Canada
Small, Highly Engaged Group of Largely Young Men Driving Sports Gambling Growth in America, New Ipsos Polling Finds
Ipsos released new polling ahead of the Super Bowl, the largest sporting event and biggest gambling moment on the American calendar, which finds that in the wild west of sports gambling, the industry is growing largely with a very engaged group of sports bettors who tend to be younger, men, or white. This report is the first in a series of polls from Ipsos examining American attitudes toward and participation in sports, gambling, and athletics broadly.
Despite the explosive growth in gambling revenue, rising from $1.55 billion in 2020 to $4.33 billion in 2021, a very small number of Americans are responsible for that number. Ipsos found that only about 8% of Americans say they’ve bet on sports via an app or online, and only 4% have bet on sports in-person in the past year.
“As the dollar spent on bets suggests, those who do bet on sports are very engaged in the sporting world. Compared to the general public, they are more likely to self-describe as sports fans, play fantasy sports, go to live sporting events, and watch more niche types of sports, like esports,” Chris Jackson, Senior Vice President at Ipsos, said.
Football and basketball are the most popular sports to gamble on, with bettors preferring professional sports to college sports. The NFL is by far the most popular sports league to gamble on, with 59% of bettors placing a bet on the NFL. This is followed by the NBA (34%), NCAA Football (30%), and NCAA Basketball (28%). Unsurprisingly, majorities of sports bettors tuned into major sporting events last year, like the Super Bowl or March Madness.
The polling also shows that sports bettors are more likely to be men (68%), under the age of 35 (39%), white (51%), or high-income earners (44% make over $110k).
While a small group of people is extremely engaged with sports gambling, most Americans are not tuned into the debate over legalization and display ambivalence toward the issue. Overall, only one in three Americans want to allow in-person or app-based sports betting in their state, and another one in three don’t have an opinion. In fact, the only group not ambivalent about allowing sports betting seems to be the group actively participating – sports bettors themselves.
The polling also shows that money is the main reason people do not bet on sports. When asked to select any and all reasons they do not bet on sports, half of the people who don’t bet on sports choose not to because they believe it is a waste of money. Non-bettors are also deterred from participating because they don’t know enough about sports or about betting to partake.
“While some segments of the population remain intractable, there are non-betting Americans who don’t partake because they just don’t know enough about gambling. This provides a potential new group for the industry to expand into and is likely where advertising dollars are being spent by sportsbook operators to attract new customers,” Mallory Newall, Vice President at Ipsos, said.
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Canada
Thunderkick’s portfolio makes Ontario debut through SkillOnNet brands

Global entertainment brand SkillOnNet is deepening its existing partnership with Stockholm-based game studio Thunderkick to launch the developer’s unique, engaging slot titles in Ontario.
The Canadian province is one of the most exciting regulated markets in North America, and the Ontario players will now gain access to Thunderkick’s full portfolio of highly acclaimed games via SkillOnNet-powered online casino brands such as PlayOJO, SlotsMagic, and SpinGenie.
Thunderkick is known for its independent, boundary-pushing slot games like Pink Elephants, Esqueleto Explosivo, and Beat the Beast and has established a strong reputation for creativity and originality in the iGaming space. The deal allows the studio to further expand its global footprint while giving Ontario players the chance to enjoy a fresh wave of premium content.
Ontario’s regulated online gaming market, which officially opened in 2022, has quickly become a key market for the iGaming industry, and SkillOnNet was among the first brands to secure licensing in the province. The expansion reinforces SkillOnNet’s commitment to delivering top-tier entertainment in regulated markets globally.
Jani Kontturi at SkillOnNet said: “Thunderkick has been a key partner of ours in other markets, and we’re delighted to bring their outstanding content to Ontario. This region is fast becoming a vital part of our operations, and we’re confident players here will respond just as positively to Thunderkick’s games as they have elsewhere.”
Mariam Dodosh, Account Manager at Thunderkick said: “We’re thrilled to expand our relationship with SkillOnNet and enter the Ontario market together. Our games have a track record of strong performance, and we’re excited to see them go live in one of the most dynamic new regions in iGaming.”
The post Thunderkick’s portfolio makes Ontario debut through SkillOnNet brands appeared first on Gaming and Gambling Industry in the Americas.
Canada
Maverick Games Launches Sports Betting Operations in Ontario

Maverick Games has launched sports betting operations in Ontario, through a partnership with Delasport.
Maverick Games will offer Ontarian players a premium sports betting experience, built on Delasport’s superior technology and known for its unique innovative features that players love including personalization, recommendations, gamification, quick bets, player engagement features, and more.
Maverick Games is the second brand to launch on Delasport’s technology in Ontario, with another full turnkey brand set to go live soon. Delasport also recently unveiled its innovative sports betting jackpot network game, SuperPot. The company will showcase this unique product at the Canadian Gaming Summit next month and begin rolling it out to Ontarian operators shortly thereafter.
“We are proud to see Maverick Games live and thriving with our one of a kind sportsbook solution at its core. They have been a fantastic partner from the start, and this launch further demonstrates how fast and efficient our technology is when paired with a clear vision and strong collaboration,” said Rosaire Galea Cavallaro, VP of Business Development at Delasport.
“Maverick Games’s sports vertical is a major step forward for us and launching it with Delasport has been the right move from day one. The platform’s performance and flexibility allow us to deliver the kind of user experience we believe Ontario players deserve. We’re excited to now bring that vision to life,” CEO Matt Rathbun said.
The post Maverick Games Launches Sports Betting Operations in Ontario appeared first on Gaming and Gambling Industry in the Americas.
Canada
Tsleil-Waututh Nation Signs MoU to Acquire Casino Business at Hastings Racecourse & Casino

Tsleil-Waututh Nation (TWN) announced that it has signed a Memorandum of Understanding to acquire the casino business and related real property interests at Hastings Racecourse & Casino (Hastings) in the City of Vancouver from Great Canadian Gaming Corporation (Great Canadian Entertainment).
“We are thrilled to take another important step towards economic self-determination for our Nation in our traditional territory, and we are eager to work with the senior management team at Great Canadian Entertainment to finalize due diligence and execute a definitive agreement, as well as working with the City of Vancouver to ensure the best long-term use of this important asset within the City. We believe that this opportunity is historic for us in many ways, and we look forward to entering the gaming industry in due course,” said Jen Thomas, Chief of the Tsleil-Waututh Nation.
“We are excited about working with TWN on their potential acquisition of the casino operations and related real property interests at Hastings Racecourse & Casino. Recognizing that Hastings is part of the TWN’s traditional territory, we can think of no better entity to inherit this asset, and we look forward to supporting them in the transition after the anticipated close of the sale,” Matt Anfinson, Chief Executive Officer of Great Canadian Entertainment.
The agreement is subject to further due diligence, finalization of financial terms and the execution of a definitive purchase and sale agreement. Once a definitive agreement has been executed by the parties, it is anticipated that the transaction will be subject to customary closing conditions as well as customary approvals by gaming regulatory and other authorities, including certain approvals by the City of Vancouver given its ownership of the real property. It is expected that Great Canadian Entertainment will provide transition services to TWN for a period of time following the anticipated closing.
The post Tsleil-Waututh Nation Signs MoU to Acquire Casino Business at Hastings Racecourse & Casino appeared first on Gaming and Gambling Industry in the Americas.
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