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Advertising, integrity and innovation in spotlight at SBC Summit Americas

With regulatory shifts unfolding across Canada and the U.S., the North American betting market is entering a period of heightened oversight, legal clarification and consumer protection challenges.

On June 10, Stage Two of SBC Summit Americas will bring together leading operators, regulators, leagues and legal experts to tackle the most urgent issues shaping the region’s betting ecosystem, from integrity and advertising to sweepstakes, lottery couriers and the future of casino design.

In response to this evolving regulatory and commercial landscape, SBC Summit Americas has developed the North America: Sports Betting & Casino conference track to equip stakeholders with the insights needed to stay ahead of their competitors.

Delegates can expect discussions on how game designers are evolving casino content formats, the future direction of verticals like lottery and bingo and the regulatory considerations shaping marketing strategies, emerging betting formats and major sporting events.

“Growth in North America isn’t just about launching new products, but also about ensuring those products are built responsibly, sustainably, and with a deep understanding of the regulatory environment,” said SBC CEO and Founder Rasmus Sojmark. “This track helps the industry explore how innovation and responsibility can advance together, not compete for priority.”

Opening the track, the panel “Lines, Limits, and Loopholes: Protecting the Future of Sports Wagering” will spotlight how the industry can work together to safeguard sporting integrity. The session will unpack the growing challenges of today’s faster, data-driven betting environment, focusing on how suspicious activity is detected and acted on. It will also explore how the industry can strengthen education for athletes and players.

The session “Clearing the Air on Sweepstakes: Navigating Regulation and Opportunity” will examine how the industry can address the complex legal status of sweepstakes and provide greater clarity for both players and brands. Speakers will explore how clearer regulatory frameworks could create a safer, more transparent market, strengthen consumer protections and unlock additional tax revenue.

Concluding the track, the panel “Designing the Future of Play: Creativity Meets Casino” will explore how gamification and product innovation are reshaping modern online casinos. The session will examine the features driving engagement, from more interactive experiences and smarter reward systems to the resurgence of classic formats and unpack the mechanics behind longer play, stronger loyalty and community-driven experiences.

Experts already confirmed to appear across the track include Fernando Ortega (CEO, Lottofy), Luke Pergande (Founder & CEO, PropSwap), Mark Hicks (Managing Director, NCAA), Mike Silveira (Chief of Staff, Jackpot), Thomas Metzger (CEO, Lotto.com), Tony J. Amormino (Chief Executive Officer, Apache Nugget Corporation) and William Scott (Chairman, GMGI).

Other sessions in the program will address two of the most closely watched areas in North American regulation: Advertising standards and the rise of lottery courier services. Panels will examine how shifting ad rules are reshaping marketing strategies across the U.S. and Canada, as well as how American states are responding to the growth of courier models.

SBC Summit Americas will take place at the Broward County Convention Center in Fort Lauderdale, Florida, June 9-11.

Secure your seat at SBC Summit Americas

Early Bird VIP Pass: Our VIP Passes are available for just US$400 (a saving of US$300) for a limited time with our Early Bird Pass. You’ll have access to the full conference agenda, show floor, and evening networking events, as well as complimentary food at our Food Festival.

Expo+ Pass: Our Expo+ Pass gives you access to all conference sessions and the show floor for just US$95. Please note this does not include complimentary food or access to our networking events.

Expo Only Pass: Our free ticket, this gets you access to the show floor only, but is the perfect option for teams on a budget and those curious to learn more about the industry. Operators and affiliates are eligible for a free VIP Pass, granting full access to all conference sessions, the show floor and exclusive evening networking events.

Fennica Gaming adds eInstants to Loto-Québec partnership

Finnish supplier Fennica Gaming has expanded its work with Loto-Québec by adding a slate of eInstant games to its portfolio on offer in the province.

The Finnish national lottery Veikkaus subsidiary first partnered with the Québec crown corporation in late December and officially debuted in Canada when it launched games with the province’s exclusive regulated online gaming provider.

Now, Fennica has added a range of eInstant lottery games after initially launching online casino titles on Loto-Québec’s digital platform.

The company said that the expansion completes the initial offering and delivers a diverse and engaging gaming experience to Québec players. The move also reinforces Fennica Gaming’s commitment to the wider Canadian market and its strategy of building long-term, sustainable partnerships with regulated lotteries and operators.

“Launching our casino games was the first step; following it up swiftly with our eInstants is about delivering on our promise,” said Fennica Gaming Senior Vice President of Customers and Marketing Joni Hovi. “Our partnership with Loto-Québec is built on shared values of responsibility and providing engaging, high-quality entertainment. This isn’t just a content drop; it’s a commitment to our partner’s long-term success and to bringing fresh, reliable gaming experiences to the players in Québec.”

Fennica Gaming has secured approval in Ontario

Combining online casino games with eInstants allows Fennica Gaming to straddle the line between online casino gaming and online lottery in Québec.

The company also has plans to launch a similar range of games in Ontario with licensed commercial online casino operators. It was cleared to enter Canada’s only regulated iGaming province when it was awarded a supplier license in March by the Alcohol and Gaming Commission of Ontario (AGCO) in March 2025.

The Veikkaus subsidiary, which uses its parent company’s in-house studio, has a footprint in at least 17 countries but is yet to announce any operator partnerships in the Ontario market.

SBC Leaders: European tax strife and US prediction market fault lines

Tax rises are not necessarily the nightmare scenario that the betting and gaming industry fears, Paf CEO Christer Fahlstedt tells the latest issue of SBC Leaders magazine.

It is a subject that Fahlstedt has considerable expertise in, having seen gambling taxes increase in four of the operator’s key markets: Sweden, Finland, Estonia and Latvia.

While the instinctive reaction to such developments is that they must be bad for business, Paf’s earnings have fallen only slightly from €55.1 million ($89.2 million) to €54.3 million ($87.9 million). Having navigated the changing market conditions relatively successfully, the CEO can perhaps afford to be a little nonchalant.

“Taxes going up is a trend. It’s going to continue to increase, so it’s just a fact of life,” says Fahlstedt.

He accepts that the level of gambling taxation is not a key consideration for most voters, making it an attractive target for governments seeking additional revenues to fund public services. Fahlstedt also has little time for industry warnings that increasing duties risks driving players to the black market.

“If we scream too much about tax increases, we are not necessarily helping our cause. We need to have a joint view. ‘When tax goes higher, please make sure you — the government — protects us from unlicensed operators.’ That’s the deal that has to be made.”

He is joined on the magazine’s cover by his Paf colleague, Deputy CEO and Chief Responsibility Officer Daniela Johansson, who also expresses views out of kilter with accepted industry wisdom.

Johansson has played a key role in not just establishing Paf’s renowned player protection measures, which include mandatory loss limits for players, but also monitoring their efficacy. This perhaps explains why hers is one of the few voices to suggest that the player protection provision in the eagerly-awaited new regulatory regime due to launch in Finland in 2027 is not robust enough.

“I would have hoped for stronger measures,” says Johansson. “For example, a central deposit limit system where players set their limit once, and that same limit applies across all licensed operators. That would have been a real step forward for player protection. It’s especially important now, when we’re seeing a lot more young people starting to gamble and a big increase in contacts to helplines from that age group.

“As a society, we should do more to protect them. They’ve grown up with gambling elements in games, like loot boxes, and can easily open accounts at unlicensed sites. I believe we as a society have failed to protect them.”

UK taxes and US predictions

Issue 38 of SBC Leaders also features a different take on the impact of tax rises, with an in-depth feature on the fallout from the Budget in the UK. Further deep dives include looks at the friction generated by the arrival of prediction market sports contracts in the U.S., and the relationship between the UK’s Gambling Commission and Financial Conduct Authority.

Meanwhile, LOYRA Partner and International Masters of Gaming Law (IMGL) member Patricia Lalanda Ordóñez examines the pros and cons of the Spanish regulator’s new RG algorithm.

Readers can also look forward to a selection of interviews, including with Banijay Gaming Chairman Nicolas Béraud, 888AFRICA CEO Christopher Coyne, BetMGM’s Matt Prevost and Better Gambling Forum Steering Committee Chair Shawn Fluharty.

Rounding out the issue are the thoughts of some prominent supplier CEOs, such as Fincore’s Mateja Popovic, Vyking’s Franz Gerhart, EvenBet Gaming’s Dmitry Starostenkov and Xtremepush’s Tommy Kearns, along with SIS Managing Director Paul Witten and IGT Playsports SVP Joe Bertolone.

Read the digital edition of SBC Leaders magazine here or pick up a print copy from the SBC Events booth (2C10) at ICE, which takes place at Fira Barcelona Gran Via Jan. 19–21, 2026.

bet365 to roll out Incentive Games’ real-money games in Ontario

British operator bet365 has extended its partnership with Incentive Games to include a slate of the developer’s games in numerous markets including Ontario.

The first wave of real-money games supplied by Incentive Games will be available on bet365 platforms this year in Canada’s only regulated iGaming province, as well as in several U.S. states that offer online casino gaming.

“Leveraging Incentive Studios’ expertise in real money gaming, we are thrilled to expand our relationship and further enhance our global casino offering,” said a bet365 spokesperson. “Customers worldwide will be able to enjoy this innovative addition to our portfolio of cutting-edge content.”

bet365 first worked with Incentive Games on a Brazil-facing partnership, launching the supplier’s Velocity crash game in that market. The two companies also already collaborate on some free-to-play games in dozens of markets including Ontario, including a daily Prize Matcher and a Tournament Challenge predictor game for European soccer.

“Our partnership with Bet365 continues to go from strength to strength, and this real-money agreement is a natural evolution of our collaboration,” added Incentive Games Chief Commercial Officer Ahmed Baker. “By deploying our games globally, including in key US jurisdictions, we bring together two teams focused on quality, innovation and sustainable long-term growth. We’re incredibly excited about what the future holds.”

Incentive motivated to succeed in Ontario

Incentive Games gained market access in Canada’s most populous province last summer, when it announced in August that it earned a license from the Alcohol and Gaming Commission of Ontario (AGCO).

At the time, Incentive Games’ CEO John Gordon called Ontario’s multi-billion-dollar online casino market, one of the most competitive and most potentiall lucrative in North America, “a huge opportunity.”

Gordon’s company launched a new studio division last June and plans to continue to develop a library of original online casino titles. It also forged a partnership with Light & Wonder last year which allows it to expand its reach by distributing content to operator partners in various regulated markets. It has a similar deal with Aristocrat Interactive.

As well as Ontario, Incentive Games also secured a license to enter Michigan’s online casino market last summer.

bet365 builds out casino

Incentive Games is the latest in a line of games suppliers and developers to partner up with bet365 as the traditionally sports-focused operator continues to augment its casino offering.

bet365 has also added partners including Evolution-owned Ezugi and Greentube over the last few months.

BetMGM agrees limited-time exclusivity with Gaming Corps in Ontario

BetMGM has become the first Ontario-licensed iGaming operator to introduce Gaming Corps’ full range of games in the province.

Via a new content partnership, the Swedish game developer’s portfolio will be added to BetMGM’s casino vertical in Canada’s regulated iGaming market. BetMGM will have a period of exclusivity as part of the agreement, but the expectation is that Gaming Corps’ full slate will go live on other operators’ platforms in the future.

BetMGM Vice President of Gaming Oliver Bartlett said that the initial exclusivity matters because it gives BetMGM the chance to offer players something they can’t find anywhere else, even if only for a limited time. The deal is the biggest that Gaming Corps has announced since it secured a licence from the Alcohol and Gaming Commission of Ontario (AGCO) to launch its content with approved operators in Ontario in spring 2025.

Gaming Corps gets introduction with an iGaming leader

The firm said at the time of its licensure that it had already signed agreements with “several of the most well-known” Ontario operators, and added that it hoped to partner with additional operators that have licensed rights to well-known sports brands.

Gaming Corps offers a range of casino slots, table games, multiplier games, mine games and Plinko games, as well as its instant-win Smash4Cash engine. It boasts signature game mechanics like A-MAZE-CADES and the X-MY-WAY challenge.

“Ontario has quickly become one of the most exciting regulated markets in North America, and we’re thrilled to be making our debut with BetMGM as our first operator partner in the province,” said Gaming Corps Chief Revenue Officer Adam Pentecost.

“The opportunity to launch with such a high-profile brand, on an exclusive basis, allows us to showcase our content to an engaged player base and demonstrate the unique experiences we can deliver. This is an important milestone in our North American expansion strategy, and we look forward to seeing how Ontario players respond to our portfolio.”

Companies looking at Alberta

In BetMGM, Gaming Corps gets major exposure through a brand that competes for the No. 1 spot in Ontario’s lucrative online casino market.

BetMGM CEO Adam Greenblatt said last year that the operator was top dog by iCasino revenue share in Ontario, and that he expects to hold similar status in Alberta once that province begins allowing commercial operators to do business.

In Ontario’s iGaming market, online casino gaming generally makes up more than three-quarters of both the total dollar value wagered and operators’ combined gross gaming revenue every month. BetMGM also has a significant sporting presence as a licensed sportsbook, and recently rolled out its latest responsible gambling campaign with Edmonton Oilers captain Connor McDavid.

AGCO fines FanDuel $350K for failing to detect suspicious Czech table tennis bets

The Alcohol and Gaming Commission of Ontario (AGCO) has ordered FanDuel to pay a hefty penalty for the operator’s failure to detect and report suspicious betting activity.

On Thursday, the AGCO announced it fined FanDuel Canada $350,000 after an investigation identified wagers placed in Ontario that the regulator said indicated instances of match-fixing.

The probe centred around 144 bets placed between October 2024 and November 2024 by three Ontario player accounts on Czech Table Tennis Star Series matches. The AGCO said that its investigation found that FanDuel failed to take proper action, allowing the three player accounts to place suspicious wagers for several weeks.

According to the AGCO, FanDuel did not meet its obligations to identify unusual and suspicious betting behaviour.

The AGCO stated that its probe found that FanDuel should have taken action against instances of synchronized wagering across the three player accounts that led to unusual shifts in betting lines on two specific athletes. The regulator said that one of the “several red flags” that FanDuel should have spotted was the bets’ “implausible and near-perfect win rate.”

The AGCO’s reporting requirements for suspicious activity

AGCO Chief Operating Officer Dave Phillips explained the rationale for the fine in more depth in an interview with Canadian Gaming Business.

The AGCO requires licensed operators to report all suspicious wagering activity to Independent Integrity Monitors that share the unusual behaviour with other operators in the province, allowing them to monitor their own services to determine whether illicit wagering is also taking place on their platforms. The Independent Integrity Monitors also share suspicious betting activity reported by operators to leagues and governing bodies.

“In an era of heightened scrutiny on sports integrity, iGaming operators must be vigilant and proactive in detecting suspicious betting activity and taking appropriate steps to protect their patrons,” said AGCO CEO Dr. Karin Schnarr. “We will continue to hold all regulated operators accountable to these standards. Protecting fair play is essential to maintaining public trust.”

FanDuel believes it took necessary reporting steps

FanDuel took a different tone to the AGCO, contending that it took the necessary steps in detecting and reporting the unusual betting behaviour in Ontario. FanDuel pointed to its integrity monitoring system, which it said properly detected the wagers.

“Our integrity monitoring program enabled us to be the only operator to proactively identify, investigate and report this suspicious activity to integrity monitors. FanDuel then proactively reported this activity to the AGCO,” a FanDuel spokesperson told Canadian Gaming Business.

The Flutter-owned operator also voiced its displeasure with the AGCO’s decision to levy a monetary penalty.

“As an operator that prides itself on the trust we have built with our stakeholders, we do not feel that this action accurately reflects the commitment and investment we have consistently demonstrated regarding protecting the industry, our customers, and the integrity of sport,” added FanDuel. “We are also concerned it could discourage the industry from engaging in best efforts to identify, investigate, and report on irregular activity.”

FanDuel could appeal, police launch criminal probe

FanDuel has the opportunity to appeal the AGCO’s monetary penalty within 15 days to the License Appeal Tribunal (LAT), which is independent of the AGCO. Entities that appeal monetary penalties typically receive a decision from the LAT within 40 days of appeal submission.

FanDuel has not yet made a decision on whether it will appeal the AGCO’s penalty.

Meanwhile, the Ontario Provincial Police (OPP) confirmed to Canadian Gaming Business that it has begun a criminal investigation into the incident. The OPP Investigation and Enforcement Bureau (IEB), which is embedded within the AGCO, will conduct the probe.

AGCO penalizes another licensed sports betting operator

The AGCO also recently levied a monetary penalty against Canadian operator theScore.

The commission imposed a $105,000 penalty for theScore failing to adhere to responsible gaming and player protection standards. An AGCO probe determined that theScore failed to detect potential gambling-related harm when a customer wagered $2.5 million with the operator, resulting in roughly $230,000 in losses over an eight-month period.

Bragg to lay off 12% of workforce as it leans into AI-first future

Toronto-headquartered games and technology supplier Bragg Gaming Group will lay off approximately 12% of its global workforce as part of a strategic restructuring that the company said is designed to realign the organization and accelerate its path to profitability.

Bragg announced on Jan. 8 that it will make the staff cuts as it strives to improve its overall cost structure, drive its EBITDA growth and shorten the time required for it to achieve sustained net profitability. It expects the job losses to cost the firm around €1 million (C$1.6 million) in the first quarter of 2026, but ultimately anticipates total annualized cash savings of €4.5 million (C$7.3 million).

The news comes after Bragg made several key executive hires in 2024 and 2025, including a new Chief Financial Officer, a Chief Commercial Officer, an Executive Vice President of Global Content and an EVP of AI and Innovation.

CEO cites regulatory requirements and tax burden

iGaming content and technology solutions provider Bragg operates in more than 30 regulated online casino markets across the world, including in Ontario and Quebec and six U.S. states, as well as multiple Latin American and European jurisdictions. It launched in Brazil, Quebec and West Virginia in 2025.

It provides online and land-based operators with proprietary and exclusive content from its in-house studios, as well as from third-party partners via its aggregation hub. It also supplies operators with player account management technology and in-house managed, operational and marketing services.

In a statement about the layoffs, CEO Matevž Mazij noted the difficulties of navigating various regulatory regimes and tax rates.

“We believe that we are in the enviable position of having great technologies, assets, people, and future prospects,” said Mazij. “Nevertheless, given the increasingly complex regulatory compliance requirements, recent tax headwinds across key regions, emerging market opportunities, consolidation in the market and our increased focus on short-term profitability, we needed to take this step now of restructuring the company’s staffing.”

In its most recent financial update in November 2025, Bragg reported total revenue of €26.8 million (C$43.3 million) for the quarter ended Sept. 30, up 2% year over year and adjusted EBITDA of €4.5 million (C$7.3 million), up 9%. However, net loss was €2.3 million ($3.7 million), more than C$3 million more than at the same time in 2024.

Ultimately, Mazij said that “aggressive operating expense reductions and organizational realignment” are the final steps to drive EBITDA growth and achieve profitability through further organic growth.

“We also believe that the company is currently undervalued by the market and that improving our cash profitability will help address this issue while also making us stronger in meeting consolidation opportunities as they arise,” he added.

Bragg dives deeper into AI with Golden Whale

The restructuring announcement came days after Bragg unveiled a new partnership with iGaming data science company Golden Whale Productions to deepen its artificial intelligence capabilities.

Bragg will leverage Golden Whale’s advanced machine learning and proprietary AI models, called Foundation, to enhance the predictive intelligence capabilities of the Bragg PAM platform. The initiative is designed to allow Bragg to use the most accurate predictive models in the iGaming market, said the company, integrating insights will be integrated into its operational platform to provide real-time, actionable data

Bragg plans to become “a fully AI-first company” by 2027. That roadmap includes ensuring that an AI-enhanced product becomes standard in over 90% of all launches and that more than three-quarters of Bragg’s operational workflows are augmented by AI.

Alberta legalized online gambling in 2025, but players are still waiting

Emily Thompson, content writer & researcher at CasinoRank, takes a deep dive into the situation in Alberta and outlines what a regulated market might look like.

Alberta has approved legislation to modernize its online gambling framework, formally opening the door to a competitive regulated market for online casinos and sports betting. Yet despite the legal foundation now being in place, players have seen no material change. Regulated online gambling in the province remains limited to a single government-run platform.

The gap highlights a reality that often gets overlooked. Legalization does not equal availability. While Alberta has clearly signaled its intent to move toward competition, implementation rather than legislation will determine when players experience meaningful choice, a distinction that CasinoRank has consistently highlighted in its analysis of regulated iGaming market transitions.

Regulated Alberta iGaming still a single-platform market

At present, regulated online gambling in Alberta is delivered exclusively through Play Alberta, operated under the oversight of Alberta Gaming, Liquor and Cannabis (AGLC). The model provides centralized control and consumer safeguards, but it also limits variety, competition, and product differentiation.

The iGaming Alberta Act represents a formal break from this structure. The legislation established the legal foundation for a broader regulated ecosystem that can accommodate private operators under provincial oversight.

Crucially, the Act explicitly states that the to-be-established Alberta iGaming Corporation is mandated to “conduct and manage online lottery schemes on behalf of the Government of Alberta.”

That language signals a structural shift. Rather than operating a single platform, the province is creating a framework that supports multiple regulated offerings under centralized governance.

However, legislation alone does not create a functioning market. Licensing frameworks, technical standards, compliance systems, and governance structures must all be operational before competition can exist in practice. Until those components are in place, Alberta remains in a pre-launch approach.

Why Ontario is the only meaningful comparator

When assessing what Alberta’s future market may look like, there is only one relevant domestic benchmark. Ontario is currently the only Canadian province operating a fully regulated, competitive iGaming market that licenses multiple private operators.

Ontario’s framework separates regulation from market operations. Compliance and enforcement are handled by the Alcohol and Gaming Commission of Ontario, while iGaming Ontario manages market participation. This structure allows dozens of operators to compete under a unified regulatory regime, ensuring consistent standards for responsible gambling, advertising and technical integrity.

Other provinces, including British Columbia and Quebec, continue to rely on government-run online gambling platforms. While legal, these models do not introduce competition within the regulated market and therefore offer limited insight into how Alberta’s planned framework will function.

What Ontario’s market performance reveals

Ontario’s experience provides tangible evidence of how a competitive regulated iGaming market can perform once fully implemented. Public reporting shows that the province’s market operates at a substantial scale, with billions of dollars wagered monthly and billions generated in gross gaming revenue annually

These figures demonstrate that competition does not weaken regulation. Ontario’s model shows that multiple operators can coexist under strict oversight while sustaining high levels of player participation.

For Alberta, Ontario’s results are best viewed as a proof of concept rather than a forecast. They illustrate what becomes possible when competition, regulation, and execution are aligned, not what happens immediately after legislation is passed.

This chart illustrates the scale of Ontario’s regulated iGaming market, showing total wagers and gross gaming revenue from the latest reported period. The figures demonstrate how a competitive regulated framework can operate at a significant scale while remaining under strict provincial oversight.

How market structure shapes player experience

Beyond revenue and wagering volumes, market design directly affects what players actually encounter. Competitive markets tend to support broader content offerings, faster innovation cycles, and greater differentiation between platforms.

CasinoRank analysis based on iGaming Tracker data highlights clear differences in supplier diversity across Canadian jurisdictions. Ontario’s competitive model supports a wide ecosystem of game suppliers, while B.C. and Quebec aggregate content through centralized government platforms.

This visualization compares the number of unique game suppliers available across Canadian online gambling platforms. Ontario’s competitive market supports a broad supplier ecosystem, while B.C. and Quebec aggregate content through centralized government platforms. Supplier counts are based on CasinoRank analysis using iGaming Tracker data.

Supplier diversity influences how quickly new games reach the market, how varied the content mix becomes, and how operators distinguish their platforms. Centralized models can still offer large catalogues, but competition typically accelerates innovation and expands player choice over time.

This dynamic is also visible when comparing overall catalogue breadth. Ontario’s competitive environment offers a broad range of titles driven by multiple operators, while government platforms curate content centrally.

This chart highlights differences in casino game catalogue size by province. Ontario’s competitive market offers a wide range of titles driven by multiple operators, while government platforms in B.C. and Quebec curate content centrally. Figures reflect CasinoRank analysis of iGaming Tracker exports and represent dataset coverage rather than official inventories.

A larger catalogue alone does not define competition. What competition changes is how content is distributed, branded, and tailored to different player preferences.

Why Alberta players have yet to see change

Despite the legislative shift, Alberta’s competitive market has not yet launched. This delay reflects the realities of regulated market development rather than a reversal of policy.

Before private operators can enter the market, regulators must finalize licensing processes, establish technical and compliance standards, and extend responsible gambling frameworks to a multi-operator environment. Governance bodies must also be operationalized to manage market participation.

Ontario’s experience shows that market maturity takes time. Its current scale emerged over several years, through phased operator onboarding and ongoing regulatory refinement. Alberta is now at the beginning of a similar process.

What to expect when Alberta’s market opens

When Alberta’s competitive market launches, players can expect more choice within a regulated environment. Multiple licensed platforms should introduce a wider range of games, interfaces and user experiences, all subject to provincial oversight.

Expectations, however, should remain measured. Alberta’s market will not immediately resemble Ontario’s in scale or diversity. Population size, rollout sequencing, and regulatory pacing will shape early outcomes.

The most significant change will be structural rather than immediate. Competition within the regulated market is expected to influence innovation, platform differentiation, and responsiveness to player preferences over time.

A transition still underway

Alberta’s approval of online gambling reform marks a clear shift in policy direction, but not an instant transformation. The province has committed to moving toward a competitive regulated model, yet players remain in a transition period as implementation continues.

Ontario remains the only fully operational example of how such a market functions in Canada. Its experience shows that competitive regulation can deliver scale, choice, and oversight, but only once the framework is fully executed.

As Alberta moves forward, ongoing analysis will be critical. Utilizing market data, player behaviour insights, and content performance metrics will help stakeholders evaluate progress and adjust strategy. Clear, data-driven visuals and transparent reporting will remain essential for understanding market dynamics and maintaining stakeholder confidence.

The legal foundation is set. The market is coming. The real measure of success will be how effectively Alberta turns policy into practice.

Canadian Gaming Summit enters new era as SBC Summit Canada

SBC Summit Canada is the new identity of SBC’s Canadian conference and exhibition, replacing the Canadian Gaming Summit and marking the next phase in the event’s development.

The strategic rebrand strengthens the Toronto event’s alignment with SBC’s global portfolio of conferences. Under the new name, SBC Summit Canada will continue as the leading platform for stakeholders addressing regulation, market maturity and commercial strategy across Canada’s gaming sector.

New name and date, same industry-leading event

The first event under the SBC Summit Canada name will take place May 19-21, 2026, moving from its previous June slot to avoid scheduling conflicts and resource pressures linked to the 2026 FIFA World Cup period.

Building on a 28-year legacy, the former Canadian Gaming Summit has long delivered in-depth coverage of the Canadian gaming landscape, providing insight into regulation, market opportunities and industry best practices. The event combines international scale and expertise with a continued, dedicated focus on the specific dynamics of the Canadian market.

The 2026 edition will welcome 3,000 senior executives from Canada’s retail and online casino, sports betting, and iGaming sectors. The three-day event will feature over 120 speakers, a 50,000+ sq. ft. exhibition floor and several hospitality and networking opportunities.

“Through SBC Summit Canada, we are reaffirming our long-term commitment to the Canadian market with a refreshed event designed to better serve the needs of our stakeholders and keep the focus firmly on driving meaningful business opportunities for our delegates,” said SBC Founder and CEO Rasmus Sojmark.

“2026 promises to be a defining year for Canada’s gaming industry. With Alberta’s regulation approaching, iGaming continuing to grow in both popularity and profitability, and the 2026 FIFA World Cup set to be hosted in Canada, now is the ideal time to bring the industry together under the SBC Summit Canada banner, a platform built to reflect both the scale of opportunity ahead and the maturity of the market.”

75+ exhibitors and sponsors

The exhibition floor will serve as the hub for business development, bringing together over 75 exhibitors and sponsors, including leading suppliers, operators, and service providers. Confirmed exhibitors include Altenar, Gigadat, MNP, MOBINC, Optimove, Paramount Commerce and many more. 

The summit’s dedicated conference agenda will feature three stages, each designed to reflect the key forces shaping Canada’s gaming landscape in 2026. Across two days, the programme will cover leadership strategy in sports betting and casino, affiliate and advertising models, cybersecurity, land-based and lottery operations, player protection, and payments and compliance.

Wide range of expert speakers and topics

The agenda will feature a line-up of Canada’s senior industry leaders, including Joseph Hillier (President and CEO, iGaming Ontario), Paul Burns (President and CEO, Canadian Gaming Association), Mark Harper (Head of Canada, Rhino Entertainment), Tom Metzger (CEO, Lotto.com) and Scott Vanderwel (CEO, PointsBet Canada).

Topics discussed will include the development of Alberta’s regulated gaming market, how operators can capitalize on the increased interest generated by the 2026 World Cup and the long-term role of sports betting within Canada’s predominantly iGaming-led market. 

The agenda will also examine evolving advertising standards, the growing influence of affiliates and social media, the regulatory treatment of emerging products such as sweepstakes and prediction markets and how operators and regulators can collaborate to strengthen player protection, cybersecurity and compliance frameworks across Canada.

Two dedicated networking events

An initial networking event, the SBC Summit Canada Opening Party will take place at RS Sports Bar in Toronto, providing an informal setting for delegates to collect their badges and reconnect with industry peers. The event will also include the SBC Summit Canada Official Networking Party, providing a dedicated setting for senior stakeholders to connect beyond the show floor.

The repositioning of SBC Summit Canada strategically integrates it within SBC’s global portfolio of events. This includes SBC Summit Rio (March 3-5, 2026), the essential gathering for the Brazilian gaming industry; SBC Summit Malta (April 28-30), which serves as a key hub for all things Europe; SBC Summit Americas (June 9-11), connecting stakeholders across North and South America and the flagship SBC Summit in Lisbon (Sept. 29 – Oct. 1).

PENN shuffles executive team as it refocuses on theScore Bet

PENN Entertainment is hunting for a new C-suite executive to help run the day-to-day operations of its Interactive division, including theScore Bet’s online sports betting and online casino operations in Canada and the U.S.

PENN has overhauled its top-level corporate organizational structure with the aim of aligning leadership and resources with its revised strategic priorities, following the termination of its ESPN Bet partnership and the rebranding of its U.S.-facing sportsbook to theScore Bet.

Two executives roles terminated

As part of the changes, Executive Vice President of Operations Todd George and Senior Vice President and Chief Information Officer (CIO) Rich Primus have both left the company. They will not be directly replaced, and their roles will be eliminated.

George had been with PENN for over 13 years, holding senior operational roles across multiple regional properties and overseeing major casino development projects in the U.S. Primus was CIO for more than a decade and played a central role in shaping PENN’s enterprise technology strategy, something that will now be taken over by Chief Technology Officer and Head of Interactive Aaron LaBerge.

“Both Todd and Rich have made significant contributions to PENN’s evolution over the past decade and helped build the strong foundation we have in place today,” said PENN CEO and President Jay Snowden. “On behalf of the company’s board of directors, I want to express my appreciation for their dedication and efforts to PENN over the years and wish them well in their future endeavours.”

With George out as operations lead, multiple SVPs in charge of regional operations will now report directly to Snowden. So too will Chief Marketing Officer Jennifer Weissman, whose mandate will be to strengthen the company’s omnichannel performance and expand the reach and cross-sell effectiveness of the PENN Play loyalty program across all PENN brands.

PENN seeks new digital COO

PENN is also actively searching for a new digital-focused Chief Operating Officer to report directly to LaBerge and run day-to-day Interactive operations, allowing LaBerge to focus more heavily on enterprise-wide technology integration.

When former Head of PENN Interactive and President & COO of theScore Benjie Levy left the company in 2022, PENN did not replace Levy with a theScore-focused leader, instead putting the entire Interactive business in the hands of ex-ESPN exec LaBerge.

This week’s corporate restructuring comes less than a month after PENN recruited LaBerge’s former ESPN colleague, Nate Ravitz, to fill the newly created role of Head of theScore. Ravitz oversees content, advertising sales and growth strategy for PENN Interactive’s only owned media business. His remit also includes helping to converge theScore media and theScore Bet in both the U.S. and Canada. Ravitz will likely report to the new COO in the new setup.

A new structure for a new era

PENN said at the time it ended the ill-fated ESPN Bet venture that it will concentrate on its revised Interactive strategy, including theScore’s media and betting assets in Canada, the sports betting rebrand under theScore Bet south of the border, and the Hollywood Casino online casino product in America. theScore Bet is now operational in 21 U.S. states as well as in Ontario.

PENN also maintains a historic brick-and-mortar casino business in the U.S. and is pursuing a broader omnichannel model across North America.

As well as the high-level leadership restructuring, further major operational changes could be coming at PENN. Snowden floated the idea late last year of PENN re-establishing some form of land-based gaming presence in Canada, and PENN Interactive VP of Gaming Jason Birney suggested to Canadian Gaming Business that it’s not out of the question that Hollywood Casino could be introduced to Ontario.