Just because SBC Summit 2025 is heading back to Lisbon in September doesn’t mean that Canada and North America won’t be on the agenda.

At this year’s event, BET99 CEO Jared Beber will be speaking on a panel with others including Canadian Gaming Association President and CEO Paul Burns about the rise of alternative gaming in North America and beyond in recent times.

The North America Leaders Panel, “Sweeping the states – the rise of alternative betting,” will look at political and regulatory factors around alternative betting arenas such as sweepstakes and prediction markets as the industry tries to assess where things are now and where they may be headed.

Ahead of the event, Canadian Gaming Business sat down with Beber to talk about the industry, BET99’s status as a Canadian operator in a deep Ontario pool, what makes a compelling online gaming experience in 2025, and more.

CGB: Ontario is one of North America’s largest iGaming markets, and arguably the most competitive of all. Three-and-a-half years in, how has it stacked up vs. your expectations?

Beber: Ontario has absolutely lived up to expectations. It’s one of the most dynamic and competitive gaming markets in the world. What excites us is not just the size of the market, but the sophistication of Ontario players. They know what they want: a safe, responsible, localized experience that feels built for them, not imported from somewhere else.

That validated our approach early on, leaning into being proudly Canadian, creating partnerships with national and local sports organizations and building engagement that feels personal. Ontario has set the standard for how regulated markets should be run, and it’s raised the bar for every operator in terms of product, marketing and player trust.

CGB: With a name like BET99 and a host of Canadian sports partners, sports have been a clear focus. How do you ensure you stand out from the competitive crowd?

Beber: We’ve never tried to be “just another sportsbook.” BET99 is part of the Canadian sports fabric, from the NHL to grassroots community activations, and that gives us authenticity. We’re not shouting at fans from the sidelines; we’re sitting in the stands with them.

We pair that with deep personalization. Canadians don’t want a cookie-cutter experience; they want platforms that recognize their preferences and deliver content, offers and experiences that feel tailored. That’s why we’ve invested so much in engagement tools, localized storytelling and creating moments where the brand feels more like a lifestyle than a transaction.

CGB: Ontario’s market is 80% iCasino-heavy. Has that been a learning curve? What makes a compelling iCasino experience in today’s gaming world?

Beber: It’s been an evolution, but also an opportunity. Sports may be the front door to BET99, but iCasino is where players spend the most time. We’ve learned that a compelling iCasino experience isn’t just about having the largest library of games; it’s about presentation, personalization and trust.

That’s why responsible gaming sits at the core of how we design the experience. Deep personalization is about building genuine relationships with players as much as delivering relevant content. That means better servicing them with tailored experiences that reflect their unique preferences, while also ensuring we can step in with the right tools and support if concerns arise. It comes back to Canadian values: serving players with integrity, pride and transparency. Ontarians deserve an iCasino experience that reflects who we are as people.

CGB: How popular is live dealer at BET99, and what is the company doing to innovate in that vertical?

Beber: Live dealer is one of our fastest-growing categories, and it’s no surprise. Canadians love the combination of real-time interaction and entertainment. It blends the social aspect of a night out with the convenience of playing from home. We’re focused on elevating that experience: localizing environments so they feel more familiar to Canadian players, working with providers on unique activations and ensuring mobile-first design, since that’s how the majority of our players engage. Live dealer’s only going to get bigger, and we want to lead in making it not just a game but an entertainment experience.

CGB: You’ve said before that BET99 aims to be a one-stop shop for entertainment, not just gambling. Why is that so important in 2025?

Beber: The iGaming space is no longer about betting apps, it’s about building ecosystems. In 2025, players want platforms that bring together sports, casino, content and community in one place. That’s why we position BET99 as a one-stop shop for entertainment. We aren’t simply in the business of online betting and gaming. At our core, we’re about building community through entertainment. Our lifestyle flywheel connects sports, iCasino, content, streaming and events into an experience that is localized, culturally connected and player-first and reflects the identity, passion and pride of Canadian fans.

To be part of the BET99 lifestyle, you don’t need to bet a single dollar to engage. Whether it’s consuming our content, joining our digital community, attending an event or simply connecting with fellow fans, we want Canadians to feel part of something bigger: a community that is safe, entertaining and proudly our own. And for those who do choose to wager, we deliver a world-class experience – Vegas in your hand, Canada in your heart.

CGB: How are you seeing gambling changing in real time, and what do you expect to come down the road?

Beber: The industry is shifting. Traditional sportsbook and casino products will always be the core, but players, especially younger demographics, want more variety, more social interaction and more ways to engage beyond the standard bet slip.

We’re seeing crossover between gaming, social media and entertainment. Alternative formats like prediction markets, fantasy, sweepstakes and skill-based contests are carving out space because they meet that demand. Looking ahead, the challenge will be balancing innovation with regulation, ensuring these new formats are safe and responsible while still delivering excitement. I expect the next two years to bring a wave of creativity in how we define “gaming.”

CGB: Your SBC Summit panel should be fascinating. What else are you looking forward to seeing and hearing about in Lisbon this year?

Beber: I’m looking forward to the conversations around player engagement and retention and the continued convergence of gaming and entertainment. Ontario has proven that competition raises the bar, and SBC is where you see the best ideas being debated and tested. I’m also eager to hear more about the international perspective, how lessons from Ontario can apply elsewhere and how operators globally are adapting to changing player expectations. And it’s always so great to connect with peers, partners and innovators who are pushing our industry forward.