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Booming Games Enters Ontario Market

Slot provider Booming Games has secured a B2B gaming license from the Alcohol and Gaming Commission (AGCO) of Ontario, marking a significant step towards its expansion in North America. 

The official approval, received this Monday and announced on the company’s LinkedIn page, allows Booming Games to offer its popular gaming content, including titles like TNT Bonanza, Cash Pig, Buffalo Hold and Win, and The Wild Wings of Phoenix, to licensed gambling operators in Ontario, Canada.

The approval is part of Booming Games’ broader strategy to penetrate regulated markets globally. The company has already made its mark in countries such as Spain, Colombia, The Netherlands, and Denmark earlier in 2023. 

“The company’s swift market action has granted it a competitive advantage. We are thrilled to have obtained a full Ontario B2B gaming license, allowing us to expand in the fast-growing Canadian market, said Frederik Niehusen, Chief Commercial Officer at Booming Games. “Ontario is the next milestone of our strategy to expand in regulated markets after successfully entering Spain, Colombia, The Netherlands, and Denmark in 2023. ”

Booming Games has been expanding its content with agreements in the last year. In December, the company signed a deal with 2002 World Cup winner Ronaldinho, which includes the development of Ronaldinho-themed slot games. The first of these is scheduled for release early next year. 

Quebec Finance Ministry Rejects Online Gambling Deregulation

A spokesperson for Québec’s Finance Ministry has told La Tribune that it does not intend to follow in Ontario’s footsteps in deregulating online gambling and ending Loto-Québec’s monopoly on legal gambling. This is despite an ongoing campaign from the Québec Online Gaming Coalition (QOGC) to establish a regulated industry in the province. 

“[Ontario’s] changes [to sports betting law] made have led to overexposure to online gambling advertisements and a trivialization of gambling,” said a spokesperson from the office of the Minister of Finance, as reported by La Tribune (article in French). “This is not what we want in Québec. Furthermore, several experts believe that with the massive arrival of mobile phones, deregulation is not desirable. This has an effect on the rise in problem gambling, particularly among young people.”

Loto-Québec, which is a crown corporation operating the sole legal online gambling platform in the province, is touted as providing a safer alternative to unregulated online gambling. “The mission of Loto-Québec is to regulate games of chance and money and protect them from the control of illegal operators, including organized crime,” the Finance Ministry’s office said.

The Québec Online Gaming Coalition, representing private operators, advocates for a regulated framework to challenge Loto-Québec’s monopoly. The group, formed in May 2023 between major operators like FanDuel and DraftKings, suggests that competition and enhanced player protection could benefit from a licensing model similar to Ontario.

President of QOGC Natalie Bergeron insists that the monopoly is designed solely to insulate Loto-Québec from competition. “It is estimated that industry royalties from private operators would be $230 million in Quebec,” she says. “We are not talking about revenues. We are only talking about royalties. This gives you an idea that the market is huge. What we see from Loto-Québec is a monopoly that protects itself.”

Despite the Coalition’s push for modernization, citing a survey that shows a significant number of Quebecers use privately operated casino sites, the government’s stance reflects a resistance to changing the framework. Concerns about consumer safety, responsible gaming, and preserving state revenues underscore the resistance to adopting a model similar to Ontario’s deregulated market.

BetMGM Claims 22% Ontario Market Share

In its 2023 end-of-year financial report, BetMGM has shown a strong performance with net revenues of US$1.96 billion. The operator also reported strong performance in Canada, with a 22% market share in Ontario. 

BetMGM, a joint venture between MGM Resorts International and Entain plc, announced a 36% increase year-on-year, positioning it at the upper end of its guidance range. This growth was complemented by a positive EBITDA in the second half of 2023, despite a projected annual EBITDA loss of approximately US$67 million.

The operator solidified its market presence in North America in 2023, operating in 28 regulated markets and reaching 49% of the adult population. The operator recently expanded into four new markets: Ohio, Massachusetts, Puerto Rico and Kentucky. To date, BetMGM has a 14% share of the sports betting and igaming market in the US.

The company’s strategic focus has been on technological enhancements and product innovation. Initiatives such as the seamless integration of a single account, single wallet access across 21 markets, and the launch of new in-house and exclusive games have contributed to its operational success. 

In August 2023, BetMGM launched a sportsbook in the UK, marking its debut outside of North America. This move leveraged the technology and platform acquired through MGM’s purchase of European operator LeoVegas. Back in the States, BetMGM continues to expand its reach to sports fans with a renewed deal with the NHL.

“Our performance in 2023 demonstrates our commitment to delivering on our promises. We were able to achieve strong organic growth while executing against key strategic initiatives that lay the foundation for 2024 and beyond,” Adam Greenblatt, CEO of BetMGM, commented.  

“The attainment of EBITDA profitability over the last three quarters of 2023 validates the effectiveness of our business model and provides the basis from which to invest further in expanding our sports offering through the integration of Angstrom and leveraging our largely untapped Las Vegas omnichannel advantages,” he added.  

“With this comprehensive roadmap in place, we can focus on driving accelerated player acquisition and retention and strengthening our current market position. This clear strategic direction underpins our confidence in achieving our targets and building long-term, sustainable value for shareholders.” 

Sports Interaction ad campaign leans into its Canadian roots

Entain-owned sports betting brand Sports Interaction has been leveraging humor and cross-border rivalry to engage its audience through its latest ad campaign, the second installment of the “Americans don’t know jack about hockey.”

The first campaign, consisting of ad spots and social media content, asks Americans about hockey and insists that local operators, like Sports Interaction, are the best to serve Canadian bettors for hockey wagering. Canadian Gaming Business caught up with Michael Zitney, Director of Brand & Content at Sports Interaction, to gain valuable insights into the campaign’s creation and a broader strategy to resonate with Canadian hockey fans.

The initial campaign, filmed in Los Angeles, targeted Americans’ hockey knowledge, or the perceived lack thereof, stirring conversations on social media. Critics suggested a shift to more hockey-savvy U.S. cities would yield different results.

In response, Sports Interaction headed to New York, home of the “Original Six” New York Rangers. Zitney explained the rationale behind choosing New York.

“We’re a brand that wants to poke the bear, so we took that same narrative and said, ‘Okay, fine, we’ll go to one of the original six cities,’” he said.

The campaign shows Sports Interaction’s commitment to being a “challenger brand” that stands out through bold and engaging content.

“It was being that challenger brand, punching up, going after the big American brands that came into Ontario, so fast and furious with their big kind of glitzy ads,” Zitney remarked on the campaign’s inception.

The campaign reflects Sports Interaction’s deep understanding of the Canadian sports scene and its effort to communicate with Canadian sports fans more personally than its competitors. “We’ve been around in Canada; we understand Canadians at a different level than these American companies,” Zitney highlighted, emphasizing the brand’s localized approach to content and betting offerings.

Addressing regulatory changes to force brands away from using athletes in advertising, Zitney mentioned the campaign was part of a strategy to adapt and innovate within the constraints.

“We were future-proofing ourselves,” he said, indicating a proactive approach to evolving advertising regulations.

Looking ahead, Zitney hinted at continuing the campaign, focusing more on Canadian audiences.

“We’re looking to do something as a playoff push to kind of wrap it all up before the end of the hockey season,” he shared, suggesting a potential shift in focus to celebrate Canadian hockey knowledge.

Sports Interaction’s campaign showcases its unique brand voice and demonstrates an effective engagement strategy that leverages national pride, humor, and sports culture. Through Zitney’s insights, it’s clear that the brand aims to foster a sense of community and pride among Canadian hockey fans, setting itself apart in a competitive market.

CEBL partners with Huddle for sports betting

The Canadian Elite Basketball League (CEBL) has announced a partnership with gaming technology provider Huddle. The agreement means Huddle will become an official betting technology partner of the CEBL starting in 2024.

Under the partnership, Huddle will collect real-time game data from Sports Info Solutions (SIS), the league’s official data provider. Thanks to the deal, Huddle will introduce CEBL sports betting and fantasy markets. It will also enable them to create and manage live odds features within their products, enhancing the gaming experience for fans.

Huddle offers industry-leading pricing for core, derivative, micro, and player prop markets. Its Same Game Parlay product is now live for every major US sport, offering extensive market combinations for both pre-game and in-play betting. Huddle works with top gambling companies, like Fanatics Betting & Gaming, Betr and British operator TalkSPORT Bet.

Sports Info Solutions specializes in the collection, analysis, and distribution of comprehensive sports data sets. The company works with sports teams, leagues, gambling operators over a number of major leagues, including the NFL, NBA, and NFL. In June 2023, the company expanded through the acquisition of Blueprint Stats, with its stat tracking and visualization technology being integrated into the SIS stack.

The CEBL, which launched in 2017 and held its inaugural season in 2019, showcases the highest percentage of Canadian players of any professional league in the country, with 73% of its 2023 rosters being Canadian.

New Paysafe research highlights shifting attitudes on gambling payments

Recent research by financial services company Paysafe has reported the evolving payment preferences among online sports bettors, including those in Canada. This study surveyed 3,000 participants across various legal gambling regions, including Ontario, and found that attitudes to payments were shifting to alternative and local payment methods.

The research reveals that 78% of bettors consider the payment experience crucial when choosing to continue with an online sportsbook. Local payment methods (LPMs), which are only available in one country, like Interac and digital wallets, are increasingly preferred, with 17% of bettors favoring LPMs, aligning with trends in other regions like the United States.

Globally, debit cards and digital wallets are the top payment choices, with debit cards preferred by 38% of bettors and digital wallets by 37%. However, the preference for digital wallets rises among VIP players, who bet 5-7 times weekly.

The study also touches on the growing interest in alternative payment methods (APMs), including cryptocurrencies. According to a 2022 Bank of Canada report, Bitcoin ownership decreased from 13% in 2021 to 10% in 2022 amidst a backdrop of price declines and tighter regulations.

Despite the volatility in the market, the research finds that 50% of players are interested in using crypto payments where available – this is highest in the U.S., where 58% of players would consider using the option.

“Our latest research clearly indicates the value of payments to online sportsbook operators at all stages of the player experience. Operators that optimize their payment offering will gain a competitive advantage when starting their brand’s relationship with new bettors,” said Zak Cutler, President of Global Gaming at Paysafe.

“Given the correlation between the payment experience and brand loyalty, operators can maximize player retention by getting payments right. This includes upgrading their cashiers to cover all possible payment choices to meet evolving transactional expectations.”

Conference Producers tell us what to expected from 2024 Canadian Gaming Summit

Since 1970, provinces have been able to self-regulate their respective gambling infrastructures, which has provided as many complexities as it has opportunities, for brands seeking to capitalize on what is an extremely tumultuous, but very promising market.

In April 2022 the province of Ontario opened its doors to online gambling sites, reinvigorating discussions around iGaming and the wider industry and ushering a shift in cultural perception around gambling.

With a renewed hope of other provinces emulating Ontario’s regulatory reforms, many in the industry are seeking the latest regulatory guidance, innovative marketing strategies and industry insights. This is in the hope of both strengthening their influence in regulated provinces and positioning themselves strategically for future advancements in the market.

In the lead-up to the 2024 edition of the Canadian Gaming Summit, (taking place at the Metro Toronto Convention Centre, June 18 – 20), we sat down with conference producers  Aidan Brain (VP of Conference Production, SBC) and Eduardo Toledo (Conference Producer, SBC), to discuss the latest additions to the summit, innovative session formats and how the agenda will assist delegates in navigating Canada’s intricate regulatory landscape.

What do you believe delegates will gain from attending this year’s conference?

Aidan Brain: For many delegates, it’s just a great level set;  to understand where we are in the Canadian gaming industry right now, what’s coming up, what has been a success, and what hasn’t. For some, it’s a place to debate and discuss, and for others, it’s a place to validate their current thinking. There’s plenty of learning for every level of experience in the game.

Eduardo Toledo: Our agenda for this year is carefully designed to cover the most relevant and contentious topics in the industry. I think the great thing about the event is that it is a valuable learning opportunity for both newcomers and experts alike. Everyone can gain some new knowledge they didn’t have before.

Reflecting on last year’s Canadian Gaming Summit, the inaugural event under the SBC brand, how would you assess its overall success? Are there specific elements or learnings from the previous edition that have played a role in shaping the direction and focus of the upcoming conference agenda?

AB: Last year was a big success! Many conference sessions were standing-room only, which we took as being pretty good feedback. Some learnings we did take away were that we still need to do more to make this event a pan-Canadian one. Yes, Ontario is important, but other provinces have highly successful models too, and so in 2024 we’re going to make sure that they get the platform they deserve.

Looking at this year’s conference agenda, there is a plethora of exciting and innovative panel topics! On a personal level, what are some of your favorite panels and why? 

AB: It’s hard to choose but I always enjoy our opening ‘Leaders’ panels with the main players in the market. This is a vertical that’s changing regularly so it’s important to bring everyone up to speed and agree on a direction of travel before the rest of the conference.

ET: It’s definitely hard to choose, but one of the most intriguing sessions for me is the “RG & ESG integration in iGaming: A concrete shift towards sustainable practices.” I am quite curious to learn how these two topics can complement each other. The responsible gambling (RG) panels are also among my favorites, as they provide valuable insights and awareness on this vital topic. I believe it is essential that we all share a common vision and commitment to promote safer gaming.

Selecting the right speaker can make or break a panel. How do you go about selecting the right panelists? Are there any specific profiles that you are currently looking for? 

AB: First of all, diversity. Diversity in the traditional sense but also diversity of thought, diversity of opinions and diversity of backgrounds. We don’t want a panel where everybody is in complete lockstep with each other! Not that we want shouting matches, but some debate is always healthy.

ET: Aidan’s answer was great,  I couldn’t have said it any better. A key goal for us is to ensure that attendees gain some new knowledge, feel inspired to implement a positive change in their organization and continue the conversation on topics and ideas that were being discussed.

I’ve noticed that this year’s agenda includes the return of ’roundtable’ sessions. For those who may not have attended last year’s event, could you elaborate on how these roundtables differ from a regular session? Additionally, could you provide insights into the types of topics that will be discussed during these sessions? 

AB: Roundtables might seem quite formal from the outside but they are pretty relaxed discussion groups, led by a host whose job is really to keep the conversation on track. This year, like last, we’ll be focusing on roundtables for each different province, as well as other groups such as First Nations, an extremely well-attended roundtable in 2023,  and sports leagues.

With frequent technological trends emerging, how does your conference team determine which innovations deserve a specialized panel? Has the past emphasis on technologies like NFTs, Crypto, and AI influenced your decision-making process?

AB: It’s important to differentiate the buzzwords from the innovations that are actually making changes in the industry. For many, crypto didn’t have the effect it was supposed to, but that doesn’t mean it still can’t. We know AI is big this year, so we will try and focus on that in as many sessions as we can, but only where relevant. We don’t want to shoehorn technology in where technology doesn’t belong!

ET: It comes down to what technology has helped make a positive contribution to the industry. Artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), just to name a few, are technologies that operators are using to elevate their guest experience and we will highlight them in the panel discussions. Another important topic that we always address in our events is cybersecurity. Today, this topic is more crucial than ever, as companies face increasing threats from cyber criminals who seek to take advantage of the data, money, and trust of players.

How does this year’s conference agenda aim to assist delegates in navigating the intricate regulatory landscape in various Canadian provinces?

AB: Again, by including representation from all the major provinces. There are very different regulatory models at play here, so it’s useful to compare them, but also to deep dive into each different one.

ET: It is a tough subject, for sure. Even I am still learning to navigate that space! We know how difficult it is to understand, especially for new operators or companies looking to do business in Canada. As Aidan mentioned, we want to ensure that the major provinces are represented so that the audience can hear about the challenges and successes from each of them.

The panel ‘Fantasy Sports in Ontario: Less Than Just a Fantasy?’ explores the future potential of DFS in Canada. Could you elaborate on why this is an important topic to examine and what makes it specifically relevant to Canada?

AB: Daily fantasy sports (DFS) is legal in Ontario, but like many states in the US, it’s still considered gambling as opposed to a game of skill. This is a long-running debate for many, and it has meant DFS has had a different level of penetration north of the border. Meanwhile, the situation in British Columbia (BC), for example, is completely different;  so it’s an important topic to discuss, both from a regulatory and a legislative perspective.

Across the agenda, there are a handful of dedicated lottery panels. In an industry where sports betting and iGaming take center stage, how does this emphasis on lottery-related topics align with the role of lotteries in Canada? Moreover, what valuable insights can participants derive from engaging in these sessions?

AB: In most Canadian provinces, the provincial lotteries manage gaming, so it’s a very important distinction. Lottery is still the biggest revenue source for these groups, so we can’t forget about it, even as sports betting and iGaming are expanding rapidly and are of course at the heart of what SBC focuses on.

You can purchase your super early bird ticket, gaining you access to all three days of the event for the discount price of CA$695! (US$519), here.

Operator? Apply for your free pass here.

Affiliates can also submit an application for a complimentary ticket here.

Stay up-to-date with the latest news, speakers & exhibitor additions, and conference content by subscribing to the bi-weekly LinkedIn Canadian Gaming Summit Newsletter. 

RAW iGaming partners with BetMGM Ontario

Game studio RAW iGaming has partnered with BetMGM to expand its operations in Ontario’s regulated casino market. Players on the BetMGM Ontario site will have access to unique games and innovative features like SuperSlice™, Supertracks™, and SuperSymbols™.

BetMGM, renowned for its diverse library of over 3,600 titles across North American markets, aims to enhance player experiences by incorporating RAW iGaming’s exclusive, patent-pending mechanics and game engines such as Dynamic Ways™ and SuperStretch™. This addition will complement BetMGM’s award-winning online casino, further diversifying its gaming offerings.

“This deal proves that paying attention to what players want really helps a market entry. We know that the more attractive our content is, the better we are, and we’re excited to see the results. Our thanks to BetMGM for supporting us and our innovations,” said Tom Wood, CEO of RAW iGaming.

“BetMGM welcomes RAW iGaming to Ontario and expects its entertaining titles to be a great compliment to our award-winning online casino,” said Oliver Bartlett, BetMGM’s Vice President of Gaming Product & Content.

RAW iGaming was licensed by AGCO to offer its games in Ontario in October 2023.

“Our innovative products push boundaries but still deliver experiences that players recognize and want to play – a balance that is hard to strike,” said Wood in a press release when the developer was licensed.

The partnership with BetMGM is part of RAW iGaming’s broader strategy to expand its footprint in North America. Recently, it has signed partnerships with other international operators such as Videoslots and Digitain.

Penn and the Levy Family Decide to Part Ways

PENN Entertainment, the parent company of theScore Bet, announced that the Levy family, founders of theScore, are set to step down from their roles in the company. John Levy will depart in mid-February, followed by Benjie, Aubrey, and Noah Levy, who are set to leave in April. The transition comes after the successful integration of theScore’s technology, the launch of ESPN BET, and the recruitment of a new Head of Technology.

John Levy founded theScore in the mid-1990s and was instrumental in its journey from a sports broadcaster to a major digital sports media and betting entity. Levy’s approach focused on leveraging theScore’s substantial user base and providing comprehensive sports and betting experiences within one app. This strategy differentiated theScore in the competitive betting market, aiming for long-term success through a steady, focused approach.

“We’re a sports media company first. So it’s not just about the betting. We’re not out there doing the big, splashy deals that everyone else is doing like the other big media companies are doing,” Levy said when the company launched its Colorado sportsbook in September 2020.

Levy reiterated that philosophy in a statement discussing his departure.

“Empowering fans with a seamlessly integrated media and betting experience has been core to our mission since day one. That strategy has led to the success of theScore and theScore Bet in Ontario and ESPN BET in the US. It will continue to differentiate this online gaming business going forward. The enduring success of theScore is due to the passionate and committed team that helped launch, develop, and innovate our products to provide the best possible fan experience.”

The acquisition of theScore by PENN Entertainment in October 2021 for approximately U.S.$2.0 billion allowed PENN to integrate theScore’s proprietary technology into PENN’s sportsbook platform.

“TheScore has developed a state-of-the-art player account management system and is finalizing the development of an in-house managed risk and trading service platform,” said Jay Snowden, CEO and President of PENN Entertainment, to Forbes after completing the purchase.

The Levy family’s departure coincides with the completion of technology migration and the achievement of record business results. Snowden expressed pride in the accomplishments made alongside the Levys, highlighting the development of a deep and talented team at PENN Interactive.

“This transition plan comes at a natural inflection point, with the migration to our proprietary technology platform complete, theScore’s media and betting business delivering record results, and ESPN BET off to a strong start,” said Snowden.

Benjie Levy reflected on the rewarding experience at PENN, emphasizing the focus on creating industry-leading technology and fostering a world-class team.

“Working at PENN has been extremely rewarding, and we want to thank Jay, Todd George, and the entire PENN team for their partnership and support as we brought these two organizations together to execute our uniquely integrated media and betting strategy,” he said.

Newly renamed FairPlay Sports acquires Quarter4

Sports media company FairPlay Sports Media (FPSM) has acquired Toronto-based Quarter4 (Q4), a deep-learning neural network specializing in sports prediction. This strategic move marks the first major acquisition by FairPlay since its rebranding from Oddschecker Global Media last week.

Founded in 2019 by Danijela Covic and Kelly Brooks, Quarter4 uses advanced predictive models to offer unique insights across various betting markets. Its models are already featured on FairPlay brands like Oddschecker and WhoScored.com. Q4 tools are applied particularly in US sports such as NFL, NBA, WNBA and NHL. The integration of Q4’s services is set to enhance user experiences and provide deeper insights and analytics for sports betting enthusiasts.

“We’re now very excited to begin this deeply integrated working relationship that will pave the future for highly differentiated user experiences,” said Kelly Brooks, CEO and Co-Founder of Quarter4, in a press release.

“The acquisition of Quarter4 is a significant milestone for our group, giving our various brands the ability to unleash our already market-leading data and tech platform with the unique insights and smarter behavioral analytic capabilities of Q4,” said Stuart Simms, Group CEO at FairPlay Sports Media.

FairPlay Sports Media has recently rebranded from Oddschecker Global Media. The company hopes the new name will allow it to expand its scope to encompass a broader range of sports media services.

By rebranding, FPSM hopes to build and enhance an international reputation beyond its current odds comparison offering. The acquisition of Q4 marks the first of many planned steps to offer a wider content strategy.

Discussing the name change, Simms explained the new strategy in a press release. “This is more than a new group name. The launch of FairPlay Sports Media allows us to empower our customers to better compete in sports betting while delivering significant efficiencies and adding value to our partners through the use of our game-changing betting technology,” he said.

“We’ve made various strategic acquisitions – with more in the pipeline – to best place ourselves to create more engagement with sports bettors and the data they need, the independent content they demand, and we’re excited to showcase how this realignment and BetTech focus will benefit everyone in the FairPlay Sports Media Network, particularly in the US market,” Simms added.