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Nuvei to power payments for Delaware North’s Betly in US

Canadian fintech company Nuvei has been selected by Delaware North’s interactive gaming division to power deposits and payouts for Betly, its online real-money casino and sports betting brand.

Delaware North operates Betly in West Virginia, Arkansas, Tennessee and Ohio in the U.S.

Nuvei will now provide its payment and technology solutions to streamline both the deposit and payout processes for Betly customers across both online casino and sportsbook. Nuvei’s local acquiring capabilities in the U.S. will allow operator to accept card payment deposits and enable a variety of payout methods in line with player demand, including real-time account-to-account transactions via Nuvei’s Instant Bank Transfer product.

“We’re thrilled to partner with Delaware North, one of the premier brands in the hospitality and gaming industry in the U.S.,” said Nuvei Chair and CEO Philip Fayer. “This collaboration showcases our commitment to providing the most relevant and modern payment solutions that drive growth for our customers by enhancing the end user experience in the rapidly evolving iGaming market, further solidifying our position as a global leader in this arena.”

“Providing a seamless and secure iGaming cashier experience is crucial for our customers’ satisfaction and our business growth,” added Delaware North’s interactive gaming division and Betly General Manager Todd San Jule. “By partnering with Nuvei, we’re able to offer our players a wide range of deposit options and swift payouts across all our online casino and sports betting brands. This collaboration aligns with our commitment to delivering top-tier gaming experiences and positions us to better serve our customers in the competitive U.S. iGaming market.”

Nuvei works with businesses in more than 200 markets, offering local acquiring in 50 markets, 150 currencies and 720 alternative payment methods.

Deal comes after Nuvei goes private

The Betly deal comes less than two weeks after Nuvei confirmed it had obtained all necessary regulatory approvals to complete its acquisition by private equity firm Advent International.

First announced in April, the all-cash transaction gave Nuvei an enterprise value of around $8.5 billion CAD. The company is now a wholly-owned subsidiary of Neon Maple Purchaser Inc., an entity formed by Advent International. Fayer holds or exercises control or direction over approximately 24% of that subsidiary, with Advent holding 46%.

Fayer rolled approximately 95% of his shares in Nuvei, whose investors include Canadian actor Ryan Reynolds, and continues as one of the largest shareholders in the company. Fayer also retains his positions as chair and CEO and continues to lead the business in all aspects of its operations, supported by Nuvei’s leadership team who have also continued in their roles.

Already prominent in the Canadian industry, the Betly deal gives it a deeper footprint in the U.S. The Montreal-based firm also has eyes on expansion in Latin America and in August announced it had agreed to buy licensed Brazilian payments provider Pay2All.

Splashdot powers inaugural cross-Canada LOTTO MAX event

Canada’s Interprovincial Lottery Corporation (ILC) member organizations recently launched the inaugural LOTTO MAX Dream Big Event, featuring the largest grand prize and total prize pool for a second chance contest in the history of lottery in Canada.

Assisted by Splashdot, a leading provider of digital contests, customer engagement and loyalty environments for the lottery and gaming industry in North America, the cross-Canada LOTTO MAX Dream Big Event involved participation from every regional lottery organization: British Columbia Lottery Corporation (BCLC), Western Canada Lottery Corporation (WCLC), Ontario Lottery and Gaming Corporation (OLG), Loto-Québec and the Atlantic Lottery Corporation (ALC).

WCLC works in conjunction with the Alberta Gaming, Liquor and Cannabis Commission (AGLC), Sask Lotteries, the Manitoba Liquor & Lotteries Corporation, as well as Lotteries Yukon and Northwest Territories & Nunavut Lotteries.

The national six-week promotion invited the provincial lottery corporations’ customers to enter their tickets into the event for a chance to win a $1 million grand prize, plus 30 weekly prizes of $10,000 for the week the ticket is entered. The program ran from Sept. 5 to Oct. 21, 2024.

Splashdot was required to configure five separate LOTTO MAX Dream Big Event website platforms, one for each lottery organization, individually customized to accommodate regional sign-up mechanics, user-flow insights, brand standards and database management protocols.

All five event portals were developed on Splashdot’s proprietary nCentive software platform, which offers online security and analytics for online contests, second-chance programs, automated email campaigns and more. nCentive is used “almost unilaterally” in Canada to host digital engagement solutions for every Canadian lottery, said the company.

“I would like to congratulate British Columbia Lottery Corporation, Western Canada Lottery Corporation, Ontario Lottery and Gaming Corporation, Loto-Québec and Atlantic Lottery on this first-of-its-kind contest,” said Splashdot President and CEO Patrick Watson. “It was an amazing job by all involved.”

“We are very happy with the results of the LOTTO MAX Dream Big Event,” said ALC’s Manager, Lottery, Sandy DeWolfe, who also leads the ILC Dream Big Working Group. “We offered players a variety of ways to engage with LOTTO MAX and created many winning moments across Canada.”

ALT Sports Data teams up with The Curling Group as exclusive data partner

ALT Sports Data is now the exclusive global sports betting data provider of The Curling Group, the owner of the Grand Slam of Curling (GSOC).

The San Diego, Calif.-based company will lead the development of The Curling Group’s data infrastructure. ALT Sport Data said the collaboration will redefine the fan and bettor experience in curling by offering real-time insights, advanced analytics and unprecedented engagement opportunities.

The Curling Group’s CEO Nic Sulsky, the former PointsBet Canada chief commercial officer who left the operator to co-found the company, said the partnership will open up “a new world of engagement” for curling fans.

“Our partnership with ALT Sports Data will open up a new world of engagement for curling fans; where real-time insights, advanced analytics, and seamless betting experiences come together to help elevate the sport,” said Sulsky. “As the popularity of curling continues to rise internationally, our collaboration with ALT Sports Data will allow us to enhance the fan experience while unlocking new growth opportunities within untapped markets.”

“This partnership exemplifies the transformative power of data in driving growth and deeper connections in emerging sports markets,” added Joe Dunnigan, founder and CEO of ALT Sports Data. “By combining our expertise in real-time data capture and distribution with The Curling Group’s vision for enhancing fan engagement, we are not only elevating the sport of curling but also creating a new paradigm for how fans, broadcasters, and bettors interact with it globally.”

The Curling Group continues to build in first year

Launched in April 2024, The Curling Group owns and operates the GSOC, an elite series of men’s and women’s curling events featuring the best teams from around the world, after purchasing the event from Sportsnet, which is the series’ exclusive broadcaster in Canada.

As well Sulsky, the company’s leadership team includes Rumble Gaming founder Mike Cotton, five-time NFL Pro Bowl defensive end Jared Allen and two-time Olympic gold medalist John Morris. The Curling Group also has a portfolio of strategic advisors, which include former NFL quarterback Marc Bulger and curling legend Jennifer Jones.

Currently ongoing, the GSOC continues next week in St. John’s, Newfoundland.

The Curling Group and ALT Sports Data will work together over the coming months to roll out enhancements to The Curling Group’s statistics platforms and generate new monetization opportunities on its digital platforms. Those will integrations for media partners, advanced analytics for teams and individuals, the potential for new revenue streams and real-time insights on the GSOC website and mobile app.

ACGCS: keeping casinos secure and safe through the power of education

Dr. Ian Messenger, Founder and CEO of the Association of Certified Gaming Compliance Specialists (ACGCS) chats to Canadian Gaming Business about the newly launched Certified Casino Security and Surveillance Specialist certification, specifically designed with casino security in mind. Messenger outlines why the course is so beneficial, and dissects some of the key security issues facing the casino sector in 2024.

CGB: Tell us a little bit about the CCSSS certification. What is it and what does it cover?

ACGCS' Dr Ian Messegner

Image: ACGCS

Ian Messenger: This course provides a comprehensive understanding of the critical components of casino security and surveillance. Students will explore the fundamental principles of securing casino environments, including risk identification and mitigation strategies tailored to the unique challenges of the industry. 

Emphasising both theory and practical applications, the course covers surveillance techniques used to detect and prevent fraud, theft, and other criminal activities in gaming establishments. Students will gain an understanding of the legal and ethical considerations inherent in casino security operations, while also developing key communication and incident management skills. By the end of the course, students will be equipped with the knowledge and skills to contribute to a safe, secure and compliant casino environment.

SBC: What was the thinking around the launch of the new certification and why do you think that security and surveillance required a whole certification of its own? 

IM: The creation of this new certification was driven by interest from industry. While we address Security and Surveillance in our Certified Gaming Compliance Specialist (CGCS) certification, these roles have specific knowledge and techniques that require a fuller exploration beyond a compliance overview. The Certified Security and Surveillance Specialist certification allow us to explore in depth essential topics including:

  • Security Personnel Roles and Responsibilities
  • Surveillance Technologies and Systems
  • Casino Layout and Vulnerability Assessment
  • Cheating Methods and Detection Techniques
  • Preventing and Detecting Fraud and Theft
  • Guest and Employee Safety
  • Investigations and Reporting
  • Legal and Ethical Considerations in Surveillance
  • Emergency Management and Incident Response
  • Risk Management and Security Planning
  • Communication and Coordination in Security Operations

CGB: What risks do casino operators face if they lack adequate security and surveillance?

IM: Without adequate security and surveillance, casino operators face significant risks including financial losses from fraud and theft, legal and regulatory violations, and reputational damage. 

Fraudulent activities like cheating or employee theft may go undetected, leading to financial harm, while non-compliance with strict regulations could result in hefty fines or loss of operating licences. Poor security also increases the likelihood of violent incidents or customer disputes, which can harm both staff and patron safety, and damage the casino’s public image. 

Additionally, inadequate surveillance may hinder effective incident response, allowing crimes or emergencies to escalate. These issues can lead to increased operational costs, including legal fees and damage control expenses, and may ultimately erode customer trust, reducing the casino’s competitive edge. 

CGB: Why do you think casinos need human security and surveillance expertise? Could this not be done by AI?

IM: Casinos need human security and surveillance expertise because human judgement, intuition, and adaptability are crucial in managing the complex and dynamic environment of a casino. While AI and technology can assist with data processing and pattern recognition, they still struggle with interpreting context, handling unpredictable situations, and making ethical or legal decisions. 

For example, detecting subtle signs of fraud, understanding the motivations behind certain behaviours, or managing a crisis situation requires the nuanced understanding that only trained human professionals can provide. Additionally, human security personnel are essential for interpreting and responding to situations in real-time, making decisions about legal compliance, and interacting with customers in ways that AI cannot. Human oversight is also needed to ensure AI systems are functioning properly and to adapt to evolving threats.

SBC: Who is the target demographic for the courses and how will you target them?

IM: The target demographic for this course are twofold; existing surveillance and security officers who are looking to develop their knowledge and expertise, and individuals who are looking to start a career in casino security and surveillance roles. 

SBC: How will ACGCS deliver the certification to students and in what ways will you assess? 

IM: This certification will be available as an ACGCS course granting the Certified Casino Security and Surveillance Specialist (CCSSS) certification, and also as a University Microcredential from Dalhousie University. Our courses offered in partnership with Dalhousie University, when students receive our Certification as well as a University Microcredential, are popular with individuals and teams alike who are seeking an academic qualification in casino gaming. Similar to Casino Gaming Investigations, we have to option to run private, specialised, versions of Casino Security and Surveillance to organisation

SBC: How does the CCSSS fit into the ACGCS’ overall product mix and will you be able to cross sell multiple courses to prospects?

IM: Certified Casino Security and Surveillance Specialist (CCSSS) certification both complements our flagship Certified Gaming Compliance Specialist (CGCS) certification and provides a more specialised course for those in security and surveillance. We have designed our certifications to be stand alone with no duplication of content. 

As a result, we believe that many individuals will find value in both certifications as their careers in compliance develop and broaden. For example, there is a natural career pathway from security and surveillance into other areas of casino compliance that are covered in our Certified Gaming Compliance Specialist (CGCS) certification. Similarly, senior compliance leaders who have a broad responsibility for compliance will find value in both; we have already seen senior leaders who hold the CGCS certification plan add the Certified Casino Security and Surveillance Specialist (CCSSS) to their 2025 training plans. 

Over the course of 2024 we have seen many casino professionals returning to us and completing additional ACGCS courses. For those who develop a broader knowledge in casino compliance, we wanted to recognise this through the creation of the Fellowship in Casino Gaming Compliance and Security (FCGCS). This advanced designation is awarded to those who have completed the Certified Gaming Compliance Specialist (CGCS), Certified Casino Security and Surveillance Specialist (CCSSS), Responsible Gaming and Player Protection, as well as Human Trafficking Risks in Casino Gaming. After completing these four courses, the FCGCS is awarded as an additional designation.

mkodo and Future Anthem launch AI-driven personalization partnership

Gaming industry technology provider mkodo and AI and data science firm Future Anthem have struck a partnership through which they will develop AI-driven real-time personalization solutions.

This partnership will focus on the regulated Canadian market and the global World Lottery Association landscape. Future Anthem’s all-in-one personalization product, Amplifier AI, will be paired with mkodo’s product suite as the companies aim to elevate player experiences.

The companies hope to ultimately help their operators partners “win the race to real-time personalization.”

“This partnership aligns perfectly with our commitment to deliver unmatched, AI-powered personalization for the gaming industry,” said Future Anthem CEO Leigh Nissim. “Both companies bring complementary skills and technologies combined with deep industry knowledge, creating a powerful opportunity to generate meaningful experiences for our clients and their players.”

“This collaboration reflects mkodo’s commitment to staying at the forefront of innovation,” added mkodo’s Commercial Director Will Whitehead. “Our shared proactive approach enables us to make rapid improvements that deliver immediate value to our clients, enhancing player engagement and delighting players with personalized experiences.”

Future Anthem, mkodo both laying down Canadian roots

Both Future Anthem and mkodo have increased their Canadian footprint in 2024 through new partnerships and initiatives.

Future Anthem works with gambling operators and studios in numerous jurisdictions including Betsson, Big Time Gaming and Blueprint Gaming. It also works closely with the British Columbia Lottery Corporation (BCLC) and the two businesses are jointly launching an AI and Data Innovation Hub in Vancouver with a view to collaborating on improving BCLC’s player experience through tech and data capabilities.

Meanwhile, B2B gaming technology supplier mkodo’s clients include the majority of the Canadian lottery corporations, including Alberta Gaming, Liquor and Cannabis (AGLC), the Atlantic Lottery Corporation (ALC), BCLC, Ontario Lottery and Gaming Corporation (OLG) and the Western Canada Lottery Corporation (WCLC), as well as numerous commercial gaming operators.

It is licensed by the Alcohol and Gaming Commission of Ontario (AGCO) and Gaming Policy and Enforcement Branch (GPEB) in British Columbia. In June, it joined the Canadian Gaming Association (CGA). Paul Burns, President and CEO of the CGA, said at the time that mkodo’s “expertise as the leading mobile apps and geolocation supplier to Crown Corporations Lotteries will be a valuable addition to our community.”

Light & Wonder iGaming CEO Slaney leaving company

The CEO of Light & Wonder’s iGaming division, Dylan Slaney has announced he is stepping down from his role and leaving the company.

Slaney posted on LinkedIn on Nov. 18 that his resignation is “a personal decision in its purest form.”

Slaney had led Light & Wonder iGaming since October 2021, reporting directly to group CEO Matt Wilson, and had been at the company for over seven years.

“It’s been an incredible journey leading this business over the past seven years, and I’m immensely proud of what we’ve accomplished together,” Slaney wrote. “Thank you to Light & Wonder for putting your trust in me as CEO and for the support to invest and grow the iGaming business. To the team at Light & Wonder – iGaming, your dedication, passion and relentless ‘never settle’ drive inspired me every day. I am confident that the best is yet to come for you and the business you have created.”

Slaney formerly worked as EVP of gaming for NYX Gaming Group before it was acquired by Scientific Games at the start of 2018. He was named senior president of gaming at the new Scientific Games Digital division, which became Light & Wonder iGaming under the 2022 rebrand, when the company divested its lottery and sports betting assets to focus on gaming.

“We’ve been on an incredible journey in our iGaming business over the last seven years, and we want to thank Dylan and the entire iGaming team for building the iGaming business into what it is today,” a Light & Wonder spokesperson told SBC Americas. “We have unwavering faith in our current team’s ability to unlock even greater opportunity moving forward.”

Light & Wonder growing strongly

Last week, Light & Wonder reported its 14th consecutive quarter of revenue growth. The iGaming division’s revenue grew 5.7% in Q3 to exceed $74 million, which the company said reflected continued momentum and new launches in North America and beyond.

EVP and CFO Oliver Chow told investors and analysts on an earnings call that gross gaming revenue on its OGS aggregation platform continues to expand across the board, with Canada up 29% against the prior year. Wilson added on the call that Light & Wonder iGaming is the U.S. market leader in GGR share.

The company’s recent expansion has included an international distribution deal with Bragg Gaming Group to roll out games from the Toronto-based company’s various studios across its ecosystem in Canada, the U.S. and several European markets. It also partnered with Loto-Québec to launch the lottery corporation’s first cross-platform mystery jackpot.GR share.

Eilers & Krejcik Gaming’s latest monthly online game performance report on Canada’s online casino market found that Light & Wonder has grown its Canadian online casino GGR share from 11% to 15% in the last 18 months.

New iGaming Ontario Act severs tie between AGCO and iGO

When Ontario approved its fall 2024 budget measures, at the end of October, it included a provision to make a significant change to the way gaming is conducted in the province.

As well as adjusting its expectations for net profit from gaming as part of its 2024 fiscal review and future outlook, Bill 216, the Building Ontario For You Act, 2014, included Schedule 9, which concerns the status and operation of iGaming Ontario (iGO).

Since its inception in July 2021, iGO has been a subsidiary of the Alcohol and Gaming Commission of Ontario (AGCO) as per the Alcohol and Gaming Commission of Ontario Act, 2019.

However, Schedule 9 of Bill 216 revokes that regulation and enacts the iGaming Ontario Act, which officially ends the parent-subsidiary relationship. As a result, iGO will become an entirely standalone corporation without share capital. iGO specified that it will be a fully independent board-governed agency.

Bill 216 passed first reading third reading on Nov. 6 and received Royal Assent the same day. The iGaming Ontario Act will be proclaimed in early 2025, a spokesperson from the Ontario Ministry of the Attorney General told Canadian Gaming Business.

Auditor General raised conflict-of-interest concern

The spokesperson also told CGB that the change has been made in part to address a concern of a conflict of interest raised by Ontario’s Auditor General.

“Once proclaimed, the Act would also dissolve the parent-subsidiary relationship between the Alcohol and Gaming Commission of Ontario (AGCO) and iGO,” confirmed the spokesperson of Doug Downey‘s office. “This change would strengthen iGO’s governance and accountability structure and contribute to the continued success of Ontario’s thriving iGaming market by positioning the agency as a competitive employer and addressing a conflict-of-interest concern raised by the Auditor General.”

The AGCO regulates the offerings of Ontario Lottery and Gaming Corporation (OLG), the government crown corporation that was previously the only provider of approved online gaming in the province. Since the province’s market opened up to others in April 2022, OLG’s commercial competitors have been regulated by the AGCO and, unlike OLG, conducted and managed by iGO.

Now, with the new iGaming Ontario Act, both the Alcohol and Gaming Commission of Ontario Act, 2019 and the Gaming Control Act, 1992 have been amended to remove references to a lottery subsidiary.

iGO launches leadership search to replace Otton

The change to organizational structure comes at a time when iGO is actively looking for a new leader to replace Executive Director Martha Otton, who is retiring at the end of the year.

The iGO announced earlier this month that its board of directors, led by Chair Heidi Reinhart, has begun the formal search for Otton’s replacement.

Whoever is chosen will not be known as Executive Director. The iGaming Ontario Act also changes the title of iGO’s most senior figure to rresident and chief executive officer.

Responsible Gambling Council partners with Toronto sports leader MLSE

The Responsible Gambling Council (RGC) has partnered with Toronto sports ownership conglomerate Maple Leaf Sports & Entertainment (MLSE) with the aim of increasing visibility and awareness of sports betting myths.

The campaign will see RGC responsible gambling messages delivered prominently at every home game of a Toronto sports team at Scotiabank Arena and BMO Field, as well as select away games. The campaign will extend throughout the season across all MLSE teams including the Toronto Maple Leafs, the Toronto Raptors, Toronto FC and the Toronto Argonauts.

The RGC noted in a release that “it is essential for fans to understand the associated risks and to engage in gambling with access to tools required to participate in informed play.”

“RGC’s partnership with MLSE is a significant step forward in our united goals of promoting responsible gambling,” said Elaine McDougall, VP of marketing and communications at the RGC. “By leveraging MLSE’s platforms and brand, we can engage a larger audience and reach those who may be affected by gambling harms or who may know someone who is.”

MLSE launched a full RGC campaign during the Leafs home opener, which the council said reached more than one million viewers. The campaign aims to debunk what it says is a myth that past sporting occurrences influence future outcomes.

“Through strategic and meaningful partnerships, MLSE continues to be committed to providing fans with safe and enjoyable sporting experiences,” added Jordan Vader, SVP of global partnerships. “Alongside RGC, we look to ensure as many sports fans as possible are educated on and have access to important gambling resources for informed and responsible play.”

RGC aims to drive change under new CEO

The RGC is preparing for a change of leadership, with former VP of Strategic Initiatives at the Rick Hansen Foundation, Sarah McCarthy, having been selected to succeed the retiring Shelley White as CEO.

The council described McCarthy as “a collaborative executive leader with 15 years of experience in leading teams to build and deliver social impact through the development of innovative solutions to complex challenges.”

She will be tasked with leading the organization forward after a year in which the RGC said its education, certification and other action continued to propagate responsible gambling in Ontario and beyond.

Bragg Gaming CEO rules out sale after strategic review

Bragg Gaming Group is not for sale after the company’s strategic review ultimately yielded the conclusion that things should continue as they were.

Back in March, the Toronto-headquartered gaming provider had announced that it would form a special committee earlier to assess potential strategic alternatives after a mixed set of results in the last quarter of the last Canadian fiscal year. The company said at the time those could include the sale of the company or assets, a merger, financing or further acquisitions. However, it also stressed that there was no guarantee that any transaction would be completed.

In its latest quarterly earnings call on Thursday, CEO Matevž Mazij told investors that the board “unanimously determined that none of the proposals received reflect the company’s intrinsic value or current and projected financial performance.”

Bragg said it held discussions with more than 70 potential counterparties, executed non-disclosure agreements and shared confidential information with over 25 of them, receiving multiple non-binding proposals. But, after careful consideration, it decided that its best course of action was to keep on keeping on.

The company added that while the process has ended, the board will “continue to be open and consider all opportunities for enhancing shareholder value.”

A lot has happened since review began

While the strategic review was launched in the spring after an underwhelming quarter, things have changed.

Neill Whyte was appointed as the company’s new chief commercial officer in May and ex-Bally’s SVP Robbie Bressler began work as interim chief financial officer in June .

New launches such as the extension of its existing partnership with BetMGM into Pennsylvania and a joint step into Ontario with Caesars Digital have boosted Bragg’s footprint, and Bragg also agreed a deal in August to integrate Kero Gaming’s full suite of sports betting options into its aggregation platform. Add in the international distribution deal with Light & Wonder signed in April, and the company has made strong progress in North America.

On Thursday’s earnings call, Mazij cited further examples including a new content launch with FanDuel in Pennsylvania and extension of its partnership with bet365 to include New Jersey.

Bragg Gaming also went live in Delaware, its fifth U.S. state with partner Rush Street Interactive. It will add West Virginia operations next year, slated for Q2.

“We have more requests and demand for bespoke and customized games from existing operators and operators that are coming into the market,” Mazij added. “There is lots of room for growth as we look at some regional markets in the U.S. and Canada. We’re just starting in Delaware, West Virginia, and we have more coming online with Pennsylvania and Ontario and opportunities in British Columbia.”

Bragg reports record Q3 revenue

All of its moves in recent months have proven lucrative for the company.

Mazij noted on the call that strong third-quarter revenue gains from content distribution in the U.S. helped drive a 40% global increase in proprietary online content revenue year-over-year.

The iGaming technology provider reported a record Q3 revenue in its latest financial results, with revenue growing by 16% year-over-year. Gross profit rose 18% year-over-year as well and adjusted EBITDA ticked up 7%. Operating income improved but remains at a small loss.

“Since stepping in as chairman 16 months ago and then as CEO 14 months ago, we’ve transformed our executive team, restructured commercial operations, and sharpened our sales strategy with a targeted, jurisdictional approach,” said Mazij. “These decisive actions position us to drive growth and capture market opportunities with greater precision and impact. Under new leadership, we’ve built a strong pipeline of tier one opportunities across key markets and key products, positioning Bragg for accelerated top and bottom-line growth.

Mazij added that Bragg Gaming is “fully focused on commercialization and unlocking profitable growth, without the need for significant new investment in product development” and “poised for an exciting, high-growth, and profitable future.”

 

PENN CEO Snowden: theScore provides great model for ESPN Bet in US

PENN Entertainment executives see theScore Bet’s first two-and-a-half years in Ontario as the blueprint they hope to follow south of the border with ESPN Bet.

That was one of the messages that emerged from PENN’s Q3 earnings call last week, when CEO Jay Snowden and other C-suite leaders spoke to investors and analysts about the company’s operations on multiple fronts.

Of particular interest was the early going for ESPN Bet, PENN’s joint venture with the sports network which launched this time last year and has slowly spread across multiple U.S. states.

“We look at Ontario sort of being maybe a year or 18 months ahead of where things are here in the U.S. from an ESPN Bet perspective,” Snowden said. “And everything that we saw in Ontario, trend-wise, we’re seeing as we go in the U.S. as well.

“Ontario continues to be a really good story for us, which is part of why we’re pretty bold up on the Alberta opportunity whenever that does present itself. It certainly has moved into 2025, we’ll wait on the government and the regulators there to tell us exactly when the go-live launch would be.”

theScore, ESPN both offered existing name-brand value

Some of the similarities to be drawn between theScore Bet, PENN’s leading online gaming brand in Canada, and ESPN Bet are apparent.

Like ESPN in the U.S., theScore has been a sports news and content leader in Canada for many years and had established a base of millions of monthly users long before launching an online gambling standalone.

Although iGaming Ontario does not break down Ontario market revenue figures by individual operator, PENN said at an investor day in October that its Canadian brand held down a double-digit market share in the province in the first half of the year.

“We’ve got a significant number of users,” Snowden added at last week’s earnings call. “It’s interesting because the makeup of our database in Ontario is quite similar to what we’re seeing here in the U.S. with ESPN Bet: large mass-market casual, certainly some VIP play, but the bulk of the users are more in that casual segment.”

Ontario was guinea pig for ESPN/ESPN Bet integration

PENN also used theScore Bet’s longer-standing presence to test out what executives have vaunted most in the U.S. this fall: the direct integration between the ESPN legacy media app and the ESPN Bet platform that officially began at the end of October.

The company launched that initiative north of the border back in the spring, tying theScore Bet’s wagering functionality directly into theScore’s media app.

Executives said the move has proven successful in Ontario and gave them confidence to proceed with the same upgrade for their ESPN-branded offering. Tens of thousands of users have linked their accounts on ESPN Bet already, said the company’s CTO Aaron LaBerge. The customers who have done so place more bets totaling a higher handle and produce a higher GGR per user, LaBerge said, as well as consuming significantly more ESPN content.

Based on the learnings from theScore Bet integration in Ontario and the early feedback from the ESPN Bet linkage venture, PENN will introduce greater personalization within the ESPN linkage as weeks go on, providing such things as tailored promos and offers, content highlighting teams and players of betting interest and even targeted content based on fantasy team activity.

PENN hopes parlay mix in US mimics Ontario

PENN believes theScore Bet’s progress in Ontario is a harbinger of things to come with ESPN Bet in the U.S. in terms of its parlay mix, a topic that has been front and centre in many operators’ respective updates in recent weeks.

“Our parlay mix in Ontario, because we’ve been at it a bit longer there, is comfortably in the low 30s as a percentage of handle,” added Snowden. “That’s up year-over-year from the mid-to high 20s. So we’re already ahead in Ontario of what we’re seeing here in the U.S.”