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iGaming Ontario Executive Director Martha Otton to retire at end of year

iGaming Ontario announced on Thursday that its executive director Martha Otton will retire on December 31, 2024.

Otton has led iGO, the agency that conducts and manages Ontario iGaming, since early 2021. In that time, she oversaw the lead-up to, launch of and early success of Ontario’s regulated commercial online gaming and betting market.

iGO said that during her three-and-a-half years in the position, “she has built a value-driven agency guided by the vision to lead the world’s best gaming market.”

Otton was previously chief strategy officer at the Alcohol and Gaming Commission of Ontario (AGCO). In that role, she was responsible for the agency’s strategic plan and played a key role in the implementation of the AGCO’s expanded mandate over horse racing and cannabis.

Prior to joining the AGCO, Martha was a director general at Legal Aid Ontario and held a series of positions at the Ministry of the Attorney General.

“On behalf of the entire board, I extend my sincere appreciation for Martha’s leadership of iGaming Ontario,” said Heidi Reinhart, chair of iGO’s board of directors. “She has left an impressive legacy across her career, and in particular to Ontario’s gaming sector. Ontario’s competitive iGaming market is testament to her visionary leadership and commitment to working with our operators and broader stakeholders.”

The iGO board will now begin a process to identify Otton’s successor as the agency’s leader.

Otton helped forge booming market

Under iGO’s oversight, Ontario’s online gambling market has quickly become a multi-billion-dollar industry, with more than 50 operators and roughly 70 different websites securing licenses to operate under regulation. In its second full year from May 2023 to April 2024, the market generated $2.4 billion in revenue from $63 billion in wagers, year-over-year jumps of 71.4% and 78%, respectively.

Data published by iGO and Deloitte suggested that the market is performing far better than had been projected and is already approaching some year-five targets. It is also credited with supporting 15,000 jobs and generating more than $4 billion in economic value for the province.

Otton said at the Canadian Gaming Summit in June that while the gross gaming revenue growth is impressive, “the bigger and better story is what gaming is doing for the broader economy” in Ontario.

Under Otton’s leadership, the iGO also recently selected a joint bid by Integrity Compliance 360 and IXUP to develop a new first-of-its-kind centralized self-exclusion system for Ontario’s gaming market to help protect vulnerable players.

In a statement, the Canadian Gaming Association hailed Otton for her “hard and tenacious work in launching Canada’s first regulated gaming jurisdiction and for helping to grow it into one of the world’s most successful markets.

“Her retirement is well-earned and she has our appreciation for her leadership and vision in shaping the future of iGaming,” added the CGA.

Blazesoft partners with RAW Group on free-to-play content

Canada-based Blazesoft now hosts RAW Group games on its suite of online social casinos thanks to a new partnership.

Blazesoft brands Fortune Coins Casino, Zula Casino and Sportzino have added the game developer to their growing list of partners.

The partnership will see RAW Group’s portfolio of 350 games integrated onto the platforms, including Scatters Matter, Joker & The Thief, Big Money Bass and the soon-to-be-released The Wild Bunch.

The company says RAW Group’s offerings align perfectly with its vision to bring innovative genres and new ideas of gameplay to the market.

“Fortune Coins, Zula Casino, and Sportzino have made big waves in the North American social casino market,” said Yuliya Ivanisova, head of strategic partnerships and marketing at Blazesoft. “By teaming up with RAW Group, we will diversify our offerings and bring players the best-in-class entertainment.

“Blazesoft is one of the fastest growing social destinations, and we are honoured to have been selected to release our innovative games on such an innovative brand,” added Tom Wood, CEO of RAW Group. “Blazesoft understands the need to bring fresh content and new experiences to its players, and our games allow them to do just that.”

Blazesoft continues to blaze trail

Blazesoft has ignited several new collaborations in 2024 as it continues to grow its footprint in Canada and the U.S.

In March, it added three new European partnersPrint StudiosSlotopia and 4ThePlayer, all of which brought new catalogs of casino-style titles powered by Relax Gaming’s Silver Bullet program.

Then, in July, it introduced Spinmatic to the North American market by launching the developer’s games on its inaugural Fortune Coins Casino brand that is live in several states.

After beginning life with the Fortune Coins brand, Blazesoft launched a fellow social casino zulacasino.com later in 2023. It has also heralded the splash that its Sportzino brand, a combination of a social casino and a social sportsbook, has made in the U.S. market so far in 2024.

NorthStar Gaming eyes Western Canada growth after another record quarter

NorthStar Gaming enjoyed record results in Q2 2024 as it continues to grow at a faster pace than the Canadian market.

The Toronto-based operator reported that net revenue soared 61% year over year last quarter to reach $7.5 million. Total wagers on its Northstar Bets platform rose 41% to an all-time high of $225.5 million, generating gross gaming revenue of $8.7 million, up 58% from a year ago. Active players grew 48% while cost per acquisition declined 12%.

NorthStar outpacing Canadian competitors, per CEO

CEO and Chair Michael Moskowitz told investors on an earnings call on Wednesday that the company’s growth continues to outpace the Canadian market as a whole. iGaming Ontario reported Q2 2024 market growth of 32% and 34%, respectively, in handle and GGR; NorthStar was at 41% and 58%, respectively.

The record Q2 exceeded the previous record set in Q1 of this year, when NorthStar Bets took $218 million in handle, a GGR of $7 million and net revenue of $5.9 million.

“We are building on our momentum with another record quarter highlighted by growth in excess of 60% for both revenue and gross margin,” said Moskowitz. “Top-line growth continues to outpace expenses as we leverage our existing resources to scale the business efficiently, demonstrating the considerable upside in our business model.”

The company also shed light on its H1 2024 results, which posted GGR growth of 65% year-over-year to reach $16.3 million. Year-to-date, NorthStar Bets has taken $443.5 million in wagers, nearly double the sum it collected in the first half of last year. Gross margin during 2024’s first six months grew by 77%.

Since its debut in May 2022, NorthStar Bets has now taken more than $1 billion in wagers.

“Just over two years since the launch of NorthStar Bets, our online betting platform stands strong against major international competitors,” added Moskowitz. “Our premium offering has enabled us to outperform the Ontario market on key metrics like total wagers and gross gaming revenue. As we continue to innovate and provide unique content and outstanding customer service, we are enthusiastic about our prospects for continued growth.”

Western Canada, not just Alberta, in the crosshairs

On the earnings call, Moskowitz explained that the company is poised for further growth in the remainder of 2024 and beyond through its betting platform, as well as its sports insights content offerings and the managed services it provides to northstarbets.com in the rest of Canada. That platform is managed by subsidiary Slapshot Media Inc. and owned and operated by the Abenaki Council of Wolinak.

Moskowitz told investors that one of NorthStar’s major priorities moving forward is to explore how best to monetize the remainder of the Canadian market outside the regulated commercial gaming market of Ontario. NorthStar executives asserted that the potential size of the non-Ontario Canadian market is more than $5 billion.

In particular, said, Moskowitz, the company wants to increase its operational footprint in Western Canada.

“We will continue to build our brand outside of Ontario, as well as our database of customers,” the CEO said.

“It’s step-by-step for us… We have learned a tremendous amount [from Ontario] and we will look to drive player values that we’re seeing in Ontario combined with what we see as a lower acquisition cost. We’re targeting primarily Western Canada but, more importantly, we’re taking the best practices from Ontario.”

Moskowitz noted that this approach should give NorthStar Gaming “a headstart” if other provinces open.

Certainly, paying close attention to how Alberta moves forward is high on the company’s agenda. The CEO suggested Alberta is likely to take “a similar approach as Ontario” in terms of offering both online gaming and online sports betting. He called the province a smaller but “very attractive market,” noting it has the youngest average adult age and the highest per-capita GDP of any province.

“Alberta is going to give us a tremendous opportunity to replicate all our great work,” he added. “It will be almost a replication of Ontario, so that will give us a lift.”

DraftKings, EveryMatrix to bring online casino content to Ontario

EveryMatrix is bringing its partnership with DraftKings to Canada’s most populous province.

The online casino technology provider announced on Wednesday an expanded partnership with DraftKings to provide its content and services to players in Ontario. As part of the deal, EveryMatrix will provide DraftKings with games from its in-house studios, including Armadillo Studios. EveryMatrix will integrate the games into DraftKings’ website and app through SlotMatrix, its proprietary B2B aggregation and content provision offering.

“EveryMatrix is thrilled to expand our partnership with DraftKings into Canada and the largest province, Ontario,” said EveryMatrix Americas President Erik Nyman. “This means we now reach half of the country’s population and marks yet another important milestone for the company. DraftKings is one of the largest iGaming and sportsbook operators in North America and we are one step closer to full market penetration with them.”

The new launch of operations in Ontario marks the second collaboration between DraftKings and EveryMatrix in North America. Last June, EveryMatrix secured a deal with the Boston-based gaming and DFS giant to bring its iGaming content to New Jersey.

EveryMatrix expanded its footprint in New Jersey with DraftKings by landing a pact in May with Supremeland Gaming, marking its first exclusive content aggregation deal in the U.S.

EveryMatrix has also worked with other operators, including BetMGM, Caesars Digital, Golden Nugget Online Gaming, and Rush Street Interactive. The Malta-based company had also partnered with WynnBet before it shuttered online operations earlier this year.

EveryMatrix has a presence in markets throughout the world with more than 300 clients. It has a workforce of 1,000 employees from 13 countries. It first gained access to Ontario in 2022 by securing a license from the province’s Alcohol and Gaming Commission.

bet365 launches new F2P Prize Matcher game with Incentive Games

bet365 has launched a new daily free-to-play (F2P) game, Prize Matcher, in partnership with B2B games provider Incentive Games.

Building on the success the operator found with its last F2P title, Unleash a Mercenary, the new game is now live in more than 130 jurisdictions, including Ontario’s regulated market but not including U.S. markets.

Prize Matcher, which is an exclusive bet365 offering, allows players to earn prizes by collecting symbols throughout the week. Each day, three tiles can be revealed, with symbols collected and prizes to be claimed. Every Monday at 5 p.m. local time, the game’s grid resets, offering fresh opportunities and surprises for the week ahead.

If players uncover a Diamond symbol gem, they instantly get 5 Free Spins with no symbol matching required.

“We are incredibly proud of the work that has gone into creating this new bet365 Games product,” said Amy O’Donnell, head of product at Incentive Games. “Prize Matcher is a premium free-to-play game and is a testament to the years-strong partnership between Incentive Games and bet365.

“The game’s new features not only enhance player engagement but also provide bet365 with a versatile tool for customer retention and cross-selling within their gaming portfolio.”

Prize Matcher is the latest link-up between bet365 and Incentive.

In June, to herald the arrival of a summer of international soccer tournaments, bet365  launched two new free-to-play predictor games through its partnership with Incentive. Each predictor game offered a £1 million ($1.28 million) total jackpot if anyone could guess the outcome of every match at the tournament correctly.

Lazarus conditionally agrees to buy Parleh Media Group for $5M

Kitchener, Ont.-based digital media firm Lazarus Agency Ltd. has signed a letter of intent to acquire Canadian sports media company Parleh Media Group for $5 million.

Toronto-based Parleh includes the Homestand Sports, The Parleh and Gaming News Canada media brands, as well as various sub-brands and media offerings. It delivers sports and betting content to millions of users in Canada and worldwide and produces shows such as The Homestand Show, The Parleh, Room 4-4-2 and Hoop Talks. Its partners include the likes of Hockey Canada, Caesars Entertainment, Indianapolis Motor Speedway (Indy 500) and The Tonight Show Starring Jimmy Fallon.

Contingent on conditions including the raising of $5 million in capital and all current Parleh employees, talent and management entering new agreements ahead of closing, Lazarus will acquire 100% of Parleh Media Group.

Lazarus said in a release that it aims to leverage Parleh’s strengths in sports media, betting and iGaming content to create a more comprehensive media platform. The acquisition will also include an in-house developed proprietary media storage and syndication content management system, known as Sanity, which distributes original Parleh-produced videos to media syndication partners for publication on websites like the Toronto Star, the National Post, the Globe and Mail, MSN and Sports Illustrated.

‘Perfect timing’ for an acquisition

Lazarus said it will provide 2021-founded Parleh with “a multi-year runway to fuel growth and media expansion.” The acquisition is part of Lazarus’ plan to enhance its digital, live, and event-based footprint and content strategy across North America and will allow the company to attract a wider range of partners and sponsors and explore ways to diversify revenue streams, added the release.

“We are thrilled to acquire Parleh, its assets, and, most importantly, collaborate with its people,” said Lazarus founder and CEO Charlie Watson. “This acquisition aligns perfectly with our strategic vision to broaden our content offerings and reach a wider audience. While Parleh boasts significant partnerships with the likes of Sports Interaction, BetMGM, FanDuel, Bet99 and NorthStar Bets, to name a few, their strong market presence in Canada and innovative approach will undoubtedly enhance our capabilities to drive significant revenue and build audiences across our new platform.”

Parleh founder Mark Silver said it was “the perfect timing” for the company to enter into a sale agreement.

“As we quickly approach the upcoming NFL, NHL and NBA seasons, and with the MLB playoffs right around the corner, today’s announcement puts us in the driver’s seat to attack new opportunities with our new and existing partners and create more value through our offerings,” added Silver. “Our shared vision and complementary strengths make us a formidable force delivering exceptional and engaging content to our audiences.”

The release added that all current content development, partner production and media will continue to operate as is through the capital raise. The NewCo will undertake a reorganization of its leadership structure, management and advisory team.

Peter & Sons goes live with Rootz in Ontario

Game studio Peter & Sons has increased its presence in Ontario through a new content collaboration with iGaming technology company Rootz.

As part of the new arrangement, Peter & Sons will offer its full portfolio of online gaming options in both Ontario and Malta through five of Rootz’s brands: Caxino, Chipz, Spinz, Wheelz and Wildz.

Peter & Sons originally entered the Ontarian market in January 2024 via an agreement with online casino provider SkillOnNet. The collaboration with Rootz follows its partnership with Relax Gaming which it said was aimed at expanding game distribution in multiple regulated markets, including Ontario and numerous European nations.

“We are excited to partner with Rootz and extend our presence in the MGA [Malta Gaming Authority] and Ontario licensed markets,” said Peter & Sons Commercial Director Yann Bautista. “This collaboration allows us to bring our creative and engaging games to a larger audience, and we are confident that players will love the unique experiences our games offer.”

Batista recently spoke to Casino Beats about the company’s journey from start-up to industry disruptor, and how its mantra of ‘doing things differently’ has shaped its newest title, Barbarossa Revenge.

Putting down Rootz in Ontario

Rootz, which offers a range of casino games from online slots to live casino action, obtained its licence from the Alcohol and Gaming Commission of Ontario (AGCO) in January 2023.

Since then, it has struck several deals with other market players.

In September, it teamed up with mkodo to utilize the company’s GeoLocs service and in January 2024, it helped to introduce Stakelogic to the Ontarian market through an extensive games partnership.

“Peter & Sons brings something new and fresh to the slots space which players love. Integrating their games into our portfolio aligns perfectly with our strategy to offer diverse and high-quality gaming options to our users,” added Rootz CEO Sam Brown. “We look forward to a successful partnership and are excited to see how our players respond to these new additions.”

BetMGM spins Wheel of Fortune online casino into Ontario

BetMGM has brought the Wheel of Fortune Online Casino brand to its second North American market of Ontario through a partnership with International Game Technology (IGT).

BetMGM, IGT and Sony Pictures Television first launched the Wheel of Fortune brand in New Jersey in March 2023, featuring Wheel of Fortune-branded slots, games and features to customers in the state.

Now, Wheel of Fortune Online Casino will offer more than 1,600 games for customers in Ontario, including slots, progressive jackpots and table games.

Available titles on Wheel of Fortune Online Casino currently include the below, and more titles will be added regularly.

  • BetMGM Wheel of Fortune Triple Extreme Spin
  • Wheel of Fortune Elegant Emeralds
  • Wheel of Fortune Gold Spin Triple Red Hot 7s
  • Wheel of Fortune Megaways
  • Wheel of Fortune Power Wedges
  • Wheel of Fortune Ruby Riches
  • Wheel of Fortune Triple Extreme Spin
  • Wheel of Fortune Triple Gold Gold Spin.

BetMGM Chief Revenue Officer Matt Prevost said the Wheel of Fortune slate is “unlike anything else in the online gaming sector.”

“Bringing Wheel of Fortune Casino to Ontario is a part of our strategy to give players the games they love and create an engaging experience with an iconic game show,” added Prevost. “Wheel of Fortune slots have been top-performing games for decades and through a successful launch in New Jersey, we’ve found that the brand-led Wheel of Fortune Casino product is a winning formula that resonates with players.”

“Ontario is a dynamic iGaming market that readily embraces omnichannel IGT PlayDigital games such as Wheel of Fortune slots,” added IGT PlayDigital President Gil Rotem. “BetMGM’s brand-led Wheel of Fortune Casino packages many of IGT PlayDigital’s highest performing games in a great-looking, player-friendly manner that is unique for the Ontario iGaming market.”

BetMGM extends Wheel of Fortune association

BetMGM’s association with the iconic American game show extends beyond the new online casino offerings in New Jersey and Ontario.

In the Canadian province, as well as numerous U.S. states, BetMGM already offered select Wheel of Fortune titles such as Triple Extreme Spin, a show-themed slot that offers 720 ways to win.

BetMGM also linked up with the show itself this year. In May, the operator sponsored a Nightly Progressive Jackpot to celebrate Wheel of Fortune’s 8,000th episode, the first such partnership between the show and a betting operator. Contestants could win the jackpot alongside their prize for solving the show’s Bonus Puzzle.

During the “Big Money Week” episodes from May 20-24, a BetMGM-branded Double Jackpot wedge on the show’s wheel gave contestants who earned the opportunity chance to add double the Nightly Progressive Jackpot to their total if they won the Bonus Round.

Other BetMGM integrations within the episodes included in-show displays of the operator’s logo on host Pat Sajak’s monitor, co-branded graphics displayed in the centre monitor, and a BetMGM jackpot ticket appearing above the puzzle board during the episode.

Alberta is home to new Segev LLP office ahead of open market

Segev LLP is making an effort to further solidify its presence throughout Canada.

The law firm, which represents some of the most popular brands in the gaming industry, has announced the opening of a new office in Alberta. Segev has established a physical presence in Alberta in anticipation of the province establishing an open gaming market.

The opening of Alberta’s gaming market is poised to garner increased business for Segev as investor interest in Canadian gambling brands grows due to new opportunities. Segev expects the investor interest to continue throughout 2024 and into next year.

“We try to anticipate the needs of current and future clients and being able to service those needs in Alberta will become a greater priority for many of them,” said Founding Partner Ron Segev.

Segev’s operations in Alberta will be supported by a team of lawyers. The Vancouver-based firm has 23 lawyers who also provide services in Toronto, India, and the U.S.

In addition to gaming, Segev provides services for businesses tackling mergers and acquisitions. It also has expertise in intellectual property, crypto, blockchain, and artificial intelligence. Segev believes AI can have a positive impact on the gaming industry.

“Leveraging big data and machine learning algorithms, there’s an opportunity for betting and gaming companies to deliver highly personalised experiences to their users,” Segev told Canadian Gaming Business in June ahead of the Canadian Gaming Summit. “By analysing user behavior and preferences, operators can tailor game recommendations, promotions, and rewards, ultimately enhancing player satisfaction and lifetime value.”

PENN expects ‘important’ Alberta to be a top market for theScore Bet

On PENN Entertainment’s Q2 2024 earnings call CEO Jay Snowden said that he believes Alberta’s upcoming regulated gaming market will be “a top three or four” market for the company’s Canadian-centric theScore Bet brand.

Snowden confirmed that theScore Bet will enter Alberta’s regulated gaming market when it opens, which he speculated will be late 2024 or early 2025.

“With both online sports betting and iCasino, we expect Alberta to be a very strong market for us given the power of the theScore Bet brand,” Snowden said.

We would anticipate that the success we’ve seen in Ontario with theScore and theScore Bet, we would be able to replicate that in Alberta,” the CEO said.

“theScore is a very popular brand throughout Canada, it’s not just a Toronto or Ontario thing. So given the success we’ve had in Ontario and given that Alberta will have very similar tax rates, as we understand it, and be both OSB and iCasino, we think it’s going to be a really important North American market for us. Probably a top three or four market.”

Alberta offers great opportunity, say experts

Snowden’s note on comparative tax rates is interesting. There has been no official word from the Alberta government as to where they will land on that front, but industry advocates have urged the province to implement a rate similar to the 20% that Ontario levies on commercial online gaming and betting operators.

Anything significantly higher than that could be a deterrent for operators considering entry, experts have warned.

At the Canadian Gaming Summit in Toronto in June, the verdict from a variety of operators, suppliers, regulators, consultants and other industry personnel was pretty unanimous: Alberta offers huge opportunity as a commercial market.

It’s not the only operator making googly eyes at Alberta already. Others including PointsBet have already expressed an early interest and on Super Group‘s earnings call this week, CEO Neal Menashe said Betway is ready and waiting to regulate its existing Alberta presence.

Given how many brands currently operating within Ontario have high brand visibility and awareness in other parts of the country through things such as unlicensed operations or nationwide advertising, “first mover advantage” could work differently in the province than in other jurisdictions. But whatever happens, whenever Alberta opens and however it looks when it does open, theScore Bet intends to be there to take advantage of all that it offers.