Canada
Setting Up For The Big Game And Beyond
With Super Bowl LVII heading to our screens on February 12th, we sat down with Flows Director of Sales, Domenico Mazzola, to talk about how smart data collection and the use of no-code innovation platforms can enable sportsbooks to enhance their customer experience for the Big Game and beyond
The Super Bowl is the USA’s biggest sporting event and will invariably provide masses of opportunities for sportsbook operators to enhance their customer offering if they’re able to think outside the box.
As ever, the main driver here is always data – and with the NFL consisting of 17 games over an 18-week period in the run-up to the Super Bowl, there should be ample time to gather plenty of useful information on bettors. The trick is to then combine the key findings you have on player behavior with technology that will help you to create promotions and better inform your overall marketing strategy.
While at the time of writing the Super Bowl LVII finalists are yet to be announced, we already know that the majority of sportsbooks are placing the Kansas City Chiefs as their red hot favorites. So what can we do with this information? A good place to start would be to look at the betting activity of VIP customers and identify those who have actively bet on the Chiefs over the preceding 18-week period.
Once we’ve done that, we can work out where they’re based. If, for example, they’re located on the other side of the country or abroad, there’s a good chance that they won’t be able to make it to the main event – so why not offer them a special promotion to make up for that fact? Alternatively, if you’ve seen them winning specific bets, why not offer these markets to them on the Super Bowl too?
Of course, the real value in data collection stretches far beyond the Super Bowl, so the event is also a great time to start drilling down into the behavior you’re witnessing. Were your customers backing a certain team or were they betting on both sides? Did they prefer to bet on the overall points outcome or the individual actions of players? This is all valuable information that can help you develop automated workflows which trigger on specific events or when certain wagers are placed in future.
The first thing you should probably be looking at post-Super Bowl is whether there are any friendly matches being played in the run-up to the new season and if there are, how can you use the data that you’ve gathered up to this point to target them? Is there an opportunity to offer your customers an early promotion based on the last first touchdown bet they placed at Super Bowl LVII, for example?
When the season starts proper, you can further focus on bettors’ location to find out whether they’re situated within a set distance of a particular stadium. If they are and have previously placed a bet on the team that plays there, you could target them with a location-based promotion. This could be anything from providing them with early odds on their team to a special bet if they don’t have tickets.
Using a no-code innovation platform like Flows allows you to automate this kind of promotion without the need for manual targeting. You simply funnel in all the necessary data and set up a flow that will trigger based on certain parameters. This way, you’re able to quickly and easily offer tailored promotions to customers based on their previous activity that they’re far more likely to engage with.
Given that many sportsbook in the USA have partnerships with in-state teams, there’s also the opportunity to take this a step further by offering competitions for tickets and other behind-the-scenes incentives. Should a sportsbook have such an arrangement in place, you could use Flows to automate the awarding of matchday tickets as a prize for winning a certain bet or leaderboard event.
You could also use it to manage and distribute exclusive content that relates to a customer’s favorite team such as locker room footage and interviews with players or coaches. This way, bettors can enjoy a personalized content library that’s exclusive to them the minute they log in, meaning no two user experiences will ever be the same and that your sportsbook is able to provide something truly unique.
As a final suggestion on the topic, you could also use Flows to set up automated deals and discounts on NFL tickets and merchandise. You could, for example, create special offers that are automatically applied to a customer’s account whenever they bet on a certain team or outcome. This can help you further engage with the activity of individual bettors and create an even broader cross-market appeal.
Of course, tools like Flows can also help you adhere to state regulations by allowing you to set up automated audits and compliance checks. Our platform features a very flexible regulatory control panel in several areas that allows sportsbooks to configure many of their business regulatory requirements directly through Flows, rather than having to develop them after each and every update.
As regulatory authorities tend not to give much notice when changes are made to the current industry guidance, many organizations may find that their planned road map becomes interrupted. This can be significantly alleviated through Flows as it can allow certain regulatory directives and checks to be implemented on demand, cutting out the need for extensive and often time-consuming manual work.
Overall, using a no-code innovation platform like Flows can help you remain compliant while leveraging the data you’ve collected and any partnerships you might have with local in-state teams in a more efficient way. This in turn provides added value to the customer both during the NFL season and in the event their teams makes the next Super Bowl, ensuring a continual cycle of engagement.
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AGCO
AGCO Fines Great Canadian Casino Resort Toronto $350,000 for Serious Regulatory Violations Linked to Impromptu After-Party on Gaming Floor
The Alcohol and Gaming Commission of Ontario (AGCO) has issued monetary penalties totaling $350,000 against Great Canadian Casino Resort Toronto for multiple violations of provincial gaming standards. The penalties follow an impromptu after-party that was permitted to take place in the pre-dawn hours directly on the casino’s gaming floor.
On September 27, 2024, an electronic dance music event attended by thousands of people was hosted in the theatre adjacent to the casino at Great Canadian Casino Resort Toronto. The event was marked by widespread intoxication, disorderly behavior, and numerous criminal and medical incidents – both inside and outside the venue – including alleged assaults, drug overdoses, and acts of public indecency. Although paid duty officers were present, additional police and emergency services were required to manage the situation.
In the midst of this high-risk environment, casino management approved an unscheduled request by the performing artist to host an after-party on the active gaming floor. The artist and more than 400 guests were permitted onto the gaming floor where the artist was allowed to perform amidst operational table games and gaming machines – without any prior risk assessment or planning.
As a result, security personnel were unable to effectively control the casino floor, including witness reports that an attendee was seen climbing onto slot machines. Failure to maintain appropriate control compromises the security, safety, and integrity of the casino floor. Following the conclusion of the event, the operator failed to promptly report these incidents to the AGCO as required.
Based on the findings of its review, the AGCO’s Registrar has issued an Order of Monetary Penalty (OMP) totaling $350,000 against Great Canadian Casino Resort Toronto. These penalties address critical failures in their operations, incident reporting, employee training, and the management of disturbances.
A gaming operator served with an OMP has 15 days to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), an adjudicative tribunal that is part of Tribunals Ontario and independent of the AGCO.
“Casino operators have a fundamental duty to control their gaming environment. Great Canadian Casino Resort Toronto’s lapses in this incident compromised the safety of patrons and the security and integrity of the gaming floor,” Dr. Karin Schnarr, Chief Executive Officer and Registrar of AGCO, said.
The post AGCO Fines Great Canadian Casino Resort Toronto $350,000 for Serious Regulatory Violations Linked to Impromptu After-Party on Gaming Floor appeared first on Gaming and Gambling Industry in the Americas.
International Game Technology PLC announced that its subsidiary, IGT Canada Solutions ULC (hereinafter “IGT”), signed an eight-year agreement with Atlantic Lottery to supply its IntelligenEVO video lottery central system technology across Atlantic Canada. The agreement includes the option for multiple extensions and positions the Atlantic Lottery to become the first World Lottery Association (WLA)-affiliated lottery operator to deploy IGT’s next-generation central management system in a game-to-system (G2S) distributed market.
“By leveraging IGT’s IntelligenEVO technology, Atlantic Lottery will power its video lottery network with the industry’s best-in-class central system and position itself to maximize future contributions to good causes. As an organization that prioritizes system security and exceptional player experiences, Atlantic Lottery believes that IGT’s IntelliegnEVO solution will help generate high player satisfaction and optimal network performance,” said Michael MacKinnon, Atlantic Lottery VP, Product.
“As a long-time supplier to Atlantic Lottery, IGT looks forward to helping the Lottery achieve its growth and player engagement goals with our leading-edge IntelligenEVO video lottery central system. IGT’s IntelligenEVO is a scalable technology for the WLA market that is backed by decades of experience and operator feedback, and maximizes the benefits of real-time data, cloud-based technologies and in-depth analytics,” said David Flinn, IGT SVP Canada, EMEA and LATAM, Gaming Sales.
With peak system security, network availability and responsible gaming functionalities, IntelligenEVO is a reliable, scalable solution that can meet the needs of today and in the future. The solution will accelerate time-to-market and enables the Atlantic Lottery to benefit from the system’s suite of player-focused functionality. The technology’s G2S and open API design optimizes data collection and delivery and will enable Atlantic Lottery to customize their program for evolving player needs.
The post IGT and Atlantic Lottery Sign Eight-Year Video Lottery Central System Technology Agreement appeared first on Gaming and Gambling Industry in the Americas.
NetGaming, a fast-growing online casino content supplier, is proud to announce its launch in Ontario with Rush Street Interactive, Inc., a leading online casino and sports betting company in the United States, Canada and Latin America. This strategic collaboration marks a significant milestone for NetGaming as it continues to expand its footprint across regulated North American markets.
As part of the launch, Ontario players on BetRivers can now enjoy a diverse portfolio of NetGaming titles, known for their high-quality graphics, immersive gameplay, and unique themes. Standout games such as Zeus’s Thunderbolt, Bison Gold, and Fireball Inferno are among the first to go live, with additional titles set to follow soon.
This partnership is just the beginning. NetGaming plans to extend its collaboration with Rush Street Interactive into Michigan, New Jersey, Pennsylvania, Delaware, and Mexico over the coming months.
Pallavi Deshmukh, CEO of NetGaming, commented: “We are thrilled to go live with Rush Street Interactive, a powerhouse operator with a strong presence and loyal player base. This launch marks a significant milestone in our
North American expansion strategy and underscores our commitment to delivering exceptional gaming experiences tailored to local player preferences across the region.”
Richard Schwartz, CEO of Rush Street Interactive, commented: “We are pleased to partner with NetGaming to bring innovative, premium games to our players in Ontario. This collaboration aligns with our strategy to offer world-class
entertainment through engaging, action-packed online casino games. We look forward to expanding this partnership into additional regulated markets in the months ahead.”
This strategic partnership highlights both companies’ dedication to providing high- quality, innovative, and responsible entertainment to players in regulated markets.
The post NetGaming Goes Live in Ontario with Rush Street Interactive via BetRivers Platform appeared first on Gaming and Gambling Industry in the Americas.
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