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Alberta to begin consultations with gaming stakeholders this year

After Alberta set aside $1 million in its 2024 budget to assess the potential of a regulated gaming and betting market, the province says it will begin discussions with industry stakeholders later this year.

The province has not formally announced a timeframe for taking solid steps toward exploring the potential of gaming in the province. But after the announcement of the funding for a review of the province’s Gaming, Liquor, and Cannabis Act in March, Canadian Gaming Business reached out to the office of Dale Nally, Minister of Service Alberta and Red Tape Reduction.

A spokesperson for the minister told us that the government will hold discussions with a variety of parties this year.

“The province will engage with traditional casino operators, Racing Entertainment Centre operators, and First Nations starting this year to hear their perspectives on opportunities to expand iGaming in Alberta in a way that makes sense for our province, its market, and Albertans,” said the spokesperson.

“Alberta’s government is committed to working with all partners to finish developing and implementing Alberta’s online gaming strategy, with a focus on responsible gaming. It is important that any expansion of Alberta’s iGaming strategy is done in a way that makes sense for our unique gaming market and serves the interests of all Albertans.”

The province’s gaming act was last updated in December 2022.

The Alberta Court of Appeal upheld PlayAlberta’s right to exclusively operate last year, but the push from Nally and other proponents for a regulated opening of the industry continues.

Alberta looks to Ontario’s success

The review outlined in the budget seeks to determine how viable an open online gaming market would be for Alberta. A particular focus is on exploring ways of “reducing the regulatory burden on business and finding ways to increase contributions to Alberta charities and community facilities.”

Alberta currently offers online gambling only through its government-owned platform, PlayAlberta, managed by the Alberta Gaming, Liquor and Cannabis Commission (AGLC). That gives legal Alberta online sports betting a similarly monopolised set-up as the one that was in place in Ontario before that province opened its doors to privately operated iGaming providers and sportsbooks in April 2022.

Alberta is the fourth-largest province in Canada by population at around 4.7 million, roughly comparable to U.S. states such as Kentucky and Louisiana. It is also home to numerous sports teams including the Edmonton Oilers and Calgary Flames NHL franchises as well as two CFL teams.

Advocates of a provincial regulated market argue that allowing third-party online gaming and betting within an established legal framework to serve a sizeable audience of betting enthusiasts and sports fans would bring significant revenue for the province. Nally said last month that Alberta’s “low corporate taxes, streamlined regulations, and high disposable income” suit it well to becoming an iGaming destination.

Comparing the existing Ontario open market with a hypothetical Alberta expansion is challenging, not least because there is no guarantee that Wild Rose Country will adopt a similar framework. Ontario’s push for an open gaming market, from advocacy to establishing the regulatory framework, took years before the province ultimately decided not to limit the number of operators who could apply for licensing. That may or may not be the approach Alberta would take.

But it’s easy to understand why Nally and fellow advocates are keeping an eye on Ontario.  The province took nearly $2.5 billion in revenue in its second year and has yielded hundreds of millions of dollars from gaming in tax revenue alone in its first two years. Several companies active in the Ontario market, such as PointsBet and BetMGM, have publicly stated they see a big opportunity in Alberta should it open its doors to third-party operators.

The Alberta budget projected that as things stand with PlayAlberta as the only legal avenue for gaming, net income from gaming, lottery, liquor and cannabis sales in 2024-25 will decline due to a rise in operational expenses from system upgrades and modernization.

Working with First Nations top of mind

It is not surprising he statement from Nally’s office specifically mentions First Nations as a consultation group. The province has long insisted that it will keep indigenous communities front and centre when discussing potential gaming expansion.

Alberta has numerous brick-and-mortar casinos on First Nations land and operated or jointly operated by First Nations, including Bear Hills Casino, Eagle River Casino and River Cree Resort. Ensuring they are an important part of the conversation around expanding the province’s digital gaming market is top of mind.

Alberta Premier Danielle Smith‘s July 2023 mandate letter to Nally emphasized that he must work with indigenous partners to “finish developing and implementing Alberta’s online gaming strategy with a focus on responsible gaming and provincial and indigenous revenue generation.”

The 2024 budget’s wording again makes it clear that one of the key objectives for the ministry is to “work with Indigenous partners and stakeholders to advance the development of an online gaming strategy for Alberta.”

Oddin.gg extends partnership with esports organizer PGL

Oddin.gg has agreed a multi-year deal with esports tournament organizer PGL to remain its data and integrity services provider through 2026.

The company will provide data for PGL’s Dota 2 and Counter-Strike 2 events and this latest agreement comes off the back of PGL Major Copenhagen which was the third-most viewed Counter-strike event of all time.

“At PGL, our core mission is to craft the ultimate esports experience on a global scale. Independence, innovation, and integrity are the pillars we stand on, promoting fairness and sustainability within the esports world,” said PGL CEO Silviu Stroie. “In Oddin.gg, we’ve found an ally that resonates with our ethos, making them the ideal partner as we forge ahead. Our ongoing partnership solidified through a multi-year contract, echoes our mutual commitment to the community of esports.”

The multi-year partnership will encompass a minimum of eight Dota 2 headline events and at least 11 tier 1 Counter-Strike 2 tournaments featuring elite teams competing for prize pools of $1 million or more.

According to Oddin, this latest agreement underscores its ascendancy in the esports official data sphere.

“Our commitment is to affiliate with the premier entities in esports, and PGL stands out as a peak of excellence within the tournament circuit. Their team has masterfully orchestrated the top three most-watched Counter-Strike and the two most-watched Dota 2 tournaments in history, added Oddin.gg Co-founder and Managing Director of Partnerships Marek Suchar. “This partnership is a strategic step towards enhancing the global esports experience, and we eagerly anticipate the groundbreaking advancements PGL will introduce.”

The pair will begin the latest chapter of their partnership with the upcoming Wallachia tournament in May 2024.

Oddin.gg agrees deals to distribute esports contests

Last month Oddin.GG announced it had linked up with Sportradar and as part of the deal Sportradar will offer audiovisual streaming of Oddin’s esports content to its network of more than 900 operators.

The Prague-based firm first entered Canada in the final quarter of 2022 after gaining a betting supplier license from the Alcohol and Gaming Commission of Ontario.

Since then the company has teamed up with Calgary-based online casino platform Lion Gaming to provide an “extensive range of live esports and betting options” to Lion Gaming customers.

NorthStar Gaming, Playtech renew marketing partnership

NorthStar Gaming has announced that it has extended its strategic partnership with Playtech via a renewal of the pair’s existing marketing agreement.

The two companies originally signed a deal in June last year with the main focus on accelerating Toronto-based NorthStar’s player acquisition strategy in Ontario. NorthStar called Playtech’s initial funding of $4 million “a significant driver” of its growth in the province in 2023. Playtech will continue to provide similar marketing services in Ontario, valued at up to $4 million, until October 31, 2024.

NorthStar will compensate Playtech for its contribution through a share of the revenue generated in connection with the marketing initiatives it is helping to fund.

Separately, Playtech has also provided another $3 million worth of short-term financing, the proceeds of which NorthStar says will be used to fund the company’s continued growth as well as for general corporate purposes.

“We are very pleased to continue to strengthen our relationship with Playtech, one of the world’s leading gambling technology companies,” said Michael Moskowitz, Chair and CEO of NorthStar. “Their ongoing support has been instrumental in helping us to acquire new customers, provide a premium online gaming experience, and fund the expansion of our brand in Ontario and across Canada.”

Two parties strengthen union

The partnership between NoerthStar and Playtech has been credited as a factor in both companies’ successes in Ontario in recent months.

In September, UK-based software provider Playtech noted the “significant H1 23 revenue growth” of NorthStar Gaming, after finalizing a $12.3 million strategic investment earlier in 2023. year to expand its partnership. Playtech CEO Mor Weizer said at that time that the company was “excited to see how this grows” as NorthStar accelerates its growth in Ontario and beyond. Playtech’s partners in the Ontario market also include the likes of industry giant FanDuel.

Three months later, NorthStar, which owns and operates casino, sportsbook and media platform NorthStar Bets in Ontario, says it sees Playtech as a key partner.

“They were with us early on, and they’ve invested heavily in our business, love what we’re doing, and love the growth and expansion we’ve seen in the Canadian market,” Moskowitz said in a December earnings call.

More partnerships help NorthStar broaden horizons

NorthStar has also struck deals with other companies in recent months, such as a December agreement with BettorView, which works with bars and restaurants to provide customizable sports and sports betting advertisements within eateries.

Just last month, it teamed up with software provider Tallysight to provide dynamic betting content such as odds widgets and graphics for NorthStar‘s editorial sports and betting content in time for March Madness.

Northstar’s common shares have traded on the TSX Venture Exchange since March last year and it was approved to commence trading in the U.S. on the OTCQB Venture Market in March.

Gateway Casinos seeks to relocate its Innisfil casino

Gateway Casinos is seeking a ministerial zoning order (MZO) to move its Innisfil casino to a new location in the town.

Gateway is hoping to move its Innisfil facility to a recently purchased 25-acre plot at the Innisfil Creek Golf Course from its current location at the Georgian Downs Racetrack.

Due to time constraints on its current lease at Georgian Downs, the operator has an ambitious timeline of obtaining building permits by the end of the year which it won’t be able to do if using the standard planning process.

As a result, Gateway is pursuing an MZO which would expedite this process.

“Gateway has some timing limitations associated with its current lease and in association with their project timelines,” said HMBC Planning partner Jamie Robinson. “Going through a standard planning process — an official plan and zoning bylaw amendment — would not allow them to achieve those timelines.”

Gateway Casinos Executive Vice-President Jagat Nijjar was present at a meeting with the council on April 24 and he confirmed that the planned move was due to the expiring lease, but also a desire to remain in the community.

This was something that was echoed by Innisfil Mayor Lynn Dollin, who hailed the impact of the more than $100 million in revenue the community has received from the casino since it opened in 2018.

“It is a very important part of Innisfil and a way to supply some things that maybe we typically couldn’t afford to give to our residents,” she said. “It’s important to us to keep this opportunity within our borders,” added Dollin.

The casino currently employs 265 people and Nijjar said that the move to the new site would create an additional 200 jobs.

The matter will now be referred to town staff so a report can be created for council’s review and, even if an MZO is granted, additional regulatory approvals would be required before the casino can move locations.

The British Columibia-based company has been renovating or replacing its casinos in recent years and in September last year it began work on a $50 million overhaul of its Gateway Casinos London facility.

BCLC enlists SCCG Management to review gaming operations

The British Columbia Lottery Corporation (BCLC) has signed a contract with SCCG Management that will see the advisory firm review the lottery corporation’s operations.

The advisory company says the partnership aims to undertake “a comprehensive assessment and strategic enhancement” of BCLC’s work, including a study of the corporation’s technological infrastructures, market strategy, and gaming integrations.

Stephen Crystal, founder and CEO of SCCG Management, said in a company statement that the collaboration represents “a remarkable opportunity to push the boundaries of innovation within the gaming industry.”

“We are committed to deploying our resources and expertise to enhance BCLC’s operational efficiencies and customer engagement strategies,” added Crystal. “It’s an honour to partner with an organization that has a robust impact on the community through its support of public initiatives.”

BCLC declined to comment on the story to Canadian Gaming Business.

BCLC’s PlayNow.com platform is the only legal avenue for online gaming and sports betting in British Columbia and is also used as the online platform provider by the provincial lottery corporations in Manitoba and Saskatchewan after striking deals with first Manitoba Liquor and Lotteries and subsequently the Saskatchewan Indian Gaming Authority (SIGA) and SaskGaming.

Its portfolio of technology partners includes OpenBet, whose omnichannel Player Account Management platform and sports betting technology are used by PlayNow.com in all three of those provinces.

The lottery corp. also offers players in all three provinces access to its slate of player protection safeguards and resources through its flagship responsible gambling program GameSense. That platform has also been adopted by leading third-party operators, including BetMGM.

As well as its digital ventures, BCLC also operates 36 casinos and community gaming centres across British Columbia, including venues under the Chances, Elements, Cascades and Great Canadian Entertainment brands.

BCLC coming off record year

BCLC’s contracted review of its operations is an attempt to build on the record year it reported last September.

The corporation’s 2022/23 Annual Service Plan Report showed a record-breaking net income of $1.64 billion in its first full fiscal year of post-pandemic casino and community gaming centre operations. The rise in revenue was largely attributed to the opening of the new Cascades Casino Delta, Lotto 6/49 game enhancements, continued high Lotto Max jackpot roll patterns, and PlayNow.com’s expansion to Saskatchewan in November 2022.

However, particularly notable with hindsight and in the context of the SCCG partnership is the lottery’s note that the launch of the regulated Ontario market “created challenges for PlayNow.com to continue to maintain its significant market share.”

“This shift has had effects across the Canadian online gambling landscape and resulted in a significant increase in advertising for sites which are licensed in Ontario but operating unregulated in other provinces,” read September’s BCLC report. “This is blurring the line between those sites and provincially regulated gambling sites that create revenue and jobs for their respective provinces. This has caused confusion for players who may be unaware that PlayNow.com is the only legal gambling website in BC.”

CGA applies for intervenor status in international play question

The Canadian Gaming Association (CGA) has announced that it has filed for intervenor status regarding a reference question recently filed by the government of Ontario to the Ontario Court of Appeal regarding the international liquidity of legal gaming in the province.

If approved, the CGA would have the right to intervene and to file evidence in the question, which asks whether daily fantasy sports and online poker in Canada could be expanded while still adhering to the Criminal Code.

On February 2, the Ontario government approved an Order in Council to consider the question of whether such online gaming would remain lawful under the Criminal Code if users could legally participate through parties outside Canada and if not, to what extent.

Currently, players participating in legal online gaming and sports betting in Ontario must be located within the province and all gaming and betting operators used must be licensed in Ontario.

The Order in Council, which has been referred to the Court of Appeal for hearing and consideration, notes that “by permitting players participating in legal online gaming and sports betting to participate in games and betting involving players located outside of Canada, Ontario could channel players away from unlawful gaming and betting schemes operating without any oversight into a lawful alternative that is conducted and managed by the province.”

The Order asserts that doing so could “ensure that the public interest is secured through greater protections for players and the broader public, as well as the generation of revenue for the public purse.”

“It is in the public interest that the issue of whether an online lottery scheme conducted and managed by a province which permits its users to participate in games and sports betting involving players outside of Canada is lawful under the Criminal Code be settled authoritatively as soon as possible,” says the Order.

Depending on the court decision, DFS and online poker operators could feasibly pool Ontario players with other international jurisdictions.

CGA: Reference raises issues ‘of fundamental importance’

The CGA is one of five applicants for intervenor status, alongside the Province of British Columbia; the Canadian Lottery Coalition that is comprised of the British Columbia Lottery Corporation, Alberta Gaming, Liquor & Cannabis, the Manitoba Liquor and Lotteries Corporation, Loto-Québec and the Atlantic Lottery Corporation, the Mohawk Council of Kahnawa:ke, FanDuel and PokerStars owner Flutter Entertainment and NSUS Group Inc., which is the owner of GGPoker.

Intervenor status grants a person or entity that is not party to the legal proceedings the right to participate. Proposed intervenors must show that they have an interest in the proceeding and will make submissions that are both useful and different from the parties’ own submissions, thus providing their own perspective on the issues raised by the parties based on the intervenor’s particular experience and expertise. It is at the court’s discretion to approve or reject intervention applications.

The CGA’s motion to be granted intervenor status will officially be filed on May 1 and hinges on several factors. The association states that the reference raises issues “of fundamental importance” to gaming and betting operators in Ontario, many of which are CGA members.

The association says it can offer “a frontline perspective on how online gaming works in Ontario” including knowledge of the platforms and their functionality and the effect that introducing international play would have on the market. The CGA argues that section 207(1)(a) of the Criminal Code does not preclude international play and that if Ontario were not permitted to expand its borders, “it would frustrate the objectives of the Criminal Code prohibition on gaming, and would frustrate Ontario’s goals of meaningfully regulating the market for gaming.”

The association said in an emailed release that it is happy to support the Attorney General “to ensure that the perspective of the Canadian gaming community is considered so that the court can release a principled decision that benefits the industry.”

There will be a hearing to consider the applications of intervenors including the CGA on May 1. The consideration of the question itself by the Court of Appeal is not set to be heard until late November.

Retired defensive lineman Shawn Lemon indefinitely suspended by CFL

The Canadian Football League (CFL) is suspending a player for violating the league’s gambling policy.

The CFL has handed former Montreal Alouettes defensive lineman Shawn Lemon an indefinite suspension for wagering on league events. An investigation conducted by the CFL found that the University of Akron product wagered on CFL games, including a game he played in during the 2021 season. That year, Lemon played for the Calgary Stampeders.

The CFL’s probe found no impact of Lemon’s wagering on game outcomes.

“The integrity of our game is of the utmost importance,” said CFL Commissioner Randy Ambrosie. “Any other factors, career performance, actions in the community, timing, frequency or size of wagers, hold no weight when the legitimacy of the CFL can be called into question.”

Lemon’s suspension comes after he announced his retirement from football earlier this month. The 35-year-old finished his CFL career with 176 defensive tackles, 18 forced fumbles, two interceptions, and 73 sacks in 104 games played. Lemon also spent time in the CFL as an active member of the Saskatchewan Roughriders and Toronto Argonauts.

“It is our responsibility as a league to investigate and address such abnormalities, and it is our collective duty, along with our teams and players, to ensure that sports wagering in no way impacts the quality nor standing of the CFL,” added Ambrosie. “We will continue to work with our authorized gaming operators, partners, and stakeholders to hold our game to the highest standard.”

CFL solidifies footprint in gambling

The CFL is no stranger to the gambling industry having secured deals with several operators.

Last July, FanDuel secured a deal to become the CFL’s first authorized gaming operator and official sportsbook partner. A month later, the league agreed to a deal with NEO.bet to make the online sportsbook an official partner and authorized gaming operator.

The CFL also landed a partnership deal with 888, which includes stadium advertisements.

PointsBet reports strong growth in Ontario iGaming and sports betting

PointsBet has reported strong year-over-year growth in both online gaming and sports betting in Canada for Q3 2024.

In its Q3 2024 financial update published on April 23, the Australia-based gaming and betting provider showed that its iGaming operations in Ontario‘s regulated market fueled a 53% year-over-year growth in net win.

The company’s net win for online gaming totaled $4.9 million CAD. Since PointsBet’s operations in its home country of Australia consist entirely of sports betting, that sum all came from its Canadian operations in Ontario.

PointsBet’s sports betting net win total was lower, at $3.8 million, but the operator reported that represented a year-over-year Q3 growth of 78%. PointsBet attributed that surge to “improved trading margin and continued gains in promotions efficiency” and also noted that it saw a 12% increase from last quarter in the number of customers who have placed a cash bet in the 12 months preceding the end of the reporting period.

The operator’s total sports betting handle for Q3 was $63.1 million and its gross win was $5.9 million, up 39% and 64%, respectively.

The figures suggest that, while PointsBet continues to make some headway in the crowded Ontario sports betting market, its online casino and table games offerings continue to be a vital component of its business in Ontario.

PointsBet announces second capital return after completion of Fanatics deal

During the period covered by the results, PointsBet completed its integration with Strive Gaming.

Meanwhile, just days after the end of the Q3 reporting period, the last step of the sale of its U.S. arm to Fanatics Betting and Gaming was finalized at the start of April.

This week, PointsBet also announced its second capital return, one of two that had been confirmed at its annual general meeting back in August 2023 with the intention of delivering up to $408 million back to shareholders after the U.S. divesture.

This second capital return totals $113 million, which PointsBet said was based on trading conditions and the process of selling PointsBet US. Combining the second return, which will be paid on May 16, shareholders have received a combined $394 million back.

PointsBet also reported a decline in cost of sales for the quarter and sales and marketing costs for the quarter. Net cash flow was $1.8 million for Q3, which PointsBet said marks the first positive net cash flow in company history and called “another first and important milestone.”

The financial update came just days after it was revealed that the NHL Alumni Association, a marketing partner of PointsBet Canada, is suing the operator for breach of contract. The NHLAA alleges in a lawsuit that the gaming provider cut short a multi-year sponsorship agreement after the Ontario government changed its sports betting advertising rules last year to strictly limit the use of athletes.

Canadian Lottery Coalition wants betting ads limited to Ontario

The Canadian Lottery Coalition says that advertising for sportsbooks that are only regulated in Canada in the Ontario market shouldn’t be broadcast to the public nationwide.

“We are in a fight with people that are operating illegally in our provinces,” Canadian Lottery Coalition spokesperson Marie-Noëlle Savoie told CBC News. “We’re obviously not very happy about it.”

In addition to her role with the CLC, Savoie is also the British Columbia Lottery Corporation‘s Chief Compliance Officer and Vice-President of Safer Play & Enterprise Integrity.

The group of lottery and gaming corporations spanning eight provinces argue that some operators who are now legal and licensed in the open and regulated Ontario market are still unregulated grey-market operators in closed provinces.

Regulated sportsbooks in Ontario have the right to advertise nationwide in return for paying regulatory fees and taxes and adhering to the Alcohol and Gaming Commission of Ontario‘s and Canada’s responsible gambling frameworks. The coalition wants that right to be limited to the licensed market of Ontario to prevent Canadians in unregulated markets from being inundated with ads for sportsbooks that aren’t legal to use where they live.

Savoie said that currently, sportsbooks get a media buy that equates to “if you buy in Ontario, you get Canada.”

“It’s not ideal when you have competitors, but they’re actually not competitors in your market, showing up as if they are competitors.”

The Canadian Lottery Coalition also argues that allowing sportsbooks to advertise where they are not licensed to operate threatens the revenue of lottery corporations.

The coalition estimates that illegal or grey market platforms in Canada are taking more than $1.8 billion annually from legal gaming operators.

That was a big factor cited in the long-term push for Ontario to open a regulated gaming market. By regulating gaming and bringing grey market operators into a legal operating framework, Ontario recaptured some of the revenue that was being lost to unlicensed operators back when the Ontario Lottery and Gaming Corporation was the only legal provider.

Numbers released by iGaming Ontario late last week showed that the second year of Ontario’s open market brought in $2.4 billion in revenue for the province through non-OLG online gaming operators, a year-over-year jump of 71.4%.

Canadian Lottery Coalition hopes public opinion sways issue

Savoie told CBC News that the coalition has held discussions with broadcasters and the federal government about geofencing sports betting advertising for the last two years to no avail.

Rogers Sports & Media, which owns Sportsnet, noted that adverts for sportsbooks only licensed in Ontario displays an “Ontario only” disclaimer. The Canadian Radio-television and Telecommunications Commission (CRTC), which regulates broadcasting and telecommunications in the public interest, stressed that it does not regulate gambling companies as they fall under provincial jurisdiction.

Savoie hopes that recent data seemingly showing that many Canadians do not want to see these adverts could force the issue.

A study from public research firm Maru found that 66% of its respondents think sports betting commercials should not be allowed during live sports. The survey also found that 59% of respondents believe a nationwide ban on sports betting ads should be implemented immediately.

The reasoning behind those opinions mainly hinged on protecting children and young adults from sports betting marketing. It’s worth noting that older demographics and less frequent sports bettors were more prone to object to sports betting advertising.

Savoie hopes that public opinion could sway the matter with broadcasters and the government.

“The fact that people are starting to speak up I think might change it,” she said. “When the public doesn’t want to see it, it could change.”

There is currently a piece of tabled legislation that would seek to change the situation. Bill S-269 seeks to set a national standard for sports betting advertising, bringing it in line with similar regulations regulating tobacco and alcohol ads. That bill is currently in its second reading in the Senate and was last read in November.

Penn Entertainment appoints Aaron LaBerge as Chief Technology Officer

Penn Entertainment has announced that Disney Entertainment‘s Chief Technology Officer Aaron LaBerge is leaving the company to take up the same role at the gaming and entertainment company.

LaBerge will begin work on July 1 and report directly to Penn CEO and President Jay Snowden.

In his new role, LaBerge will be charged with driving Penn’s technology strategy and execution, says a release. He will also lead the multinational team of technologists and serve as the key business leader for the company’s Interactive division.

LaBerge spent more than 20 years at the Walt Disney Company across two separate spells. He was most recently President & Chief Technology Officer for Disney Entertainment and ESPN. In that position, he was responsible for driving all technology and product development in support of Disney’s two media divisions. Penn says he “helped set the vision and strategic leadership for how Disney uses technology to enable storytelling and innovation, drive its business, and create unparalleled consumer experiences with entertainment and sports content.”

Snowden said there was “no better candidate” to lead Penn’s interactive division.

“Having overseen a global organization of thousands of engineers, product developers, designers, technologists, and data scientists that created some of the largest scale and most successful media properties in the world, there is no better candidate to lead our Technology and Interactive division into its future… to continue growing our position as a leader in online gaming, sports betting, and digital sports media.”

LaBerge said he is excited to join the team at Penn, a company “at the forefront of the fast-changing gaming and sports media industry.”

He replaces former Score Media and Gaming executive Benjie Levy, who joined when Penn acquired theScore in 2021 for $2 billion USD. The entire Levy family left Penn this year.

LaBerge looks to make ESPN Bet an ‘essential’ platform

A primary goal in LaBerge’s mandate will be to lead ESPN Bet, which ESPN and Penn rebranded from its previous life as Barstool Sportsbook, to greater market success in the U.S.

In particular, Snowden wants Penn to deepen ESPN Bet’s parlay product, which he calls “the gap” between ESPN Bet and sports betting leaders DraftKings and FanDuel, in time for NFL betting season to help ESPN Bet grow its wallet share out of users, Snowden said.

Snowden added that the app has captured mid- to high-teens percentage of weekly active users. It recently struck a deal to launch in New York by acquiring Wynn Interactive Holding’s online sports betting licenses in the Empire State for $25 million.

LaBerge said in Monday’s release that he plans to use his experience from Disney and ESPN “to help make ESPN Bet an essential piece of the sports fan experience.”

“Together, we’ll push the limits and redefine how fans interact with sports and gaming,” said the incoming CTO.

Penn Entertainment is a leading provider of integrated entertainment, sports content, and casino gaming experiences in North America, operating 43 properties in 20 states, online sports betting in 19 jurisdictions and iCasino in five jurisdictions. It has both sports betting and iGaming offerings live in Ontario under brands including theScore Bet.

The company says its “ability to leverage the leading sports media brands in the United States (ESPN) and Canada (theScore) is central to our highly differentiated strategy to expand our digital footprint and efficiently grow our customer ecosystem.”