Canada
Could PAM be the key to the US opportunity?

The US holds untold potential as it steadily regulates and many believe that an advanced, smart Player Account Management (PAM) system should be a priority for operators wishing to reap those rewards.
Gaming Americas spoke to four of the industry’s premier PAM professionals to find out what operators should be on the lookout for.
- Tsachi Maimon, CEO, Aspire Global (TS)
- Rob Fell, White Hat Gaming, COO (RF)
- Brandon Walker, Business Development Manager, Amelco (BW)
- Chris Looney, Chief Commercial Officer at Bragg Gaming Group and ORYX Gaming (CL)
As the US becomes more regulated, what advantages does a Player Account Management (PAM) system offer?
TS: The US is growing rapidly and nobody wants to be late to the party. Right now, operators are in a huge rush to go with any available product that is ready-for-market, and some are taking the M&A route to solve this issue. We recently saw that DraftKings acquired BlueRibbon for the jackpot product they developed, as well as Bally’s tabling a bid for Gamesys to improve its digital platform capabilities. However, most operators do not have a budget to acquire products and instead need to lean on third-party providers to build their business.
Rather than going down a similar route of acquiring technology layer by layer, the advantages of using a PAM solution are clear. The operator can differentiate within CRM and segment players for superior engagement. In addition, each US state has differing regulatory requirements. If you are building infrastructure for an individual state, that means you need to repeat that process time and time again. Our PAM system offers a single infrastructure that can be rolled out quickly, for fast, seamless entry into multiple states. We call this a ‘state in a box’.
BW: A PAM system should be the engine that powers the full solution and does exactly what it says on the tin. At Amelco, we’re able to deliver a full-service ecosystem for gaming that combines all verticals (eSports, Sportsbook, Casino etc) powered by our own PAM, which offers multiple components that take the customer through the full journey.
The ability to offer this is especially key in the US – where a full PAM system is a necessity for delivering a 360-degree offering in what is, in effect, only recently online territory. A 360 offering can help an operator stand out and not all leading sportsbook suppliers have this, and they’ve certainly felt the impact.
The wallet element of the PAM system is the real differentiator, and the more dynamic your customer journey is, the more your offering will resonate with a modern American player that expects speed and convenience. At the end of the day, solid foundations are the name of the game in the US, and having a powerful PAM effectively reduces the need for an operator to create a dedicated department. Coupling that with the retention numbers the solution provides is a recipe for success.
RF: A single instance of PAM back office or administration for the operator allows for the viewing of revenue reports, player behaviour and analytics, configure CRM, define segmentation and set bonus programmes in place. This is a clear advantage and allows for the management of sports, casinos and more in an incredibly lean and efficient way.
A successful PAM provider offers rapid, in-house integration of content alongside features such as a product-wide bonus system, integrated and capable CRM and a tightly integrated Data Warehouse solution. Crucially as more states open up, built-in compliance parameters which can be easily configured for each jurisdiction are a must. A system that offers an efficient player acquisition and retention options are also beneficial as operators scramble to gain market share in new territories.
The winners will be those B2B providers that can offer full-stack solutions, meaning the possibility to handle both back-end and front-end services. Full-stack solutions are better integrated and provide a service that is much better received by end-users. Through our growing stable of brands, technology and content including the ORYX PAM and player engagement features, at Bragg we offer the lot.
CL: A successful PAM provider offers rapid, in-house integration of content alongside features such as a product-wide bonus system, integrated and capable CRM and a tightly integrated Data Warehouse solution. Crucially as more states open up, built-in compliance parameters which can be easily configured for each jurisdiction are a must. A system which offers an efficient player acquisition and retention options are also beneficial as operators scramble to gain market share in new territories.
The winners will be those B2B providers that can offer full-stack solutions, meaning the possibility to handle both back-end and front-end services. Full-stack solutions are better integrated and provide a service which is much better received by end-users. Through our growing stable of brands, technology and content including the ORYX PAM and player engagement features, at Bragg we offer the lot.
What PAM features are going to be important to operators as the US market evolves? How will these be implemented?
RF: Both generic, such as player protection features, and state-specific RG and reporting functionality will be key. To succeed and to keep up with the expected pace of states going live, these modules need to be flexible to keep up with new requirements, but also scalable so they can work across the platform, varying states and customer needs.
For some PAMs like White Hat Gaming, this is based on learnings taken from work that has been done for the EU regulated markets and this will really help especially as it’s expected that some states will follow the UK’s lead. The second part is a tight integration of land-based offerings. This will mean that payment integrations with machines, cages and also API to proprietary loyalty schemes will become increasingly important to optimising cross-sell in both directions.
Obviously, there are other features, such as fully integrated bonus tools and intuitive marketing campaign segmentation and orchestration, that should be tightly coupled to the PAM.
TS: There are three key elements within a strong, successful PAM. First, it provides the ability to connect a player wallet to many integrations – everything from payments to content providers and KYC. Second, there is the creation of automated funnels for onboarding players, collecting documentation and creating scalability for the operator. Third, it is the ability to programme advanced CRM and promotional tools and to then communicate these through many different channels. All of this comes together to create higher player value for the operator.
It is also true that in the US as with other markets, the PAM alone is not enough. We approach operators with our full package of sportsbook and casino products and services, including managed services, in order to appeal to land-based businesses in the US that want to move online.
CL: Responsible gaming products are paramount for all stakeholders, both to fulfil responsibility requirements and guarantee business sustainability. We have already started seeing a shift from traditional responsible gaming tools such as self-exclusion, reality checks and spending limits, to more advanced solutions capable of detecting and preventing addiction. Responsible gaming is more important than ever and identifying and preventing harmful behaviour is a priority for all.
We also expect that player engagement tools will be key in the US and, given the existing interest in social and gamification features, familiarity and demand will be high.
PAM suppliers with experience in land-based and omni-channel solutions will also have an advantage. Mobile is king, but an understanding of retail solutions and methods of delivery through various channels could make the difference.
BW: There’s one main gamechanger – KYC, and, in particular, the ability to offer single logins across multiple states. To put this in perspective, as it stands for many, old-school operators need their customers to download a new app each time they cross state lines, which is a real headache. Removing this obstacle is going to be essential for many when it comes to scale.
The way I see it, it’s all about creating solutions that are unique to the US market, and these need to suit the completely new dynamic that the US presents. Such KYC-based features need to offer a solution that makes it as easy to get involved in the action as soon as possible. Each additional minute lost during the sign-up process effectively means a loss of initial retention. Of course, that’s starting to change now, with the likes of Iowa’s elimination of the need for players to initially register on-site with a casino sportsbook being a good example. Of course, a solid bonus engine is also crucial to what the PAM can offer.
Scalability will be important in such a fluid environment, what challenges does this pose in the development of a PAM offering and how can those be overcome?
CL: The US market is expected to bring a very high number of players/transactions, which will require the platforms to have powerful and scalable solutions capable of coping with the traffic. It will be essential for suppliers to ensure the very lowest downtime and the fastest disaster recovery times. The US market will demand the highest standards and the penalties will be high, so providers must be on top of this.
TS: Features that are crucial to scalability include automation, the seamless onboarding of the customer and cash-out options. In the mass market, with so many players involved, it is crucial that manual processes are removed from the equation in order to grow.
I believe the high double-digit growth we have seen in the existing US states will continue for the next few years. Back in Europe, the first regulated markets grew dramatically in the beginning, but experience dictates that after that initial period, US regulators will re-assess the situation and that could have an adverse impact on limiting operator growth, effectively stabilising the market.
RF: Scalability in this sense to us isn’t just about being able to cope with traffic for the Super Bowl or the Kentucky Derby, it’s about quickly being able to scale across multiple states, adding multiple clients, supporting multi-app and product strategy while offering single instances of back office, CRM and bonus tools.
Trying to retrofit this scalability to old tech stacks is challenging so PAMs that have been developed from scratch with this in mind will overcome this type of scaling issue much more effectively.
BW: It’s all about single login and a single app. Operators need to be able to scale across multiple states, which means a hub-and-spoke architecture design that can enable a singular HUB to power spokes across numerous jurisdictions via one app. This is not yet mainstream in the US, but this is what operators need to start doing if they want to lay claim to a national presence.
The design, look and feel of such an app is also essential – and we need to remember this is one of the world’s most discerning markets for customer UX when it comes to entertainment. This means the ability to offer differentiators is key, such as bonus campaigns with interchangeable widgets – all embedded with casino – removing any need for a separate casino app, and potentially a further loss of retention.
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Canada
CasinoCanada Started a New Partnership With Ocean Spin by LaLa Stars

CasinoCanada, the number one gambling guide for players in Canada, is thrilled to announce its new partnership with Ocean Spin a brand under the umbrella of LaLa Stars.
This collaboration marks an exciting step in CasinoCanada’s mission to provide its audience with the most comprehensive and up-to-date information on top gaming experiences.
The partnership agreement will grant LaLa Stars premium visibility across high-traffic sections of CasinoCanada’s website, which has been a trusted source for Canadian players for over 20 years.
LaLa Stars presents itself as an affiliate program that generates double-digit profits by making it easy and enjoyable to promote the brands. The program features a memorable design, a player-centric retention system, top-tier payment options, and game providers. Fast payments, flexible commission models, high-converting brands, powerful reporting, no middlemen, and outstanding conversion make LaLa Stars a popular choice. Additional company benefits are: a revenue share of up to 60%, a CPA of up to €500, hybrid CPA.
Ocean Spin Casino, a brand of LaLa Stars company, despite being quite new on the iGaming market, is a huge online gambling platform where all casino newcomers are greeted with a welcome bonus of 100% for up to €500, and 200 free spins plus one Bonus Crab. It comes as a first deposit bonus for a minimum deposit amount of €20. Sports-betting enthusiasts can also claim a welcome bonus of 100% for up to €100.
Ocean Spin Casino’s games include: gaming machines, roulette blackjack, betting, video poker, bingo, baccarat, jackpot games, and live games.
“We are excited to meet our new partner Ocean Spin Casino, and hope to bring maximum use and value to our community,” said Aleksandra Drigo, Sales Director at CasinoCanada. “This partnership perfectly reflects our dedication to highlighting the best in the gaming industry while offering our audience valuable insights and chances to experience top-notch gaming. We hope for a productive and long-term partnership!”
The partnership is now live, featuring LaLa Stars reviews and exclusive offers on the CasinoCanada website. This collaboration is set to deliver even more thrilling updates, exclusive content, and personalized promotions for the Canadian gambling community.
The post CasinoCanada Started a New Partnership With Ocean Spin by LaLa Stars appeared first on Gaming and Gambling Industry in the Americas.
Blueprint Gaming
Blueprint Gaming partners with Rush Street Interactive to further expand Ontario reach via BetRivers platform

Blueprint Gaming, the leading UK slots developer and member of the Merkur Group, has doubled down on its Canadian footprint following a partnership with industry leading online casino and sports betting company, Rush Street Interactive, in Ontario.
The agreement will see a host of Blueprint’s top performing games made available to a new wave of slot enthusiasts, including its Megaways offering featuring Napoleon Megaways
and Majestic Fury Megaways
, as well as the company’s renowned branded library offering the likes of Rick and Morty
: Strike Back and The Lost Boys
.
Founded in 2012, RSI has become a market leader in online casinos and sportsbooks across the Americas and is set to have its expansive portfolio of slots elevated by Blueprint’s engaging titles featuring sought after mechanics.
The agreement underlines Blueprint’s ever-expanding global footprint and aligns with its strategic roadmap for Canada where its games continue to resonate with players across the country.
Samuel Haggblom, Director of Key Accounts at Blueprint Gaming, said: “The popularity of Blueprint slots continues to grow across Canada and the Americas, and so we are delighted to go live with an industry renowned operator in the region.
“This exciting deal pays further testament to how our games can resonate with players in multiple markets worldwide and we look forward to seeing the response from BetRivers players.”
Richard Schwartz, CEO for Rush Street Interactive, said: “Blueprint Gaming boasts a growing collection of exciting titles, and we are thrilled to be working with them to bring these games to our BetRivers players in Ontario.
“We are happy to partner with Blueprint Gaming and look forward to watching this collaboration flourish.”
The post Blueprint Gaming partners with Rush Street Interactive to further expand Ontario reach via BetRivers platform appeared first on Gaming and Gambling Industry in the Americas.
Canada
Nearly half of Ontarian viewers wagering on Super Bowl LIX

The latest sports betting survey from the Responsible Gambling Council (RGC) shows the majority of Ontarians plan to watch Super Bowl LIX (63 per cent) and almost half of viewers will place a wager on the big game (48 per cent).
Over a third of Ontario adults have initiated a bet after seeing a gambling advertisement online or on TV (35 per cent); more so among populations at-risk for problem gambling, including those under age 44 (42 per cent) and Black, Indigenous, and People of Colour (BIPOC) individuals (44 per cent).
Two thirds believe their sports knowledge gives them an edge in predicting outcomes (67 per cent), particularly men and those aged 18-44 (70 per cent). While knowledge and skill does inform a bet, it doesn’t guarantee a win. The misconception that one can accurately predict an outcome can lead to over confidence that their knowledge will give them an advantage and ultimately, a win. This is known as the illusion of control. This false belief paired with persuasive gambling advertising can increase risk, influencing some to bet more than they can afford to lose. More than a third report doing so in the past 12 months (36 per cent).
Key survey highlights
How Ontarians plan to bet:
- 50 per cent will bet online with a sportsbook website
- 30 per cent will bet with family and friends
- 27 per cent will buy sport-based lottery tickets
- 20 per cent will bet in a pool
How much they plan to wager:
- 55 per cent say they will bet $100 or less
- 19 per cent will bet between $101 and $500
- 8 per cent plan to wager more than $500
Number of bets they’ll make:
- 55 per cent will bet a single time on the outcome of the game
- 25 per cent will bet multiple times throughout the game using one sportsbook website
- 15 per cent will bet using several sportsbook websites
“Gambling is random but your plan shouldn’t be,” says Sarah McCarthy, CEO, Responsible Gambling Council. “Perceived knowledge of the game, persuasive advertising, and substance use can all influence how we gamble. A smart plan includes being mindful of the illusion of control and remembering that even with sports expertise, understanding the game, players or stats won’t boost your chances of predicting a random outcome.”
RGC tips for safer sports betting
- Be mindful of the illusion of control. Remember that even with sports expertise a win is not guaranteed and understanding the game, players or stats won’t boost your chances of predicting a random outcome
- Be aware that time spent, and knowledge gained won’t help you “beat the odds”
- Plan before you play – pre-set betting limits and stay within your budget
- Only gamble with money you can afford to lose – never borrow money or use money intended for necessities, like rent/mortgage or food
- Never chase losses by trying to win back what you’ve lost
- Limit your alcohol, cannabis, and/or other substance intake
- Don’t bet if you are upset or stressed
- View sports betting as entertainment, not a way to make money
Detailed survey insights
Half of those who will wager on the Super Bowl say their main reason to bet is to win money (48 per cent), followed by adding to the excitement of the game (47 per cent). About a fifth bet because they believe they are knowledgeable about the teams and players (22 per cent), they feel confident about their chances of winning (20 per cent), or because their favourite team or player is playing (18 per cent). One in ten bets in a mistaken attempt to make up for last year’s losses (10 per cent).
Over half of those who will bet on the big game will place their bets while consuming substances, which are associated with the additional risks of impaired judgement and decision-making (52 per cent). The majority plan to consume alcohol while betting (86 per cent).
While men and women are similarly likely to watch the Super Bowl, men are slightly more likely to place a wager (49 vs 45 per cent). Age and ethnicity also play significant roles. Ontario sports bettors aged 45+ are more likely to bet on the big game (52 per cent) than those aged 18-44 (45 per cent). White individuals are significantly more likely to bet on Super Bowl LIX (54 per cent) compared to BIPOC Ontarians (42 per cent).
Staying onside
Of those planning to bet on the Super Bowl, the most common strategies to manage their gambling risk remain the same as last year: deciding on a pre-set betting limit (37 per cent), betting to have fun and not to make money (31 per cent), and not betting more to recoup losses (25 per cent).
A quarter of all respondents say they always or often feel anger or frustration at losing a bet (25 per cent), while a third sometimes do (36 per cent). This increases when placing bets while using substances. A third report their gambling has caused them to experience health problems, including feelings of stress or anxiety (36 per cent) over the last 12 months, and that they might have a problem with gambling (36 per cent). These rates are highest among BIPOC Ontarians and those aged 18-34.
As a result, more Super Bowl betters are now paying attention to mood and state of mind when they gamble. Encouragingly, a quarter will avoid betting when feeling emotionally distressed (25 per cent) and a fifth will refrain from betting while under the influence of alcohol or drugs (21 per cent).
To help keep online gambling safer, all regulated sportsbook websites have responsible gambling features. Of those who plan to use online sportsbooks to bet during the Super Bowl, a quarter read online information about the odds of winning and how certain games work (25 per cent) or use money limit-setting tools (23 per cent). A fifth use personalized spending reports or take a cooling off period (20 per cent). Notably, a third don’t plan on using any features to help them manage their betting (33 per cent).
Methodology
An online survey of 1,147 Ontario residents aged 18+ was completed between November 22 – December 6, 2024, using Leger’s online panel. A probability sample of the same size would yield a margin of error of +/-2.9%, 19 times out of 20.
The post Nearly half of Ontarian viewers wagering on Super Bowl LIX appeared first on Gaming and Gambling Industry in the Americas.
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