Canada
Streaming ahead in the battle for brand supremacy
Michael Pedersen, Chief Commercial Officer at Livespins, says US operators are changing tack in how they market to players and that streaming presents a big opportunity to acquire customers at scale for a strong ROI
Operators have spent big to maximise the first-mover advantage on the table in the US states that have legalised online sports betting and casino for the first time. This has seen many become locked in a fierce battle with their rival brands over market share – a battle they have, in some instances, been keen to win at all costs.
Everyone is aware of the significant TAM and opportunity of the North American market and this in turn has led them to buy their way to the largest slice of the pie. For some with deep pockets, this has absolutely been the right approach to take as there’s a significant advantage to be gained from being among the first brands to be associated with the new horizon of OSB and iGaming in the mind of the consumers trying to navigate the space.
This is because it allows the operator to capture the early interest in legal sports betting and casino when the market opens up and to present their brand as being the best play to sign up and wager at.
But this is an expensive game to play and requires very deep pockets indeed. In past months, we have seen a shift in investor sentiment with many starting to question whether the open chequebook approach will ultimately pay off. Brand building takes time, but investors need to see a path to profitability and right now the path ahead appears to be a little bumpy.
This has seen operators rethink their marketing strategies and reel in the free-spending approach they have relied on to date. Brand awareness and customer acquisition can also be achieved in many medium-sized pushes, by spending smart and not necessarily spending big. Channels such as streaming have the potential to turbo-charge acquisition and retention and deliver the ROI operators are looking for.
Until now, operators have remained cautious when it comes to streaming – especially following Twitch’s decision last year to ban certain operators from using its platform. But this is where Livespins comes in. Because it sits within the casino lobby, operators have full control and players are afforded the same responsible gambling tools required under their state licence as when accessing the sportsbook or casino.
This means that operators can tap into the huge and growing demand for streaming among a wide and varied consumer base while being confident, they are doing so compliantly at all times.
Streaming is highly effective at allowing operators to engage the lucrative but hard-to-reach Millennial and Generation Z demographics, and to introduce them to their brands and the entertainment experiences they offer for the first time. These really are hard-to-reach consumers, with many already engaged with other entertainment options like video streaming, mobile gaming and social media.
Just as important, streaming products such as Livespins can be used to retain players and also unlock more value from existing marketing partnerships operators have in place.
Livespins allows players to bet behind their favourite streamer, meaning they are directly involved in the action playing out across the reels. Of course, streamers can also be brand ambassadors, allowing operators to deploy celebrities and influencers within the Livespins experience. This means that players can join their favourite celebrities during the stream and bet with them.
Not only that, but they can chat with them and the other players throughout the broadcast while also dropping reactions and emojis. This changes brand ambassador marketing from passive to active and allows operators to monetise directly and instantly through the bet behinds being placed. It can also be a great way for land based operators to utilise their on-property talent inside their online offering and hence strengthening their omnichannel strategy.
There is another potential upside for operators, especially mid-level brands that might not have the budgets to work with household name sports stars and celebrities. So long as they have a very clear understanding of their target audience, micro-influencers and streamers can be onboarded as brand ambassadors with an attractive ROI generated from day one.
The marketing winds are now blowing in a different direction, and it will be interesting to see the channels operators turn to for acquisition and retention. Streaming can move the needle in both areas while allowing operators to stand out from their rivals by proving player experiences that are unique to their brand. And this ultimately makes it a must-have in an operator’s marketing mix.
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BetVictor Canada has launched its new out-of-home advertising campaign across the streets of Toronto to promote NBA legend Tracy McGrady as its Safer Gambling Ambassador.
Two mobile digital trucks strategically targeting high-traffic areas near Scotiabank Arena, Rogers Centre, and major sporting events will provide prime audience exposure for the campaign, scheduled around Toronto Maple Leafs, Toronto Raptors, and Toronto Blue Jays home games.
To further enhance the campaign’s reach, BetVictor Canada has partnered with Clear Media Group to leverage digital taxi tops across Toronto, providing city-wide exposure with 100 taxis displaying key brand messaging. These digital taxi tops will run during peak evening hours (5:00pm – 9:00pm) on select dates until April 5th, 2025.
The campaign coincides with Problem Gambling Awareness Month, a nationwide grassroots campaign held each March that seeks to increase public awareness of problem gambling and promote prevention, treatment, and recovery services.
BetVictor Canada offers an array of tools and services to help its Canadian customers bet and play safely and responsibly, across a host of sports betting markets and online casino games.
Mark Harper, Head of Emerging Markets at BV Group, said: “BetVictor is delighted to be participating in the National Council of Problem Gambling campaign in March, to help increase public awareness of problem gambling and the need to promote prevention, treatment and recovery services.
“In using our Safer Gambling Ambassador, Tracy McGrady, to raise awareness about BetVictor’s safer gambling tools such as loss limits, time alerts and product restrictions we are dedicated to ensuring all players have a safe gambling experience. #PGAM2025.”
The post BetVictor Canada launches Tracy McGrady Safer Gambling campaign appeared first on Gaming and Gambling Industry in the Americas.
AGCO
AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers
The Alcohol and Gaming Commission of Ontario (AGCO) has served BetMGM Canada Inc. with an Order of Monetary Penalty (OMP) of $110,000 for violations of the Registrar’s Standards for Internet Gaming.
In two separate incidents in 2024, BetMGM engaged marketing companies who offered cash to members of the public in return for opening new BetMGM accounts. The marketing activities occurred in public forums, such as a major national trade conference. Under AGCO’s Standards, operators are responsible for the conduct of their third-party suppliers who are contracted to support the operator’s Ontario gaming business, and must require their third-parties to meet Ontario laws, regulations and standards (Standard 1.19).
Ontario is one of the first jurisdictions in the world to establish and enforce rules that strictly limit high-risk inducement advertising and marketing in the online gambling industry. Registered iGaming operators are prohibited from offering gambling inducements, bonuses and credits as part of their broad public advertising and marketing activities (Standard 2.05). These Standards exist to protect Ontarians from predatory advertising and promotional marketing practices in order to limit the risk of gambling-related harm.
A registered operator served with an OMP by the AGCO has the right to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), which is an adjudicative tribunal independent of the AGCO and part of Tribunals Ontario.
QUOTE
“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities. The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”
Dr. Karin Schnarr, Chief Executive Officer and Registrar – AGCO
ADDITIONAL INFORMATION
BetMGM Canada Inc. failed to comply with the Registrar’s Standards for Internet Gaming. Specifically, the licensee failed to comply with the following provisions of the Standards:
- 1.19 Operators are responsible for the actions of third parties with whom they contract for the provision of any aspect of the Operator’s business related to gaming in Ontario and must require the third party to conduct themselves in so far as they carry out activities on behalf of the operator as if they were bound by the same laws, regulations, and standards.
- 2.05 Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.
Contrary to the Standards, BetMGM Canada Inc. and/or their affiliates allegedly engaged in the following activities:
| a) | On or about January 13 and 14, 2024, BetMGM representatives were alleged to have attended the National Franchise Show and were offering $100 in cash to new players for opening a new account and depositing $15. |
| b) | On or about March 11, 2024, BetMGM acknowledged that its marketing affiliate “Above the Street” had engaged in prohibited inducement marketing. The conduct resulted in 377 player sign-ups and $127,180.00 in commissions to “Above the Street”. |
| c) | On or about April 13, 2024, another BetMGM marketing affiliate “Maple Leaf Marketing” engaged in prohibited inducements and marketing to induce on-site activations and acquire new players. The conduct resulted in 94 player sign-ups and about $34,000.00 in commissions paid to “Maple Leaf Marketing”. |
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BCLC’s new “What’s played here stays here” campaign is issuing an important reminder to British Columbians who choose to gamble – specifically that all net profit its operations generate stays in B.C. to help fund critical services like education, health care and community programs.
The campaign also reinforces that all other gambling websites operating in B.C. are illegal and take away funds from critical community programs and services.
“Across B.C. and Canada, we’ve seen incredible groundswell around the importance of buying and supporting local, and that’s no different for British Columbians who choose gambling for their entertainment. We want our B.C. players to know they can find a world-class gambling experience in their own backyard, whether it’s at one of our 33 casinos, 3,400 lottery retailers, or online at PlayNow.com, and that the proceeds from their play with BCLC make a positive impact at home in their community,” Pat Davis, President and CEO of BCLC, said.
Along with illegal online gambling websites, BCLC also competes with Washington State and Las Vegas casinos, all of which aggressively market to B.C. residents.
“BCLC continues to raise awareness that these gambling options do not support B.C.’s economy and take away funds from vital provincial and community-based programs and services. In a time when British Columbians are standing united, we want to reinforce that playing together with BCLC helps make B.C. even better,” Pat Davis added.
The post BCLC Launches “What’s played here stays here” Campaign appeared first on Gaming and Gambling Industry in the Americas.
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