Canada
“We see LatAm as a hugely promising region” – Exclusive interview with Betbazar CEO on LatAm Esports
Alexandr Iaroshenko, CEO of Betbazar, gives Gaming Americas his two cents on how a quickly regulating Latin America is proving to be a huge opportunity for Esports – with a hugely diverse player base and a fast-growing interest proving to a key revenue driver.
Looking at the Americas, which markets are of most interest to Betbazar and where do you see the most growth?
We see LatAm as a hugely promising region in the Americas. We are looking very closely at it and are already active there through a number of our tier one partners. It’s no big surprise that Efootball has proven massively popular in many markets there, with Brazil being the most vibrant example of a future market with a huge amount of possible growth.
Indeed, when it comes to major markets, we estimate that 60% of Esports betting in Brazil will be on Efootball – and Argentina, which is already in the most part regulated, has proven very similar. However, in countries like Mexico there is more of a cultural split when it comes to player tastes. Football is still high on the menu, but that number is closer to 30%, with 25% betting on basketball and just as many preferring American football, rather than ‘soccer’.
Colombia is also an excellent market with a great growth trajectory, all though the tech can be limiting – and we still see this as early days as native platforms are proving an issue there, which we ideally need in order to deliver our best services. Only the major brands can do so platforms directly, such as Caliente and Salsa – which does limit scope.
Given the region’s unique segmentation, there is a lot to bear in mind as a result, but we’ve learned quickly. As well as regulation, economic trends and demographics, infrastructure is also key to powering the next decade. But all these things are moving in the right direction across large swathes of the region, spelling out a huge amount of opportunity there.
LatAm has certainly had to weather its fair share of challenges over the last 12 months – how has the market evolved and how do you see Betbazar as being able to make a difference for operators?
A lot of operators in LatAm were really prompt in reacting to the challenges of last year, they took the correct forward-thinking approach and invested in diversifying their portfolios quickly, with Esports being a big part of that.
If there is anything we should have learned about the last 18 months, it is that you never know what is around the corner and with the highly volatile nature of the ongoing situation – covering every base you can to entertain new players is essential. We know what players out there want, especially the new generation – and we’ve proven ourselves as key part of some of the major industry operators’ Esports set-up for some time now.
Looking to what is happening at this moment, audience demand has grown exponentially. LatAm has a huge young population that are far more likely to be tuned into Esports and the numbers have supported that. We’ve got a connected global generation like never before – and they’re very switched onto the Esports community already. Accordingly, we can offer popular games like Counter Strike, for example – which, according to our studies, accounts for almost 70% of bets in LatAm Esports.
It’s not hard to see why this number is so high, the game is very simple to understand. It’s a timeless tale of good guys vs bad guys that even the casual viewer can get their heads around very quickly. Helping operators to capitalise on this is one of our biggest priorities going forward. Betting that is easy to understand and simple to join in is key to retention and engagement in 2021.
How much does the nature of supply, and indeed, product requirements differ in LatAm from the likes of Europe?
The infrastructure of internet service is probably the biggest difference between the two regions, with regards to our offering. Due to the nature of our products – which rely on streaming and data, high quality mobile internet is vital, so that is the most important factor we will be keeping our eye on.
Connectivity can be a challenge. However, cheap, data-strong delivery is in existence already in many parts of the continent, where they are able to stream and bet simultaneously without any issues – we expect this to be the case across the continent soon. That is enough to make us confident about rollout there. We’re seeing tech and devices in LatAm evolve at a rapid pace and catching up with Europe, which means the best content can be integrated to really engage audiences.
However, as already mentioned in terms of B2B, platforms can be an issue as it is a closed ecosystem and still requires development. This can present challenges for integration, but native platforms from tier one operators are, of course, changing that – and the market will follow a natural course of evolution where far more availability comes with time.
Is it a case of offering a set of solutions that are specifically tailored to the market as opposed to a ‘one-size-fits-all’ for global delivery?
Generally speaking, there are two ways to supply Esports products. The first is direct integration with the platform. The odds and video streaming elements are integrated, the product is tested and has proved it’s functionality, the game’s fixtures are matched and from there you’re ready to go.
However, we like to keep things simple for our partners, and a much easier way is what we call ‘iFrame integration’. This is where you have everything on your site, and it appears as a pop-up window. So, all the work happens on our side. Design is included to the service we offer, the only thing that needs to be done by the operator is to connect their wallets and payment integrations. This kind of process solves a lot of pain points as it simply means providing a point of entry than can open the product on the site.
As well as that, it enables us to open another element of commercial communication, which promotes efficiency and scale as we help our partners to scale and manage their sportsbook directly through their sites. This means we, are able to have full clarity on betting activity, and fully support their growth
As well as this, the option for revenue share is available, which also makes the iFrame integration we offer an excellent way of dipping a toe in the water and seeing if the Esports landscape is what your business needs – and whether your audience is already familiar and ready for action.
Betbazar offers a real specialisation across Esports, how popular has this vertical proven in LatAm and what kind of games are proving to be the most popular?
The two main demographics we have seen in Europe and the US are those who joined during the pandemic and those who were interested in Esports beforehand. This has proved to be the same in LatAm. The first group is those who subsequently joined and tend to be drawn to sports simulators.
Such a demographic tends not to be big fans of RNG games including slots and likely shuns virtuals also, despite last year’s hype. The question, once acquired, is how to keep this group engaged going forward. A really important factor is to make it clear to players that the game is happening in realtime and they aren’t watching a recorded one – as live action is what it’s all about. As a result, a stream of the players in-play is important to communicate that sense of here-and-now, as well as the thrill of getting involved in what’s happening at that very moment, creating a real FOMO effect.
The second group are those already interested in the vertical and tend to enjoy the Battle Royale and deathmatch-style games, including Counter-Strike and Fortnite. They are typically under 30 and are used to playing these games and will continue to be interested post-COVID as this is a key part of their entertainment, whether or not there’s a lockdown.
We also have a schedule of the games and the players for each event on our website, so bettors can check ahead of time. Just like you’ll see in the likes of horse racing and US prop-bets, it’s all about the statistics – which is why we’ve emulated that by providing the same historical statistics for Esports players, and it’s proven incredibly popular.
Looking to the next 12 months, how would you forecast LatAm’s continued growth and what do you plan to bring to the table to support that?
The market is clearly opening up. There are plenty of new regions that are going to be regulated in the next year and we’re getting ready to support our partners there.
LatAm has always been treated as an emerging market, but the more it develops, the more regulation we see will ensure the market becomes more mature. This means we can expand our presence with the existing major players there and really start to capitalise on places like Brazil and Argentina.
We’re in close communication with the major local platform providers, so do stay tuned for plenty more from us!
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Soft2Bet, a global provider of turnkey iGaming solutions, has announced plans to pursue entry into the regulated gaming market in Alberta as part of its broader strategy to expand its footprint across Canada.
The company confirmed that its entry will depend on regulatory approval once the province finalizes its evolving legal framework for online gaming. The move reflects Soft2Bet’s growing commitment to the Canadian market and its strategy to scale operations across newly regulated territories in North America.
A Strategic Move Toward Alberta’s Emerging iGaming Market
As one of Canada’s most economically robust provinces, Alberta has quickly become a focal point for iGaming operators and technology providers preparing for potential market liberalization.
Industry forecasts indicate that Alberta’s regulated online gaming sector could become one of the country’s most lucrative regional markets. Estimates from analysts at Citizens JMP Securities suggest that the province’s iGaming industry could generate over $700 million in annual revenue once the market reaches maturity.
Soft2Bet’s early evaluation of the market demonstrates the company’s proactive approach to identifying high-growth opportunities in newly regulated jurisdictions.
Monitoring the iGaming Alberta Act
Soft2Bet is closely observing developments surrounding the proposed regulatory framework established under the iGaming Alberta Act. The legislation outlines the structure for Alberta’s regulated online gaming industry and establishes oversight responsibilities for provincial authorities.
Under the proposed system, the Alberta iGaming Corporation would oversee the province’s online gaming ecosystem, while regulatory enforcement would remain with the Alberta Gaming, Liquor and Cannabis.
Soft2Bet has indicated that it is preparing to meet Alberta’s anticipated compliance and technical standards, ensuring its platform technology aligns with the province’s regulatory expectations.
Building on Canadian Experience
Soft2Bet’s potential expansion into Alberta builds upon its experience operating in Ontario, where the company already offers localized gaming services through its consumer-facing brand ToonieBet.
The Ontario market has become one of North America’s most successful regulated online gaming jurisdictions since its launch in 2022, attracting numerous international operators and platform providers.
By leveraging insights from its Ontario operations, Soft2Bet aims to deliver tailored gaming experiences for players in Alberta while maintaining full compliance with regional regulations.
Localization as a Key Strategy
Localization remains a central pillar of Soft2Bet’s international growth strategy. The company emphasizes adapting its platforms and gaming products to match the cultural preferences, language requirements, and regulatory expectations of each market in which it operates.
Soft2Bet plans to apply this hyper-localized approach in Alberta by ensuring that its gaming offerings reflect the specific needs and preferences of Canadian players.
This includes customized content, localized branding, and user experiences that resonate with regional audiences.
Commitment to Innovation and Player Experience
According to company leadership, innovation remains a driving force behind Soft2Bet’s expansion strategy.
David Yatom Hay, General Counsel at Soft2Bet, highlighted the company’s commitment to delivering engaging gaming experiences that align with local player expectations.
The company continues to invest in platform technology and product development to create dynamic gaming environments that combine entertainment, compliance, and user-friendly design.
Expanding Across Regulated Markets
Soft2Bet’s interest in Alberta is part of a broader roadmap for 2026, which includes entering additional regulated markets around the world.
As governments increasingly adopt regulated frameworks for online gaming, technology providers like Soft2Bet are focusing on scalable solutions that allow them to quickly adapt to different regulatory environments.
Turnkey platforms, which include player management systems, gaming content, and compliance tools, have become essential for operators looking to enter new markets efficiently.
Canada’s Growing iGaming Landscape
Canada has rapidly become one of the most promising regions for online gaming growth in North America. The success of Ontario’s regulated market has encouraged other provinces to explore similar frameworks.
If Alberta successfully launches a competitive iGaming market, it could further strengthen Canada’s position as a key hub for regulated online gaming innovation.
Operators, developers, and platform providers are closely monitoring the regulatory process, positioning themselves for entry once licensing becomes available.
Looking Ahead
For Soft2Bet, Alberta represents a strategic opportunity to expand its presence in Canada while reinforcing its reputation as a global iGaming platform provider.
By preparing early for regulatory approval and leveraging its experience in Ontario, the company aims to deliver localized gaming experiences that meet the expectations of Canadian players and regulators alike.
As Alberta moves closer to establishing its regulated online gaming framework, Soft2Bet’s planned market entry signals the growing interest from international technology providers seeking to participate in Canada’s evolving digital gaming ecosystem.
The post Soft2Bet Eyes Alberta iGaming Market Expansion in Canada appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
The Premier Operator and Platform Provider Announces Plans to Pursue Alberta Strategy as Part of its Roadmap, Anticipating the Region’s Upcoming Regulatory Framework
Soft2Bet, a leading iGaming turnkey solutions provider, today announced its intention to pursue entry into the Alberta market, pending regulatory approval. This strategic focus leverages Soft2Bet’s operational experience with localized offerings, including its Ontario-facing brand, ToonieBet.
Strategic Market Potential & Compliance
Alberta (Canada) represents one of the most significant growth opportunities in the North American iGaming landscape. With Canada’s youngest adult population and the highest GDPs per capita in the country, the province is well poised for a successful transition to an open, competitive market. Industry projections by Citizens JMP Securities suggest that Alberta’s regulated iGaming market could exceed $700 million in annual revenue at maturity.
Soft2Bet is closely monitoring the development of Alberta’s regulatory framework under the iGaming Alberta Act, which establishes the Alberta iGaming Corporation (AiGC) as the oversight body alongside the Alberta Gaming, Liquor and Cannabis (AGLC) as the regulator. Reflecting its commitment to the highest standards of integrity, Soft2Bet is preparing for the province’s specific technical requirements.
The planned entry into Alberta aligns with the company’s strategic plans for 2026 to drive sustainable growth, and enter several new regulated territories.
“Innovation is paramount at Soft2Bet, and our goal is to develop exciting products that meet our customers where they are most comfortable,” said David Yatom Hay, General Counsel, Soft2Bet. “As we evaluate our entry into Alberta, pending regulatory approval, we are committed to delivering localized, engaging experiences that reflect the unique preferences and culture of each market.”
Excellence in Canadian Localization
Soft2Bet aims to leverage its experience in Ontario to enhance the gaming experience for users in Alberta, Canada, with innovative, compliant products. A core component of the company’s regional strategy involves taking localization further by adapting its brands to local culture, regulatory standards, and player preferences.
To support its hyper-local focus, Soft2Bet targets comprehensive native-language support across its priority regions, ensuring its services are deeply integrated into the local culture of each active regulated market.
The post Soft2Bet Evaluates Alberta Market Entry to Strengthen its Canadian Footprint appeared first on Americas iGaming & Sports Betting News.
By CasinoCanada.com
In 2002, 76 percent of Canadians aged 15 and over reported gambling in the previous year, according to Statistics Canada’s report Fighting the Odds. By 2018, that figure had fallen to 64.5 percent, based on the agency’s Gambling Rapid Response module.
At first glance, that suggests gambling participation in Canada has declined over the past two decades.
Yet over the same period, gambling has become more visible, more digital and more embedded in sport and everyday life. Sports betting brands sponsor professional teams, betting segments are embedded in live broadcasts, and provincial regulators report billions of dollars in annual online wagering.
How can participation fall while the industry expands? The answer lies in how Canada’s gambling market has changed, and in who is driving its growth.
This analysis draws on national participation surveys and provincial financial reporting to compare long-term participation trends with recent regulated market performance.
Research highlights of this article
- National gambling participation declined from 76% in 2002 to 64.5% in 2018.
- Ontario’s regulated online market generated approximately CAD 1.3 billion in revenue in 2022–23, rising to CAD 2.9 billion in 2024–25.
- Total wagers in Ontario increased from approximately CAD 63.2 billion in 2023–24 to CAD 82.7 billion in 2024–25.
- Online casino accounted for roughly three quarters of Ontario’s regulated online revenue in 2024–25.
- Approximately 2.6 million active player accounts were recorded in Ontario in 2024–25.
Growth without more players
If fewer Canadians report gambling today than in the early 2000s, market growth cannot simply be explained by expanding participation. Since its launch in April 2022, Ontario’s regulated online gambling market has grown year over year. According to iGaming Ontario’s Annual Reports, in its first full fiscal year, the market generated approximately CAD 1.3 billion in gaming revenue. That rose to CAD 2.2 billion in 2023–24, before reaching CAD 2.9 billion in 2024–25. Total wagers also significantly increased from approximately CAD 63.2 billion in 2023–24 to CAD 82.7 billion in 2024-25.
The latest annual report also recorded approximately 2.6 million active player accounts in a province of roughly 15 million residents. Even allowing for multiple accounts per individual, the figures suggest a highly active digital environment concentrated among a defined segment of players.
The implication is clear: recent market growth appears to be driven less by an expanding audience and more by increased activity per active player.
Operators active in the market say the same shift is visible in player behaviour since Ontario introduced its regulated online framework. Dmitry Arabuli, CEO at Tonybet, said: “Since regulation launched in Ontario, the player landscape has changed significantly as many of the largest North American operators entered the market. Competition increased, with the focus shifting from chasing large volumes of casual participants to building stronger relationships with more informed and engaged players. These players tend to interact more frequently with betting products and show stronger loyalty to the platforms they trust.”
“Regulation also drew a clearer line between grey-market operators and licensed platforms. Many players who were previously using offshore sites have migrated towards regulated products. This did not necessarily expand the total number of gamblers, but it redirected an existing player base into the licensed ecosystem.”
Despite sports betting dominating headlines since the passage of Bill C-218 in 2021, online casino remains the commercial engine of Ontario’s regulated market. iGaming Ontario’s 2024–2025 annual report shows that online casino generated approximately CAD 2.2 billion of the CAD 2.9 billion in total gaming revenue.
In other words, casino accounts for roughly three quarters of the province’s regulated online revenue.
Sports betting reshaped visibility, but casino sustains the economics.
Modern growth appears to be driven less by player acquisition and more by retention and increased engagement within the existing customer base.
A provincial and digital transformation
One reason the national picture can appear contradictory is that Canada does not operate a single gambling model.
Ontario runs a competitive regulated online market with dozens of licensed operators. Other provinces continue to rely primarily on government-operated platforms. Alberta has signalled plans to introduce its own regulated framework.
Since 2018, most of the meaningful growth data has been provincial and digital, not national and survey-based. While participation surveys provide a broad snapshot, provincial market reports reveal how play is evolving in practice.
The shift from retail-based lottery and venue gambling to app-based multi-vertical platforms represents a structural transformation. Gambling is increasingly platform-based, integrated into smartphones and digital ecosystems rather than tied to specific locations.
That structural change helps explain how the industry can grow even without broader participation.
Visibility versus participation
Following the legalisation of single-event sports betting, sportsbook partnerships and advertising have expanded across professional sport. Major leagues, including the National Hockey League, have entered into official betting partnerships at the league level, while Canadian competitions such as the Canadian Football League and Canadian Premier League have also announced sponsorship agreements with licensed operators.
Betting brands now feature prominently in arena signage, broadcast integrations and digital content, embedding gambling directly into the commercial presentation of professional sport.
Dmitry Arabuli, CEO at Tonybet, said: “Ontario regulation made gambling become much more visible in sports broadcasts, live events and daily sports culture. It opened significant opportunities for operators such as Tonybet to do business in Canada legally and build brand awareness through marketing and PR campaigns. For example, Tonybet has previously partnered with the Canadian Premier League and currently works with the Canadian Elite Basketball League.”
Arabuli added that these partnerships help operators connect with highly engaged sports audiences. “These partnerships help strengthen brand awareness, target high-value players, and improve customer retention by building trusted and long-term relationships in the Canadian market.”
Yet fewer Canadians report gambling than two decades ago.
This disconnect between rising visibility and declining participation creates a cultural tension. Gambling is increasingly framed as a routine extension of sport rather than a distinct commercial activity.
For younger audiences in particular, repeated exposure through live broadcasts and social media feeds helps position betting as part of the sporting experience itself, regardless of whether participation is expanding.
Visibility, in other words, is reshaping how gambling is perceived, even if it is not expanding its audience.
Selected examples of publicly announced partnerships, as of 13 March 2026, are outlined below.
Selected Professional Sports Betting and iGaming Partnerships in Canadian Sport
| League / Organisation | Betting Partner | Nature of Partnership | Scope |
| National Hockey League (NHL) | ESPN BET; theScore Bet | Official league betting partner | North America / Canada |
| Canadian Football League (CFL) | ToonieBet | Official sports betting and casino partner | Canada |
| Canadian Elite Basketball League (CEBL) | TonyBet | Official online sportsbook partner | Canada |
| Maple Leafs Sports & Entertainment (MLSE) | Betty | Official online casino partner | Ontario |
Sources: Various league and operator press releases; compiled by CasinoCanada.com.
Risk concentration and policy relevance
If growth is increasingly driven by more intensive digital play among a defined group of participants, the social and regulatory implications become more complex.
Market expansion rooted in activity rather than recruitment raises questions about how gambling risk is distributed. A smaller base of highly active players may account for a disproportionate share of wagering volume.
At the same time, regulators are increasingly focused on channelisation, responsible gambling tools and sustainable market design. If the future of Canada’s gambling market depends more on engagement intensity than expanding participation, policy debates may shift accordingly.
The conversation may move away from how many Canadians gamble and towards how gambling is structured, monitored and integrated into daily digital life.
The next phase
Alberta’s regulatory plans suggest Canada’s gambling evolution is not over. But the next stage may not be about expanding participation. It may be about managing a digital market driven by deeper engagement among a smaller group of players.
Canada’s gambling market is no longer expanding simply because more people are playing. It is expanding because the way people play has fundamentally changed.
The paradox remains: fewer players, larger market.
Methodological note: National participation figures are drawn from Statistics Canada surveys conducted in 2002 and 2018. More recent insights are based on publicly available provincial regulator reporting, which measures wagering, revenue and account activity rather than survey participation. As such, national participation trends and provincial activity data are not directly equivalent but are analysed comparatively to assess structural change.
The post Fewer Canadians gamble than 20 years ago. So why is Canada’s market still growing? appeared first on Americas iGaming & Sports Betting News.
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