Canadian Gaming Business Vol 18 No 2

Moving at full speed ahead

As the industry races through 2025, how is Canada keeping up?

Be careful what you click on How a fake casino ad epidemic is damaging Canadian gaming

Passion and purpose in the Atlantics ALC CEO Dallas McCready speaks about the path ahead

Tackling sports betting integrity How stakeholders work together to keep things clean

Hello and welcome to the second Canadian Gaming Business magazine of 2025.

If you’re picking up a copy at Canadian Gaming Summit to flick through in between panels, keynote speeches, and some good old-fashioned networking, welcome to this year’s event! SBC’s esteemed event organizers have done a terrific job of covering the bases on this year’s agenda. We hope you enjoy it. I certainly will, given how much there is to talk about and the content ideas it gives us down the line.

But back to the magazine you’re reading right now.

As we were putting together this issue soon after Ontario’s regulated market celebrated its third anniversary, we’ve

taken some time to reflect on where we are now. Our cover story is a chat with the Responsible Gambling Council VP Tracy Parker about why Canada’s reputation for robust responsible gambling precedes it, how things have evolved since single-event sports betting came onto the scene, and where we still need to go.

There’s also a dive into the fraudulent casino advertising trend that unfortunately seems to be sweeping across the internet and social media in Canada (and beyond), as well as a look at how Canada tackles the tough topic of match-fixing. Meanwhile, after what was the first Canadian general election since Ontario opened its doors, operators tell us why offering political betting can be an important piece of their puzzle.

We also bring you feature interviews with the Atlantic Lottery’s new CEO Dallas McCready about hopes and aims out east, British Columbia Lottery Corporation about providing a full service out west, Betty Canada’s leaders on a move to a franchising model, Indigenous Gaming Partners about the First Nations casino opportunities, and, with a Canadian co-hosted FIFA World Cup on the horizon in 12 months’ time, a look at the betting opportunities it brings.

Enjoy the issue, enjoy the Summit, and enjoy the summer!

Tom Nightingale

The Canadian Gaming Business Magazine is brought to you by SBC - Sports Betting Community.

Editor

Tom Nightingale

Editorial Team

Andrew McCarron, Martyn Elliott, Craig Davies, Jessica Welman, Joe Streeter, Ted Menmuir, Ted Orme-Claye, Lucía Gando, Conor Porter, Viktor Kayed, Callum Williams, Jessie Sale, Fernando Noodt, Isadora Marcante, Elisa Marcante, Justin Byers, Tom Nightingale, Christian Lee, Kieran O’Connor

Sales Team

Rasmus Sojmark, John Cook, Alyona Gromova, Conall McCabe, Jan Kowalczyk, Bob McFarland, Craig Brown, Ed Young.

Creative Lead | Design & Layout

Jessica Camilleri

Staying ahead of the curve

The Responsible Gambling Council’s Tracy Parker talks Canada’s RG pedigree and the challenges of keeping pace

Be careful what you click on

Canadian gaming continues to face a damaging fake casino advertising problem

Politics worth the bet

Sportsbooks see the value in offering political markets as novelty wagers

Passion, purpose, and value in the Atlantics

Atlantic Lottery Corporation CEO Dallas McCready speaks on the goals and challenges ahead

Business is booming

At three years old, Ontario’s regulated iGaming revenue numbers shine. What’s behind the curtain?

Is franchising the future in iGaming?

Operators like Betty are thinking outside the box when it comes to multi-market growth

Tackling match-fixing head-on

Scandals have put sporting integrity under the spotlight. What does Ontario do about it?

The full consumer experience

BCLC on how it strives to be the best that British Columbians can find, near or far

Indigenous Gaming Partners gears up for growth

After Pure Canadian Gaming deal, First Nations and Sonco Gaming have eyes on opportunities

Harmonization of provincial gaming regulations is not merely a bureaucratic matter; it is a strategic imperative for the future of Canada’s gaming industry

A call for harmonization

Strengthening Canada’s gaming competitiveness is vital for all

WORDS BY PAUL BURNS

As President and CEO of the Canadian Gaming Association (CGA), I have unfailingly advocated for the advancement and development of Canada’s gaming industry. Our sector contributes significantly to the economy and supports job creation and community initiatives nationwide. To sustain this growth and maintain our competitiveness, it is essential to ensure that regulations, policies, and compliance frameworks remain efficient, effective, and well-considered.

Currently, Canada finds itself navigating a complex landscape of tariffs and economic uncertainty. Canada’s retaliatory tariffs on slot machines and playing cards have real impacts on our industry, and when you combine these with waning consumer confidence, the challenges are real. Governments across Canada have committed to working together to reduce interprovincial barriers to trade as well as red tape and inefficiencies. The CGA supports this cooperation and commits to helping streamline regulations, standards, and policies that create challenges for operators and suppliers alike, often leading to increased costs, inefficiencies, and confusion.

Canada’s gaming landscape is diverse, with each province exercising authority to create regulations that serve its unique context. While this provincial autonomy is vital for addressing local needs, it can lead to inconsistencies that hinder the overall competitiveness of the Canadian gaming industry. For example, the varying requirements for licensing, technical standards, and operational compliance create disparities that can complicate the entry process for operators and suppliers and may even discourage new investments in the sector.

Furthermore, the recent tariff dispute with the U.S. has highlighted the necessity for Canada to position itself as a competitive player in the North American market. With our southern neighbour vying to protect its industries, provincial governments must take proactive steps to enhance our appeal as a destination for gaming operators. Harmonization of our regulations could serve as a critical tool in this effort by simplifying processes and encouraging cross-border trade.

The Benefits of Harmonization

Harmonizing gaming regulations across provinces offers substantial benefits. Primarily, it would reduce compliance costs for operators and suppliers who currently contend with varying regulatory

requirements. Establishing a uniform set of guidelines would streamline the licensing process, allowing businesses to allocate resources more efficiently and make more strategic investments. Consequently, this could result in improved customer experiences and foster stronger economic growth.

Additionally, harmonization would foster a more resilient gaming environment that can respond effectively to changes in the global market. As the industry evolves and new technologies emerge, a coordinated regulatory approach would allow operators to remain competitive, adapt to new trends swiftly, and innovate without unnecessary bureaucratic obstacles.

Moving Forward: A Call to Action

To achieve these goals, it is essential that we prioritize dialogue among provincial gaming agencies and the stakeholders involved in the gaming ecosystem. This cooperative approach should focus on sharing best practices, aligning regulatory frameworks, and establishing benchmarks for compliance that maintain the integrity and safety of our industry while promoting growth.

We must also engage with the broader business community. By collaborating with industries that intersect with gaming — such as technology, tourism, and entertainment — we can cultivate a robust ecosystem that drives innovation and economic development.

Moreover, it is essential that we aim to create an environment benefiting operators, suppliers, and the communities we serve. This entails prioritizing responsible gaming, consumer protection, and social responsibility within any regulatory framework we pursue. As more provinces work towards establishing regulated iGaming, a national self-exclusion program is critical to prevent the creation of disparate rules and processes.

Harmonization of provincial gaming regulations is not merely a bureaucratic matter; it is a strategic imperative for the future of Canada’s gaming industry. As we navigate both opportunities and challenges on the international stage, a coordinated and unified approach will enhance our strengths and enable us to succeed.

I urge us all to work collaboratively to streamline our regulations and position Canada as a leader in the global gaming market. The time to act is now.

STAYING AHEAD OF THE CURVE

For the Responsible Gambling Council, the industry’s evolution means the challenges keep coming around the bend

WORDS BY TOM NIGHTINGALE

They say you never stop learning. When it comes to responsible gaming in a fastmoving digital world, that may be an understatement. Keeping up with the pace of change is no mean feat, as the Responsible Gambling Council’s Tracy Parker knows well.

Parker is the RGC’s Vice President of Policy, Standards and Accreditation. In her five years with RGC and her six years with the Ontario Lottery and Gaming Corporation (OLG) before that, she’s seen the landscape change significantly both at home and across borders.

Online gambling has long been available to Canadians. But since Canada legalized single-event sports betting in summer 2021 and Ontario opened its regulated market in April 2022, things have changed hugely. With every year that passes, both inside and outside Ontario, the industry evolves further, new gaming options emerge, and staying ahead of the curve requires nimble footwork and a deft hand.

“New forms of gambling create new risks,” Parker tells Canadian Gaming Business. “I do think there is a lag in RG awareness generally, and we work on keeping pace with the evolution of the industry as new forms of gambling emerge, whether it’s things like sports betting or access to a broader range of products and services. It’s a constant effort to keep up.”

Building on a strong base

It’s probably past time to stop calling regulated online gambling in Ontario new, given that we’re more than three years into a market that is embracing its own maturity and already drawing upon its own past experiences to iterate and refine itself.

What certainly is not new is gambling in Canada, nor the concept of protecting players and keeping the industry responsible and sustainable. The history of government involvement in gambling across Canada is decades long, and the focus on responsible gambling has been a constant thread of continuity.

“I think that foundation gave it a public interest slant from early on,” she reflects. “And I see a lot of that coming through in the continued investments in employee training and player education. The profit motive isn’t the be-all and end-all.”

Programs such as the British Columbia Lottery Corporation’s GameSense, established in 2009 and used under license by everyone from other Canadian lotteries to MGM Resorts and BetMGM to the Massachusetts Gaming Commission, are often held up as examples of Canada’s leadership in responsible gambling. Parker notes there’s also a strong history in academic research

Providing messaging in context and personalizing it is really, really important

around RG. “We’re lucky in Canada that there is still a collaborative relationship between research and industry,” she notes. “That’s not the case in all jurisdictions.”

That thoughtful history and dedicated groundwork gave Canada a solid research and evidence base for implementing responsible gambling programs and safeguards in an impactful way. The direct ties between government and regulated gambling before Ontario’s market opened helped to ensure that when the big shift of 2021-22 did arrive, there was a deep resource pool to draw from.

The core practices and behaviours around safe habits are relatively similar. It’s just the form that changes

“I think when it has been a public entity, there is a natural inclination to engage the community around prevention education, treatment, and support services. And I think we see evidence of that across the country.”

Helping to steer the ship

The RGC plays a unique role in Ontario’s online market, in that its RG Check accreditation program has been embedded into the requirements for all private operators contracting with iGaming Ontario (iGO). That program was developed in 2010 and was already used by land-based casinos in Ontario before 2022. Parker stresses it is a mutually beneficial experience; RGC may be the accreditor, but the organization is constantly learning, too.

“As we’ve been processing all of those operators, we’ve been learning a lot and doing some work on an update to the accreditation program to make sure it’s keeping up,” she continues. “We’ve done stakeholder expert interviews, player surveys, public consultations, research and reviews, all with the aim of pulling together the evidence base that exists to make sure that the standards that we’re assessing operators against are meaningful, relevant, and robust”

Like everything in Canadian gaming, RG Check has evolved with time. A big facet of a recent update to the program focused on stakeholder engagement.

“We have found that we’ve needed to talk to more people,” Parker adds. “It really is about the collective understanding of impact and collaboration around solutions. And

that’s not just operators. We need to be talking to manufacturers and marketing affiliates, payment solution providers, leagues, athletes, coaches, university campuses, the whole ecosystem. While there’s been some progress and diversification, I think new forms of gambling and new levels of access necessitate leveling up conversations, and with different audiences.”

Connecting with the digitalnative player

Canadians have always been able to gamble. From retail casinos to government-operated online platforms and both regulated and grey market commercial websites, from the rise of mobile apps and the present-day gamification of so much that is accessible to so many, the options have never been greater.

And just as new products and delivery methods are always surfacing, so too are new players.

“There’s always youth coming of age and needing to gain some gambling literacy,” Parker adds. “So, that’s always been a key focus for us. When you get digital natives, they just interact with the product differently, there’s that exposure to the merging of gaming and gambling and the gamification of gambling.”

Does that necessitate a reevaluation of what responsible gambling even means?

“Certainly, I would say something that’s coming into sharper focus is the connection between mental health, digital health, and gambling,” Parker explains. “We’re not looking at just

gambling behaviour, but we’re looking at it in the context of a person’s overall well-being and how they use their phone or the internet, their digital well-being.”

To that end, Parker notes that algorithms and risk-monitoring detection software provide more insights and information than ever were previously available about when and how to interact with a player.

Real-time customized and contextualized interactions, she says, have proven to be the most impactful. That could look like a pop-up message noting that players in a certain user’s profile usually play for an average of a certain number of minutes, or that a break around a certain time is typical.

“Providing messaging in context and personalizing it is really, really important. Talk to people in the moment or as close to the behaviour as possible. In our accreditation and operator training, we stress the importance of that touchpoint. It’s very complicated from an operational point of view, but it really is the most impactful.”

The truth is that the work simply never stops. Responsible gambling means something different now than it did 20 years ago. In many ways, the core concerns are relatively static, but the context and the issues within it are constantly evolving.

That’s what RG is all about, really. “The core practices and behaviours around safe habits are relatively similar,” concludes Parker. “It’s just the form that changes. And it’s up to all of us to keep up.”

Be careful what you click on

Canadian gaming continues to have an advertising fraud problem, and it’s damaging to the industry

WORDS BY TOM NIGHTINGALE

Open social media or scroll a website these days in Canada, and you may well find yourself staring at an advert for an online casino. Many of them are not what they seem.

In recent months, we’ve seen numerous warnings from law enforcement, gaming regulators, crown corporations, and legitimate commercial casinos about fraudulent ads. These adverts, many of which use names and photos of reputable casinos to masquerade as licensed gaming entities, look to suck the public into clicking on the ads and ultimately yielding their sensitive information.

It’s by no means a Canada-only issue. Numerous individual U.S.-based casinos have

issued warnings in their respective states of this kind of activity, and some state regulators have issued consumer protection alerts urging residents to look out for fake online casinos.

But it’s certainly a problem pervading Canada from coast to coast.

‘Predatory and sophisticated’

Last year, Ontario’s Casino Rama’s name and image were used to direct the public to a website belonging to an unlicensed online casino registered to Curaçao. Earlier this year, Lotteries and Gaming Saskatchewan were forced to remind the public that none of that province’s land-based casinos have a legitimate online version after

advertising purporting to be from Dakota Dunes Casino, Casino Regina, Casino Moose Jaw and others spread on social media. And the British Columbia Lottery Corporation published a notice that “predatory and sophisticated scams” using the BCLC logo were claiming to offer exclusive bonuses and promotions for anyone who clicked and registered.

The fraud can also get remarkably innovative. One particularly bold social media ad took an old CityNews video report and altered the footage to use the name of Alberta’s River Cree Resort & Casino to try to attract clicks.

As Canadian Gaming Association President and CEO Paul Burns said last year, “virtually every land-based casino brand in the country has had its brand hijacked to promote fraudulent online sites.” And the number of mainstream media reports and official communications to the public would seem to suggest the problem is worsening.

‘A game of Whack-A-Mole’

For Great Canadian Entertainment, which operates more than 20 retail casinos across four provinces, the issue has become so troublesome that it goes as far as to keep a list on its website of known fraudulent advertising attempts concerning its properties. In the last six months alone, the company’s River Rock Casino Resort, Casino Nova Scotia, Casino New Brunswick, and Casino Resort Toronto have all been targeted numerous times, mostly via ads on Meta’s social media platforms Facebook and Instagram.

Chuck Keeling, Great Canadian’s executive vice-president of external relations and business development, tells Canadian Gaming Business that “battle” is an apt term for the fight to tackle the issue.

“I’ve heard this term used before, and it’s entirely accurate in our sense: it’s a game of Whack-a-Mole,” Keeling laments. “If one is

forced down, another pops up. It’s a never-ending cycle and it does seem to have picked up in recent months, based on what we’re seeing as it relates to some of our brands.

“And these online sites that pretend to be casinos are not operating in the shadows, either. It’s in broad daylight.”

Taking advantage of consumer confusion?

Keeling notes one example of a fraudulent ad that used “Woodbine Casino” branding to try to lure in unsuspecting people. That was never the name of that venue, which was formerly known as Casino Woodbine and was replaced by Great Canadian Casino Resort Toronto branding in 2023.

That, Keeling suggests, is indicative of the fact that the people and companies behind fraudulent casino advertising may be looking to use the public’s lack of deep knowledge about the Canadian gaming industry to their advantage. “It takes advantage of the confusion in the marketplace as to what’s a legitimate site and what isn’t.”

Great Canadian as an operator brand has “no direct online presence, full stop,” Keeling stresses. The problem is that people who are not well-informed gamblers or attentive to the industry may not know that. Similarly, not every social media scroller knows that in Ontario, all regulated commercial online casinos have to include the iGaming Ontario (iGO) logo in their adverts.

Burns said at last year’s Canadian Gaming Summit that, “in a lot of cases, the public doesn’t actually know what to look for.”

Amid that lack of clarity, “if they can rip off a brand like ours to give themselves an air of legitimacy,” notes Keeling, “why would they not?”

Damage both reputational and financial

It’s a problem on several fronts. As well as the evident risks to the public, whose financial details and personal information become vulnerable if they click on malevolent advertising, there’s a risk of reputational damage to the legitimate gaming operators whose names and logos are used in the fake ads.

“It really does have an impact on the reputation of the industry,” Keeling stresses. “But who’s getting hurt the most from this? It’s the consumers who get duped by it.”

In many cases, these adverts will use fake email addresses, domain names and website links that are very similar to the legitimate versions, sometimes even sending text messages or other alerts to people who click on links and provide basic information. Great Canadian and other operators have warned that they will never contact someone directly and ask for personal or financial information.

Still, you can’t stop every potential case.

“We get emails from people complaining that they have lost money on these sites, and there’s nothing we can do,” Keeling says. “Thankfully, we don’t get a lot of those messages but that’s the worst manifestation of this, that people are actually getting taken advantage of and losing money as a result of it.”

What can be done?

Operators like Great Canadian work closely with law enforcement to try to tackle the issue.

Those efforts are both reactive, wherein customers or observers flag instances to the relevant casino operator or to law enforcement, and proactive. Keeling notes that the Great Canadian team has taken to conducting media scans “just to see what we can pick off ourselves.”

The B.C. Ministry of Public Safety and Solicitor General told Canadian Gaming Business that one responsibility of the Gaming Policy and Enforcement Branch (GPEB) is to investigate any conduct or activity connected to gambling that could threaten the integrity of the industry. Once instances are identified, the GPEB investigates complaints or potential violations of the Gaming Control Act or the Gaming Control Regulation.

“GPEB’s Enforcement Division has been working with BCLC to identify the owner(s) of a series of social media scams impersonating B.C. casinos, along with the associated social media accounts,” said a ministry spokesperson. “We know this issue is not unique to B.C., with partners in other jurisdictions highlighting similar concerns.”

If they can rip off a brand like ours to give themselves an air of legitimacy, why would they not?

The Enforcement Division continually monitors and probes such scams and vows to take enforcement action if violations of the Gaming Control Act are identified. In some cases, the matter is referred to police if there are potential violations of the Criminal Code of Canada.

Do tech companies need to step up?

The CGA and other stakeholders have been vocal in the past in suggesting that tech giants such as Meta and Google need to take more responsibility in vetting the adverts they allow on their sites.

Keeling acknowledges that fake casino ads are likely not top of those firms’ list of priorities. But without a firmer hand from that end, one can only assume that

constant game of Whack-A-Mole is likely to continue. Operators and regulators can report instances and law enforcement can pursue action in individual cases, but beyond that, the problem persists.

“Does it trigger greater action going forward? I don’t know,” mulls Keeling. “Maybe, if the problem continues to escalate. I would like to think so because it seems so egregious and it happens in other consumer sectors too. I would like to hold out hope that the Metas and Googles will be more diligent about who is using their platforms. Ultimately, they’re the gatekeepers.

“I don’t know what else we do beyond what we’re doing already. We’re the tip of the spear. But it certainly merits attention. People are getting ripped off.”

POLITICS WORTH THE BET FOR SPORTSBOOKS

Political betting has been hotly debated in the US. In Canada, operators see its value

WORDS BY JUSTIN BYERS

Canadians can gamble on a lot of things, and politics is one of them.

Regulated gaming platforms across the country provide bettors across the country with a bevy of options, most prominently online casino games, including table games, slots, and live dealer offerings, and sports betting on an array of the most popular leagues in North America and beyond.

As Ontario’s regulated commercial market has hit maturity, political betting has emerged as a vertical that is growing in popularity. It may be nowhere near as popular as online Casino or sports betting, but it’s still an avenue many sportsbooks believe is worth offering to customers, and that was evident in the run-up to Mark Carney’s win in the April 28 election.

Political betting a ‘novelty’ in Ontario

In comparison to the U.S., where political betting has been a hot debate and has caused some gambling regulators to evaluate their policies, its regulatory standing in Ontario is fairly straightforward.

In the province’s regulated gambling market, licensed online sportsbooks are free to offer regulated wagering on political events with support from the Alcohol and Gaming Commission of Ontario (AGCO), which considers election betting a “novelty event.”

The AGCO defines a novelty event as “any bet placed on a non-sporting event where real-world factual occurrences are the contingency on which an outcome is determined.”

As such, the provincial regulator provides bettors in Ontario with the opportunity to wager on political events both at home and abroad. Many regulated sportsbooks took the opportunity during this spring’s Canadian general election cycle, the first time licensed operators in Ontario were authorized to accept wagers on the event since Canada’s most populous province launched iGaming in 2022, a year after the country’s last federal election.

Sportsbooks get in on the act

In the lead-up to April 28, Ontario residents could place bets on the election at a host of recognizable names within the regulated market, including but certainly not limited to FanDuel, BetMGM, bet365, theScore Bet, BetVictor, Sports Interaction, and Bet99.

Several of these brands offered wagering on more than just the general election. BetMGM, for one, offered a range of Canadian political markets this year including the start date for the federal election before it was confirmed, the outcome of the Ontario election campaign earlier in 2025, and the name of the next Governor-General.

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FanDuel says it considers political betting to be similar to sports in that it offers outright winners and futures. The reputed U.S. market-leading sportsbook wants to be at the forefront of wagering on more than just sports and casino games.

“At FanDuel, our team of dedicated Canadian traders specialize in building markets that touch the most topical storylines across sports, entertainment, pop culture, and even politics,” the Flutter-owned brand tells Canadian Gaming Business. “Our goal is to engage in the conversations our customers are already having, offering odds on the moments that resonate.”

A FanDuel spokesperson noted that as it seeks to help promote responsible gambling, its novelty markets in Ontario, including politics, carry low bet limit restrictions.

‘A

viable betting activity’

BVGroup, owner of BetVictor, which notes to Canadian Gaming Business that political betting has allowed BetVictor to continue to expand its product offering outside traditional sports.

“We have seen firsthand the amount of interest generated in markets created for the ‘entertainment’ category, whether that be award shows, TV series or even the more exotic Super Bowl betting prop options,” a BetVictor Canada spokesperson tells Canadian Gaming Business. “Given how passionate the political climate is in North America currently, combined with the wide spectrum of opinions that naturally follow political races, political betting has developed into a viable betting market category.”

BetVictor praised the AGCO and the regulator’s strong regulatory framework for allowing licensed operators to get in on the

act, noting it is providing its players with a plethora of political betting markets with regulatory backing from the AGCO and protocols in place to ensure compliant wagering.

“These are well-known markets that have strong democratic processes and little possibility for corruption,” says BetVictor Canada. “The regulators in Ontario allow us to make risk assessments based on the viability of the markets and their regulation.”

BetVictor Canada also sees political betting as an additional voice for the public as personalities throughout politics in the U.S. and Canada dictate how people vote.

“BetVictor believes that the more betting markets we can offer to customers, the better it is for the overall customer experience,” says the operator. “Wagers are made by customers for one reason: they have an opinion on which side will prevail in a contest. Political betting follows that playbook exactly, allowing customers to express their opinions [through a wager] on the expected probability of a certain outcome.”

What about outside Ontario?

Ontario is unique, of course, given that it is the only Canadian province that recognizes commercial sportsbooks as legitimate and licenses and regulates their activity.

In other provinces, the governmentowned crown corporations are wary of allowing their customers to bet on governmental outcomes.

In British Columbia, for example, you won’t find betting on Canadian politics on the British Columbia Lottery Corporation’s wagering platform PlayNow, but it does offer markets to bet on politics in the U.S.

Given how passionate the political climate is in North America currently, political betting has developed into a viable betting market category

This situation is mirrored by some other crown corporations on their respective platforms. Even back in Ontario, the Ontario Lottery and Gaming Corporation did not take bets on the general election while many of its private-sector competitors did, but it does offer some American action.

U.S. political events do see some action in British Columbia and elsewhere, especially as the political commotion south of the border provides some outsidelooking-in entertainment for Canadian gamblers.

And this is just regulated gambling. Political betting is also available in many places in the Canadian grey market, both inside and outside Ontario.

A new era of political betting?

Meanwhile, the landscape is shifting.

Over the last year, prediction markets have exploded in popularity in the U.S., led by a wave of action on prediction markets including Kalshi and Polymarket. Those trading platforms are offering event contracts tied to political events that allow users to have a stake in election markets despite gambling restrictions.

For what it’s worth, both Kalshi and Polymarket took futures trading on a variety of Canadian political markets including the winner of the election.

The prediction markets are drawing scrutiny from state

regulators and the U.S. Commodity Futures Trading Commission (CFTC) over their resemblance to gambling, and have been the subject of U.S. court battles.

The prevalence of political event contracts has raised concerns and sparked discussion with the CFTC about their legality. They may also prompt wider conversations about whether the U.S. should consider authorizing political markets, or whether Canada should reconsider their availability.

While the status is clear in Ontario’s regulated market, political betting will continue to be a hot topic of discussion as it continues to garner interest from bettors in the U.S. and Canada alike.

People do trust us and our brand, and we should be proud of that … It’s our people and their social purpose that make a difference

Passion, purpose, and value in the ATLANTICS

New Atlantic Lottery CEO Dallas McCready speaks about his goals and the challenges that await during his tenure

WORDS BY VIKTOR KAYED

Dallas McCready steps in as the new CEO of the Atlantic Lottery Corporation (ALC) at a landmark time, as the organization finds itself on the brink of its 50-year anniversary.

The ALC knows there’s still a lot more to offer to the people of Atlantic Canada. Whatever the challenges may be, McCready is ready to lead his team into a “transformative” new chapter for the corporation to build upon the crown corporation’s half-century legacy.

McCready’s career portfolio includes a tenure as Deputy Minister of Strategic Initiatives within New Brunswick’s Executive Council Office. This role gave McCready a crucial know-how in effective governance and strategic planning, two skillsets that would later kickstart his career with the ALC.

In 2022, McCready put pen to paper with the corporation, joining as its Chief Strategy Officer. The now-CEO looks back at the last

few years as essential for getting him in gear for what lies ahead.

“It’s been a great experience,” he says. “I was glad to have been part of it for the last few years. It was helpful to be in and learn more about the organization and the people before settling into this new role. Obviously, there’s still some learning to do, but it’s been helpful. We have a wonderful team here.”

Big shoes to fill

McCready’s tenure at the top of the ALC began in January, replacing Patrick Daigle. His predecessor’s guidance was key for the smooth transition, the incumbent CEO was quick to note.

“It’s tough to follow in his shoes. He was here for 27 years. On the day of the announcement, I sent him a text saying ‘I wish you didn’t have such big feet!’ He was very reassuring and comforting on a pretty overwhelming day, as you can imagine. So I really appreciate his support.”

It’s more important about how we make profits than how much profit we make.

Healthy play has to come first and foremost

But the shoes are now on, and McCready’s gait shows no signs of shuffling.

Social purpose first

McCready is ready to protect ALC’s operating space, which he says should be a priority everywhere, whether you’re the only regulated operator or you have a licensed open-market model like in Ontario.

To do that, he is focusing on expanding ALC’s market share through a five-year strategy to tackle the grey market, a plan he co-developed during his tenure as CSO.

“We’re proud of our social purpose and having that game-changing impact on the people and places of Atlantic Canada,” he adds. “So for us, it’s really important to capture as much of that market share as we possibly can.

“We’ll never have 100%, of course, and we wouldn’t aspire to that. But we have around a third of the market right now, which is a fairly small percentage when you consider that we’re the only legal operator. Our goal is to get up to around 50% of that share. Our strategy has a lot of key elements that will help us be the first choice for the players of Atlantic Canada.”

The ALC, which returns 100% of its gaming profits to the four Atlantic provinces, says it loses around $200 million annually to unlicensed gambling sites. It’s an issue cited by other crown corporations across

the rest of Canada, and the ALC has formed the Canadian Lottery Coalition with several other provincial lotteries. McCready notes a key goal is to advocate for a regulated and safe gambling environment.

“It’s just strength in numbers to a certain extent. We all have a common interest in protecting our markets and the operating space that we have. It’s been helpful in advancing the message and getting some attention from decision makers at the federal level, but also provincially as well.”

The end goal, stresses McCready, is protecting the player. The ALC’s growth goes hand-in-hand with an unwavering devotion to healthy play.

“It’s more important about how we make profits than how much profit we make. From our team’s perspective, healthy play has to come first and foremost. Our sustainable growth strategy allows us to take market share back.”

Hopes for further expansion

This in turn shifts the playing field, McCready suggests, by placing the focus not on taking more money out of the same wallet but on bringing more wallets into ALC’s system.

This philosophy was infused into the ALC’s launch of regulated iCasino in the province of Newfoundland and Labrador last year. The result, says McCready, has been a market growth built on player trust.

“I’m really proud of how, without a whole lot of marketing, we very quickly repatriated a lot of that play from the unregulated market, which to me shows that people do trust us and our brand, and we should be proud of that.”

ALC now offers regulated online casino in every Atlantic province other than Prince Edward Island. McCready says that the ALC remains open to collaboration, but that can only come at the discretion of the local government.

“I think the government recognizes that some people are making the decision to play on illegal sites. There are conversations recognizing that activity, and at some point we’re hoping they’ll allow us to compete. But it’s a decision of the policymakers and what they think is best for their people. It’s really not my place to question or challenge that.”

One thing that is for certain is that, like in other provinces, the Atlantic Canada market continues to grow and players continue to look for ways to play. That brings competition with it. With McCready at the helm, the ALC seems ready for the challenge.

“There’s been emerging competition, but at the end of the day, it’ll be our people and their social purpose that make a difference,” he concludes. “We work very hard to operate with as much integrity and transparency as we can to protect the reputation and trust we have built with Atlantic Canadians.”

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ROAD TO THE

WORLD CUP

Sport’s most-watched event comes to Canada in a year’s time, and great sports betting potential awaits

WORDS BY CALLUM WILLIAMS

If you’re a sports fan, cast your mind back to November 2022. There was a team competing in soccer’s FIFA World Cup in Qatar for the first time in 36 years against Belgium. Despite not coming out as victors in an eventual 1-0 loss, Canada won respect for its play and support throughout the match.

Boasting new generational stars like Alphonso Davies and Jonathan David, this Canadian national soccer team is the most talented in its history. Now, with the sport’s profile arguably at an all-time high in this country, there is only one year left before Canada hosts more than a dozen games at the 2026 World Cup.

That will bring not only the eyes of the world to Canada’s soccer scene, but also even greater opportunity for sportsbooks and partners.

Soccer’s rising popularity

In Canada, soccer participation is rapidly growing, particularly among young people. As fast back as 2019, there were more than one million registered soccer players in the country, far ahead of the 606,000 registered hockey players.

There’s also backing from various organizations to fund and promote soccer as its national team continues to perform. Winning the bid to host the 2026 World Cup provided the backbone for the 2022-2026 Canada Soccer Strategic Plan, an initiative to simultaneously develop, govern, grow and inspire the next generation of players.

And the sport is being watched regularly not just domestically, but internationally too. More and more fans are watching European leagues like the English Premier League, which is exclusively broadcast in Canada via a recently extended multi-year deal with Fubo. The entertainment streaming platform also airs other top soccer leagues such as Italy’s Serie A.

As Fubo’s SVP of Strategic Partnerships and Operations Ben Grad explains, the Premier League and other European leagues are some of the most watched sports on its platforms, further highlighting the growth amongst Canadian fanfare and the value it can bring to betting advertisers.

“99% of Fubo subscribers in Canada watch sports on the platform, and soccer consistently garners the largest viewership,” says Grad. “More specifically, Premier League matches are the mostwatched events on our platform nationwide, which speaks to the league’s undeniable popularity. Our direct Premier League rights in Canada have driven viewership and attracted new audiences, which is a testament to thriving international soccer fandom.”

Big opportunities await

Alongside the rise in popularity of soccer in Canada has been the continued growth of sports betting. In Ontario, three years into a regulated commercial market where more than $11 billion was wagered on sports in the last financial year, soccer is a well-bet-on sport.

Sports betting may not be a focal point for the overall growth of Canadian soccer, or vice versa. But Canada, whose multi-cultural population seems to add to soccer’s popularity, was arguably sitting on

The decision to award the 2026 FIFA World Cup to Canada, the U.S., and Mexico has been a catalyst for soccer betting

a goldmine of potential betting activity once legalized. You only have to look at a mature betting market like the UK, or the recently launched Brazil, to witness the potential of soccer betting when matched with a fervent fanbase.

Biritish sportsbook Fitzdares witnessed the growth of soccer sports betting firsthand and, despite leaving the Ontario market this year, the company’s Group COO Nick Dutton only sees further soccer betting opportunities for regulated sportsbooks on the horizon.

“The decision to award the 2026 FIFA World Cup to Canada, the U.S., and Mexico has been a catalyst for soccer betting across North America,” Dutton says.

“In Canada, it significantly improved in 2021 when single-event sports betting was legalized. Since then, markets in Ontario’s iGaming sector have seen consistent growth in soccer betting, driven by growing interest in European leagues, MLS, and international tournaments.”

If soccer betting growth has been growing in Canada, its peak will come in June 2026 when the country co-hosts the men’s FIFA World Cup for the very first time.

Home-turf World Cup means home-turf betting

For broadcasters, advertisers, sportsbooks and other stakeholders, the globe’s most-watched sports competition brings unprecedented attention, the likes of which few if any other sports competitions can bring. Data shows that while last year’s Super Bowl drew an average U.S. viewership of 123.7 million plus a total international audience of 62.5 million, the last World Cup final in 2022 reached an average live global audience of 571 million.

Grad believes that the surge in popularity seen on Fubo’s broadcasts of international soccer “is only on an upward trajectory” and will set the precedent for when fans flock to BC Place in Vancouver or BMO Field in Toronto in summer 2026 and fans and casual viewers alike tune into their TVs across the country.

For sportsbooks, including those whose branding you see during Fubo’s broadcasts of the English Premier League, the global attention of the World Cup brings a different challenge; preparing for large betting volumes, real-time requests, and all-new betting propositions.

“With the World Cup on the horizon, there’s been a big push in soccerrelated content, betting markets, and promotions,” said Dutton. “Operators have stepped up with more in-depth markets, player bets, and live betting features aimed at the soccer audience.

“The region has seen both commercially and culturally an upswing as soccer betting becomes a more visible and mainstream part of the sports landscape in North America ahead of 2026.”

Hockey still remains Canada’s most popular sport, and that won’t be changing anytime soon. However, the growth of soccer on several verticals demonstrates how a global sport can grow in an emerging sports betting market.

Over the next year, both World Cup anticipation and sports betting will continue to become bigger and bigger business. By the time the tournament comes around, Canada’s soccer betting interest will likely reach an unprecedented level. Finding ways to engage new fans and bettors and forge new partnerships and marketing strategies to take advantage could provide lifetime value to sportsbooks.

Business is BOOMING

A by-the-numbers look at how, three years into Ontario’s regulated iGaming market, the surge continues

WORDS BY TOM NIGHTINGALE

ntario’s regulated iGaming market celebrated its third anniversary on April 4, 2025. Shortly after that anniversary, reporting from iGaming Ontario (iGO) showed that three years (plus a little extra) into its lifespan, the numbers continue to be impressive.

iGO’s reporting provides a nearcomplete picture (notwithstanding play on Ontario Lottery and Gaming’s platforms) of how the market continues to grow. In short, business continues to boom, with both overall handle and gross gaming revenue rising more than 30% from year two to year three.

In that third year, from April 1, 2024, to March 31, 2025, total cash wagers across all non-OLG licensed online gambling platforms increased 31% from year two to hit $82.7 billion Gross revenue, also termed as operator winnings, eclipsed $3.2 billion.

Add in the fact that OLG, which reputedly holds a roughly 20% of regulated play as of last year’s count, doesn’t report its own data until later in the year, and we’re looking at a $4 billion market in terms of revenue last fiscal year alone.

While comparisons with the first three years of U.S. states that offer both online sports betting and online casino are hard, given the number of variables at play, any comparisons you draw with states such as New Jersey, Pennsylvania, and Michigan suggest that Ontario deserves recognition as not only a successful market in its own right, but as a North American market leader.

Growth upon growth

As for how exactly that growth tracked over the first three years, iGO’s latest reporting allows us to step back and bask in what is a remarkable trajectory.

The year-three gross revenue figure of $3.2 billion is up 33.7% from year two’s $2.4 billion and 129% from year one’s $1.4 billion. Given Ontario’s 20% tax rate, that ostensibly means the annual tax revenue slice climbed sequentially from $230 million in year one to $480 million in year two to over $640 million in year three.

All in all, operators took more than $7 billion in gross revenues in the market’s first 36 months

The number of active player accounts in Ontario now sits at around 1.1 million, nearly quadruple (+283%) the 277,000 that were active at the end of the market’s very first month in April 2022. Average revenue per active player account grew 76% from April 2022 ($158) through the end of the market’s third full year ($278).

Online casino towers over sports betting

Of the more than $7 billion in operator revenue in the first three years, nearly $5.2 billion (73%) came from online casino, far outstripping the $1.8 billion (25%) that arose from sports betting.

As iGO’s figures show every month, online casino reigns supreme. That category, which includes slots, table games, live dealer and peer-to-peer bingo, is consistently and unfailingly the biggest revenue driver in the Ontario market through three years, typically accounting for more than 80% of handle and more than 70% of revenue in any given month.

In 2024-25, online casino accounted for $69.6 billion (up 34% year over year) of the $82.7 billion FY handle and $2.4 billion of the $3.2 billion (up 36%) in FY revenue.

In comparison, Ontarians spent $11.4 billion from April 1, 2024, to March 31, 2025 on sports betting (up a more modest 17% YOY), which includes typical online sports wagering and other betting such as esports, political and novelty wagers. That yielded $724.0 million in revenue, up 23% YOY.

Shadows are slender, but they remain

All things considered, it’s understandable and justifiable that Ontario’s success in channelizing online gambling from the unregulated market to the regulated market has been lauded.

Per the commonly cited figures, prior to April 2022, at least 70% of online gambling in the province was occurring on grey market platforms rather than on OLG. Data shows that Ontario rapidly tipped the scales 80-20 in favour of regulated gaming activity.

An April 2025 survey and report from IPSOS, in collaboration with

iGO and the AGCO, suggests that 83.7% of Ontario gamblers said they did their online gambling on regulated sites in the three months prior to the survey. That rate did slip slightly from more than 86% in year two of regulation iGaming, but both a margin of error and some natural variation should be expected.

What was notable from the April 2025 report, though, was that in addition to the 16.3% of the respondents who said they gambled only on unregulated websites, onefifth (20.2%) of the 83.7% who gambled via licensed operators admitted they have also wagered on unlicensed platforms.

The AGCO noted that data “underscores that a notable amount of gaming continues to occur on unregulated sites.” The provincial regulator said earlier this year that it is working on a comprehensive and targeted strategy to further throttle industry access to the grey (or should we now be calling it black?) market.

But while kinks remain to be ironed out, we should not be blasé about what has been achieved in Ontario in a short time.

With approximately 85 approved websites run by around 50 licensed operators, the core aims of broadening competition and increasing consumer choice, creating revenue and jobs for the province and bringing gambling under oversight have undoubtedly been met. And while nothing is perfect in this industry, Ontario is often held up as an example of a market that truly works hard to protect its players.

Here’s to the next three years.

How Betty is betting on becoming “the McDonald’s

of iCasino”

WORDS BY JOE STREETER

Amyriad of strategies have been utilized as online gaming operators seek to secure success in North America, but is franchising a tool that is yet to be fully tapped into?

It’s something Betty is looking towards as the operator pursues a bold expansion strategy. Betty’s leaders are following a new model that they hope will position the company as “the McDonald’s of iCasino” and are seeking to venture as far as the U.S. and Latin America.

Justin Park, the firm’s CEO and co-founder, believes that a decentralized franchise model can fuel the firm to become a global powerhouse.

“Much like McDonald’s, Betty will establish a worldwide presence by partnering with toptier managers and providing them with the necessary tools for success,” Park said.

Central to the approach is enabling each local franchise and those spearheading it to take a personalized approach to the specific market they are in, allowing them to be adaptive to trends, frameworks, and player demographics. Through franchising, the firm has sought to ensure that quality isn’t diluted as expansion into new markets accelerates at an aggressive pace.

Scaling up is a lofty challenge, but the approach allows honing a plethora of factors that benefit from a localized approach, from payments to compliance to maximizing player engagement.

Leaders must put themselves in the shoes of the customer on a daily basis. Many companies claim to do that, but few really do

Each franchised partnership will have its own brand, technology, digital user acquisition process, operating playbook, and startup capital. They also benefit from the success and appeal of the Betty brand, as the legacy operator siphons revenue from the fully-owned franchises’ own gaming revenues, as well as generating IP licensing fees from third-party franchises. Betty also aims to develop its own games for licensing by 2025, creating another potential revenue stream.

Betty Canada looks to lead the way

Betty’s Ontario market business had previously been the sole focus of its operations since it was founded in 2022, and the operator went live in the province in February 2023. Now, Betty’s Ontario operations will be known as Betty Canada and will be the first owned-and-operated franchise under the new business model.

Under the model, each franchised firm will have its own CEO. Park added that he believes the winning approach in online casino gaming is to “find extremely competent managers, set them up for success and get out of their way.”

In Betty Canada’s case, that manager is Chavdar Dimitrov, who will be charged with boosting the northern branch’s efforts to capture the market share up for grabs in the country.

Dimitrov spoke to Canadian Gaming Business about the firm’s strategy

moving forward. Put simply, it’s to “identify the customer’s needs and serve them in the best possible way.”

“Leaders must put themselves in the shoes of the customer on a daily basis,” Dimitrov says. “Many companies claim to do that, but few really do.”

Betty prides itself on taking a nuanced approach to each market, gaining a deep understanding of what the player desires and forming an offering around this.

Mastering the franchise model is an ingredient that the group has sought to utilize to maximise speed of expansion and success.

“Betty Canada is the blueprint for the franchise model,” adds Dimitrov. “We’re currently undergoing a formal separation which defines the relationship between Canada and HQ, granting Betty Canada a serious level of independence. This is really exciting. The whole executive team of Betty Canada is on board with the wider Bettyverse franchise vision and we will be supporting the motion as much as we can.”

Integral to the model is managerial collaboration and this trickles down from the top, as Dimitrov prizes his relationship with Park. “I’m happy to have a really strong connection with him, both on a personal and professional level. He’s been a great mentor of mine and I hope to be able to rely on his support going forward too.”

This is really exciting. The whole executive team of Betty Canada is on board with the wider Bettyverse franchise vision

Lessons to learn from Europe?

Whilst Betty is making strides and pioneering a new strategy in North America, tapping into a franchise-esque modelis tried and tested in more mature European markets.

One such example is how Betano secured expansion across Europe and even cemented a footprint in the challenging UK market. A subsidiary of Kaizen Gaming, the Betano brand has been at the heart of the operator’s international expansion, including in the regulated Ontario market, enabling it to use the recognized brand to grow at a rapid rate.

In a recent interview with SBC Leaders, Kaizen’s Chief Commercial Officer Julio Iglesias Hernando underpinned just how ambitious their growth strategy is via a model they label “26-26,” a nod to the fact they aim to be operating in 26 countries by 2026.

“For us, organic growth is the name of the game in the foreseeable future,” Hernando told SBC Leaders. “Latin America is a key region for us, Europe too. Then we launched in Africa and North America, so we will see what’s coming out of there. We are testing, trying new things, learning.”

Hernando added that he expects Kaizen and Betano to change dramatically in the next two years, similar to the journey they have been on over the previous two years. Kaizen plans to do that by single-mindedly focusing on the customer experience overall, making sure that its product delivers a top-notch experience for consumers in all of its markets.

“That means a lot of work to keep improving and changing and making it better,” Hernando added. “It also means building a brand that resonates

with our customers - not only in terms of bigger sponsorships or attractiveness or sexiness, which is important, but also on the responsible gaming and the sustainability side of things, making sure we cater to stakeholders and each society’s overall needs.”

As Betano transitioned into more mature markets, brand exposure and outlining its values played a crucial role in garnering market share amongst new audiences, something that the leaders at Betty will be making a priority.

“When you are entering a market, the first thing you need is to convey your brand to audiences interested in sports, betting and gaming,” Hernando explained. “We are positioned as a bold, touching, premium brand. We need to understand that we are looking for activities or partners or assets that will convey that image to our partners and to our potential customers.

“It’s about carefully selecting what few things we want to do very well in that market to ensure that we can stand out and showcase our product in the right light. It’s more about finding who can represent Betano in those markets and then ensuring that once we get them, the product is painstakingly adapted to the local needs. We truly believe in the localization of our products.”

The future is franchising?

Betty and Betano are both on very different journeys and the approaches taken will be significantly different as they adjust to different climates.

But both examples provide a look into the usage of strong brands whilst undertaking a localized strategy. That is something that we will likely continue to see mirrored across different continents, and a franchise-like approach is an intriguing way to go about it.

TACKLING MATCH-FIXING HEAD-ON

Conversations around protecting sporting integrity have grown louder. How is Canada fighting that battle?

In an online betting market like Ontario’s, with billions of dollars wagered across more than 30 licensed sports betting platforms, how does the gaming regulator work to prevent match-fixing and protect sporting integrity?

Recent times have brought several high-profile incidents involving suspicious betting activity across North America and there is fierce scrutiny on the intersection of wagering and sporting integrity in Canada and the U.S. Both pro and college sports have come under the spotlight; the most notorious case saw then-Toronto Raptor Jontay Porter banned from the NBA and hit with criminal charges for affecting his own performances to ensure bets cashed.

It’s a tough topic, but one that is important to discuss as sports betting in Canada and the U.S. continues to be bigger business by the year.

Every year, the Council of Europe Convention on the Manipulation of Sports Competitions, a multilateral treaty better known as the Macolin Convention that aims to prevent and detect matchfixing in sport, hosts a Community Conference with the support of the Addressing Competitions’ Manipulation Together (ACT) project.

This year’s conference was held in Gatineau, Que. and had a distinctly Canadian flavour. At the event, Alcohol and Gaming Commission of Ontario (AGCO) leaders and other stakeholders shed some light on the process of combating match-fixing in Ontario and beyond.

WORDS BY TOM NIGHTINGALE

Our philosophy was that we wanted as many information flows as we could get

Several mechanics, one engine

Doug Hood, the AGCO’s director of operational planning, priorities and performance, told attendees that in consulting with stakeholders and forming its Registrar Standards for Internet Gaming, the agency took inspiration from a number of already existing U.S. jurisdictions when it came to the integrity piece of the puzzle.

“Our philosophy was that we wanted as many information flows as we could get,” Hood said. “We stole a good idea from a number of American jurisdictions in that we require all of our operators to sign contracts with independent integrity monitors.”

Those firms, which include the International Betting Integrity Association (IBIA) and Integrity Compliance 360 (IC360), work with betting platforms to monitor gambling activity and check for suspicious or unusual patterns. Other partners in the process include the likes of data firm Sportradar.

Sportradar’s Head of Integrity Services, Americas, Jim Brown, offered some insight into the mechanics of how the process works. Broadly speaking, monitoring firms use AI predictive analytics to monitor activity, he said, searching for irregular activity such as big betting line movements soon before a game.

“I always equate the betting market to the financial market in that all public information is factored into the pricing,” Brown told attendees. “So, when we see a big price move pre-match and then injury news or something comes out subsequently, it’s usually a pretty good indication that there was sharing of nonpublic information.”

When it comes to reporting, Ontario is an interesting case study, given that the Ontario Provincial Police (OPP) has an Investigation and Support Bureau directly embedded within the AGCO. When AGCO gets intelligence around sports betting, it goes to both regulators and law enforcement.

Every licensed operator has an obligation to monitor their books in real time to identify any unusual or suspicious activity

“We deal with it independently of one another, because we have our jurisdictions that we have to respect, but it’s done concurrently,” Hood explained. “That partnership with the OPP is essential for our model to work.”

Operators as the first line of defence

Brown, Hood and their fellow panelists, AGCO Chief Operating Officer Dave Phillips and Canadian Gaming Association President and CEO Paul Burns, all noted that as Ontario’s market has matured, collaboration between all parties has increased. As Brown put it, there’s “a vested interest” for everyone to have a sustainable sports betting marketplace.

Still, in a saturated multi-billion-dollar betting market like Ontario, regulated sportsbooks’ own role is vital. Brown called them “the first line of defence” because they often have a direct relationship with sports leagues, as well as a mandate from AGCO.

“Every single one of those [licensed] operators has an obligation to monitor their books in real time to identify any unusual or suspicious activity,” stressed Phillips. “Under their obligations, whenever they identify unusual or suspicious activity that has any nexus to Ontario whatsoever, we are instantaneously not just getting an alert that this is taking place but getting information and Intel packages from them.”

The books also have the raw betting data, which Brown called “the DNA, the key.”

That becomes particularly important for preventing match-fixing given the increased popularity of in-game wagers and micro betting. “Take baseball,” added

Brown. “It could be whether the next pitch is a ball or strike. That market’s not out for very long at all, so it’s hard to monitor without really collaborating with the operators.”

“Cooperation is really key,” concluded Burns. “Having open conversations with a regulator that has created a very robust regulatory regime in Ontario that far exceeds what’s required … The regime is working, and they’re doing their job.”

Can we be doing more?

While work is being done in Ontario and across Canada to prevent match-fixing and preserve integrity in sports and sports betting, there’s truth to the saying that there’s always more that can be done.

Late last year, then-Prime Minister Justin Trudeau’s federal government convened an International Workgroup on Integrity in Sport aimed at collaborating with other nations to share expertise and best practices that will advance efforts in protecting integrity both at home and around the world.

Several parties, including the CGA and the Canadian Centre for Ethics in Sport, have called for Canada to take firmer high-level action such as becoming a Macolin Convention signatory and/ or establishing a federal commission with a focus on preventing match manipulation.

Answers to big questions like protecting sporting integrity don’t come easily. But conversations precipitate change and evolution, and the talk around match-fixing rings louder than ever.

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ESPORTS BETTING: From niche to necessity

How a once-marginal sector is showing it fits naturally into the present and future of betting

WORDS BY KIERAN O’CONNOR

Esports is no longer just a niche corner of the internet. It has evolved into a cultural juggernaut, reshaping not only sports and entertainment but also the betting industry.

What was once viewed as a subculture of avid gamers has become a global phenomenon with millions of fans, players and growing revenues.

According to Business Research Insights, the global esports betting market size was approximately $510 million in 2024 and is projected to grow to $2.41 billion by 2033. North America is set to play a significant role in this growth, acting as the base for some of the most influential organisations, companies and operators to maximize on this forecasted growth.

These industry stakeholders are now working together more closely than ever, as esports and betting expert Cody Luongo tells Canadian Gaming Business.

“Esports went through a period of rightsizing the last two or so years, and we’re now seeing closer collaboration happening between game publishers, teams, and event operators who are partnering to grow the industry in a more sustainable manner,” Luongo says.

While COVID-19 paused many sports globally, esports kept playing. With traditional sports sidelined, fans flocked to digital arenas, driving a meteoric rise in the sector. However, as the world returned to normal, that rapid growth couldn’t be fully sustained, leaving many organizations to feel the brunt of the impact.

What doesn’t kill you makes you stronger Luongo explains that while the esports industry came to terms with profitability concerns, gaming consumption “never slowed down,” adding that it continues to be the preferred form of entertainment for many millennials and the majority of Gen Z.

Educating both the operator and the end user is a crucial part of making the experience intuitive

Moritz Maurer, CEO of GRID esports, echoes this perspective, telling Canadian Gaming Business that titles such as VALORANT and R6Siege are driving the competitive ecosystem and attracting new fans and players.

GRID added Riot Games, the developer of VALORANT, to its partnership portfolio in late 2023. The deal allowed the data provider to deliver official, real-time in-game data, which is essential for operators.

In addition to this agreement, Riot Games also made headlines after it announced esports organisations would be allowed to partner with gambling companies. Luongo says that development was seen as a “big deal” for stakeholders, especially given that Riot Games is often viewed to be on the conservative end of the betting spectrum.

The impact of this announcement is farreaching, providing teams with vital funding, enhanced visibility, and betting propositions helping to boost viewership, engagement and content creation within esports, much like it does in traditional sports.

Sustaining a mainstream push

Esports is gradually shaking off the “not a real sport” stereotype as it gains wider acceptance, especially as generations more accustomed to the sector grow older. However, traditional sportsbooks remain hesitant, with many stakeholders still “missing the forest for the trees,” as Luongo puts it.

While esports as a standalone market may seem small compared to traditional sports and casino betting, Luongo believes its role in a broader sportsbook offering is crucial. “As these digitally native consumers make up a larger portion of the market, esports will

become more of a necessity than an accessory,” he says.

GRID plays a key role in helping esports transition into more mainstream markets, with Maurer describing data as “the fuel of betting markets.”

The company’s mission is to make esports as bettable and accessible as any traditional sport. However, Maurer acknowledges there are challenges, particularly when it comes to integrating esports into existing platforms. “Esports titles differ from traditional sports, and educating both the operator and the end user is a crucial part of making the experience intuitive.”

The GRID CEO highlights how data can help overcome these hurdles, describing data as “the connective tissue between the game and the audience.”

As traditional sportsbooks continue to test the waters of esports, a new wave of digitalfirst operators is stepping in to seize the opportunity. These upstarts are targeting a different kind of bettor; one who, according to Luongo, has “very different entertainment and consumption habits from the conventional sports bettor who is now in their 40s or 50s.”

A natural fit for modern betting

With this new audience in mind, some leading esports operators have shifted their marketing away from traditional mass media to platforms where these new digitalnative consumers.

“On one hand, you have viral-engineered marketing and stunts that can permeate quickly and far across channels like X,” Luongo explains. “On the other, Discord and Telegram are being used to build loyal and engaged communities as a two-way communication channel.

The value in esports partially relies on delivering the full experience across product, marketing, and brand

“This is a space where player value is absolutely critical. Consumers have a near limitless amount of sportsbooks to choose from, so finding ways to reward them — either through community-building efforts or new technologies — can create major competitive advantages.”

This community-first mindset isn’t just a marketing tactic; it reflects a growing belief among digital-first operators that success in esports betting

hinges on more than just odds and outcomes. It’s about delivering a cohesive experience tailored to an audience with different expectations and behaviours.

“The point is that finding the value in esports partially relies on delivering the full experience across product, marketing, and brand,” says Luongo. “And, importantly, that the opportunity in this segment is larger than the actual size of the market today.”

Maurer also believes the future is bright, suggesting that esports games are naturally attractive to the emerging, new betting audience that oftentimes eludes bookmakers across established channels.

With regulatory momentum building and infrastructure maturing, he says, “esports is becoming a natural and permanent extension of the global betting landscape.”

THE FULL CONSUMER EXPERIENCE

With its new PROLINE sportsbook lounges, BCLC aims to be the best that British Columbians can find near or far

WORDS BY TOM NIGHTINGALE

So much sports betting is done online or via mobile these days, but that doesn’t mean retail sports betting doesn’t still have its place. In fact, as the British Columbia Lottery Corporation will tell you, providing a quality in-person experience has arguably never been more important for those who can offer it.

Amid stiff competition for customers’ money both online and on the ground, giving people an experience they will remember — and want to have again in the future — can be a differentiator.

“Everything is online-focused, that’s where a lot of the competition is,” says BCLC’s Senior Manager of Sports, Aaron Myette. “But we have a significant advantage in having these retail spaces that others don’t. It’s about how successful we can be in our province in providing the best sports experience for British Columbians.

“We’re competitive by nature, so we want to compete, but our passion is our players and their experience. They go hand-in-hand.”

Catering to the modern sports fan

BCLC launched its new PROLINE retail sportsbook on the eve of the last NFL season, a revamped digitized offering that replaced the Sports Action product that had been operational for more than three decades.

The upgrades have included offering retail singles bets for the first and expanding what was a small basic set of markets into a much wider and deeper range. Among the new additions is in-play betting, the first time that has been available in-person.

It’s paid dividends. The crown corporation projected it would finish the 2024-25 fiscal year

with higher retail sports betting sales than the previous year, despite in-person sports wagering being unavailable for four months last year prior to the retail PROLINE launch.

“It’s outperforming Sports Action already,” Myette says. “We want to create an awesome sportsbook and we’re very pleased with how it has been performing.”

The proof is in the pudding

Part of the overhaul also included making sure that BCLC’s casinos offer an experience that British Columbian bettors would be hardpressed to get anywhere else. The lottery opened its first two PROLINE-branded sportsbook lounges, one at Chances Casino Kelowna and the other at Parq Casino in Vancouver, in time for sneak previews on Super Bowl day.

The Kelowna event was open to the public, while the Parq Super Bowl soft launch was by invitation only. Myette says BCLC “packed out both sites.”

At Parq, the Vancouver resort that has remained BCLC’s retail sports betting leader since the PROLINE launch, the official opening on the night before the Super Bowl saw traffic that was 600% above average for a Saturday night. That momentum continued strongly through the wildly popular 4 Nations Face-Off hockey tournament and the March Madness college basketball tournaments.

“A lot of people really stepped up to make this happen during the Super Bowl,” Myette notes. “We had to do so much, things like changing the in-casino payout process to accommodate bets settling later at night, things like that take time and people.

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We have a significant advantage in having these retail spaces

“It all relied on word of mouth, on local media, on any marketing emails we sent out. Parq right now is our leading hospitality location, and it’s not a big surprise, but it’s encouraging when you launch the first sportsbook lounges in the province and see them not only succeed as an experience and supporting our partners, but in the betting experience.”

The hope is that will continue into the summer, despite the warm season typically being a quiet time for sportsbooks after the Stanley Cup has been lifted and the NBA has been won. BCLC is committed to hosting continued events at its sportsbooks, such as appealing UFC cards or other big sporting moments.

There’s more to come, too. At the time of writing, BCLC had plans to introduce future sportsbook lounges at other casinos around the province, such as Chances Maple Ridge and Casino Rockies. BCLC also remains open to

partnering further with provincial teams such as the Vancouver Canucks and the BC Lions.

As Myette puts it, “we’re spreading our wings across the province.”

Casino-sportsbooks as destinations

The crown corporation has been thoughtful in where it has begun opening refurbished PROLINE sportsbooks. “Our players are province-wide, so we want to start creating experiences where they are at,” Myette explains. “We didn’t want to just throw them all in the same spot and have competing sites.”

Each site will cater to its own audience. At Casino Rockies, Myette cites as an example, a significant proportion of the clientele tends to be golfers, so building an experience around that will be important. That word is key here: experience.

We want our B.C. players to know they can find a worldclass gambling experience in their own backyard

Casinos rely on a combination of regular visitors, passing trade, and visitors from further afield. As a new summer heralds the arrival of tourism season in B.C., the BCLC wants to ensure its casino resorts are top of mind for residents and vacationers.

“We want a sports viewing experience, that’s number one,” adds Myette. “But the sportsbook lounges aren’t limited to sports. What can we do for our fans? What’s the experience we can create? Come to Parq, you can watch a game in the sportsbook from your own booth, you can have some food and drinks, you can experience the casino, you can play a round of golf, you can visit the Seawall.

“We want to look beyond what the sports calendar provides to what our partners can provide and what our city can provide. That, to me, is not only a unique advantage but the next step for really giving added value to our players.’

A one-stop shop on the doorstep

BCLC is also acutely aware of the competition it faces.

It unveiled a campaign this spring titled “What’s played here stays here” that aimed to inform and remind players that the money

spent on PROLINE and PlayNow goes back to the province.

As part of the announcement, the crown corporation referenced not only unregulated grey market sites in its own jurisdiction that offer their services to British Columbians but also from licensed and regulated casinos in nearby U.S. states such as Washington which “aggressively” market to west-coast Canadians. That’s even without mentioning the obvious allure of heading further down the west coast to the bright lights of Las Vegas; BCLC also cited Vegas casinos as legitimate competitors who look to appeal to B.C. residents.

“There is appeal in going down to Washington State,” Myette acknowledges. “They’ve got some beautiful properties there and they’re great people. Rightly, they’re marketing to our folks up in British Columbia. For us, it’s about creating those destinations here. People from the States, from elsewhere in Canada, even from other parts of B.C. are coming to Vancouver for that destination experience.

“If we can create that mindset with British Columbians that you don’t need to cross a border or an ocean for a destination, that’s what it’s all about. We want our B.C. players to know they can find a world-class gambling experience in their own backyard.”

Indigenous Gaming Partners gears up for ‘growth mode’

After Pure Canadian deal, First Nations and Sonco Gaming have eyes on cross-Canada opportunities

WORDS BY TOM NIGHTINGALE

When Sonco Gaming and CEO Anthony Novac realized there was an opportunity to expand their gaming footprint in Alberta, they knew who to call.

In December, the Halifax-based real estate and casino development company united with five Nova Scotia-based First Nations to purchase the operating assets of Pure Canadian Gaming, a well-established casino operator that runs four properties in Alberta.

Together, Sonco and five Mi’kmaw First Nations formed Indigenous Gaming Partners (IGP). IGP will work together to operate the casinos, building on Pure’s existing infrastructure and Sonco’s expertise in Indigenous gaming to fulfill their mission to create meaningful economic opportunities for their communities.

To find out more about the motivations and mechanics behind the deal, Canadian Gaming Business spoke to Novac and IGP Chairman Michael Peters, who is also the CEO of Glooscap Ventures, the business arm of one of the First Nations involved.

“A really good fit for all of us”

Sonco has worked on numerous casino projects in Canada, beginning with what Novac describes as “arguably the country’s first-built Indigenous-owned casino” Great Blue Heron Casino in Ontario in the 1990s. Since then, the company has also developed the likes of Calgary’s Grey Eagle Resort & Casino and Casino New Brunswick, as well as being involved in projects overseas.

We’re going to be looking for other opportunities in this industry, not just in Alberta but across Canada

“I would say we’re probably best known for some of the groundbreaking work we’ve done with First Nations in the gaming space in Canada,” explains Novac. “Through mutual friends, we established a great relationship with Glooscap in particular. When we saw the Pure opportunity — because we know Alberta, we’ve operated there for 17 years — we brought it to Michael’s team and started to, with Michael’s leadership, build the group that turned into IGP.”

Novac and Peters both stress they are inheriting a strong existing operation in Alberta’s robust gaming market. Peters says the opportunity represented a perfect fit for Glooscap and their fellow Nova Scotia First Nations, who were looking at gaming as a potential expansion route.

“They brought this opportunity to us and we jumped at it,” Peters agrees. “And after that, we brought in other communities. It was a really good fit for all of us.

“It’s a unique structure, we’ve got a few different partners working together all heading towards the same goal. I think it works out very well.”

Chance for diversification and revenue for First Nations

The Pure deal wasn’t the first notable instance of a First Nations group taking strides into the gaming space in the second half of 2024.

Over on Vancouver Island, B.C.’s Snuneymuxw First Nation acquired Casino Nanaimo and Elements Casino Victoria from Great Canadian Entertainment, citing a

desire to realize ambitions of casino ownership with a view to unlocking economic potential for its community. That pair of deals were finalized in January and the First Nation called it a long-awaited step into gaming operations.

Similarly, for Indigenous Gaming Partners, the Pure acquisition is a chance to diversify the First Nations operations both economically and geographically, as well as add valuable source revenue.

“We’re always looking at ways to diversify our revenues for our community, and to find ways to generate our own source revenue instead of relying on government funding,” Peters explains. “In Nova Scotia, we’re already involved in gaming on a small scale. Each of the five members of Indigenous Gaming Partners have a small amount of VLTs and gaming in the community, but we’re looking to really expand on that and diversify our revenue streams, not only in different industries but also geographically.”

Could these developments be a harbinger of things to come in the First Nations gaming landscape? Novac acknowledges that the industry can be an attractive proposition.

“First Nations from coast to coast are extremely well-positioned to enter into the gaming industry,” he suggests. “There’s interest, there’s access to capital, there’s expertise. We’ve been extremely impressed with all of our partners’ sophistication and ability to act almost as private-equity groups, looking to analyze opportunities.

“And I think these skills, as they develop across the country, make all opportunities including gaming potentially attractive.”

Future omnichannel opportunities in Alberta?

Alberta is a particularly interesting market for an ambitious group of Nova Scotia-based First Nations to enter with support from seasoned gaming experts. As things stand right now, this venture is landbased at existing casino sites in good locations near Edmonton, Calgary and Lethbridge.

But does the potential of the province launching a regulated online casino market add another dimension?

“It’s something we have in-house knowledge about in the Sonco and the Pure team, if the opportunities arise…” Novac notes. “Omnichannel is not currently regulated in Alberta. If the legislation comes, we’ll look at it at that time.

“We certainly didn’t buy the asset on the hope that there would be internet gaming. We bought it based on the quality of what was there, but we’re very well-positioned to take advantage of omnichannel, should that opportunity arise.”

Peters agrees that for now, IGP’s focus is on land-based casino. But it’s clear that the group will constantly be monitoring what could lie ahead.

“We’re definitely in growth mode,” he concludes. “We’re going to be looking for other opportunities in this industry, not just in Alberta but across Canada.”

FROM FIRST-MOVER TO MODEL PARTNER

Wazdan’s Chief Commercial Officer Andrzej Hyla chats about the provider’s winning hand in the Canadian iGaming landscape

Since Ontario’s regulated iGaming market opened its doors in May 2022, Wazdan has not just been a participant; we’ve been a driving force.

The province served as a strategic launchpad, the crucial first step in bringing Wazdan’s established European expertise to the burgeoning North American landscape. We didn’t just enter Ontario. We engineered momentum.

Adapting with purpose

Our journey in Canada is testament to a carefully considered strategy, one that prioritises understanding and

adapting to the unique nuances of each provincial market. This is perhaps most evident in Québec, where our active presence through a significant partnership with Loto-Québec demonstrates our commitment to regional adaptability. Localised language support, including comprehensive French integration, is paramount.

More importantly, our game selections are meticulously tailored to resonate with local preferences. Titles like the thrilling Mighty Wild™, the ever-popular 9 Coins™, and the engaging Hot Slot™ series have found a strong foothold, proving our belief that localisation is key to appealing to this diverse audience.

We see significant longterm potential and are actively preparing to expand our reach

Where reliability meets results, trusted brands follow

Trusted by Canada’s leading operators

This dedication to understanding and catering to local tastes has not gone unnoticed. We are proud to be trusted by some of Canada’s most recognized brands, including the likes of Caesars Sportsbook & Casino, NEO.bet and Loto-Québec. These collaborations showcase the robustness of Wazdan’s integration model and our inherent B2B readiness. Where reliability meets results, trusted brands follow.

Content that delivers gains

The strong performance of our content underpins the success of our partnerships. The Coins™ family and the Mighty Wild™ series have consistently delivered engaging experiences for players across Canada. This success is no accident. Our commitment to localisation extends beyond language, encompassing our innovative feature sets like Chance Level™ and Freedom of Choice™, which empower players with greater control over their gaming experience.

Furthermore, our proprietary mechanics, such as Cash Infinity™ and Hold the Jackpot™, provide thrilling and rewarding gameplay that keeps players coming back. We build features players feel – and partners profit from.

A future built on engineering gain™

Looking ahead, Wazdan’s commitment to the Canadian market remains unwavering. We see significant long-term potential and are actively preparing to expand our reach as additional provinces, such as Alberta and British Columbia, move towards regulating iGaming. Our experience in Ontario and Québec has provided invaluable insights and solidified our reliable and innovative partner position.

At Wazdan, we don’t bet on success. We engineer it. Our journey in Canada clearly demonstrates this philosophy, and we are excited to continue building on our achievements, forging new partnerships, and delivering exceptional gaming experiences to players across the country.

Blazesoft has established itself as a prominent service provider worldwide, delivering services to well-known e-commerce and entertainment companies. Some of its successful customers include Fortune Coins Casino, Zula Casino, Sportzino, and Yay Casino. Blazesoft’s boutique services include a tailored approach to manage user experience, compliance, and product innovation.

Now, the company is venturing out to new verticals to provide services in the highlycompetitive and mature regulated markets

globally. As part of this strategy, Blazesoft will debut as the service provider for OMG! Casino set to launch in Ontario in the summer of 2025.

This strategic expansion marks a new chapter for Blazesoft, one that leverages the same tierone partnerships, technological backbone, and operational excellence that have defined its success in servicing its valued customers.

Blazesoft’s seasoned leadership team is spearheading a surge in new business opportunities, which will be game changing, leveraging experience and strong partnerships

POWERING THE FUTURE OF GAMING

THROUGH QUALITY SERVICE AND CULTURE

Blazesoft CEO Mickey Blayvas talks to Canadian Gaming Business about the company’s current and future role as a global B2B service provider and maintaining a vibrant workplace culture grounded in its roots

to drive the company’s ambitious growth strategy. The company’s proven success in the e-commerce and entertainment space provides an established launch board to provide services in the iGaming Ontario market.

Bringing a competitive edge through culture

Success at Blazesoft isn’t just driven by its business strategy; it’s rooted in its culture. The company has built a workplace culture where camaraderie, trust, and collaboration are a natural result of the closeknit dynamic amongst team members.

The company strives to foster that social element through weekly catered breakfasts, company-wide lunch hours, in-office yoga, on-site gym, and bubble tea afternoons, to name a few. Blazesoft also proudly hosts its annual winter retreat to bond its globally distributed team.

“A strong team is the backbone of any successful company,” Blayvas says. “We look forward to our oasis retreat every year, and it’s in those moments where we really get to know each other and connect beyond work-life.

A strong team is the backbone of any successful company

The results speak for themselves: Blazesoft climbed from number 34 in 2024 to an impressive number 15 on the Best Workplaces™ in Canada 2025 list, also earning the top spot in Canada for Camaraderie out of 250 nominee organizations.

This milestone highlights the resilience and progress of organizations that prioritize their people, creating environments where employees excel, and businesses succeed.

Diversity and inclusion are foundational to Blazesoft’s culture. With more than 12 languages spoken company-wide and 55% of the workforce made up of women - including half of all senior leadership rolesBlazesoft doesn’t just talk about representation; it embodies it.

Rooted in community impact

While success is measured in many variables, such as financial performance, partnerships, and growth, one of the most important indicators is a company’s positive impact within its communities, and ultimately society.

Blazesoft honors its ongoing commitment to corporate social responsibility through various initiatives. In January 2025,

the company made a large donation to the Mackenzie Health Foundation, supporting its local facility Cortellucci Vaughan Hospital. With the contribution, the facility built a new inpatient room in the Woman and Child Wing and a dedicated newborn room within the Neonatal Intensive Care Unit.

“Our contribution is more than just financial; it’s an investment in the future of our community,” Blayvas says. “We are committed to give back to our community and this will continue to show up in everything we do.”

Numbers don’t lie

Growth metrics are impressive but the real impressive data talks more about the team behind the company. With a globally distributed team of over 200, Blazesoft upholds a 94% employee retention rate.

As mentioned earlier, Blazesoft climbed from ranking 34 in 2024 to 15 in 2025 on the Best Workplaces™ in Canada list. This recognition was not merely awarded; it is backed by hard data: anonymous employee surveys and a thorough cultural assessment that revealed overwhelmingly positive feedback.

Across the four dimensions of Respect, Pride, Credibility, and Fairness, Blazesoft attained a 95% average score. Additional standout scores include 98% for Integrity, 98% for Camaraderie and Team, and 98% for Corporate Image. These numbers speak volumes about a workplace built on trust and a shared mission.

A clear vision for the future

As Blazesoft expands into new territories with its upcoming service to OMG! Casino, a regulated real-money venture in Ontario, the company will face new unknowns and challenges.

Diving headfirst, Blazesoft’s leadership is embracing a proactive, forward-thinking approach - one that identifies both opportunities and challenges well before they surface.

Taking on a new vertical represents a larger ambition: to deliver high-quality solutions as a B2B service provider and become the number one choice for e-commerce businesses.

Under its current leadership, Blazesoft is committed to providing the very apex of what is possible, and with it shaping the future of the online service sector.

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