Canada
Hard Rock Continues Fight Against Human Trafficking
Hard Rock International continues to proactively combat human trafficking by implementing several programs this month. The company kicked off its programs on January 11, as part of National Human Trafficking Awareness Day.
Human trafficking, which includes commercial sexual exploitation and forced labor, is a complex challenge for the entire global hospitality industry because it intersects a range of organized criminal activities.
For several years, Hard Rock has implemented comprehensive protocols to increase awareness of and prevent human trafficking, including training over 27,000 hotel and casino team members globally and collaborating with community partners and advocacy groups. In May 2022, the company signed the ECPAT Tourism Child-Protection Code of Conduct, the world’s first and only voluntary set of business principles travel and tourism companies can implement to prevent sexual exploitation and trafficking of children.
“Hard Rock is committed to working with our community partners across the country and the world to innovate solutions that help prevent human trafficking,” Jim Allen, Chairman of Hard Rock International, said.
This January, Hard Rock is expanding and innovating its direct support for victims, survivors, and at-risk youth, through partnership programs.
Youth Employment Program with Covenant House New York
To help vulnerable youth avoid risks or escape a life of trafficking, Hard Rock is providing access to careers in hospitality. Through a partnership with Covenant House New York, the largest provider of runaway and homeless youth services in New York City, the program aims to enable youth to overcome systemic barriers, achieve sustainable independence, and break free from cycles of poverty and homelessness.
“Vulnerable and exploited youth need stable employment to transition their lives from the street to a better future. This program seeks to not only offer jobs at Hard Rock, but to help these youth build careers by offering the experience, training and knowledge to build long-term futures in the global hospitality industry,” Julie Farer, Executive Director of Covenant House New York, said.
Participants will receive employment with Hard Rock Cafe Times Square and Hard Rock Hotel New York. After completing a 90-day transition period, they can work to forge opportunities across a range of roles, to learn and grow as hospitality professionals.
First Hospitality Company to Implement Twentyfour-Seven QR Code
Hard Rock is improving how the hospitality industry provides information and support to those who need it, while also deterring traffickers from targeting its properties. To advance communications, Hard Rock and Seminole Gaming represent the first hospitality company to pilot a QR code on its properties that will provide information on trafficking, and for those who may need it, direct access to immediate help resources.
The Twentyfour-Seven Anti-trafficking QR Code was created by survivors to help those vulnerable to trafficking, the QR code sticker will be placed in bathrooms, elevator waiting areas, transportation waiting areas, and parking lots.
“Victims who are being trafficked are constantly fed false information by their traffickers. The Twentyfour-Seven Anti-Trafficking QR code breaks the cycle by providing relevant and accurate information to victims so they may obtain help. Hard Rock is the first company in the hospitality sector to implement this program designed to help victims in bad situations. Using the anti-trafficking QR code will explain what laws and resources are available to victims,” Tsvetelina Thompson, Managing Director of Twentyfour-Seven, said.
When scanned, the person selects their location, selects prompts for the specific information they want, and can choose actions to take, whether it is calling for immediate help, filing a report, or understanding the law. The pilot will test the QR code stickers at properties in New York City, Hollywood Florida, Cincinnati Ohio, and Madrid Spain.
Expanded Education to Prevent Online Luring with ECPAT-USA
In January 2022, Hard Rock launched the Social Identity Quest, an education program designed to help teens understand risks of being lured online. Content was co-developed with experts at ECPAT-USA and EduNetwork Partners. By June 2022, 1.2 million students completed the curriculum, taught by 60,000 teachers in high schools across 45 states. This innovative program increased students’ human trafficking awareness and capacity to make informed decisions within social media practices.
The program is now being adapted to help prevent online exploitation amongst youth in Mexico, and indigenous communities in the USA.
“The Social Identity Quest (SIQ) helps young people examine how they interact and express themselves online. This creative approach is successful with youth because online games resonate with them. Rather than allow sexual perpetrators to exploit social media by identifying and contacting young people, the SIQ provides strategies to help kids protect themselves. By adapting this successful program for Mexico and indigenous youth in the USA, we are extending its reach to prevent grooming for sexual exploitation and trafficking,” Lori L. Cohen, CEO of ECPAT-USA, said.
Local Champion with the Broward Human Trafficking Coalition
In the community of its headquarters, Hard Rock will join the Broward Human Trafficking Coalition (BHTC), community leaders, and elected officials on January 21 to raise awareness about the plight and rights of trafficking victims. Hard Rock is the lead sponsor of the BHTC Town Hall and Community event, which takes place at The African American Research Library & Cultural Center.
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Canada
Group from Ts’elxwéyeqw Tribe and Great Canadian Entertainment Announce Agreement for the Acquisition of Elements Casino Chilliwack
Great Canadian Entertainment and a consortium group of certain communities from the Ts’elxwéyeqw Tribe, through an entity affiliated with Ts’elxwéyeqw Tribe Management Ltd. (the “Ts’elxwéyeqw Group”), announced that on November 7th, 2025, they entered into a definitive agreement for the purchase by the Ts’elxwéyeqw Group from Great Canadian Entertainment of Elements Casino Chilliwack, one of the premier gaming and entertainment destinations in the Fraser Valley region of British Columbia.
The Ts’elxwéyeqw Tribe constitute seven First Nation communities and are the First People of the Chilliwack River watershed. The transaction represents a transformational milestone for the communities within the Ts’elxwéyeqw Group.
Elements Casino Chilliwack serves guests across the Fraser Valley and is Chilliwack’s top destination for gaming and entertainment, featuring over 300 slots, live and electronic table games, bingo, dining, live entertainment and more.
The closing of the transaction remains subject to customary closing conditions and the receipt of regulatory and other approvals. Under the terms of the definitive agreement, Great Canadian Entertainment will continue to provide transitional services and support to the Ts’elxwéyeqw Group for a period following closing.
“This purchase marks an exciting milestone for our Nations and for the entire territory. By coming together in partnership, we are not only investing in a strong business opportunity, but also in the future of our people. The revenues generated through this acquisition will help strengthen our communities, create new opportunities, and ensure our Nations continue to play a leading role in the local economy. Additionally, we believe that local community-based ownership of Elements Casino Chilliwack will further strengthen the broader Fraser Valley community and economy. It’s a proud moment that reflects how Indigenous leadership and collaboration can build a stronger, more inclusive future for everyone,” said Chief David Jimmie, Chief of Squiala First Nation and President of Ts’elxwéyeqw Tribe Management Ltd.
“We are very excited to have entered into this agreement with the Ts’elxwéyeqw Group. We have had the privilege of being part of the Chilliwack community since we opened Elements Casino Chilliwack in 2012, and we believe that under the Ts’elxwéyeqw Group’s stewardship, the business will begin an exciting new chapter. For the team members and guests of Elements Casino Chilliwack, and the local community, we can think of no better owner for the business. We look forward to the closing and then working with the Ts’elxwéyeqw Group team during the transition period,” said Matt Anfinson, CEO of Great Canadian Entertainment.
McCarthy Tétrault LLP is acting as legal advisor and KPMG Corporate Finance Inc. is acting as financial advisor to the Ts’elxwéyeqw Group. McMillan LLP is acting as legal advisor to Great Canadian Entertainment.
The post Group from Ts’elxwéyeqw Tribe and Great Canadian Entertainment Announce Agreement for the Acquisition of Elements Casino Chilliwack appeared first on Americas iGaming & Sports Betting News.
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The Canadian iGaming market has evolved from an emerging opportunity into one of the most competitive and innovative digital gaming arenas worldwide. Ontario’s regulated framework has paved the way for rapid expansion, attracting established international operators alongside ambitious newcomers that are carving out share through brand differentiation and data-driven acquisition.
Methodology: How Growth Was Measured
To understand which casino brands are gaining momentum and why, the award-winning Mr. Gamble Casino Trends Meter—a proprietary performance index powered by Semrush, Ahrefs, in-house click tracking, market benchmarks, and predictive analytics—analyzed year-over-year (YoY) performance from January–June 2024 versus January–June 2025. The results point to a vibrant, fiercely competitive landscape where execution, trust, and experience are the real drivers of sustained growth.
Brands Showing Standout Growth in 2025
Strong outperformance highlights different paths to scale
Wild Tokyo posted an extraordinary +134% YoY, showing how bold branding, a distinctive identity, and targeted acquisition can resonate with players seeking unique experiences. Clean yet edgy design, paired with robust SEO execution and engagement programs, helped the brand cut through a crowded market.
LuckyDays delivered +110% YoY by striking a balance between simplicity and substance. A minimalistic UX, a vast game library, and strong affiliate relationships have positioned it as a trusted destination for Canadian players.
BetVictor, a legacy operator with deep roots, recorded +107% YoY. Its evolution from traditional bookmaker to diversified iGaming powerhouse underscores how credibility and adaptability can translate into modern growth.
Agile mid-tier brands are also accelerating: SlotsMagic at +94% and Betibet at +88% demonstrate how focused SEO, analytics-led decision making, and smart promotional strategy can punch above weight.
Crypto-forward momentum and broader market depth
The joint rise of BetFury and SmokAce—both at +74%—signals growing acceptance of crypto and blockchain-based gaming among Canadian users, driven by transparency, fast payments, and a tech-forward ethos.
Meanwhile, Paripesa, Mond, and ComeOn maintained robust double-digit YoY growth, underscoring the market’s depth and diversity beyond a handful of headline names.
Market Maturity: Compliance, Trust, and UX Win
As more provinces explore regulated frameworks modeled on Ontario, competition is intensifying. The brands pulling ahead are those investing in compliance, transparency, and player satisfaction—prioritizing product quality and retention over short-term promotions.
“Players are becoming more selective, more informed, and more focused on trust,” says Paul Puolakka, CMO at Mr. Gamble. “We’re seeing a clear shift toward quality brands that prioritize experience, safety, and innovation—the ones achieving real, sustained growth.”
Puolakka adds: “Data doesn’t just tell us who’s growing—it shows us why. The operators succeeding in Canada are those that deeply understand their audience, use insights effectively, and build long-term value instead of chasing short-term hype.”
Trends Shaping the Next Phase of iGaming in Canada
- Branding + data-led acquisition let emerging brands challenge incumbents more effectively than ever.
- Crypto-friendly casinos are moving from niche to mainstream consideration for Canadian users.
- SEO, content strategy, and affiliate partnerships remain reliable, capital-efficient growth levers.
- Compliance, transparency, and UX are central to sustainable market share gains.
Looking Ahead
The fastest-growing casino brands capture more than impressive statistics—they reflect a market in transformation. With Wild Tokyo setting creative benchmarks and veterans like BetVictor and ComeOn proving that brand equity still matters, Canada’s iGaming sector is entering a phase defined by intelligent growth, regulatory maturity, and player empowerment.
As the industry continues to evolve, the Mr. Gamble Casino Trends Meter remains a useful compass for players, affiliates, and operators navigating this fast-changing landscape.
The post Canadian iGaming Growth Trends 2025: Data, Strategy, and the Brands Defining the Market appeared first on European Gaming Industry News.
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Ezugi, an innovative live dealer casino supplier known for pushing the boundaries of live gaming, retention, and distribution solutions, is proud to announce a new partnership with PokerStars, the world’s largest online poker site.
Through this partnership, PokerStars’ players in the UK and Ontario will gain access to Ezugi’s standout portfolio, including Revolution Roulette, Ultimate Roulette, Unlimited Blackjack and Lucky 7 online casino games.
PokerStars, launched in 2001, is one of the world’s leading online poker and casino brands and operates as part of Flutter Entertainment. It has grown to become the largest poker site globally, offering the widest selection of online games and hosting prestigious live tournaments.
Formed in 2012, Ezugi is a global live casino provider with a focus on meeting operator and player needs with best-of-breed localised content. The Ezugi games portfolio includes a wide range of live dealer games, many of which are unique. Ezugi became part of Evolution in 2018 and continues to build on its reputation for providing unique and innovative games and solutions for online casino and retail betting shop operators.
Gilad Ben-Ami, Chief Executive Officer at Ezugi, said: “PokerStars’ players already enjoy a wide range of live casino and online slot games from Evolution brands such as Evolution, NetEnt, Red Tiger and Big Time Gaming. Now Ezugi is delighted and honoured to add even more choice for PokerStars’ players with our own innovative games.”
Ben-Ami continued: “The release of Ezugi games to PokerStars clearly demonstrates the rich variety and innovative features of the Ezugi games portfolio. Ultimate Roulette is a unique multiplier Roulette that blends circus-themed fun and TV game show excitement; Revolution Roulette puts a unique spin on classic Roulette by adding special multiplier pockets to the wheel; Unlimited Blackjack allows an unlimited number of players to play at the table, while also featuring Auto-Split functionality and a choice of four side bets – Perfect Pairs, 21+3, Perfect 11 and Ten20; and Lucky 7 is a very popular game with its origins in the Indian subcontinent – a fast-paced, simple and exciting Hi-Lo card game.”
Ben-Ami concluded: “We are confident that PokerStars’ players will love playing these games and we look forward to adding more Ezugi titles for them in the future.”
The post Ezugi partners with PokerStars to further extend live casino game choice for players appeared first on European Gaming Industry News.
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