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.
Powered by WPeMatico
The Alcohol and Gaming Commission of Ontario (AGCO) has updated several lottery policies to remove the cap on seller commission for Paper Raffles and Media Bingo, along with removing the prohibition on Catch the Ace paper lotteries, to align with other charitable lottery products.
Licensed charities may now negotiate commissions directly with sellers and determine commissions, provided they are reasonable and tied to the cost of service provided by the seller.
These updates further the AGCO’s commitment to adopt an outcomes-based regulatory approach and reduce burden for the charitable gaming sector. Local charitable organizations will have greater flexibility to make decisions that best serve their fundraising objectives.
Important Reminders
• Charities must still receive approval for other expenses incurred under their licence and retain receipts for seller commission paid.
• Licensing authorities will not require documentation to be submitted as part of the application process, however, charities are still subject to audit to determine compliance.
• Charities are reminded of their legal requirement to meet their obligations under the Criminal Code and with respect to conducting and managing a charitable gaming scheme.
• As with all licensed charitable lottery events, charities must take the necessary steps to ensure that they are conducting and managing the lottery event within Ontario.
For charitable gaming-related inquiries, email an AGCO Eligibility Officer at [email protected] or call AGCO Customer Service at 1-800-522-2876, Monday to Friday from 8:30 a.m. to 5 p.m.
The post AGCO Removes Cap on Seller Commission for Charitable Lottery Products appeared first on Gaming and Gambling Industry in the Americas.
Leading business, technology, finance, and gaming law firm, Segev LLP, is proud to announce its 10th anniversary. Over the past decade, Segev has evolved from a bold idea into a multi-jurisdictional firm serving clients across Canada, the U.S., and beyond.
Built for innovation-driven industries, the firm is widely recognized for its work with companies at the forefront of gaming, crypto, technology, and emerging sectors. “Our 10-year anniversary is a defining moment,” said Founding Partner, Ron Segev. “It’s a testament to the strength of our team and our culture of teamwork, self-improvement, and growth – all of which is directed at scoring wins for our great clients.”
As industries like fintech, crypto, iGaming, and AI have matured, so has the firm, often in parallel with its clients. “We’ve all grown together with our clients from one success to the next, whether it be helping clients complete financings or helping them close business,” said Managing Partner Alon Segev. “I look forward to continued growth for us and our clients in the next 10 years!”
The firm’s client-first approach has consistently earned recognition from top legal ranking guides. Segev LLP is ranked by Chambers and Partners as a “Leading Firm” and “Band-1” in Canada for Gaming Law and are also recommended by The Legal 500 and Lexology. These rankings reflect the team’s ability to deliver strategic, high-quality legal solutions that align with their clients’ business goals.
Recognized for their unique ability to exceed expectations and deliver out-of-the-box solutions, Segev LLP’s clients have affirmed: “The firm demonstrates its capability not only to understand complex matters, but also to offer solutions that are practical, pragmatic, and value-adding.”
“Segev possesses outstanding resources and maintains global partnerships, enabling it to deliver precise and informed responses to any queries related to the iGaming industry.”
“Epic service, very good, I won the case!”
“Great service, friendly atmosphere, and support.”
Several Segev team members also reflected on the milestone: “There was a moment early in my time here when I realized I wasn’t just being brought in to help; I was expected to contribute, take initiative, and run with big ideas. That stuck with me,” said Negin Alavi.
“Together with our clients, [Segev] has experienced remarkable growth over the past decade. I’m honored to have contributed to this journey and to celebrate these shared successes,” said David McHugh.
“Segev has cultivated a thriving law practice on the principle that challenges are to be embraced as opportunities. The approach has enabled us to grow as lawyers, but more importantly, it has enabled us to ensure the success of our clients,” said Mark Balestra.
“Since joining through Segev’s Ontario expansion, I’ve had the chance to work alongside some of the sharpest and most collaborative lawyers in the gaming space,” added Manav Bhargava. “As a full-service firm and industry leader, Segev stands out for its ability to support innovative businesses with practical, forward-thinking legal advice.”
Segev LLP will commemorate the anniversary with a series of internal and external initiatives throughout the remainder of the year.
The post Segev LLP Celebrates 10 Years of Business-Focused Legal Innovation appeared first on Gaming and Gambling Industry in the Americas.
Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded an Ontario Gaming License by the Alcohol and Gaming Commission of Ontario (AGCO), effective today. This achievement enables the company to offer its portfolio of real-money games to licensed operators and players across the province.
The license underscores the Incentive Games’ commitment to meeting the highest standards of compliance, security, and operational excellence. The rigorous application process demands robust security protocols and comprehensive responsible gaming measures and affirms the company’s readiness to enter one of Canada’s most dynamic iGaming markets.
The North American market is a strategic focus for Incentive Games, and this milestone follows closely on the heels of the company receiving its Provisional Michigan gaming licence from the Michigan Gaming Control Board earlier this month.
Incentive Games will distribute its real-money gaming content in Ontario through Incentive Studios, the company’s dedicated Real-Money Gaming division, ensuring a focused and tailored approach to the market.
“Ontario represents a huge opportunity for us, and securing this license is a proud moment for the whole team,” said John Gordon, Chief Executive Officer at Incentive Games. “It reinforces our dedication to meeting the highest standards while delivering compelling real-money content. We’re looking forward to building strong relationships in the region and continuing our momentum across regulated markets worldwide.”
The post INCENTIVE GAMES SECURES ONTARIO GAMING LICENSE appeared first on Gaming and Gambling Industry in the Americas.
-
Africa6 days agoLogifuture-powered Bet9ja partners with heavyweight boxing sensation Moses Itauma
-
Balkans6 days ago
Amusnet Named Leading Software Company in Bulgaria
-
Central Europe6 days ago
Brightstar Lottery Upgrades Retail Central System for Lotto Saxony in Germany via New Seven-Year Contract
-
AU10TIX6 days agoAU10TIX Launches Free Assessment Tool and Readiness Guide to Help Organizations Navigate Child Safety Age Assurance Compliance
-
Australia5 days ago
Tracy Parker Joins Judging Panel for Inaugural RTG Global Awards
-
Australia5 days ago
JCM Global Celebrates 70 Years of Industry-leading Innovation at AGE
-
Asia5 days ago
Philippine Senate to Launch Inquiry into Online Gaming industry
-
Australia6 days ago
BMM Testlabs Brings Global Compliance Expertise to Australasian Gaming Expo in Sydney This Week
