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NorthStar Gaming fined $30K for failing to ID device outside Ontario

NorthStar Gaming has run afoul of Ontario authorities over a geolocation test issue.

The Alcohol and Gaming Commission of Ontario (AGCO) has fined NorthStar Gaming (Ontario) Inc. $30,000 after an assessment found the operator had failed to identify that a test device trying to access its Ontario-only northstarbets.ca site was located outside the province.

NorthStar operates two NorthStar Bets-branded websites. The dot-ca website offers AGCO-licensed and regulated iGaming and online sports betting in Ontario, powered by the company’s leading technology and services partners Playtech and Kambi. The dot-com version is owned and operated by the Abenaki Council of Wolinak and is licensed by the Kahnawake Gaming Commission, offering services to Canadians outside Ontario.

The regulator stated that as part of its ongoing compliance monitoring of the gaming sector, AGCO identified the issue with northstarbets.ca during “a proactive, third-party assessment” of multiple registered internet gaming operators. Tests were conducted from physical locations in Quebec and New York state to determine whether Ontario gaming sites were accessible outside Ontario. AGCO found one instance of northstarbets.ca failing to accurately identify the location of one of the devices during the tests.

“NorthStar Gaming takes regulatory compliance very seriously,” a company spokesperson told Canadian Gaming Business. “We employ the most advanced technology and third-party vendors in order to maintain the integrity of our systems. We are investigating this incident with our geolocation compliance vendor to uncover the possible causes of the incident and identify any remedial steps.”

While the spokesperson did not name that geolocation compliance vendor, the northstargaming.ca website lists Vancouver-based geolocation leader GeoComply as a partner.

In addition to the geolocation test violation, the $30,000 fine reflects two further breaches of the AGCO standards for iGaming.

The commission further cited NorthStar for “repeated failure” to provide the Registrar with requested data, information and documents in a timely manner. The AGCO asserted that NorthStar failed to show “a commitment to character, integrity and high ethical values demonstrated through attitude and actions” and engage with the Registrar “in a transparent way.”

“Ontario’s gaming sector is carefully regulated to ensure it’s conducted legally and with the public interest in mind,” said AGCO CEO and Registrar Dr. Karin Schnarr. “The AGCO will continue to take all appropriate steps to ensure that regulated gaming sites are operated with integrity and within the province’s legal framework.”

The AGCO says it will continue to engage with NorthStar to ensure the issues are appropriately addressed. Failure to do so may result in further enforcement action.

NorthStar launches Sports Insights 2.0 after record quarter

In happier news for the Canadian operator, NorthStar launched its improved Sports Insights 2.0 content vertical across all NorthStar Bets platforms last week.

Through Sports Insights, NorthStar provides its users with a range of sports and gaming analysis, betting strategies and predictions and tips aimed at augmenting the bettor experience.

The rollout of NorthStar Insights 2.0 had been teased by NorthStar in its Q2 2024 earnings release and call.

In August, the company reported that net revenue rose 61% year over year in the quarter to reach $7.5 million, while total wagers on NorthStar Bets rose 41% to an all-time high of $225.5 million. That record Q2 exceeded the previous record set in Q1 of this year, when NorthStar Bets took $218 million in handle, GGR of $7 million and net revenue of $5.9 million.

The CEO 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 Ontario. In particular, the company wants to increase its operational footprint in Western Canada. Moskowitz noted that this approach should give NorthStar “a headstart” if and when other provinces open a regulated commercial online betting market.

Gambling targeted by online fraud more other industries: TransUnion

Gambling is the industry in Canada that is most susceptible to digital fraud attempts, and that activity has risen sharply over the last year.

Those are some key findings of a new report from TransUnion Canada that looked at digital fraud in numerous industries across the country in the first half of 2024.

The report found that gambling, including online sports betting and poker, saw proportionally more suspected online fraud attempts than any other sector in Canada, with a rate of 9.6%. That was just ahead of retail, at 9.2%, and government services, at 7.7%.

It’s particularly interesting to compare Canadian gambling’s results with the industry in other countries.

Across the 19 markets where it provided country and regional breakdowns, TransUnion noted that the average rate of suspected digital fraud attempts within the gambling industry was 7.2%, which actually represented a 9.2% decline between H1 2023 and H1 2024. The average rate across all monitored industries and jurisdictions also declined, albeit by a smaller amount. Overall, gambling was more susceptible than the average industry rate (5.2%).

In stark contrast, the rate found within Canadian-specific gambling soared 79.3% year-over-year, the second-biggest increase of any Canadian industry monitored by TransUnion.

However, even Canadian gambling’s above-average suspected fraud rate was significantly below that of the U.S., where it was as high as 13.3%.

“Protecting customers and their businesses from fraud is essential to enabling safe and tailored consumer experiences,” wrote TransUnion Canada Head of Identity Management and Fraud Solutions Patrick Boudreau. “These findings reveal that despite the good-faith efforts that are being undertaken by companies to identify and prevent fraud to date, fraudsters continue to evolve and it’s vital that fraud prevention methods keep up with the changing times.”

He urged businesses including gambling companies to take advantage of fraud prevention technologies such as identity verification, IP intelligence, device reputation and synthetic identity detection and make them “critical components” of their fraud prevention programs.

TransUnion’s methodology consisted of blending proprietary insights from its global intelligence network with a specially commissioned TransUnion business survey in Canada, India, the U.K. and the U.S., and a specially commissioned consumer survey in 18 countries and regions globally.

Canadian soccer players complete IBIA betting integrity program

Canadian Premier League (CPL) soccer teams have undertaken an International Betting Integrity Association (IBIA) sports betting integrity program designed to educate players in the league on the intersection of sports and gambling.

Created by the IBIA using its 3Rs training model, the program utilized a combination of dedicated in-person training and online resources. Sessions were delivered by the Professional Footballers’ Association Canada (PFA Canada) through its Protecting the Integrity of the Game workshops.

In total, nearly 200 players have been trained through the IBIA/PFA Canada partnership at all eight CPL teams. The program started in Ontario and finished in Alberta, also covering teams in Nova Scotia, Manitoba and British Colombia.

It concluded the first part of a two-year player education agreement between IBIA and PFA Canada. The program, first announced in May, was the first to be delivered from a $300,000 three-year fund invested by IBIA and its members bet365, Betway and FanDuel. That fund allows Canadian sports and athletes to receive free face-to-face integrity education designed to protect Canadian sports from the potential threat of match manipulation and corruption.

“The IBIA sports betting integrity training, in partnership with PFA Canada, was an incredibly beneficial experience for our players,” said Marco Carducci, goalkeeper for Calgary’s Cavalry FC  and president of PFA Canada. “Effective and easy to understand, it made clear what professional athletes need to know about sports betting integrity and how to report attempted corruption. We are grateful for IBIA’s support to help safeguard the integrity of the game and to protect and educate our players.”

In addition to highlighting the potential threats from betting-related match-fixing, the program educated players on rules and sanctions surrounding gambling, the scale and accuracy of technology-enabled sports integrity monitoring and how to report criminals and corrupters using the red button app.

Dan Kruk, PFA Canada’s executive director, added that the program ensures that stakeholders can be confident that the association’s members know their obligations regarding gambling and match-fixing in their sport, as well as how to recognize an approach to fix a match and their duty to report any person attempting to manipulate a match.

“We take our responsibility to protect regulated sports betting markets, sports and athletes seriously,” added Khalid Ali, CEO of IBIA. “Decades of experience has shown that a combination of efficient regulation, education and collaboration are essential to safeguarding the sports integrity ecosystem. We are delighted that the PFA Canada education program has been so successful and look forward to year two of the project.”

Andrew Maclean on Aristocrat Interactive’s Canadian iGaming push

Aristocrat has had a big year in North America, and Canada remains a big focus moving forward.

Following a number of notable developments in 2024, including the company’s acquisition of NeoGames and the formation of the Aristocrat Interactive division, SBC spoke to Aristocrat Interactive’s Content & Aggregation VP of Sales & Business Development Andrew Maclean to learn about the progress that has been made.

Previously at NeoGames subsidiary Pariplay, Maclean works on Aristocrat Interactive’s Content & Aggregation team, one of five verticals that make up the division, along with Gaming Systems, iLottery, iGaming & Sports and Gaming White-Label.

“The advantages of this merger were clear, and we expect the joining of each of our expertise to strongly propel Aristocrat Interactive’s position as a must-have content supplier to operators across the globe,” Maclean tells SBC.

Aristocrat Interactive has an estimated enterprise value of approximately $1.7 billion CAD and is expected to deliver a number of key opportunities, with a strong focus on the North American market.

Taking strides in Canada

Over the last few years, Pariplay and NeoGames have established a firm foothold in the U.S. with entries into numerous states, as well as a significant presence in the Canadian market.

Last year, NeoGames struck its first digital content partnership in Canada with Atlantic Lottery Corporation, giving it access to numerous east-coast provinces.

That partnership was the only regulated lottery and iGaming operator in Atlantic Canada was made possible through NeoPollard Interactive, a company jointly owned by Pollard Banknote and NeoGames which powers several Canadian lotteries.

NeoPollard has also long been the iLottery provider for Alberta Gaming, Liquor and Cannabis’ Play Alberta platform, while Aristocrat is Alberta’s top retail slot terminal supplier. This summer, Aristocrat Interactive struck a deal to offer a range of its gaming titles on Play Alberta’s website. AGLC launched the Play Alberta app earlier this month; sportsbook-only at first, it will be expanded to include online casino and lottery next year. which will give Aristocrat Interactive a mobile presence in the province.

Maclean and Aristocrat Interactive have their eyes on more expansion in the future, both north and south of the border.

“We work closely with start-ups, medium-sized studios and well-established suppliers to be able to distribute them across North America,” Maclean adds. “Growing as a team post-acquisition has opened the doors to expand our market growth.”

Looking to new horizons

The situation in Alberta could well change before too long, as the government continues to explore opening a regulated commercial online gaming market. So far, only Ontario has laid down the blueprint for regulating iGaming in Canada, but Aristocrat Interactive has experience operating not only in that province but in several U.S. states that have opened their doors.

Maclean says there is much more to come from Aristocrat Interactive in North America, with some “exciting” opportunities in the crosshairs.

“Our strategy is simple – apply for online casino licenses as soon as a new state opens up so we can fully support our operators within that market with both our in-house studios and full aggregation offering,” add Maclean. “This is a big priority for us. The North American market is at times a challenging one, but we are confident in our abilities to navigate through the different requirements for day one market entry.

“We have some very exciting new opportunities on the horizon. Based on the trends we’re seeing, we are heavily focusing on the North American market, with a vision to expand across the U.S. and Canada. In the next year, we also plan to continue expanding into additional markets, releasing new games, and bringing fan-favorite land-based titles online.”

As Maclean puts it, Aristocrat Interactive is “only just getting started.”

Enrico Bradamante joins Relax Gaming as Chief Growth Officer

Relax Gaming is continuing to bolster its leadership team with key hires.

The iGaming aggregator and content supplier has appointed Enrico Bradamante as Chief Growth Officer, effective immediately.

In his new role, he will be responsible for finding growth and innovation opportunities in coordination with the commercial team and other departments at Relax Gaming. Bradamante, who will work from Relax Gaming’s Malta office, will also guide the company in expanding its reach to other key regulated iGaming markets.

“We are thrilled to welcome Enrico to the Relax Gaming executive team. His wealth of experience and deep understanding of the iGaming industry will be instrumental in further driving our growth strategy,” said Relax Gaming CEO Martin Stålros. “Enrico’s expertise will help us continue to differentiate ourselves in an increasingly competitive market, and I look forward to working closely with him as we enter this exciting phase of expansion.”

Bradamante is joining Relax Gaming after a two-year stint as Chief Commercial Officer at Pariplay, which has been restructured to Aristocrat Interactive. He has also spent time as a CEO at Maverick Slots and Managing Director at NetEnt. Bradamante holds additional leadership roles as a chairman and founder of iGaming Executives Network.

Relax Gaming welcomes new leadership

Relax Gaming’s hiring of Bradamante as CGO adds to recent changes within the company.

Stålros was named CEO in April after joining the company in 2015. Stålros replaced Simon Hammon as CEO, who has been integral in the transition process. Relax Gaming would later appoint Kirsten O’Neill as its Chief Financial Officer. O’Neill previously served as Relax Gaming’s group finance manager after stints at NetEnt and Yggdrasil Gaming.

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

Earlier this month, Relax Gaming secured a deal with PointsBet to integrate its portfolio of slots and live dealer offerings into the operator’s online platforms. In fiscal 2024, PointsBet reported $13.7 million CAD in betting wins in Canada, up 124% year-over-year.

Ex-Maple Leaf Phil Kessel joins WPT as Canadian ambassador

Former NHL star and Toronto Maple Leafs favourite Phil Kessel has signed up as an ambassador for the World Poker Tour (WPT).

“Excited to join WPT GLOBAL!” Kessel wrote on Instagram. “Poker & hockey have always been a passion of mine. I look forward to playing poker with everyone on @wptglobal and at WPT events. Good luck trying to stack me.”

On the ice, Kessel is a three-time Stanley Cup champion and holds the NHL record for the longest Ironman streak with 1,064 consecutive regular-season games. Off the ice, he is an avid poker player and a regular casino visitor in cities where he played in the NHL during his 17-season career.

Well-known and loved in Toronto after scoring 30+ goals in four of his six seasons as a Maple Leaf from 2009-15, Kessel will be the face of WPT Global’s new “Team Canada” engagement initiative for Canadian players. He will host a poker tournament and also conduct meet-and-greets and other VIP experiences.

“Phil has not only excelled as a world-class ice hockey player, but is also a huge poker enthusiast who embodies the values we hold dear,” said Alex Scott, WPT Global president. “He’s engaging, passionate, and always striving to improve — qualities that make him a perfect fit for the WPT Global poker community.

“His unique connection to both sports and poker gives him the ability to bridge those worlds, and we’re excited to deliver unforgettable experiences for our players, especially in Canada, both on and off the felt.”

His first engagement in the role is hosting a poker event with WPT during the WPT Playground Festival in Montreal from Oct. 14-30. He will also be part of the exclusive invite-only Ironman Tournament in late November. The first-place finisher will win a package including travel to Las Vegas, hotel accommodations, golf with Kessel and entry into the $10,400 WPT World Championship Main Event.

AGLC’s first Play Alberta app finally hits market

Alberta Gaming, Lottery and Cannabis (AGLC) announced on Wednesday that its first-ever Play Alberta app has finally hit the market after a small delay.

As AGLC VP of Gaming Dan Keene told Canadian Gaming Business as far back as mid-June, the new app will be rolled out in phases. It will operate purely as a mobile sportsbook at first, with online gaming offerings such as online casino, lottery, instant games and live dealer to be added at a later date, projected to be in the first half of 2025.

The app now offers a range of betting markets on more than 50 sports and leagues, including the NHL, the NFL, the NBA, MLB and the CFL.

“Mobile sports betting continues to evolve for Play Alberta with our new app, available to Apple and Android users, that optimizes their experience while accessing our product,” said Steve Lautischer, AGLC’s EVP of business development, in a release. “In addition to unique, Alberta-based markets, the app gives bettors added security when signing up and using the platform, knowing that their personal and financial information are safe.”

Play Alberta, for now the only regulated online gaming platform in the province, just celebrated its fourth anniversary. Keene told CGB back in June that AGLC hoped to launch its first-ever Play Alberta app in September to coincide with the anniversary and in time for the start of the NHL and NFL seasons, It did not quite make that target launch date, but it is now live across the province.

“Play Alberta is still fairly young in its lifecycle and we’ve always had eyes on developing an app because it’s critical to the delivery of the product,” Keene told CGB. The app also offers PlayAlberta.ca’s responsible gambling features, including the GameSense and Self-Exclusion programs, to all users.

The app launch will help AGLC capitalize on the betting boom it enjoyed last spring as the Edmonton Oilers went all the way to the Stanley Cup Final.

Keene told CGB that Play Alberta saw its biggest uptick in betting activity in its four years of existence during that run, with steady increases in the number of users, betting volume and betting handle round by round as the Oilers progressed through the playoffs. AGLC jumped on the opportunity by significantly deepening and broadening its hockey betting markets.

The Oilers are currently a leading favourite to win the Stanley Cup this year. Play Alberta is now tied more closely to the province’s NHL teams, as the platform now sponsors the home jerseys of both the Oilers and the Calgary Flames.

Getting up to speed as competition waits in wings

While AGLC has not explicitly said as much, the move to launch an app and offer Alberta bettors the kind of mobile wagering experience they have been able to access through unregulated operators for years will also have been made with one eye on what is coming down the pipeline.

“Numerous gaming providers have existed in Alberta for decades. Albertans are already participating, the market is already mature. We know there are a lot of competitors out there and likely to be more in the future,” Keene acknowledged to CGB in June, referencing plans to launch a regulated commercial gambling market in the province sooner rather than later.

However, AGLC looks set to have more time than thought to continue its monopoly on regulated gaming in the province.

Minister of Service Alberta and Red Tape Reduction Dale Nally’s office told CGB in recent days that despite suggestions that Alberta could launch a gaming market before the end of the year, there will be no such action for the foreseeable future. Nally told attendees at the Global Gaming Expo in Las Vegas on Wednesday that he hopes he will be back at G2E next October talking about Alberta’s open market.

“Industry stakeholders have told us that we need to continue our conversations so they can provide more input on the model. We are doing just that,” Nally’s Press Secretary Brandon Aboultaif told CGB. “Further engagements will also help to identify opportunities to align the strategy with our red tape reduction priorities. While we aim to put the strategy forward in 2025, we will continue to provide updates as this work unfolds.”

For now, recent estimates from H2 Gambling Capital suggested that Play Alberta has captured around 45% of the Alberta gaming market, while the rest plays on grey market sites and apps.

AGLC will hope that its new Play Alberta app, complete with local offerings, sets it up for greater success.

PENN says betting-to-casino cross-sell boosting theScore Bet

theScore Bet has shown modest growth in the regulated Ontario online gaming market in 2024, PENN Entertainment told investors this week.

In a presentation to shareholders and analysts at the Global Gaming Expo in Las Vegas, PENN reported that its Canadian brand has seen revenue growth of 30% in the last 12 months across both iGaming and online sports betting, with gross profit up 54%.

On the sportsbook side, net gaming revenue has grown 29% year-on-year in the nine months to September. Online casino net revenue has climbed 32% in that time,  but that iGaming growth was slower in Q3 2024: monthly active users were up 27%, gross gaming revenue rose 16% and net gaming revenue ticked up by 15%.

An interesting note was that PENN said it has seen a 60% cross-sell rate from online sports betting to online casino among its users in the province. The company said its move to directly integrate its Canadian flagship theScore media app and theScore Bet has proven successful in Ontario. That was something of a Canadian test run for what PENN is doing right now in the U.S. with ESPN and ESPN Bet.

PENN said theScoreBet held down a double-digit market share in Ontario’s online sports betting market in the first half of the year. Its slice of the iGaming market is smaller, at a high single-digit mark.

PENN credits vaunts improved hold and parlay success

Overall, PENN reported in a filing on Monday that its interactive unit PENN Interactive will post a loss of $90 million to $100 million for the September quarter, approximately $30 million better than the originally expected loss of $115 million to $135 million.

The company put the improved outlook down to “better than expected hold, driven by a higher parlay mix from our improving product and lower promotional expenses.”

In Ontario, the presentation painted a picture of how theScore Bet has grown its hold and parlay offerings over the two-and-a-half years since the market opened.

The brand’s total online sports betting hold rate has risen from 6.5% in H1 2022 to 9.6% in Q3 2024, and PENN estimated it hit a high point of 11.2% in September 2024. Parlays as a percentage of handle, a metric that has become an increased focus for operators in recent months, is up from 21% in H1 2022 to 28% in H1 2024. It was estimated to be as high as 34% in September 2024, when the frenzy of a new NFL season was at its peak and the NHL puck drop was on the horizon.

Meanwhile, with Alberta’s online gaming launch on pause for now, PENN only briefly referenced the western province as it waits patiently for solid movement in Wild Rose Country. It noted that together, Alberta and Ontario are estimated to make up over half of Canada’s population (51%), with Alberta alone accounting for 12%.

PENN is scheduled to release its full third-quarter results on Nov. 7.

NorthStar launches Sports Insights 2.0 across all digital platforms

Canadian operator NorthStar Gaming has launched Sports Insights 2.0, its improved content vertical, across all NorthStar Bets online and mobile betting platforms.

Through Sports Insights, NorthStar provides its users with a range of sports and gaming analysis, betting strategies and predictions and tips aimed at augmenting bettors’ experience.

New features in the updated Sports Insights 2.0 offering include a redesigned home page offering an improved user experience and a “Live Now” strip that promotes live betting markets and other promotional priorities.

NorthStar also now provides enhanced casino and sports content, including a comprehensive suite of team and player statistics for numerous major-league sports as well as other popular betting sports. It has also newly integrated injury and player news feeds for NFL, MLB, NBA and NHL from industry leader RotoWire.

The company noted that its frequent Sports Insights visitors generate 118% higher average deposits, 58% higher average casino turnover and 10% higher average sports turnover than customers who do not read the content.

NorthStar will continue to make incremental enhancements to Sports Insights based on ongoing user feedback and an evolving product roadmap.

“Sports Insights 2.0 has been a major focus for our team this year and we are thrilled to share these new features with our customers,” said CEO Michael Moskowitz.

“Players have told us they place a high value on the ability to access quality, in-depth stats and information seamlessly within our betting environment. This differentiates us from competing platforms that continue to require players to use multiple apps to access the same information. The added content should keep our players engaged and help them make informed betting decisions.”

NorthStar eyes Western Canada growth after another record quarter

The rollout of NorthStar Insights 2.0 had been teased by NorthStar in its Q2 2024 earnings release and call in August.

At that time, the Toronto-based operator reported that net revenue rose 61% year over year in the quarter to reach $7.5 million. Total wagers on NorthStar Bets rose 41% to an all-time high of $225.5 million, generating GGR of $8.7 million, up 58% from a year ago. The platform’s number of active players grew by 48%.

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

Moskowitz told investors 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. In H1 2024, NorthStar took $443.5 million in wagers, nearly double the sum it collected in the first half of last year.

The CEO 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. In particular, the company wants to increase its operational footprint in Western Canada. Moskowitz noted that this approach should give NorthStar “a headstart” if other provinces such as Alberta open a regulated commercial online betting market.

Major sports leagues warn Canadian lawmakers over advertising

Amid the return of the debate on sports betting advertising to the Canadian Senate in recent weeks, the NFL and the NHL both wrote to lawmakers to advise them against heavy-handed measures.

The Standing Committee on Transport and Communications spent several hours over the last two weeks hearing from witnesses before moving Bill S-269, the National Framework on Advertising for Sports Betting Act, onto the full chamber for further review. Witnesses included the Canadian Gaming Association (CGA), the Canadian Association of Broadcasters, the Responsible Gambling Council, the Canadian Radio-television and Telecommunications Commission and several mental health and youth services organisations.

While those discussions were going on, senators received official letters from the NFL and the NHL which have been published on the Senate website. Each league’s representative argued that federal intervention in how sportsbooks can advertise could have significant repercussions.

“The elimination of illegal gambling, especially offshore betting operators, requires not simply a legal alternative, but robust, active monitoring and enforcement backed by significant civil and criminal penalties for violations,” wrote the NFL’s VP of Public Policy and Government Affairs Jonathan Nabavi. “A state passing sports betting legislation does not guarantee on its own, however, that it will minimise the illegal market in that state due to several factors.”

In particular, Nabavi argued (in italics, for emphasis) that “unreasonably curtailing responsible advertising will inevitably hamper the important effort to channelise illegal sports betting into the legal market.” He asserted in his letter that illegal sports betting operators do not use integrity monitoring processes and do not protect Canadian consumers.

“Canadians’ money wagered on these illegal platforms is flowing offshore to fund enterprises and individuals with no transparency,” he wrote.

Conal Berberich, group vice president and deputy general counsel for the NHL, added in his own letter that while the league supports Bill S-269’s “consumer protection orientation,” the league does not believe national legislation is needed. Berberich pointed to “the healthy cooperation among industry stakeholders promoting consumer protection that already exists and the ongoing successful sportsbook regulatory environment at the provincial level.”

“We also believe that limiting sportsbook advertising by legislative caveat may ultimately prove to be counterproductive,” added Berberich, noting that such advertising offers brands an opportunity to compete and distinguish themselves from one other. Ontario’s market does not allow operators to advertise sign-up bonuses and similar inducements, something numerous observers have said forces them to get creative with their advertising.

Other leaders also question need

The NFL and NHL letters echoed a call made by Canadian Football League (CFL) commissioner Randy Ambrosie earlier this year.

Back in June, Ambrosie wrote that “while Bill S-269 may be well-intentioned, we do not agree a national framework is required to regulate the advertising of sports betting in Canada.” He, like the NFL and NHL officials, pointed to measures that the league already takes to monitor the amount of nature of sportsbook advertising.

“We strongly believe that the measures we, and other sports leagues, have put in place support our contention that a national framework, as envisioned by Bill S-269, is not necessary,” added the CFL chief.

It’s not only sports leagues.

At last week’s committee session, CGA President and CEO Paul Burns told senators in his opening remarks that he does not believe a national framework is required. Instead, he called for more research and consultation on the advertising issue.

Leaders of Canadian broadcast associations reported at the same session that the volume of advertising being requested by operators has already decreased from the initial peak during the early days of the regulated Ontario market. It was also stressed during the meeting that much of the advertising seen on Canadian broadcasts of major-league sports comes in from the U.S. and therefore is difficult to curb.