest additions to Oddin.gg’s fast betting portfolio that already includes the likes of:

  • eBasketball
  • eCricket
  • eSoccer
  • Counter-Strike 2 (CS2)
  • Dota 2 Duels

In total, Oddin.gg now provides around 640,000 head-to-head studio matches per year across its portfolio.

“Every one of these titles adds a few thousand matches a month, and that is the point,” said Oddin.gg co-founder and Managing Director Marek Suchar. “Operators aren’t short of content on a Sunday in October. They’re short of it during the day and between games, and that’s where a sportsbook’s engagement numbers are decided.”

No sporting slowdowns

The company noted that in Canada, where sports like hockey and football can struggle to keep audiences engaged during lulls, eHockey and eTouchdown now supply more than 4,600 matches a month in easy-to-digest formats.

“Between April and August, eTouchdown handle grew 16-fold before a single regular-season snap,” said Oddin.gg Director of Fast Betting Content Pete Camden. “That showed us football demand doesn’t switch off in February. eHockey applies the same logic to hockey: a format nobody needs explained to them, available around the clock.”

Oddin.gg expands North American footprint

Oddin.gg is active as a licensed iGaming supplier of esports odds and technology in numerous North American jurisdictions, including Ontario’s regulated market and several U.S. states such as:

  • Arizona
  • Colorado
  • Kansas
  • Ohio
  • Maryland
  • New Jersey
  • West Virginia
  • Wyoming

It also moved early to secure a license for Alberta’s new market and noted that the province’s combination of strong sporting culture and a knowledgeable gaming player base makes it ripe for esports success.