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theScore Bet gains Canadian rights to MLB players’ names and images

theScore Bet is now an officially licensed sportsbook of MLB Players Inc. (MLBPI), the business arm of the Major League Baseball Players Association (MLBPA).

MLBPI and OneTeam Partners announced a new partnership with theScore’s parent company PENN Entertainment on Wednesday. The new partnership officially designates theScore Bet in Canada as an officially licensed sportsbook of the MLBPI, while PENN’s U.S.-facing brand ESPN Bet is the American partner in the deal.

It means that theScore Bet can now use MLB players’ names, likenesses and images on its online and mobile sportsbook, as well as in their marketing assets and promotional campaigns. So, expect to see a range of prominent MLB names faces used next to theScore Bet’s logo, not just the likes of Toronto Blue Jays stars Vladdy Guerrero Jr., Bo Bichette and George Springer.

Toronto-based theScore Bet has been the gaming partner of the Jays since 2022 via a 10-year exclusive deal. The brand has a strong presence in the franchise’s Rogers Centre stadium.

“As baseball season gets underway, we’re excited to offer fans an enhanced betting experience that includes player likenesses, expanded wagering options and a more dynamic product,” said PENN Interactive VP of Operations Jason Birney. “Partnering with MLB Players Inc. strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season.”

The MLBPI already has a similar partnership with Fanatics Sportsbook in the U.S., as confirmed to SBC Americas by Fanatics in October, and another with FanDuel that spans both north and south of the border.

MLBPI sued non-partner sportsbooks

Only MLBPI officially licensed sportsbooks can incorporate this information into their platforms, as multiple other sportsbooks have found out in stark fashion in recent months.

The union filed a lawsuit against DraftKings and bet365 in a Pennsylvania court and a separate lawsuit against FanDuel and Underdog Sports in New York Supreme Court in September 2024.

MLBPI later dropped FanDuel from the New York lawsuit and announced a partnership in November that made the company an officially licensed sportsbook in both Canada and the U.S.

Meanwhile, in the Pennsylvania suit, bet365 was withdrawn as a plaintiff on the same day that Judge Karen Marston ruled the case could move forward. No similar licensing deal has been announced between bet365 and the MLBPI despite bet365 being struck from the lawsuit.

Coolbet inks deal with PGA of Canada despite Ontario exit

Coolbet Sportsbook may be out of Ontario but it is still keen to be a part of the Canadian sports betting market.

The PGA of Canada announced Coolbet is the new official betting partner of both the golf league and the RBC PGA Scramble. The Scramble comprises a series of golf events for amateurs that take place across Canada, culminating in a championship event.

“Coolbet is honoured to partner with the PGA of Canada and its premier events,” said Partnerships Manager Andrew Aguanno. “At Coolbet, we’re committed to using our resources to enhance the experience for members, from providing innovative odds for the PGA Championships to promoting responsible gambling education. We’re also excited to support PGA programming like the RBC Scramble, and we look forward to creating memorable opportunities together.”

The deal will include contests with prizes around PGA events and Coolbet providing exclusive odds for specific PGA of Canada events.

Coolbet left Ontario after a year

What the deal won’t include is Ontario. Coolbet exited Ontario nearly two years ago, just one year after launching in the province. The brand’s website says it holds gaming licenses in Estonia, Sweden and Malta, but on a page that is geoblocked in Ontario, it adds that it accepts users in Norway, Finland, Iceland, Chile, Peru, Ecuador and Canada.

All of its activity in Canada now takes place in the unregulated market. That status does not seem to deter the PGA of Canada, however.

“It has been incredible to watch the consistent growth of the RBC PGA Scramble since its inception in 2015 and this partnership with Coolbet will further the experience even more for participants,” said Kevin Thistle, PGA of Canada CEO. “Coolbet’s commitment to transparency and responsible gaming was a big factor in our partnership in addition to their commitment to the game of golf through various partnerships they’ve supported.”

When Coolbet was part of the regulated market, it signed a multi-year partnership with Canadian Olympic sprinter Andre De Grasse. That partnership appears to no longer be active and De Grasse has not been featured in Coolbet Canada’s social media for several years, including during the Paris Olympics last fall.

Prior to entering Ontario, the brand also inked deals to promote both rugby and curling in Canada.

AGCO green-lights self-serve lottery terminals in Ontario casinos

The Alcohol and Gaming Commission of Ontario (AGCO) is making it easier for Ontario casinos to put self-serve lottery terminals on gaming floors at casinos.

The AGCO added an amendment to its Registrar’s Standards for Gaming: Lottery Sector effective April 1 to specify that the Ontario Lottery and Gaming Corporation can install self-serve lottery terminals on casino floors without being subject to existing surveillance requirements.

In effect, the change of language cuts red tape and means that casinos can more freely add lottery self-service terminals (SSTs) across their floors.

While casinos were already entitled to add lottery SSTs to their floors, it was difficult in a practical sense due to the AGCO’s monitoring requirements, which are primarily intended to ensure safety and security in retail environments. In November 2023, the Standards were amended to enable SSTs in select retail locations.

The Standards state that OLG must ensure that when a self-serve lottery terminal is installed within a retail store, it must be in the direct line of sight of the seller and employees on the premises for monitoring purposes. In casinos, that would require the SST machines to be close to a lottery kiosk or for an attendant to be near the machine at all times.

In its update, the AGCO noted that as casinos have “a high degree of control and surveillance” and already must meet other regulatory requirements, they will not need to meet the same line-of-sight surveillance standards as retailers.

“In order to facilitate the inclusion of the same model of SSTs in casinos, the AGCO amended the requirements for casinos to reflect the fact that, unlike retail environments, casinos prohibit entrance by minors and employ comprehensive security and surveillance programs,” an AGCO spokesperson told Canadian Gaming Business.

BlueBet says it is continuing ‘overwhelmingly positive’ talks with PointsBet

Despite the fact PointsBet rejected BlueBet’s takeover bid in favour of a competing offer, BlueBet CEO Andrew Menz said the company is still engaged in “overwhelmingly positive” talks with its fellow Australian gaming company.

PointsBet turned down BlueBet’s initial offer in late February. However, Menz said in an announcement this week that he remains optimistic. Those comments came after the firm announced its own successful acquisition of Topsport.

“With the successful integration of TopSport, our focus now shifts to further inorganic growth opportunities in the Australian market, including our compelling and fully funded proposal to acquire PointsBet,” Menz said.

“By providing the flexibility for PointsBet shareholders to choose a mix of cash and scrip, we believe ours is a superior proposal for shareholders to realize value in the short and long term. Our engagement with PointsBet shareholders remains overwhelmingly positive and we look forward to progressing our discussions with the PointsBet board.”

Menz also announced that BlueBet has secured underwriting for an equity raise and has been raising further funding.

PointsBet, which operates sports betting in its native Australia and both online sports wagering and online casino in Ontario’s regulated market, declined to provide comment to Canadian Gaming Business when asked.

PointsBet opted for MIXI offer, but not everyone on board

Its CEO Sam Swanell told investors on Feb. 25 that the company’s leadership had accepted a takeover offer from Japanese firm MIXI in a deal worth a total valuation of around $319 million CAD. BlueBet’s rival bid reportedly had a combined equity value of $307 million to $325 million CAD.

However, while Swanell said that the MIXI deal is unanimously recommended “in the absence of a superior proposal,” investors Wilson Asset Management and Pendal told the Australian Financial Review they may look to reject the MIXI offer in favour of the BlueBet bid.

Menz and BlueBet chairman Matt Tripp have said their offer provides “compelling strategic and financial benefits for PointsBet shareholders.” PointsBet publicly responded that BlueBet’s offer was highly conditional and unfunded and “could not reasonably be expected” to lead to a better offer than MIXI’s.

Both offers remain on the table.

PointsBet refutes BlueBet suggestion

In a letter to shareholders on Thursday, PointsBet chair Brett Paton reinforced the board’s confidence in MIXI’s fully funded, all-cash offer.

Paton emphasized that the company has significant financial concerns about BlueBet’s proposal, and that those concerns have not been sufficiently addressed. He opined that “it is clear that the BlueBet proposal could not reasonably be characterised as ‘fully funded.'”

“The BlueBet proposal was expressed to be non-binding and indicative and is not currently capable of acceptance,” Paton added, per the Australian Financial Review.

 

ELK Studios launches in Ontario market

Online slot provider ELK Studios has officially taken its games live in the regulated Ontario online casino market.

The Sweden-based company announced on Monday that it has launched a slate of seven titles in the province, including Katmandu Gold, Nitropolis and Cygnus.

The company said that launching in the lucrative Ontario market marks “a huge milestone in our mission to be live in every regulated corner of the world.”

“We’re taking a forward-leaning approach to our rollout, so this is just the beginning,” added Elk Studios.

“We’re incredibly excited to finally bring ELK Studios to Ontario,” added CEO Robin Smith. “This is a significant step in our global journey, and we’re entering with momentum. We plan to steadily and strategically roll out our portfolio, offering Ontario players the premium experience Elk is known for.”

ELK Studios was acquired by the company then known as Scientific Games back in late 2021. Under the now-Light & Wonder umbrella, it has continued to develop new content independently, supported by L&W’s scale, reach, and tools. At that time, ELK indicated ambitions to grow strongly in North America.

It also has licenses to serve gaming operators in the UK and Malta.

ELK is the latest in a recent flurry of gaming studios to enter Ontario, with the likes of Malta-based Swintt also recently going live in the province.

Others have been approved to follow. Since the start of 2025, RubyPlay, Finnish Lottery subsidiary Fennica Gaming and Evoplay are among the European suppliers to receive their license from the Alcohol and Gaming Commission of Ontario (AGCO).

Ontario’s online casino market is one of the most lucrative in North America. As of iGaming Ontario’s (iGO) most recent reporting, for February 2025, the commercial online casino sector accounts for 85% of handle and 76% of revenue across all online gaming and betting. The vertical reported $6.1 billion in cash wagers in February, up 30.5% year-over-year. Gross iGaming revenue for the month was $213.8 million, up a similar proportion.

SBC Summit Americas brings EDM superstar Steve Aoki to INFINITY Florida

Global electronic dance music (EDM) icon and Grammy-nominated DJ Steve Aoki will headline the INFINITY Florida closing party, kicking off its debut at SBC Summit Americas in Fort Lauderdale, Florida.

Known for pushing EDM into the mainstream, Aoki will bring his signature energy to an exclusive performance for betting and gaming professionals attending on a full-event pass basis.

First introduced at SBC’s flagship event in Lisbon, the INFINITY brand set the stage with performances by Darude, Don Diablo and Miss Monique. The energy continued in Rio de Janeiro, where INFINITY Rio hosted sets from Afrojack and Brazil’s own Dubdogz.

Rasmus Sojmark, CEO and founder of SBC, shared his vision for keeping the INFINITY brand a staple at the company’s biggest events.

“The INFINITY parties are our way of giving back to the people who make our events what they are,” said Sojmark. “We all know how intense event days can be, so closing things off with a great party — where everyone can unwind, dance, and celebrate — is the perfect way to wrap up the experience. After days of networking and making business happen, we want our attendees to leave on a high note.”

Aoki founded Dim Mak Records in 1996 at 19 years old while studying at the University of California. Originally created to support underground punk and indie rock bands, the label quickly evolved into one of the most influential in electronic music. Recognizing the rise of EDM, Aoki began signing electro-house artists, playing a key role in bringing electronic music to the mainstream. Dim Mak later expanded beyond music, becoming a fashion brand and event organizer.

The DJ’s career is also marked by collaborations with everyone from K-pop sensation BTS to genre-blending rock legends Linkin Park and pop star Louis Tomlinson, formerly of One Direction.

Aoki’s influence on the music industry has been recognized with two Grammy nominations, including Best Dance/Electronica Album (Wonderland, 2013) and Best Music Film (I’ll Sleep When I’m Dead, 2017). His 2008 Billboard Award win for Best Mix Album of the Year (Pillowface and His Airplane Chronicles) further cemented his influence, underscoring both his commercial success and his ability to push the boundaries of modern electronic music.

“Steve Aoki isn’t just an incredible musician, he’s a showman, an entrepreneur, and the definition of entertainment,” added Sojmark. “I have to admit, I’m wondering if he’ll bring out the cakes in Florida — I think that would be fun! But all jokes aside, he’s built an empire and knows how to put on a show, so we couldn’t be more excited to have him headline our EDM-style party at SBC Summit Americas.”

As the betting and gaming industry in the Americas continues to expand, SBC Summit Americas emerges as a strategic evolution, merging two of SBC’s events (SBC Summit North America and SBC Summit Latinoamérica) to create a single, powerful platform. Taking place May 13-15, the summit will gather 10,000 industry professionals, offering a world-class product showcase, thought-provoking educational sessions, and premium networking opportunities.

Get Your Ticket to SBC Summit Americas: Group Pass 3+ (Full Event Pass): Available for groups of three or more, this pass grants full access to conference sessions, the expo floor, networking events, and evening parties—all for a discounted rate of $500 per person. Get your Group Pass Expo+ Pass: Includes access to the expo floor and all conference sessions (does not include access to evening networking events). Get your Expo+ Pass at $95 Complimentary Operator & Affiliate Passes: Operators and affiliates can apply for free passes, subject to approval.

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AGLC renovates Play Alberta platform with competition lurking

The day after Alberta introduced legislation to open up a commercial online gaming and betting market, Alberta Gaming, Liquor and Cannabis (AGLC) unveiled a revamp of its Play Alberta platform.

Until Alberta opens its doors to private-sector operators, Play Alberta’s website and app is the only regulated online gambling platform in the province. It is doing all it can to stay ahead of the game and appeal to provincial gamblers.

The platform will continue under an updated logo and colour scheme, which AGLC said in a release better reflects an identity that represents Alberta. The crown corporation has also souped up its app by adding casino gaming, live dealer, e-instant games and lottery offerings.

AGLC launched the first ever Play Alberta app in October. The mobile platform was sportsbook-only at first, but AGLC VP of Gaming Dan Keene told Canadian Gaming Business last summer that it would add more online gaming verticals in the first half of 2025.

“Play Alberta is still fairly young in its lifecycle and we’ve always had eyes on developing an app because it’s critical to the delivery of the product,” Keene told CGB last June.

“Expanding the features available to them through the app continues to optimize their playing experience,” Keene said in a statement about the upgrades on Thursday. “I’m excited to see the brand evolve from where we started five years ago to what it has become today, celebrating a unique Alberta platform, with an identity that celebrates our province.”

Competition is likely coming

The timing of AGLC’s announcement was notable, as it came less than 24 hours after Minister of Service Alberta and Red Tape Reduction Dale Nally introduced the anticipated Bill 48 on Wednesday.

The iGaming Alberta Act proposes to create the new Alberta iGaming Corporation to oversee a private-sector online gambling market, which would see commercial operators compete with Play Alberta. The act would “designate AGLC as the regulator to ensure market integrity and compliance,” while the new corporation would be the conduct-and-manage entity.

Nally and AGLC have both expressed numerous times that they know Play Alberta currently has a great deal of competition in the province from unregulated sites and apps that do not have to yield any proportion of their revenue to the province.

AGLC’s full-year report for FY24 showed that PlayAlberta.ca generated $235 million in net sales in 2023-24, an increase of more than $42 million from the previous year. The crown corporation estimated last year that Play Alberta holds around 45% of Alberta’s total online gambling market; data provided to CGB by market research firm H2 Gambling Capital suggests it is more like 28% of non-lottery gaming.

AGLC’s Play Alberta currently utilizes the GameSense program, licensed from the British Columbia Lottery Corporation (BCLC), and operates its own self-exclusion program. Bill 48 also proposes numerous consumer safeguards, including the creation of a centralized self-exclusion system to be shared by all commercial operators who enter Alberta’s online gaming market.

Bill 48 must still pass in the legislature and be enacted. Industry stakeholders and observers have suggested that it is unlikely that a regulated commercial market will launch before 2026. In the meantime, the government maintains that Play Alberta is the only licensed platform on which people in the province can play online casino games or bet on sports.

Alberta introduces iGaming Alberta Act to regulate online casino and sports betting

Alberta has taken its most decisive step in months towards launching commercial online casino and sports betting by introducing the legislation that outlines how the province would regulate the market.

Minister of Service Alberta and Red Tape Reduction Dale Nally introduced the anticipated Bill 48 on Wednesday. The iGaming Alberta Act would create the new Alberta iGaming Corporation to oversee the proposed private-sector market, which would see commercial operators compete with Alberta Gaming, Liquor and Cannabis’ (AGLC) Play Alberta platform.

Nally had been tasked with providing a plan to offer regulated commercial online gambling by Premier Danielle Smith. He already confirmed last year that a new conduct-and-manage entity would be established separately from the AGLC to run the industry.

The iGaming Alberta Act would “designate AGLC as the regulator to ensure market integrity and compliance,” stated a government release. So, the crown corporation would be both Play Alberta’s operator and the market’s regulator, while the Alberta iGaming Corporation would be the conduct-and-manage entity, similar to the role iGaming Ontario (iGO) plays in that province.

The government stressed that “AGLC has a strong history of being responsible for regulating and protecting the integrity of Alberta’s gaming activities” and added that establishing the Alberta iGaming Corporation provides “a clear separation of responsibilities” between the new agency and AGLC.

Bringing competition under oversight

The government’s release noted that Play Alberta already has competition from unregulated platforms that offer gambling to Albertans.

“The reality is that online gambling is alive and well in this province,” Nally said at a press conference on Wednesday. “Suppose this legislation doesn’t pass; that won’t stop online gambling from continuing to grow.”

Last year, AGLC publicly estimated that Play Alberta holds around 45% of Alberta’s online gambling market. Other estimates say it is much lower. Data provided to Canadian Gaming Business by market research firm H2 Gambling Capital suggested that the government-run platform has never held more than 30% of Alberta’s online gambling market (not including lottery games) and had captured around 28% as of the end of FY24.

Although Nally stressed that regulating iGaming “is not a cash grab,” the provincial government reiterated in its statement that regulating online gaming will allow it to capture revenues currently being lost to unregulated operators and reinvest them in the province. That has been cited as a key motivation of allowing private-sector gambling by first Ontario’s government and now Alberta’s.

Protecting Albertan gamblers

As well as generating revenue for the province and quashing the grey market, other key goals in Alberta include broadening consumer choice and protecting players by ensuring that consumer safeguards and supports are in place.

“Our goal is not to create new gamblers, but to make existing online gambling safer,” said Nally in a statement. “It’s a simple case of ‘If you build it, they will come.’ We know this because they told us that. We know there are responsible operators that want to be part of a safer, more responsible gambling ecosystem, and we know there are illicit operators that don’t want to.”

The iGaming Alberta Act provides for several safeguards, including establishing a centralized self-exclusion system that allows all Albertan gamblers to limit their access to all online platforms with one click. iGO is developing its own such platform with Integrity Compliance 360 (IC360) and IXUP.

Alberta’s government will also continue to promote responsible gaming through existing programs such as British Columbia Lottery Corporation’s (BCLC) GameSense.

“We are fully supportive of a model that has proven to generate new revenue, protect consumers and shift wagering activity to the regulated market, and we’re confident that these benefits will be realized in Alberta,” said Adam Kates, VP of compliance at Canadian gaming and sports brand theScore, in the government’s release. “We look forward to supporting the process ahead and ultimately having an opportunity to introduce theScore Bet to Albertans.”

Jay Snowden, CEO of theScore Bet’s parent company PENN Entertainment, has said he expects Alberta to be a top-four market for the parent company in terms of online gaming revenue.

Timeline is uncertain

Bill 48 must still pass in the Alberta legislature and be enacted. How long that takes is the first question. Smith’s United Conservative Party has a parliamentary majority, but much discussion and potential amendments may lie ahead.

Even once it passes, there could still be a long runway.

Gaming operators have been pushing their projections back into 2026 and Canadian Gaming Association president and CEO Paul Burns suggested this month that up to a year from now could be realistic. Nally said on Wednesday that “later on this year or even early next year” are possibilities.

Other questions to be answered including where the tax rate is set and, ultimately, how many commercial brands are allowed in. Ontario’s private-sector market has 49 online gaming operators running 83 different websites at the time of writing.

From regulation to innovation: What North America can expect at SBC Summit Americas

With the debut of SBC Summit Americas, SBC is merging into a single, unified event, delivering a broader pan-American outlook.

While the event brings together the full power of the Americas, North America remains a key focus, with tailored conference content, expert insights and a spotlight on the region’s evolving landscape.

A dedicated North America conference track will dive deeper into the market’s unique challenges and opportunities, ensuring the needs of regional stakeholders remain front and centre. Topics will include modernizing traditional verticals, navigating intricate regulatory environments and exploring the latest CRM strategies for effective user acquisition and player retention.

“The North American market has come a long way since the legalization of sports betting in 2018, but there is still much to learn,” said SBC CEO and Founder Rasmus Sojmark. “The market has pivoted in ways many did not expect, and with an increasing number of brands still seeking to capitalize on the market’s potential, it’s essential for delegates to be up to date with the latest regional insights and developments.

“While some companies at the event operate across both regions, many are solely focused on North America, making this program essential for addressing their specific challenges. That said, with the strong links between markets, valuable insights can also be found in our LatAm tracks, reinforcing why this event is a must-attend for the industry.”

On Wednesday, May 14, delegates will dive into the future of the industry in the U.S. Sessions will tackle the viability of sweepstake betting in North American casinos, the fusion of sports betting with broadcasting, lottery innovation and the evolution of poker media. Panels will also address the impact of limiting bettors, strategies for engaging new audiences and how AI and gamification can boost player loyalty.

On Thursday, May 15, the program will spotlight the rise of futures trading platforms in sports betting and explore how the industry can help elevate the visibility of women’s sports. The day will also feature deep dives into tribal gaming, with panels reflecting on its evolution and impact over the past two decades, strategies for building mutually beneficial partnerships and the collaborative efforts needed to advance gambling legalization in California.

The North America focus will go beyond its dedicated conference track, with region-specific discussions woven throughout the agenda. Attendees from across the Americas will gain valuable opportunities to connect, collaborate and tackle shared challenges and opportunities.

The Payment Expert Summit will feature sessions on enhancing cross-border payment processes, navigating evolving state regulations, and a comprehensive deep dive into the proposed SAFE Bet Act. Meanwhile, the Leaders track will bring together influential industry figures to discuss the upcoming 2026 FIFA World Cup, the integration of AI into sports betting and the current state of fantasy sports in the U.S.

Notable North American experts set to take the stage include:

  • Philip Canavan (Director, SEM)
  • Jeremy Groves (COO, EvenBet Gaming)
  • Louis Maione (President & Co-Founder, SportsGrid)
  • Seth Schorr (CEO, Fifth Street Gaming)
  • Stuart Simms (Group CEO, FairPlay Media)
  • Lee Terfloth (Chief Interactive Officer, Delaware North)
  • Jake Walsh (VP Sportsbook, DraftKings)
  • Dan Zucker (President, Zucker Media Group)

SBC Summit Americas will take place at the Broward County Convention Center in Fort Lauderdale, FL, from May 13-15.

__________________________________________________________________________________________

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Group Pass 3+ (Full Event Pass): Available for groups of three or more, this pass grants full access to conference sessions, the expo floor, networking events, and evening parties—all for a discounted rate of $500 per person. Get your Group Pass Expo+ Pass: Includes access to the expo floor and all conference sessions (does not include access to evening networking events). Get Your Expo+ Pass at $95 Complimentary Operator & Affiliate Passes: Operators and affiliates can apply for free passes, subject to approval.

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AGCO fines BetMGM Canada $110,000 for offering cash to attract customers

The Alcohol and Gaming Commission of Ontario (AGCO) has fined BetMGM Canada $110,000 for offering cash to new customers who signed up and placed a deposit.

The AGCO’s regulations expressly forbid gambling operators who are licensed in Ontario from publicly advertising sign-up bonuses or any other inducements designed to attract new players (Standard 2.05). The regulator also makes operators responsible for the conduct of their third-party partners such as marketing affiliates (Standard 1.19).

The commission said in a news release that BetMGM violated its Registrar’s Standards for Internet Gaming in separate incidents.

The AGCO asserts that in January 2024, BetMGM representatives allegedly attended the National Franchise Show and were offering $100 in cash to new players who opened a new account and deposited $15. Two months later, said the AGCO, BetMGM acknowledged that its marketing affiliate Above the Street had engaged in prohibited inducement marketing.

BetMGM signed up 377 new players and Above The Street made $127,180.00 in commissions as a result of the prohibited marketing, said the AGCO.

Then, last April, another BetMGM marketing affiliate, Maple Leaf Marketing, also engaged in prohibited inducements and marketing, resulting in 94 player sign-ups and about $34,000 in commissions for the marketing firm.

“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities,” said AGCO CEO and Registrar Dr. Karin Schnarr. “The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”

BetMGM terminated affiliate relationships in response

A BetMGM representative told Canadian Gaming Business that when it learned of the violations, it began an internal investigation that ultimately led to the termination of the relevant affiliate relationships “due to their misconduct.”

The company also worked with the AGCO on remediation.

“BetMGM is ultimately responsible for the actions of its affiliates,” said the rep. “BetMGM has worked closely through these issues with the AGCO including on remediation measures that were implemented as a result. BetMGM is committed to the protection of our patrons in Ontario, and regrets and apologizes that these issues have occurred.”

AGCO has fined other operators for similar infractions

The AGCO has fined other operators in the past for similar infractions, although most of those violations came during the early stages of the Ontario open market.

Back in May, just one month after the provincial online gaming market opened, the regulator fined BetMGM $48,000, as well as PointsBet $30,000, for advertising and inducement infractions. In that instance, BetMGM’s mistakes included marketing a “$250K Launch Party” which included a contest offer wherein the winner would receive a $100,000 casino bonus.

The likes of DraftKings and Unibet, the latter of which has since exited the province, were also punished in the early months of regulated online gaming for marketing violatins.

Regulator has refined approach to ads

The AGCO has refined its regulatory framework relating to ads over time. In February of last year, it officially implemented new rules that ban the use of cartoon figures, social media influencers and celebrities who are likely to appeal to minors in all materials and communications provided by operators.

Operators are also now barred from using active or retired athletes who have secured deals with gambling companies, unless they are specifically used to promote responsible gambling measures. BetMGM has used Canadian hockey icon Connor McDavid in a highly visible and successful RG campaign under the adjusted rules