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BetVictor Canada launches safer gambling campaign with ex-Raptor McGrady

BetVictor Canada has officially launched its new responsible gambling advertising campaign fronted by former Toronto Raptor Tracy McGrady.

NBA Hall-of-Famer McGrady, who began his career with the Raptors, was named as the Ontario-licensed operator’s Safer Gambling Ambassador back in October. This week, the partners have taken their marketing live in the province.

Two mobile digital trucks targeting high-traffic areas near the Raptors and the Maple Leafs’ Scotiabank Arena home and the Toronto Blue Jays’ Rogers Centre will provide audience exposure for the campaign. The marketing will be scheduled around Leafs, Raptors and Blue Jays home games.

BetVictor Canada has also partnered with Clear Media Group in a move that will see 100 taxis display key brand messaging around the city.

The campaign coincides with Problem Gambling Awareness Month, a nationwide campaign held every March that seeks to increase public awareness of problem gambling and promote prevention, treatment and recovery services.

“BetVictor is delighted to be participating in the National Council of Problem Gambling campaign in March, to help increase public awareness of problem gambling and the need to promote prevention, treatment and recovery services,” said BetVictor Group Head of Emerging Markets Mark Harper.

“In using our Safer Gambling Ambassador, Tracy McGrady, to raise awareness about BetVictor’s safer gambling tools such as loss limits, time alerts and product restrictions we are dedicated to ensuring all players have a safe gambling experience.”

During his time with the Raptors, McGrady formed a popular double-act with his cousin, Raptors legend Vince Carter, and the pair led the franchise to its first-ever postseason berth in 2000.

“Safer gambling is an important issue across Canada and I look forward to helping to promote this message alongside BetVictor to encourage Canadian customers to bet and play safely and responsibly,” said McGrady last year.

Licensed online gaming brands in Ontario are not permitted by the Alcohol and Gaming Commission of Ontario (AGCO) to use athletes or other celebrities in their marketing unless it is specifically for the purpose of promoting responsible gambling measures.

BetVictor is one brand operated by Gibraltar-headquartered BVGroup. The company’s gaming portfolio also includes the likes of Betano UK, Heart Bingo and Wiz Slots.

GiG teams up with PowerPlay as fourth operator partner in Ontario

B2B iGaming technology company Gaming Innovation Group (GiG) has partnered with PowerPlay Online Casino and Sportsbook to power the operator’s online platform in the regulated Ontario market.

The deal is GiG’s fourth operator brand launch in the province’s private-sector market as well as its fourth across all jurisdictions in 2025. As it does with its other partners, it will supply PowerPlay with its online gaming platform, innovative content management system and its SportX sportsbook.

PowerPlay is also now able to leverage GiG’s AI tools, DataX and LogicX, which provide advanced machine-learning models that help operators make better decisions to deliver significant increases in player acquisition and customer retention.

PowerPlay has been licensed to offer both online casino and online sports betting in Ontario since February 2023, when it received official approval from the Alcohol and Gaming Commission of Ontario (AGCO). The company said that the migration to GiG’s technology positions it well to further enhance its online gaming offering and strengthen its reputation in the country.

“This partnership allows us to offer an enhanced and seamless experience for our players, while leveraging GiG’s flexible and scalable solutions to expand our presence in the market,” said PowerPlay CEO Dean Serrao. “We are excited for what’s ahead and confident this move will help us strengthen our position as a leading brand in the province.”

Malta-based GiG Software expects to deliver a number of key launches in regulated markets globally throughout 2025. In Ontario, it already works with licensed brands including Lucky Days casino.

“GiG’s expertise in delivering market-leading technology is once again proving instrumental in helping partners such as PowerPlay navigate the complexities of regulated markets,” added GiG CEO Richard Carter. “The successful launch into Ontario highlights our ability to facilitate seamless market entry while ensuring stability and scalability for long-term growth.

“Our continued focus on delivering a market-leading service provision, from secure platform infrastructure to optimized user experiences, is key to enabling partners to maximise their potential. We are proud to be playing a role in PowerPlay’s success and the ongoing evolution of both the Ontarian market and the wider future of iGaming in Canada, reinforcing our reputation as a trusted partner in the regulated space.”

GiG teams up with Nuvei on payments

In January, GiG partnered with Canadian fintech company Nuvei to allow operators to optimize their payments functionality through their existing integration with GiG’s CoreX solution.

In September, GiG chose a Nuvei competitor, Paysafe, as the preferred payment solution for all of its iGaming and online sports betting brands across North America, Latin America and Europe.

However, the integration with Nuvei now provides GiG-supported operators in over 200 countries with connectivity to 720 alternative payment methods.

OpenBet finalizes managed buyout from Endeavor

Leaders of sports betting services provider OpenBet have completed their $450 million USD managed buyout from Endeavor Group Holdings.

The deal, which was supported by Endeavor CEO Ari Emanuel, was confirmed back in November and has now closed. OpenBet CEO Jordan Levin and other executives participated in the buyout. Levin will continue to lead the company.

Levin said the deal marks a new chapter for OpenBet as it looks to accelerate its expansion and innovation in the global sports betting landscape. OpenBet already provides services for more than 200 operators worldwide, including big-name betting brands such as FanDuel and BetMGM and also has a large footprint in the worldwide lottery sector.

“As this new chapter begins, OpenBet is better positioned than ever to drive market expansion and product innovation while defining the future of betting and gaming entertainment,” said Levin.

OpenBet operates in the majority of Canadian provinces.

Endeavor shedding its sports betting assets

Global talent and media group Endeavor acquired OpenBet from Light & Wonder (formerly Scientific Games) in 2022 for $800 million USD.

Last week, Endeavor announced it is selling its IMG Arena sports data business to Sportradar in an acquisition worth more than $200 million USD. IMG Arena will continue operating under OpenBet until the close of the transaction, which is expected to be in the fourth quarter of 2025.

Once that second deal is completed, Endeavor will have offloaded its major sports betting assets. The company has been looking to divest areas of its business after it unveiled its $13 billion buyout by private equity firm Silver Lake last year.

OpenBet said at the time that the managed buyout was announced that the transaction was a necessary step for the closing of the Silver Lake sale, which was first announced last April. Silver Lake is the biggest investor in Endeavor, holding around 31% of outstanding shares as of the end of 2023.

Pollard Banknote acquires charity bingo specialists Pacific Gaming

Pollard Banknote has agreed to acquire 100% of Pacific Gaming, a company that specializes in electronic bingo products, services and management systems.

Pacific will become part of the Pollard Charitable Games Group, joining other companies such as American Games, International Gamco, Diamond Game and CJ Venne.

The acquisition strengthens Pollard’s existing product portfolio, which already includes paper pull-tabs, electronic pull-tabs, bingo paper, pull-tab vending machines, video verifiers and bingo daubers. Pollard Banknote said in a release that Pacific’s bingo equipment provides an even more comprehensive and integrated range of products to meet the needs of charitable gaming operators.

“We are thrilled about adding the Pacific electronic bingo offerings into our charitable gaming portfolio,” said John Pollard, co-CEO of Pollard Banknote. “As one of the leading providers to the charitable bingo market, the addition of electronic solutions is an important element of providing a comprehensive product offering to existing and new customers. Pacific will be a key addition in helping us remain a leader in this space.

“This acquisition continues Pollard Banknote’s commitment to growing our presence in the important charitable gaming market and strengthening our leadership role as the partner of choice for charities throughout the U.S. and around the world.”

“Pacific has long been a leader in electronic bingo solutions and we’re excited to have them join our charitable games group,” added Pollard Banknote EVP of Charitable Gaming, Steven Fingold. “This acquisition further highlights Pollard Banknote’s ongoing commitment to the charitable gaming market and our focus on expanding our leadership role through both organic growth and key acquisitions.”

The total acquisition purchase price is $10 million U.S. dollars (approximately $14.4 million CAD), prior to standard working capital adjustments. The purchase price will be funded from existing Pollard Banknote cash resources and availability under our existing senior credit facilities.

The ideal, which is anticipated to be accretive to Pollard Banknote’s net income, is expected to close on April 1, 2025. It is not contingent on any financing.

Pollard Banknote extends deal with multiple Canadian lotteries

Pollard Banknote is a leading lottery partner to more than 60 lotteries worldwide, including numerous Canadian crown corporation lottery platforms.

Last summer, it signed a five-year extension to its Instant Ticket Printing Services Agreement with the Interprovincial Lottery Corporation (ILC), ensuring that it will continue to provide products and services to the Atlantic Lottery Corporation, Loto-Québec, the Ontario Lottery and Gaming Corporation (OLG), the Western Canada Lottery Corporation (WCLC) and the British Columbia Lottery Corporation (BCLC) until December 31, 2028.

The contract has an option to renew for an additional five years.

Pollard Banknote and the ILC have worked together for 35 years.

As well as every Canadian lottery corporation, Winnipeg-headquartered Pollard Banknote is a partner of dozens of other lotteries worldwide. It not only provides instant ticket products and games but also a full suite of digital offerings including player engagement solutions and strategic marketing and management services.

It also provides pull-tab tickets, bingo paper, ticket vending machines and electronic games and devices to charitable and other gaming markets in North America. The nearly 120-year-old company is owned approximately 64% by the Pollard family and 36% by public shareholders and is publicly traded on the Toronto Stock Exchange.

Rivalry polishes up affiliate partners program

Digital-first sportsbook and online gaming operator Rivalry Corp. has relaunched and rebranded its affiliate program.

The newly titled Rivalry Partners program will allow users to monetize their followings through the marketing and promotion of Rivalry’s sportsbook and casino.

The updated affiliate program includes a competitive revenue share agreement and lifetime commission on referred player accounts. Via an automated affiliate registration process, Rivalry’s affiliate partners will gain access to a digital marketing toolkit including customizable graphics and assets and dedicated affiliate dashboards, allowing them to track their code’s performance in real-time and optimize their marketing efforts.

”For years, Rivalry has worked with creators to build its brand and drive customer acquisition opportunities throughout the online communities where our target audience lives,” said Steven Salz, co-founder and CEO of Rivalry. “Our revamped affiliate program allows us to continue working with creators–big and small–on a much larger scale with less upfront costs and staffing resources.

“Our goal was to make this program as competitive, accessible, and automated as possible for users, allowing anyone in our licensed jurisdictions to monetize their followings. In return, we’ll develop a funnel for Rivalry to connect with new customers and generate brand awareness organically on an ongoing basis.

The affiliate program is available in Rivalry’s home province of Ontario and in other global jurisdictions that fall under Rivalry’s Isle of Man license.

Rivalry continues to look to future

The revamped affiliate program is the latest update from the esports specialists.

Back in November, Salz told investors on Friday that the company has “completely rebuilt every core element of our product” as it looks to lean more heavily into the cryptocurrency side of online gaming.

Salz espoused confidence that the Toronto-based company’s “evolved product set alongside a more mature digital-first rebrand” will accelerate its position as a global crypto-native operator and enable the business to capture high-value players. The company is also beginning to explore starting to license its gaming content to other operators.

In January, to kick off the new year, the company also launched a VIP program allowing players to earn points as they wager. The rewards include cashback of up to 11% distributed through free spins or bets, as well as a deposit match of up to $50.

Jackpot Digital adds Loto-Québec to Canadian casino portfolio

Vancouver-based casino supplier Jackpot Digital has signed a master leasing agreement with the casino division of Loto-Québec.

The manufacturer of electronic dealerless poker tables will supply 12 of its Jackpot Blitz machines to the Société des casinos du Québec Inc. The machines will be installed at Casino de Montréal, Gatineau’s Casino du Lac-Leamy, Casino de Mont-Tremblant and La Malbaie’s Casino de Charlevoix.

The Jackpot Blitz is a fully automated dealerless poker electronic table game with a 75-inch touchscreen tabletop that combines traditional poker with dealerless technology.

The company and the crown corporation will discuss adding more machines at other properties throughout Loto-Québec properties across the province after the initial deployment of 12, said a release, as a part of Loto-Québec’s poker strategy.

Jackpot Digital spreading across North America

It’s the latest in a slate of land-based installations or orders in Canada and the U.S. announced by Jackpot Digital.

At home, it secured a license from the Alcohol and Gaming Commission of Ontario (AGCO) in December to enter the province’s extensive retail casino market. It previously received approval from the Saskatchewan Liquor and Gaming Authority (SLGA) back in December for its first major jurisdictional, non-tribal license.

This month, it was approved by the Maine Gambling Control Unit to provide its products in Maine, its first U.S. state license. Until that deal, its U.S. operations had been exclusively through the company’s tribal gaming casino partners, but CEO Jake Kalpakian said the Maine deal would start a new state licensing-focused approach.

It already also has a footprint in California, Louisiana, Michigan, Minnesota, Mississippi, Montana, New Mexico, Oregon and Washington, as well as several international jurisdictions.

The company boasts Pro Football Hall of Famer and Super Bowl-winning coach Jimmy Johnson as an ambassador.

Loto-Québec casino sector on course for record year

In its latest quarterly update,Loto-Québec reported annual growth in both revenue and net income for the final quarter of the 2024 calendar year.

The casino and gaming halls segment is the lottery’s biggest revenue driver. From April 1 to Dec. 31, 2024, that sector provided $906.8 million in revenue, 40.7% of total revenues. Loto-Québec’s release noted that puts the vertical on course for an all-time record year.

iGaming Ontario reports market slip in February after January record

Ontario’s online casino market took a step back in February after its record performance in January, according to iGaming Ontario’s (iGO) latest figures.

The gaming agency has released its monthly market performance summary for February 2025 with Ontario’s iGaming market posting a month-over-month decline in both total wagers and gross revenue.

Last month, the iGO reported CAD $7.1 billion in total cash wagers, a 9% decline compared to the all-time record $7.8 million posted in January 2025. The cash wagers generated $280.1 million in non-adjusted gross gaming revenue in February 2025, down 15% month-over-month. January’s $327.9 million was the first month in which regulated Ontario operators had smashed the $300 million monthly revenue ceiling.

Player accounts keep growing

However, year-over-year results are still up significantly. Handle climbed 26.9% from $5.6 billion and non-adjusted gross gaming revenue was up 32.5% from February 2024.

Although revenue and handle both fell from January’s record, Ontario’s number of active player accounts continued to grow. iGO reported 1.13 million monthly active player accounts in February 2025, a 2% increase from January and a 23% growth from a year ago.

Average revenue per player account was at its lowest in a year, at $248, but still up from last February’s $232.

Sports betting revenue falls by one-third from January high

Casino gaming continues as the most popular wagering category in Ontario, making up 85% of handle and 76% of revenue. The vertical reported $6.1 billion in cash wagers in February 2025. That was the lowest total since September 2024 and a 7% decline from January but a 30.5% year-over-year jump.

Last month, gross gaming revenue from casino gaming closed at $213.8 million, up 30.5% year over year. Casino gaming in Ontario includes slots, live dealer and computer tables and peer-to-peer bingo.

Sports betting was more modest, with wagering handle of $930 million down 21% from the all-time record in January and up 12.6% year-over-year. Betting revenue fell by 33% from January to $61.5 million, but is up a healthy 45.4% from last year. Ontario’s betting market includes sports betting, esports, novelty wagers and props.

Change of plans by iGaming Ontario

iGO has released its February results as part of a change in how it publishes market performance reports. The agency previously reported results just once a quarter before changing its publishing schedule to once a month mirroring practices from U.S. regulators.

Earlier this year, iGO told Canadian Gaming Business that the adjustment “is the result of our decision to be more transparent by sharing aggregate revenue and market insight figures more frequently, and in a format that is easier to ingest and analyze.”

The agency has no plans to provide the public with data from each licensed operator.

BCLC notes competition from operators at home and abroad in new campaign

The British Columbia Lottery Corporation (BCLC) is making an effort to highlight why provincial gamblers should choose the crown corporation’s offerings.

In its new “What’s played here stays here” campaign, the lottery reminds users that all net profits generated by its operations stay in B.C. to help fund critical provincial services like education, health care and community programs.

BCLC operates 36 casinos and community gaming centres across the province, operates the PROLINE sportsbook and offers B.C.’s only regulated online gambling platform PlayNow.com.

In 2024, it generated $1.5 billion in net income for the province, of which $1 billion went to fund public programs and services, including education. Gaming proceeds are also devoted to non-profit organizations, health initiatives and local governments and First Nations.

“Across B.C. and Canada, we’ve seen incredible groundswell around the importance of buying and supporting local, and that’s no different for British Columbians who choose gambling for their entertainment,” said BCLC President and CEO Pat Davis in a release.

“We want our B.C. players to know they can find a world-class gambling experience in their own backyard, whether it’s at one of our 33 casinos, 3,400 lottery retailers, or online at PlayNow.com, and that the proceeds from their play with BCLC make a positive impact at home in their community.”

Nearby US casinos ‘aggressively’ market to BC residents

In the release announcing the campaign, BCLC also referenced the competition it faces, not only from unregulated grey market sites in its own province but also from casinos in nearby U.S. states which “aggressively” market to British Columbians.

The crown corp. noted that its new messaging “reinforces that all other gambling websites operating in B.C. are illegal and take away funds from critical community programs and services.”

BCLC stated in its release that “along with illegal online gambling websites, BCLC also competes with Washington State and Las Vegas casinos, all of which aggressively market to B.C. residents.”

“BCLC continues to raise awareness that these gambling options do not support B.C.’s economy and take away funds from vital provincial and community-based programs and services,” added Davis. “In a time when British Columbians are standing united, we want to reinforce that playing together with BCLC helps make B.C. even better.”

Data supplied to Canadian Gaming Business by gambling research firm H2 Gambling Capital suggests that BCLC holds close to half of B.C.’s online gaming market in terms of gaming revenue share. Its share has purportedly slid somewhat over the last few years, dipping from 59% in FY21 to 49% in FY24, per H2.

This has come as the unregulated online gaming market has grown post-pandemic, although H2 also noted that the numbers reflect that BCLC’s online business grew strongly in FY21 and has largely remained flat since.

Canadian lotteries uniting to launch national PROLINE sportsbook platform

The Atlantic Lottery Corporation (ALC) and the British Columbia Lottery Corporation (BCLC) are together hunting for a technology provider to power a “national sports betting solution” that will be shared by multiple Canadian lotteries.

In a Request for Proposal (RFP) published on Merx.com by ALC on behalf of itself and BCLC, ALC states that the two lottery crown corporations are collaborating to select a single supplier for online sports betting. Each lottery will negotiate a contract to provide a technology platform as well as trading and liability management services.

The idea is that both lotteries will offer “a best-in-class national sports betting product” under the PROLINE brand. The platform will be “a consistent sports betting experience” for players powered by one shared tech partner.

Various Canadian lotteries use the PROLINE brand name since 1992. ALC has offered sports betting under the name since the early 1990s and BCLC currently offers in-person sports wagering under the PROLINE brand and online sports betting via PROLINE on its PlayNow platform.

The RFP was posted on March 17. Although at the time of writing it listed a closing date of March 24 on Merx.com. ALC told Canadian Gaming Business that date is a typographical error that is being corrected; the correct closing date is April 24, as listed on ALC’s procurement site.

Other lotteries welcome, Loto-Québec would consider

This initiative is currently a joint effort between the ALC and BCLC. While both of those crown corporations are members of the Canadian Lottery Coalition (CLC) along with Lotteries & Gaming Saskatchewan (LGS), Manitoba Liquor and Lotteries (MBLL) and Loto-Québec, this is not a CLC initiative.

However, the RFP also notes that “additional provincial Operators will have the right, if and when they choose, to join the collective in the future.” Separately, it adds that “Loto-Québec, at its option, will be able to enter into an Agreement with the Supplier.”

Loto-Québec told Canadian Gaming Business that it is “willing to consider” joining a multiprovincial sports betting platform. “We think there’s room for a national product — we already offer that with lottery games.”

The CLC is currently awaiting a May hearing after MBLL filed an injunction application on behalf of the coalition to prevent unlicensed gambling site Bodog from operating in Manitoba. CLC Executive Director Will Hill told CGB that this is an unprecedented legal action by either MBLL or the coalition and added that the member lotteries “remain committed to the idea of addressing unlawful gambling through all available means.”

OLG has no plans to join, prepares to onboard Kambi

One crown corporation gaming operator that does not intend to join the shared platform is the Ontario Lottery and Gaming Corporation (OLG), which is unique among provincial lotteries in that it competes with dozens of regulated commercial online gaming operators.

OLG’s own sports betting is also branded under the PROLINE name. But, a month ago, prominent gaming tech provider Kambi announced it would be taking over the OLG omnichannel sportsbook provider contract currently held by France’s La Française des Jeux (FDJ). That existing contract runs until 2032.

Kambi must make “a material initial investment” in order to assume its status as contract holder. CEO Werner Becher said on an earnings call that “there remains some work to do to get this over the line,” although he added that there is “no reason to doubt” that the transition will be completed. Kambi said it expected the multi-channel migration to be completed in the second half of 2025.

OLG spokesperson Tony Bitonti told CGB by email that while OLG is aware of the RFP, the lottery corp. “do not have plans to join as we are focused on our transition to Kambi.”

Bitonti added that “this plan will provide further [PROLINE] brand alignment across the country.”

Saskatchewan casino revenue jump provides more funds for First Nations

Saskatchewan First Nations and Métis organizations will receive an additional $12.5 million in gaming payments for the 2024-25 fiscal year thanks to better-than-expected performance from retail and online casino gaming.

The additional revenue contribution brings First Nations and Métis organizations’ total gaming windfall to $120.6 million for the year. The government credited unexpectedly high profits from Saskatchewan Indian Gaming Authority (SIGA) casinos, SaskGaming casinos and the province’s PlayNow.com online gaming platform.

“These additional contributions to First Nations and Métis organizations will further empower the economic, social, educational and cultural initiatives in communities throughout Saskatchewan,” said Minister Responsible for First Nations, Métis, and Northern Affairs, Eric Schmalz, in a release.

Via SIGA’s profit-sharing model, 50% of net profits from SIGA casino gaming goes to the First Nations Trust, which distributes the money to the 74 First Nations in Saskatchewan. Another 25% goes to Community Development Corporations, which distribute funds for economic development, community infrastructure development, justice initiatives and more. The final 25% goes into the provincial government’s General Revenue Fund.

SIGA saw record profits last year

Non-profit corporation SIGA operates seven casinos in the province as well as Saskatchewan’s only regulated iGaming and sports betting site, the British Columbia Lottery Corporation-owned PlayNow.com. The site yielded $19.1 million of the 2023-24 gaming revenue.

Last year, SIGA made record-breaking profits for the second year in a row, taking $346.6 million in gross revenue and a final distribution of income of $138.8 million for the 2023-24 fiscal year ended March 31, 2024. Those were both new record marks. PlayNow yielded $19.1 million of the 2023-24 gaming revenue.

To date, more than $1.5 billion has been paid out by SIGA to First Nations communities and other beneficiaries.

Meanwhile, Lotteries and Gaming Saskatchewan (LGS), the crown corporation that owns SaskGaming, recorded gross income of $585.6 million and net income of $191.1 million from June 1, 2023, to March 31, 2024.

Elsewhere in Saskatchewan casino news, LGS was ordered this month by Premier Scott Moe to source VLT and slot machine upgrades from non-U.S. suppliers.

$43 million of such equipment currently procured from the U.S. is due to be upgraded this year. LGS told CGB that the agency is currently investigating supplier options. “At present, we do not expect that this will affect the operations or services that are delivered by LGS’s gaming operators,” said the crown corp.