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BetMGM to propel Push Gaming in Ontario and beyond

BetMGM will bring Push Gaming’s range of titles to a larger audience in Ontario as part of a new deal between the operator and the supplier that will expand into the U.S. next year.

The first phase of the partnership with Push Gaming, which is majority owned by MGM Resorts International subsidiary LeoVegas, will see BetMGM add some of the game developer’s top slot titles to its BetMGM Casino and Wheel of Fortune Casino platform in Ontario. Though BetMGM and Push Gaming both have MGM Resorts ownership in common, this is the two brands’ first market entry together.

A press release notes that starting at an unspecified time next year, BetMGM will be the exclusive partner for Push Gaming south of the border.

“Push Gaming’s exciting slots resonate with players and elevate the iGaming experience,” said BetMGM’s VP of Gaming Product & Content, Oliver Bartlett. “We are proud to partner with Push Gaming and add their popular slots to our online casinos in Ontario which offers players a vast variety of over 3,000 titles.”

In Ontario, where UK-based Push Gaming has been licensed since May 2022, it also works with other licensed operators including NEO.Bet. The company also recently extended its reach in North America by partnering with Winpot in Mexico.

“This is a proud moment for the team at Push Gaming as this partnership is the culmination of an incredible amount of hard work,” added Push Gaming’s Chief Business Development Officer, Fiona Hickey. “Having some of our biggest games available to BetMGM players, one of the industry’s largest names, is a milestone in our evolution as a developer and we’re incredibly excited at the potential of our partnership.

“As well as being committed to creating the best slots the industry has to offer, it is also our priority to ensure that content is available to as many players as possible, in tandem with the very best operators, globally. Working with BetMGM fits those goals perfectly and the ensuing long-term closer cooperation across North America that this will bring gives us an amazing foothold in key regions.”

Push Gaming is the latest online casino provider to have its games added to BetMGM Casino’s Ontario offering. The operator previously launched NetGaming’s titles in the province back in August.

Aviatrix takes flight in Ontario in first North American launch

Multi-award-winning crash game developer Aviatrix has liftoff in North America for the first time after it received a license to launch in the Ontario market.

Aviatrix has been granted a B2B supplier license by the Alcohol and Gaming Commission of Ontario (AGCO), allowing online casino operators in the province to begin offering the game.

Aviatrix is an online casino engagement product that the company bills as one of the fastest-growing titles in the world. Centred around an innovative crash game, it includes NFT-based mechanics aimed at promoting player loyalty and retention. It is licensed or certified in numerous European countries and also has a Latin American presence in Peru. Now, it has added one of North America’s largest and most lucrative iGaming markets.

“We committed to expanding Aviatrix’s regulated footprint, and this is another huge step,” said Aviatrix Chief Account Officer Anastasia Rimskaya. “We’re already present in many markets across Europe, so it is fantastic to add a province in Canada to the list. We are sure that players in Ontario are going to find Aviatrix every bit as enjoyable as their counterparts elsewhere.”

Aviatrix was recently named Game of the Year at the EGR Operator Awards 2024 and was also named a Rising Star in Casino Industry Innovation by SBC. It has taken off in multiple new regulated markets over the past few weeks before its Ontario entry, including Italy, Sweden and the Netherlands.

The company said in a release that it was helped through the AGCO licensing and certification process by BetComply, with whom it partnered last month.

“Having BetComply at our side as we embark on a huge expansion into regulated markets around the world is priceless,” added Rimskaya. “The team has unparalleled expertise, and is able not only to assist with our day-to-day processes, but also share strategic insight and best practices. We look forward to building upon this partnership as we enter new regulated markets globally.”

How PayPal’s absence impacts Canadian iGaming

PayPal has a strong presence in many online gaming markets around the world. Why not Canada?

SBC spoke to Ville Saari, lead content manager at casino comparison site Bojoko.ca, about PayPal’s notable lack of footprint in Canadian gaming. Saari believes that the lack of federal gaming regulatory oversight is a big factor.

“PayPal’s policy is to support online gambling transactions only in regions where the industry is fully regulated,” Saari noted. “In Canada, the regulatory framework for online gambling varies significantly across provinces. While some have established their own regulations, there isn’t a cohesive, nationwide regulatory system in place. This fragmented approach doesn’t meet PayPal’s criteria for supporting gambling transactions.”

Saari added that PayPal requires a robust and uniform regulatory environment to ensure compliance and security for its users, both on the customer end and the business end. Canada, he said, simply doesn’t offer that.

“Currently, Canadian players who prefer using PayPal for online gambling transactions have practically no recourse; they just can’t use the payment method,” he told SBC. “There may be exceptions or workarounds, but this is not advised. The best thing they can do is look for alternatives.”

For PayPal to become a more key player in the Canadian market, Saari believes there would need to be “significant changes” to the regulatory framework.

Other options are available

Bojoko offers a guide to the hurdles of using PayPal at casinos in Canada. The resource also list several alternatives with similar functionalities and protections that people who prefer to use PayPal could opt for instead.

Canadian casinos and online gaming utilizes a variety of payment methods, from credit and debit cards to instant bank transfers and INTERAC. Saari noted that PayPal is far from the only e-wallet out there, and the competition is growing.

Still, he said the absence of PayPal is “mainly an annoyance for all parties involved.”

“PayPal is an easy and reputable payment method for casinos to implement, instantly generating trust, and that’s a loss. However, the biggest hurdle is the players needing to test and choose alternatives. It can deter getting started, though once you’re set up and happy with an alternative, it’s business as usual.”

A whistle-stop tour of Ontario’s international play question

The Ontario Court of Appeal heard this week from legal representatives of various parties on Ontario’s reference question about whether it would be legal for online gamblers based in the province to play peer-to-peer games against rivals based outside Canada.

Since Ontario’s legal iGaming market launched in April 2022, operators offering DFS and online poker have been restricted to Ontario-only player pools. The limitations led to DFS giants FanDuel and DraftKings pulling their DFS product in the province. Now, the province wants to know whether it can offer international liquidity for online DFS and poker play, thereby connecting players in Ontario to players outside Canada, without contravening the Criminal Code.

Over the course of three days this week, the court heard from counsel on behalf of the Ontario Attorney General’s office (AG), the Canadian Gaming Association (CGA), FanDuel owner Flutter, iGaming consulting group NSUS, the Canadian Lottery Coalition (CLC) and the Mohawk Council of Kahnawà:ke (MCK).

A decision could take weeks or even months to arrive. In the meantime, here’s a whistle-stop tour of what was said this week.

Ontario: one game or two?

A key debate hinged on the mechanics and the semantics of a “game” of international play.

Ontario’s government argues that if in-province players were allowed to play against competitors outside Canada, it would be one game made up of two “schemes”: one inside Ontario married to one outside Ontario.

“Our position is that the game is two schemes interacting with each other.”

Counsel for the AG, Josh Hunter

Though liquidity would be pooled, Ontario would retain regulatory oversight of the in-province game, while the foreign play would be conducted by that jurisdiction’s regulator. Ontario could decide which jurisdictions those are, negotiate game-by-game agreements with its counterpart regulator(s) and even determine what happens to every cent of revenue from the Ontario scheme, said McCarthy Tétrault’s Adam Goldenberg, speaking on behalf of the CGA.

All of this, stressed Hunter and his fellow AG counsels on Tuesday, is a key part of what should make international liquidity legal.

The lotteries do not agree. “They are one game,” countered Matthew Milne-Smith of Davies Ward Phillips & Vineberg LLP, representing the CLC members on Wednesday. Given that money would be exchanged between Ontario and the other jurisdiction, the lotteries says Ontario would in practice be a participant in a single game both home and abroad, which is prohibited.

What does “in the province” really mean?

Another big consideration is the concept of location.

The Criminal Code stipulates that a provincial government can offer gambling “in that province.” The MCK, whose legal challenge of Ontario’s iGaming model was dismissed earlier this year, argued that international play would be illegal because it would not be physically located entirely in the province. Olthuis Kleer Townshend LLP lawyer Nick Kennedy told the court on behalf of the MCK on Thursday that debates like this should be happening in Parliament, not the appeals court.

Hera Evans, another counsel for the AG, posited that the international aspect would not be a violation because “there is no real and substantial connection” to another jurisdiction.

“It’s already an online gaming scheme,” she told the court. “What we’re proposing now is to integrate Ontario’s scheme with international schemes. In an online world, ‘in that province’ has to mean something different than a physical location.” These things raise their own questions, not least whether the soon-to-be-independent iGaming Ontario would be deemed to be “conducting and managing” Ontario’s scheme the way it does for the province’s regulated commercial iGaming and online sports betting.

Milne-Smith told the court that, when it comes to how Ontario would rule and safeguard a international play scheme, its approach has relied on a “just trust us” mindset.

“The evidence, unfortunately, is that iGaming Ontario and [the AGCO] have not earned that trust.”

Counsel for the CLC, Matthew Milne-Smith

His fellow CLC counsel, Chanakya Sethi, suggested that Ontario is “trying hard to run away” from the conduct-and-manage aspect of the question.

Familiar grey market arguments resurface

Milne-Smith noted that CLC members felt the need to intervene in the reference question partly because their status as their provinces’ only regulated (or “legal,” in the lotteries’ estimations) online gambling operators is threatened by the cross-province presence of commercial brands, some of which are regulated in Ontario, as well as those brands’ affiliates.

“These companies advertise across Canada and use their legal Ontario sites to push traffic to parallel, unauthorized sites in the rest of Canada,” argued Milne-Smith, who said the issue has exploded since the 2021 Criminal Code amendment that allowed for expanded iGaming in Ontario.

Ontario and the intervening gaming companies made it plain on several occasions that they do not feel the issue of affiliates or cross-provincial-border concerns are relevant to the legal question at hand. While Ontario is the province that raised this reference question, which the court acknowledged was a unique one, Goldenberg emphasized that if international play is determined to be legal, other provinces’ lotteries would be free to do their own thing to explore the avenue.

The province also leaned on the familiar argument in gaming legislative discussions that regulating play stifles the grey market.

We believe it would better protect the people of Ontario.”

Counsel for the AG, Ananthan Sinnadurai

The province also leaned on the familiar argument in gaming legislative discussions that regulating play stifles the grey market. “This model would direct, we hope, Ontarians away from those sites…” said Ananthan Sinnadurai, a third counsel for the AG.

After the three days’ worth of arguments to and fro, Tulloch said the five-judge panel will make a decision at a later date. How long that will take is the next question of many.

CEO Salz reflects on ‘most decisive period in Rivalry’s history’ amid rebrand

Rivalry CEO and Co-Founder Steven 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.

Rivalry’s product overhaul, which was completed this week, included a new crypto-first cashier and a strategic rebrand to better target crypto gamblers and digital-first players, as well as a major sportsbook revamp, a redesigned casino offering and a comprehensive VIP rewards program. “This is effectively the entire product rebuilt,” said Salz, who said everything was done in about 90 days.

“Q3 was the most decisive period in Rivalry’s history,” Salz told investors on a company earnings call on Nov. 29. “It was marked by a complete product overhaul, major organizational realignment and a substantial reduction in operating expenses. This work was done to better tune ourselves to an evolving online gambling market where cryptocurrency has become the global payment method of choice and to align our offering with experiential expectations of the players driving this industry wide shift.”

Salz also championed the company’s NUTZ crypto token, formerly known as Rivalry Token, telling investors it has proven to grow the company’s crypto market share, attract higher-value players, and enhance retention and long-term engagement. The company said internal data shows that crypto wallet-connected players are generating 200% more revenue than the average non-crypto Rivalry player.

The Toronto-based company is confident that its “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.

Salz also noted that as part of the operational shift, Rivalry reduced its staff headcount by 50% through layoffs in July and October, which he called two “workforce rationalizations.” Salz added that he, Chief Technology Officer Ryan White and Chief Operating Officer Kevin Wimmer have all taken a voluntary 100% pay cut to help propel the changes. Salz subsequently reduced his own salary by another 50%.

Rivalry posts record net revenue per user, handle falls sequentially

Salz suggested the changes are already paying dividend.

He noted on the call that from the start of October until the end of November, Rivalry’s average net revenue per user hit an all-time record, up 51% compared to the 2024 year-to-date average until the end of September. The company did not disclose the dollar amount.

The company’s Q3 financial report shows that handle for the quarter sat at nearly $80 million, down “modestly” quarter-over-quarter. Adjusted gross revenue totaled $6 million, half of which was deferred revenue for NUTZ.

Total revenue for the quarter was $3.0 million. Year-to-date, that figure is $12.1 million, down 8% year-over-year. Rivalry said the decline was primarily a result of a reduction in marketing spend and an increasing mix of casino betting handle. Casino accounted for 62% of betting handle and 40% of net revenue in Q3.

Salz had announced on the Q2 earnings call in late August that Rivalry is exploring starting to license its gaming content to other operators.

FanDuel partners with pro women’s hockey league

The Professional Women’s Hockey League (PWHL) has signed FanDuel as an official sportsbook partner across the U.S. and Canada.

The deal, announced on Friday, also establishes the operator as the exclusive in-app streaming partner of the pro women’s hockey league in the U.S.

FanDuel will stream up to 90 regular-season and playoff games live within its app south of the border. American fans will be able to watch games and and wager at the same time.

It does not sound like that will be available to FanDuel users in Canada, although Canadian Gaming Business reached out for confirmation. In Canada, the PWHL is broadcast by TSN, RDS, and CBC/Radio-Canada, with some games also set to be aired on Prime Video for the first time in the 2025 season.

The PWHL launched on Jan. 1, 2024 with teams in six markets: Boston, Minnesota, Montréal, New York, Ottawa and Toronto. In its first year, it broke the all-time attendance record for a women’s hockey game not once but twice. Both of those were games held in Canada, first at Toronto’s Scotiabank Arena and latterly Montréal’s Bell Centre.

FanDuel said in a release that it will also be visible as “an integral part of PWHL games.”

“FanDuel is proud to partner with the PWHL and support the league’s incredible athletes,” said Dale Hooper, general manager of FanDuel Canada. “This partnership is about creating a new era of fan engagement — one that brings hockey closer to fans while helping grow the visibility of women’s professional sports.

FanDuel already has roots in major women’s sports, serving as one of the leading sports betting partners of the WNBA. That league is coming to Canada in 2026 when a team based in Toronto will join.

The operator certainly sees the size of the opportunity in women’s sports betting. FanDuel’s VP of Brand Strategy Jen Matthews told a panel at SBC Summit North America in May that from 2022 to 2023, betting on women’s sports including the WNBA more than doubled on the operator’s sportsbook platform.

Bringing social purpose to life through casino games

The business world is loaded with buzzwords: AI, synergy, disruption, growth-hacking, CSR. Even social purpose.

But, for Chris So, manager of casino products at the British Columbia Lottery Corporation (BCLC), social purpose isn’t just a buzzword – it’s the foundation that makes up his work, and on a larger scale, BCLC’s business.

For him, it’s table stakes.

BCLC officially became a social purpose company in 2021, when it declared that “generating win-wins for the greater good” is the enduring reason behind its existence. So was one of the company’s original Social Purpose Ambassadors: an early champion and advocate for social purpose at the company. In his regular work at BCLC, he’s responsible for the team that delivers the casino games and products to BCLC players.

“We buy the products our players enjoy and aim to get the best deal out of it with our negotiation. We’ve always wanted both BCLC and the vendor to walk away feeling good about the deal,” So says. “Social purpose helps us think beyond the dollars and cents, beyond what’s on the contract, to make the biggest impact for our players, our people and our partners.”

An example of this is found in So’s team’s approach to bingo. While it makes up a small portion of BCLC’s business, the crown corporation made the decision to continue offering the game because of what it provides to players – which is more than just the thrill of winning a jackpot.

“Anecdotally, player research validated our understanding that bingo fosters a sense of community. The game mechanics are unlike any other that we offer – it brings people together,” says So. “It was a real turning point for me to realize that BCLC isn’t in this business just to make money.”

Propelling player healthy and inclusivity

So was recently recognized by BCLC’s leadership for his success at bringing social purpose to life through BCLC’s casino products. This included the development and introduction of evaluation process for every casino game before it’s released to market – inclusive of a Player Health Assessment. This makes sure that the games BCLC offers are not perpetuating gambling myths, for example, by indicating a bet is “hot” or “cold” or by starting a countdown timer that might manipulate players to believe they have a limited amount of time to place their bet.

So took this process even further to ensure that BCLC games do not use imagery that can cause harm by objectifying women or perpetuating cultural stereotypes. He explains that the process they use to evaluate their games is proactively shared with vendors; when one of their products fails to meet BCLC’s guidelines, the team shares how and why the product was rejected with the supplier. As a result, So says that vendors in the industry know and understand where BCLC draws it’s line.

“We deliver about 400 games a year,” So says. “These are the ground rules by which we deliver games to the floor. And by doing this work, we’re sending a message to the vendor community, as well. We know that message we’ve shared over time has resonated.”

Working towards a win-win-win

So also recognizes that there can be a real tension between social purpose and revenue generation. Certainly, in the gambling industry, there is an understanding that the two are incongruent. However, So says companies should take the long view when it comes to the tangible benefits of social purpose.

“Is social purpose a revenue detractor? Or is it just who we are and where we’re going to stand our ground? We know that social purpose helps us recruit the right people with the same motivations and creates a great place to work,” says So. “We can see the win-win-win over the long term.”

For So, finding purpose in his work at BCLC might have required a shift in mindset, but it has provided a whole new sense of meaning and value to his output.

“I’m proud to be a part of this work. When it comes down to it, we should be proud of the games that are on our floors. And BCLC gets to say we are.”

FanDuel named non-exclusive licensing partner of MLBPA

The commercial affiliate of the MLB Players Association (MLBPA) has named FanDuel as a non-exclusive product and marketing licensing partner in a deal that spans Canada as well as the U.S.

In a statement, the MLBPA announced that MLB Players Inc. has granted the Flutter-owned operator to expand its use of MLB player intellectual property and introduce player-focused features across its sportsbook platform.

FanDuel will continue utilizing MLB player rights on its platform and will now also integrate player intellectual property into its wider marketing and experiences.

Tony Clark, the MLBPA’s executive director, noted that the union is always looking to grow its group licensing program on behalf of its players. The FanDuel deal, he said, builds on the union’s efforts to diversify revenue streams and create meaningful opportunities for players.

FanDuel already has status as a sports betting partner of MLB itself in Canada via a multi-year “co-exclusive” deal it signed in March 2023. Prior to that, it had been labelled as an authorized gaming operator of the league since 2019. The bolstered status gave FanDuel the rights to use official MLB branding and category designations across its platforms, as well as stream video features and highlights in its own products and on FanDuel TV.

FanDuel also boasts partnerships in Canada with the likes of the NFL, the Canadian Football League (CFL), and Toronto Maple Leafs and Raptors owner Maple Leaf Sports and Entertainment (MLSE).

Agreement comes after MLBPA-FanDuel lawsuit was dropped

The MLBPA deal represents quite the turnaround for FanDuel’s relationship with the MLB players union.

Just over a week ago, the union agreed to drop the U.S. market leader from a lawsuit in which it had named FanDuel alongside Underdog Fantasy. MLB’s players sued the two operators in New York Supreme Court in September, alleging “intentional and unauthorized” use of names, images and likenesses. The case was moved to U.S. District Court in Manhattan in October but on Nov. 19, the two parties filed a notice of voluntary dismissal.

The MLBPA is still pursuing action against Underdog, as well as DraftKings and Bet365 in a separate and distinct lawsuit in Philadelphia.

Loto-Québec and awager launch upgraded livestream product

Casino livestreaming specialists awager has launched its third product version with Loto-Québec.

The latest offering provides an immersive gaming experience with real-time interaction and 4K streaming from Casino de Montréal. It upgrades the second product version that the two companies had been working on together for the last two years.

The new version introduces an advanced solution that brings the realism of the casino floor to players’ devices, offering an even more immersive experience through awager’s technology. It includes awager’s “Casino-in-Casino” solution, part of a suite of offerings designed to deliver real-time, physical casino experience.

A dedicated studio has been built on the Casino de Montréal floor.

This product version aims to bring the most authentic online casino experience yet, featuring a multitude of camera angles, real-time player engagement, full machine interaction, 4K video streaming with minimal lag and full sound capture. A 3D video simulation allows players to “walk through” the Casino de Montréal when they enter the awager lobby, providing what awager calls “a true-to-life ambience.”

“At Loto-Québec, we are always looking for new and exciting ways to entertain our players,” said the crown corporations’s Senior Director of Products and Innovation, François Hardy. “We want to be able to provide them with the latest technology and gaming on the market. Awager’s product perfectly aligns with this vision, enabling us to provide a refreshing and dynamic experience to our players.”

“We are proud to work alongside Loto-Québec and to provide the province’s players with the most advanced and exciting casino technology on the market,” said awager’s General Manager of North America, Warren Steven. “We truly believe that the third version of our product is the most innovative yet and that there is nothing else quite like it on the market. It immerses players in the online casino environment and provides a unique experience, blurring the line between land-based and online casino action.

“The Canadian market is a key strategic market for awager in North America, and it is a privilege to work alongside Loto-Québec and provide its customers with this exciting new experience.”

SBC Americas recently spoke to awager CEO Roy Greenbaum about the company’s modus operandi and plans for the North American market.

Sports betting advertising bill mired in House of Commons quicksand

Bill S-269, the legislation that would establish a national framework for regulation of sports betting advertising, faces an uphill struggle to be heard in the House of Commons.

The National Framework on Advertising for Sports Betting Act was advanced by the Senate earlier in November after hours of committee debate and several readings.

However, the timeline for the bill getting its first reading in the House is uncertain, to say the least.

The chamber is locked in an impasse with the Liberals and the Conservatives at loggerheads over access to unredacted documents concerning a now-shuttered green technology funding agency. In late September, Speaker Greg Fergus allowed Pierre Poilievre’s Conservatives to introduce a motion related to the withheld documents, and Fergus subsequently determined that the matter constituted a “prima facie” breach of privilege that must be the House’s top priority for resolution as it undermines Parliament proceedings.

There has been little headway on resolving that issue as the Conservatives seem willing to wait it out in a bid to get the Liberals to provide the unredacted documents for review. Although the Liberals are in power, they do not have a majority in the House.

The House adjourns for Christmas break on Dec. 17 and there seems a real possibility that Bill S-269 will not be heard before then. Even if it does get a reading, it has to go through similar process in the House as it did in the Senate, comprising a first reading and debate, committee hearings, and final approval before it could eb send for Royal Assent. Any changes made to the bill by the House would need to go back to the Senate for approval.

Adding to the uncertainty is that there will be a federal Canadian election in October 2025, if not before. Currently, Poilievre’s Conservatives are hold a significant lead in the polls, suggesting that a change of governance may be on the horizon.

Bill S-269 would introduce federal betting ads oversight

The bill, introduced by Sen. Marty Deacon, would require the Minister of Canadian Heritage to develop a national framework for regulating sports betting advertising across the country.

That would include identifying measures to regulate betting ads, such as restricting their number, scope and location, identifying measures to promote research and information-sharing related to the effects of advertising on minors and setting out national standards for the prevention and diagnosis of harmful gambling and related support measures.

Currently, Canadian provinces regulate gambling within their borders. Outside Ontario, the government-run provincial lottery corporation’s offerings are the only regulated offering in that province.

Advocates for a framework have included politicians from Canada and abroad, mental health and youth support charities and other organizations. The main arguments have related to protecting minors and vulnerable gamblers from advertising, as well as curbing the spread of marketing for Ontario-regulated gambling operators into other provinces, where the crown lottery corporations provide the only source of regulated gambling.

Critics of the bill have included the Canadian Gaming Association, some gambling operators, broadcasting regulators and major sports leagues including the NFL and NHL. The CGA and broadcasters have pointed out that ad spend by operators has already decreased, and a chief concern is that federal oversight could muddy the waters.

Ontario’s gambling authorities already regulate betting ads to a certain extent, including prohibiting the use of celebrities or imagery that could appeal to children.