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CCSA calls for national strategy to tackle gambling harms

Experts at the Canadian Centre on Substance Use and Addiction (CCSA) have urged the federal government to create a nationwide strategy for addressing potential gambling harms.

The CCSA argued in a new report, co-authored by Greo Evidence Insights, that the proliferation of legal gambling options in Ontario and the expected expansion of regulated gaming elsewhere in the country require a more effective preventative strategy.

“Canada is at a critical moment in how it manages gambling, said Chief Research Officer at Greo and Senior Research Associate at the CCSA Dr. Matthew Young.

While gambling regulation is handled by the provincial crown corporations, the CCSA report urges making player protection and risk prevention  a federal issue.

In particular, the CCSA is advocating for a national body to:

  • Set national standards which govern the promotion and provision of gambling products
  • Boost funding for harm prevention and reduction initiatives and research across crown provinces
  • Systematically monitor gambling harms to allow the social and economic costs to be tracked
  • Avoid conflicts of interest that may arise from provincial or industry-formed proposals or initiatives
  • Drive increased awareness and understanding of gambling harms among health and social service professionals and the public nationwide

“A national strategy or framework — similar to what we have for alcohol, tobacco and cannabis — is critical to manage the expected increase in gambling harm, especially among youth and other vulnerable people,” said Young.

The report also suggested that the strategy could go as far as enforcement, through measures such as coordinating efforts across provinces to block unlicensed operators or mandating safer gambling measures through federal regulation.

CCSA details key concerns

In the report, the CCSA outlined the basis for its calls for a national gambling harm prevention strategy.

The report notes that the impact on Canadians‘ health of legalising single-event sports betting and opening up Ontario’s market to commercial operators is “largely unknown as there is no national or provincial/territorial monitoring and surveillance of gambling-related harm.” But it asserts that early evidence suggests that increased participation in and visibility of online gaming and betting has been associated with increased gambling harms among both the general population and vulnerable demographics.

It also suggested that new or more popular types of wagering such as single-event sports betting and in-play betting are associated with greater risk of harm.

Pointing to Ontario’s lucrative market, the report asserts that the $35.5 billion wagered in the first year of regulated online gaming in the province “cannot be explained simply by a movement of people from illegal to legal online gambling.” The authors imply that alongside this channelisation, there has also been a significant uptake in betting by people who did not previously gamble.

The CCSA also contexualised the findings by noting that legal gambling is expanding while Canadians are “more vulnerable to gambling harm” due to the rising cost-of-living crisis and the prolonged after-effects of the pandemic.

It should be noted that the report was short on data or evidence to back up any of these stated concerns.

Issue of advertising top of mind again

A cornerstone of the report’s recommendation was the suggestion that Canadians are exposed far more frequently and widely to gambling advertising now than they were in the past.

The CCSA argued that high volumes of advertising and the increased dovetailing of sports and betting “normalise” gambling.

“We have seen a massive increase in gambling advertising and opportunities to gamble,” added Young. “We can no longer watch sports with our kids or go online without being subjected to an overwhelming amount of gambling advertising.”

In particular, the report highlighted concerns that gambling apps and sites operating in Ontario’s regulated commercial iGaming market are also visible in provinces where they do not have license to operate. That has also been cited as a problem from within the gaming industry and was a key topic of discussion at last month’s Canadian Gaming Summit in Toronto.

The debate around advertising continues as senators debate the issue in parliament.

Bill S-269, the National Framework on Advertising for Sports Betting Act, was heard last month at two Standing Committee on Transport and Communications sessions. The bill, which had its second official Senate reading in May, would require the development of a national framework for sports betting advertising.

Clearing up the confusion around sports betting advertising

Of the many topics discussed at the 2024 Canadian Gaming Summit in Toronto, one of the most pertinent was the advertising of gaming across the country.

TV viewers, sports fans, online surfers, social media users and many people in between are inundated with gambling ads daily. Whether that should be curbed — and if so, how — is one of the most prominent industry debates.

A common theme across several CGS panels was an assertion that any problems around advertising begin with a great deal of “confusion” among consumers. That word was used by leaders from lottery corporations, private operators, regulators, data firms and consultants alike.

The confusion isn’t only about the nuances of the market but also pretty fundamental stuff.

What does regulated even mean, anyway?

Data referenced on a panel by Ipsos SVP Scott Morasch suggested that more than two years after Ontario opened its doors to dozens of online operators, many consumers still can’t tell the difference between sites that are regulated by the Alcohol and Gaming Commission of Ontario (AGCO) and those operating without a license.

Two-thirds (65%) of adult Ontarians say they know there is a “black market” but only 34% of those surveyed felt confident they know how to tell the difference between regulated and unregulated sites. While that latter statistic is much higher (73%) for frequent bettors, more than half of both the general public and frequent gamblers gave a wrong answer when asked how they tell the difference.

“The public doesn’t actually know in a lot of cases what to look for,” Canadian Gaming Association (CGA) President and CEO Paul Burns said while moderating a panel. “We’ve seen that there is a lack of clear knowledge about what’s legal and what isn’t, what’s regulated and what isn’t.”

This is hardly a new development. As Burns noted on the later Ipsos panel, CGA research in around 2016 showed that a significant proportion of Canadians thought online gaming outside of the lottery was already regulated, six years before Ontario became the first province to actually do so.

“There was no before or after,” noted Morasch’s Ipsos colleague Sean Simpson. “People didn’t know what changed. The only thing that changed for most people was they started to see more advertising.”

Simpson cited cannabis as a starkly contrasting example; people knew very clearly that it was only sold illegally before 2018. In contrast, he says, “Two years after Ontario’s gaming regulation, people still can’t tell the difference.”

Different standards for different operators

Speaking on a panel moderated by Burns, PointsBet Canada CEO Scott Vanderwel used another term: “noise.” Unregulated operators continue to advertise prolifically, he said, bombarding consumers with advertising.

“That noise is a complicating factor. There’s an active grey market that continues to advertise in Ontario today, and they complicate the standards. You end up in a situation where you’ve got a handful of operators genuinely trying to do the right thing but that noise is a complicating factor and it exists because we don’t really have a Canadian-wide framework.”

The AGCO holds its licensed operators to strict standards around advertising. But those operators who are not licensed are not beholden to the same regulations.

“It allows for grey-market operators to continue in this country coast to coast,” said Vanderwel’s PointsBet colleague Dave Rivers, SVP of Marketing, on a separate panel. “Within the regulated framework, we [licensed operators] are held to different standards in terms of what we can say or do.”

“When it comes to celebrity endorsements, sure, in the province of Ontario, I’m not allowed to utilise those in terms of brand awareness. But in other markets in Canada, grey competitors of ours can utilise that.”

The problem of geography

That geographical issue that Rivers touched upon is another sore point of contention.

On the one hand, there’s the operator complaint. Rivers cited the example of sportsbooks advertising nationally during Edmonton Oilers playoff games in recent weeks. He stressed that operators like PointsBet only have the opportunity to monetize Ontario, whereas unlicensed brands operating in multiple provinces as unregulated entities “can run their adverts nationally and monetize the whole country.”

“It’s egregious how much I’m spending to access only Ontario,” Rivers said. Burns’ CGA colleague Amanda Brewer is the former Canada country manager for Kindred, which pulled out of the Ontario market this spring. She suggested that cost per acquisition “could be well over $1,000” in the early days of operation.

There’s also the consumer complaint.

A recent public opinion poll conducted by market research platform Maru found that six in 10 Canadians think sports betting advertising should be banned as a blanket measure, although it’s worth noting that view is held more commonly by elder respondents and non-bettors. But it’s also a move supported by some high-profile advocates, including the Canadian Mental Health Association (CMHA).

One of the prominent arguments made is that citizens of other provinces shouldn’t be subjected to betting advertising for companies that are only regulated in Ontario. Vanderwel understands the argument.

“The advertising that spills over to Alberta and B.C. and through national broadcasts is a point of concern for citizens of those provinces where the sportsbooks showing up on their TV aren’t even available to them in their marketplace…” he noted. “We don’t have geoblocking on broadcasts across the country.”

Brewer emphasized that while regulators and operators can conduct themselves with a social conscience, Canadian broadcasters and technology platforms like Meta should be held to account the same way the betting industry is.

“My Instagram and Facebook feeds are inundated with sponsored posts,” Brewer noted. She added that, “there is a lot of abuse” from unregulated operators, highlighting that some broadcasters are still happy to take money from unlicensed operators.

“It’s a decision made by the broadcasters and the league how many times you’re going to see a specific ad during a specific event,” Brewer told SBC. “There is a large group of stakeholders that come together to get these ads on air. It’s not just the operators, it’s not just the industry.”

Rivers agreed that broadcasters could be doing more. He added that media companies made the decision to remove U.S. Super Bowl adverts from the Canadian feeds so Canadians didn’t see any U.S.-based advertising.

“So, the technology is readily available for media organisations to decide what you can and can’t see,” he said. “It only exists because it’s being allowed.”

What can be done?

Some measures have been taken by the AGCO to address certain issues.

The regulator has been strict on not allowing Ontario to be built on advertising inducements like new-user bonuses, which Brewer said was a concerted effort to protect players and avoid what she described as the “sign-up war” seen in U.S. markets. Another measure has been to ban the use of imagery that would appeal directly to minors and to only allow professional athletes or celebrities to market operators’ responsible gambling practices.

Those actions may have curbed some concerns, but the root of the issue continues to be debated. Not just in public, but also in parliament. Bill S-269, the National Framework on Advertising for Sports Betting Act, was heard last month as Standing Senate Committee on Transport and Communications members assessed whether they should try to put sports betting advertising back in the box.

Sen. Marty Deacon, the bill’s sponsor, said politicians now have “the privilege of sober second thought” when considering the “barrage” of betting advertising. Bill S-269, which had its second Senate reading in May, would require the development of a national framework for sports betting advertising based around what Deacon called “reasonable limits.”

The idea of a full ban on advertising was referenced in those committee sessions but Deacon acknowledged that while that would be her choice, it’s not particularly feasible. “We didn’t think this bill would survive a constitutional challenge if we sought a complete ban and didn’t want perfect to be the enemy of good.”

Brewer also suggested that a total ban wouldn’t work for several reasons, including both political and practical. A blanket ban would throw into doubt the advertising of other offerings including Lotto 649 and 50/50, she said, which would significantly limit funding for the charity and community initiatives and infrastructure those programs help to support.

Other more targeted measures such as a whistle-to-whistle ban on advertising during games might be worth considering, she reflected. But her main message was that clearing up the confusion that lingers around sports betting in Ontario and beyond is the key.

“Instead of the operators on the surface, we should be really concerned about the ones we can’t see below the water,” Brewer added. “Those are the ones that are still in Ontario or other provinces without licences, doing whatever they want to attract customers.”

edict egaming steps into Ontario market

edict egaming has received approval from the Alcohol and Gaming Commission of Ontario (AGCO) to supply games for the online casino market.

The license grants both German brand edict egaming GmbHand Edict Malta Ltd. the right to provide titles in Ontario. It also marks the first instance of edict’s parent company Merkur Group launching slots in one of the largest North American markets.

edict egaming is a subsidiary of the Merker Group and acts as the distributor for Merkur online slots.

“We are delighted to have received AGCO approval for our Merkur games in Ontario,” said Dominic-Daniel Liénard, CEO of edict egaming GmbH. “This is definitely a big step for edict and we are very excited to showcase ourselves to new audiences on the global stage in this dynamic market.”

Established in Hamburg in 1998, edict egaming GmbH was acquired in 2008 by the Gauselmann Group, now Merkur Group, before launching its game solution in 2014 and undergoing a mobile-first approach the following year.

The company launched its aggregator solution in 2021 and back in Apil, it secured an aggregation agreement with the slots supplier Apparat Gaming. The following month, it collaborated with Atomo Gaming to bring Merker Group games to South America.

Ontario market continues to add new movers

In the last month alone, multiple brands have secured their first entry to the Ontario market.

Swedish game studio Thunderkick launched operations in Canada’s most populous province in partnership with PokerStars and LeoVegas in mid-June, Evolution subsidiary Ezugi followed through deals with theScore Bet and Bet99 and Ontario officially hit 80 licensed online gambling sites as the Titanplay brand launched in the market.

AGCO orders Ontario youth sports arena to remove betting ads

The Canlan Sports arena in Oakville, Ont. has removed adverts for theScore Bet sportsbook and online gaming platform after a review by the Alcohol and Gaming Commission of Ontario (AGCO) found they violated the rule about not targeting minors.

The ads were removed late last month after a complaint was sent to the commission by the advocacy group Ban Ads for Gambling arguing that the ads’ presence at a facility predominantly used by children contravened the AGCO’s regulations. The branding appeared on locker room doors, on boards at the arena, underneath scoreboards and behind benches.

An AGCO review found that they compromised Section 2 of the registrar’s standards for gaming, which notes that advertising and marketing materials and communications “shall not target underage or self-excluded persons to participate in lottery schemes.” It also specifies that ads may not “appear in media and venues directed primarily to minors, or where most of the audience is reasonably expected to be minors.”

An AGCO spokesperson told Canadian Gaming Business by email that the commission, “is committed to protecting the public interest, including minimizing potential harm to minors or high-risk players.”

“In this instance, the concern is the venue where an ad appears,” said the AGCO. “We became aware of iGaming ads placed by the registered operator in the Canlan arena in Oakville. As outlined in Standard 2.03, there is a requirement that iGaming ads shall not appear in media or venues directed primarily to minors. Therefore, the AGCO contacted the operator that placed the ads to advise them of our concerns and the operator subsequently removed the ads.”

The AGCO investigation stemmed from a complaint lodged by Timothy Dewhirst, a father of a teenage hockey player from Guelph and an expert on policies around tobacco and cannabis advertising, which also falls under the AGCO’s remit. He contacted the AGCO after being shocked by the prominence of the theScore Bet ads at the Oakville venue.

“I’m dropping off my son and the first thing that catches my attention is the sports betting advertisements on the locker room door,” Dewhirst told The Record earlier this year. “And then the game starts, and these advertisements are also on the backdrop of the bench, on the boards, on the scoreboard. It was just everywhere, it was pervasive, and it’s at an under-14 hockey tournament. To me, it’s just clearly inappropriate to be targeting that kind of age group.”

The complaint prompted an AGCO review and the commission ordered the venue to remove the ads, which it did.

Former Olympian Brian Kidd, who co-founded Ban Ads for Gambling, said messaging around these instances should be clearer and that the AGCO should take a harder stance.

“The hope here is that after this, all of the local operators get the message that gambling ads are completely inappropriate in sports facilities where most of the participants are children,” Kidd said, per The Record.

The AGCO noted to Canadian Gaming Business that it has not made any further changes to standards or policies in relation to this incident and noted that, “in this instance, the actions the AGCO has taken have proven to be effective.”

Canadian senators ponder curbing sports betting ads

Sports betting advertising is a much-discussed topic in Canada right now.

The AGCO has amended its regulations already, with a change approved last summer and enforced earlier this year preventing gambling brands from using athletes in marketing except for the exclusive purpose of advocating for responsible gambling practices, as well as prohibiting the use of people or messaging that would be expected to appeal to minors.

However, a debate is ongoing about whether more should be done.

Bill S-269, the National Framework on Advertising for Sports Betting Act, was the subject of two recent Standing Senate Committee on Transport and Communications meetings. During those sessions, senators expressed remorse about the “barrage” of advertising that came along with regulated online gambling and questioned whether more can be done to curb it.

Bill S-269 would require the Minister of Canadian Heritage to develop a national framework for sports betting advertising based around “reasonable limits.” It would identify measures to regulate advertising, such as restricting the use of non-broadcast advertising or limiting its scope, as well as attempt to find ways to prevent and help both minors and problem gamblers from being impacted by sports betting advertising.

Relax Gaming names Kirsten O’Neill as new CFO

iGaming aggregator and content supplier Relax Gaming has appointed Kirsten O’Neill as its new chief financial officer.

O’Neill has been with Relax since 2021 in the role of group finance manager. Before joining the company, she worked at NetEnt and Yggdrasil Gaming in financial roles.

She replaces Markus Kruk, who has been Relax’s CFO for nine years but will now transition into the role of chief corporate development officer, wherein he will focus on exploring new product verticals and strategic partnerships worldwide.

“I could not be prouder to take the next step in my career and become CFO at Relax Gaming,” said O’Neill. “This is a special company that has played a huge role in my development over the last several years. I am truly excited to continue all of the great work that Markus has achieved ensuring that we are sustainable as a business and I look forward to what lies ahead.”

O’Neills promotion continues a recent C-suite reshuffle at Relax, which recently promoted longtime chief operating officer Martin Stålros to CEO.

He said of O’Neill’s appointment that the new CFO, “has been a pivotal part of our team for some time and has a fantastic reputation as someone that can be trusted to help us towards our next major milestones as we enter our latest chapter.

“I am thrilled to see her take the next step of her journey as she genuinely deserves this opportunity.”

Relax Gaming has a portfolio of over 700 operator brands, 70 partner studios, and more than 4,000 game titles. It became one of the first iGaming suppliers to enter the Ontario gaming market in 2022.

Relax Gaming continues North American inroads

As well as the personnel changes, it’s been a busy first half of the year for Relax’s operations as the company expands its North American operators south of the border.

The company struck a deal with Light & Wonder in March to provide its proprietary content to various markets in the U.S., Europe, and Canada.

Relax made its debut in the U.S. market through a partnership with BetMGM in New Jersey and expanded that collaboration into Pennsylvania this spring.

Chief Regulatory Officer Alexia Smilovic Rønde told SBC Americas last month that Relax, trading as RLX Gaming in the U.S., has focused its U.S. effort on three main states: New Jersey, Pennsylvania and Michigan.

“In order to succeed, we have established a solid roadmap addressing our entry in each jurisdiction,” said Smilovic Rønde. “So far, we are delighted with our current pace, as we achieved our primary objectives and look forward to the next milestone.

“Part of our primary goal is to establish a strong organizational presence and brand awareness, to ensure healthy foundations going forward. We entered the U.S. market with a long-term vision… Our main priority right now is to establish a healthy foundation with key partners before expanding geographically.”

CGA’s Amanda Brewer on why tweaking Ontario model can work for Alberta

Whenever Alberta ultimately opens its doors to welcome multiple commercial online gaming operators, as it now seems inevitable that it will, there’s ample room for optimism.

Given that Ontario’s model has proven competitive and profitable over its first two years, it’s understandable why Minister Dale Nally has been drawn to advocating for the creation of a similar open-license market. Therein lies great potential.

The Canadian Gaming Association’s Amanda Brewer told SBC Americas Editor Jessica Welman at last week’s Canadian Gaming Summit that in opening up the market in a similar way, Alberta is primed to create a gaming landscape in which operators can thrive.

“If Alberta wants to open its market in a really seamless way, they first and foremost have to find a solution that works for them,” Brewer said. “That’s not cutting and pasting Ontario’s model, but there could be parts of that model that do work for them. You have a whole bunch of operators who’ve been working under that structure and those regulations for a couple of years now, they’re familiar with it. So, if Alberta allows operators to come in under similar terms and conditions, they should have a really happy bunch of compliant operators, which is what you want.”

As for what Alberta could look to directly borrow from Ontario’s market, Brewer pointed to the Alcohol and Gaming Commission of Ontario (AGCO) having established standards that are “risk-based, not prescriptive.” Operators in Ontario are given a mandatory framework of regulations to work within but are free to manoeuvre within that framework as they see fit, offering them significant freedom and flexibility.

One topic that has come up repeatedly in discussions about a potential Alberta market is tax rate. Nally has not been shy in positing that Alberta’s low corporate taxes should appeal greatly to any commercial operators looking to the province as a potential new frontier. Exactly what gaming tax rate could be established in Wild Rose Country remains to be seen, but the consensus seems to be that it will be moderate.

“A good way to drive operators out is to set the tax rate really high,” Brewer noted. “Something around Ontario’s 20% would make operators very happy. Alberta is looking to make sure there’s a high level that operators need to meet because you don’t want to lower the bar to get operators in the market, but you want to make sure conditions are reasonable.”

As Brewer alluded to, merely cutting and pasting Ontario’s conditions into Alberta is unlikely to work. As for what could be different between the two provinces, she mentioned that the interpretation of “conducting and managing” gaming could vary. Alberta passed legislation recently that allows for a new entity to be established to regulate gaming, taking it out of the hands of Alberta Gaming, Liquor and Cannabis.

Should we expect to see an iGaming Ontario-style unit set up?

“The beauty of our conduct and manage is it means different things to different people depending on what province your feet are in,” Brewer said. “That is something where I actually see Alberta taking perhaps a very different direction. iGaming Ontario was set up and this is what our Attorney General and our government felt was required to satisfy those conditions of conduct and manage.

“Alberta, I am pretty certain, will do something a little bit different… You want provinces to make it work for them. It has to work for Alberta.”

CGA developing RG standards amid advertising debate

In her chat with SBC, Brewer also touched upon another topic that is front and centre in Canadian gaming right now: advertising.

Ontario betting advertising bleeding into other provinces has been a thorny issue for politicians. Bill S-269, the National Framework on Advertising for Sports Betting Act, has been read twice in the Senate and was the subject of two Standing Committee on Transport and Communications meetings earlier this month. The idea of a full ban on advertising has even been touted, although the bill’s sponsor Sen. Marty Deacon labeled that notion unfeasible.

Brewer said that in light of the issue, CGA President and CEO Paul Burns and other stakeholders are working on a set of responsible gambling principles and a code for operators to follow.

“Knowing that this industry has to be accountable for its actions and it takes responsible gambling very seriously, Paul and the board decided it would be a good idea,” she explained. “We already follow the standards that AGCO has set out, but just to make sure that people understand how seriously we take this, in addition to the regulatory standards there will be more responsible gambling principles that operators will sign on to follow and adopt within their organisations.

“At the end of the day, this is something that has to transgress everything else that we’re doing because the best kind of gaming experience is a safe one. Through the conduct and manage model and the regulatory standards we have in Ontario, we know that the operators who are in this market with licenses are providing the highest responsible gambling standards that exist.”

The recent report from Deloitte illustrated the effects of regulated gambling in the province, indicating not only the revenue generation potential but also the wider economic impact, including more than 15,000 jobs created and sustained and $2 billion in revenue for the government.

“One of the things we’re proudest of in Ontario is that we’ve got operators who’ve come in and set up offices, they’ve hired, they’re investing in Ontario,” concluded Brewer. “We’ve got colleges and universities that are creating specific training programs that they can help produce graduates to work in this industry, and it’s all technology-based. It’s such a good-news story. It ticks a lot of boxes.”

FansUnite to sell Betting Hero to brand’s co-founders & GeoComply

Vancouver-based sport and entertainment company FansUnite has announced it is selling its Betting Hero business to the brand’s co-owners and fellow Vancouver firm GeoComply.

Betting Hero was founded in 2018 by Jai Maw and Jeremy Jakary and has been owned and operated by FansUS, FansUnite’s wholly-owned subsidiary in the U.S. Now, in a deal worth an aggregate $51.3 million CAD, all of the issued and outstanding shares of FansUS will be sold. Maw and Jakary will jointly own 60% of the company and the other 40% will be held by geolocation compliance company GeoComply.

The deal will yield a net profit of $27.3 million CAD for FansUnite. The expected closing date is August 15, 2024.

“After a long and thorough strategic evaluation of our business, we’ve received a substantial cash offer for our primary remaining asset,” said FansUnite CEO Scott Burton in a statement. “It not only reflects high market multiples when compared to similar transactions but also a substantial premium to our current share price. After extensive deliberation with our board and advisors, we believe it’s in the best interest to recommend the sale and allow the shareholders to vote on a return of capital.”

FansUnite pointed to a favourable and above-market valuation as well as board and major investor support for the deal as rationale for the sale, which still requires formal approval from shareholders at their next meeting in August.

Canadian Gaming Business reached out to FansUnite for more information on the transaction.

Betting Hero posts strong growth

Betting Hero is active in more than 20 regulated gaming states south of the border. The brand announced in March that it had delivered its 500,000th bettor to the U.S. sports betting ecosystem, reaching the milestone on the back of its recent entry into North Carolina’s new regulated market.

FansUnite noted at its Q1 2024 earnings call last month that Betting Hero signing contracts with multiple U.S. sportsbooks over the last year had contributed to its year-over-year growth.

Burton told investors then that Betting Hero took $8.3 million in revenue in Q1 2024 compared to $7.3 million in Q1 2023 and that it “continues to be the premier live activation company in North America.” Betting Hero had grown to include not only its core activation business but also research and digital branches. He noted that Betting Hero is “well-positioned” to be in any new regulated markets from day one.

GeoComply said its investment will support the Betting Hero co-founders in operating and growing the business.

“Jai and Jeremy have built a tremendous business with a laser-like vision to support their customers’ mission for the best possible user experience through the sign-up process,” said Anna Sainsbury, GeoComply co-founder and CEO. “At GeoComply, we share that vision and are delighted, through this intended investment, to help Betting Hero further their efforts and deploy more resources and focus into serving our customers and their patrons throughout North America.”

FansUnite has history of recent sales

FansUnite has offloaded parts of its business in the past. In 2023, it sold both its Chameleon iGaming platform, which was acquired by Betr in what Burton called “a transformational transaction,” and Scotland-focused sportsbook and online casino McBookie.

Burton said last summer after those deals that the sales would enable the firm to focus more on growing business segments that produce significant cash flow. He said driving Betting Hero was a primary goal in scaling FansUnite’s affiliate business segment.

FansUnite’s subsidiary American Affiliate launched as a North American omni-channel customer acquisition company, covering both retail and digital customer activation for sportsbooks, casinos, poker and fantasy sports platforms. With the sale of Betting Hero, it has just one property left in its portfolio, props.com.

mkodo joins Canadian Gaming Association

B2B gaming technology supplier mkodo has joined the Canadian Gaming Association (CGA).

mkodo has a long history in the Canadian gaming industry. For more than a decade, it has powered the mobile apps, websites, front-end UX and geolocation technology of numerous Canadian lotteries, including the Ontario Lottery and Gaming Corporation (OLG), the British Columbia Lottery Corporation (BCLC), Alberta Gaming, Liquor and Cannabis (AGLC), the Western Canada Lottery Corporation (WCLC) and the Atlantic Lottery Corporation (ALC).

Mkodo said in a release that joining the CGA highlights its “dedication to delivering high-quality, secure, and user-friendly products and services that meet the changing needs of iGaming operators and their players.”

The company added that the strategic partnership demonstrates its commitment to supporting and enhancing the digital experience within Canada’s dynamic regulated iGaming sector.

As a member of the CGA, mkodo will collaborate with other industry leaders to drive innovation, advocate for responsible gaming practices and contribute to the overall growth and sustainability of lottery, betting and gaming, both land-based and online, across all provinces.

“We are thrilled to join the Canadian Gaming Association, an organisation that plays a crucial role in shaping the future of the regulated gaming industry in Canada,” said Managing Director Stuart Godfree. “This membership aligns perfectly with our mission to provide exceptional user experiences in iGaming and Lottery and reinforces our commitment to supporting responsible gaming initiatives within Canada. We look forward to collaborating with CGA members to drive forward the industry’s standards and innovation.”

Paul Burns, President and CEO of the CGA, said mkodo’s “expertise as the leading mobile apps and geolocation supplier to Crown Corporations Lotteries will be a valuable addition to our community.”

mkodo’s GeoLocs expands reach

As well as powering Canadian lotteries’ gaming technology, mkodo also delivers a geolocation compliance service, GeoLocs, to lottery operators including OLG and WCLC as well as commercial iGaming operators and platforms in the regulated Ontario market such as White Hat Gaming and Betty.

This week, mkodo announced a partnership with Casino Time to provide the casino operator with its geolocation services for players in Ontario.

Earlier this year, mkodo received ISO27001:2022 certification for its iGaming services. Mkodo went through an arduous certification process, which included data protection plans and an evaluation of security policies and procedures.

Casino Time adds to several new partnerships for GeoLocs, which has also secured deals with The Mill Adventure and High Flyer Casino in 2024. The Mill Adventure and High Flyer have market access in Ontario.

Casino Time secures partnership with GeoLocs in Ontario

GeoLocs has added a new partner for geolocation services in Canada’s most populous province.

The London-based company announced on Wednesday a partnership with Casino Time to provide the casino operator with its geolocation services for players in Ontario. The partnership offers Casino Time and its players peace of mind and a seamless gaming experience behind GeoLocs’ proprietary technology for data and geolocation.

GeoLocs services allow Casino Time players to avoid downloads and other disruptions.

“Casino Time’s mission is to create the best possible gaming experience for its users and partnering with GeoLocs for our geolocation verification service means that we can provide our players with an online casino experience like no other,” said Casino Time COO Jeffrey Holmes in a press release. “The support provided by the team at GeoLocs has been incredible and their knowledge of geolocation and the Ontario market is second to none.”

Casino Time and its players can ensure data and locations are protected with GeoLocs meeting an internationally recognized standard for information security systems.

Earlier this year, GeoLocs parent company mkodo received ISO27001:2022 certification for its iGaming services. Mkodo went through an arduous certification process, which included data protection plans and an evaluation of security policies and procedures.

GeoLocs expands reach

Casino Time adds to several new partnerships for GeoLocs.

Earlier this year, the company agreed to provide its geolocation services to female-focused online casino Betty. GeoLocs has also landed deals with The Mill Adventure and High Flyer Casino in 2024. The Mill Adventure and High Flyer have market access in Ontario.

Industry throws massive support behind latest Canadian Gaming Summit

The Canadian Gaming Summit, held at the Metro Toronto Convention Centre June 18-20, concluded with a record-breaking attendance of 3,000 participants.

Notable guests included Alberta’s Minister of Service and Red Tape Reduction, Dale Nally, who announced the province’s official plans to open the market, and Ontario’s Minister of Tourism, Culture, and Gaming, Stan Cho, who oversees the Ontario Lottery and Gaming Corporation (OLG).

Commercial Director of Black Cow Technology Tony Plaskow remarked on the event’s expansion, tying it to the progress within the Canadian gambling industry.

“I’ve been coming to the Canadian Gaming Summit for a long time – about 10 years – and back then, it was really just lotteries that we would meet because there was no commercial market in Ontario. Now, obviously, that’s changed quite a lot.”

The conference segment, featuring over 150 speakers had numerous sessions reaching standing-room capacity. The content included a wide range of panels, starting with opening remarks from OLG President & CEO Duncan Hannay, and featuring CEOs of crown corporations such as BCLC, Loto-Québec, andAtlantic Lottery.

Besides appearing on a multitude of panels to lend the event a truly pan-Canadian perspective, crown corporations also occupied a dedicated lounge on the expo floor, with representatives from BCLC, OLG, Loto-Québec, AGLC, MBLL, ALC, and LGS. Director of AML and Investigations at BCLC Kevin deBruykere commented on the importance of ‘The Crown Corps Speak: Competition, Enforcement, and Growth in Canadian Gaming’ panel.

“The value, frankly, is all of them coming together.” Speaking about the newly-introduced lounge, he added: “This is an opportunity for the crowns to reinforce their position in the industry.”

The event also featured regulators reflecting on the recent years of regulated Ontario, with participation from representatives of the Alcohol and Gaming Commission of Ontario (AGCO), OLG and iGaming Ontario.

“One panel that stood out for me was the conversation with Martha, Karin, and Duncan. I think it was very unique to have a stage with the three most influential leaders from a regulatory, compliance, and rule-setting perspective in Ontario together,” said CEO of PointsBet Canada Scott Vanderwel.

What you guys have put on here is great because you show both sides – you show the provincial governments who have their own stances and then you’ve got the commercial market, which has been a massive success,” added Plaskow.

Another standout moment of the event was the keynote interview featuring President and CEO of BC Slots Brian Christopher conducted by Canadian Gaming Association (CGA) President & CEO Paul Burns. The steamer expressed gratitude for the platform the event provided to raise awareness about the impact of social influencers, highlighting an area where Canada has room for improvement.

“I’ve been meeting with casinos across the country at this event, which is really important for our business.”

Board Member and Chief Strategy Officer at Low6 Josh Turk also highlighted the scope of the event.

“It’s fantastic to see not just North American operators attend these events. I’m also seeing many from Europe, the UK, and even Latin America, so you really get a broad perspective of not just what’s happening locally in Canada, but also across the world.”

Among the 3,000 attendees, over 1,100 represented local and global operators, including companies such as FanDuel, Sports Interaction, Flutter International, Pinnacle, Kaizen Gaming, PENN Entertainment, PokerStars, theScore.

“We have attended multiple SBC events in the past, including this one last year, which was the first year it belonged to SBC. They have always been positive experiences, well-organized from the app and all the communication beforehand,” said Stake Country Manager, Canada (Regulated Markets) Kris Abbott.

“Meeting all the attendees is a huge positive in our industry, enabling us to learn and engage, particularly during the panel sessions, which are my favorite part.”

“The floor was busy. Packed. The conference sessions were overflowing at times. Hopefully, it’s not seen as a negative, but rather a sign of immense interest. This overflow was evident at every event I attended, not just on the floor, but also during the breakfast, and networking parties, all of which were consistently at full capacity,” Tuck added.

The event also featured the pre-day Player Protection Symposium and diverse meetups such as the Global Gaming Women Breakfast, First Nations Breakfast and African Americans in Gaming, complemented by evening networking events hosted at Real Sports Bar and Lavelle.

“It’s a bit of a rare opportunity to meet people in person very casually, in a relaxed setting, and have meaningful conversations,” said Rivalry’s Global Marketing Director Britt Doll.

“The biggest opportunity and, at the same time, challenge in Canada right now is that we’re not done yet. Ontario represents about half of the Canadian population, which is significant. However, Canada has many provinces, and the fact that half of the Canadian population only has the government-provided option still presents an opportunity,” noted Vanderwel.

Stay tuned for more information on the upcoming 28th edition of the Canadian Gaming Summit.