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Why US operators must improve their marketing tech

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Paddy Casey, co-founder at leading product development and digital marketing supplier The Unit, chats to Gaming Americas about the importance of modernising the US product experience now sports-betting markets have settled

The challenges presented to US-facing sports-betting operators have changed considerably since markets began to open up following the overturning of the Professional and Amateur Sports Protection Act (PASPA) in 2018. The idea of exponentially high marketing spends is not so prominent in 2023, and the battleground is transitioning towards a fight for existing customers.

One of the key issues affecting operators is they have been forced to make redundancies in their tech teams. While it is still crucial to develop rapid-fire landing pages/products to meet the demand of sports events, marketing departments rarely received the support they needed for fast digital campaigns from the internal tech teams in the first place, and this issue has now been exacerbated.

When mobile sports betting began to open up in the US, the apps were based on European sportsbooks. This can be an adequate market-entry strategy, but it doesn’t necessarily work in the long-term. When William Hill US first launched as the second mobile sports betting app in New Jersey after DraftKings, the advertising agency behind the campaign had been briefed for three months on the launch. When the app was finally developed and presented to them, the overall reaction was: “Is that it?” They felt it was going to be a new, ground-breaking Silicon-Valley-style piece of new technology, but it was essentially the same William Hill app adapted for US bettors.

Launching based off European models was all the operators could think to do, but that was not necessarily right for the US audience. Now, everyone in the market has to think harder about maximising performance. There are many things you have to do to attract new sign-ups, and the idea of a strong design and the ability to make changes is paramount now, which it wasn’t in 2018.

Following FanDuel’s lead

With a 50% market share as of the end of 2022, FanDuel is the clear market leader in US sports betting, but what is key to remember is it is not necessarily run in the same vein as most other US-facing operators. Given it is owned by Flutter Entertainment, the same parent company that manages Paddy Power and Betfair, it can be guided with more of a European mindset.

FanDuel’s app wasn’t particularly stronger than that of any other operator, but it has taken the lead with product and marketing innovation. Specific products were marketed similarly to how they had been by Paddy Power. While Paddy Power’s advertising is, of course, associated with comedy and at times controversy, it is always focusing on a product release or something that particularly stands out in the mobile app; FanDuel replicated that very astutely. While all the other operators were enforcing generic messages about how enjoyable sports betting can be, FanDuel was actually mentioning products like single-game parlays, and this approach was always likely to be successful.

There is still one thing FanDuel, like all US operators, can improve on, and that’s marketing tech. Tracking marketing spend and player behaviour are still quite new concepts, even with various US markets now being close to five years’ old. We have heard examples of affiliates in the US who can’t work with certain operators because they are convinced the player tracking is so far behind where it needs to be that the operator can’t even track which players have been sent to it by the affiliate. In the early days of regulated US markets, some teams were so naïve in this area they were literally guessing click-through rates.

Working around the problem

In sports betting, there is often one C-level executive whose needs are never prioritised within the product roadmap by the operator, and that’s the chief marketing officer. As soon as someone pipes up about what they need to promote March Madness, for example, the usual response is: “We don’t have time for that.”

That is why it is vital to utilise the expertise of teams who are experienced in sports betting and able to take this matter off an operator’s to-do list. It requires a team who can spend time addressing the player behaviour issues mentioned above, while also building out designs and all the core digital marketing that takes place within the sports product. When operators are able to use resources that can help make their marketing experience better, this will undoubtedly give them an edge in competitive markets.

US consumers are becoming more educated. Their loyalty will be closely matched to the product experience and engagement. With state launches now slowing down with regards to sports betting, operators will now, and should now, focus on product improvements.

Paddy and The Unit’s senior team will be on site at SBC Summit North America this week at the Meadowlands, New Jersey

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Canadian iGaming Growth Trends 2025: Data, Strategy, and the Brands Defining the Market

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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 partners with PokerStars to further extend live casino game choice for players

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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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New Online Casinos Canada 2025: RoboCat Casino Best in Canada

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After A Review Of Canada’s Gambling Landscape, RoboCat Casino Was Awarded The “Best Online Casino In Canada 2025” Based On 8,000+ Games, Responsible Gambling and Fast Payouts

Vancouver, Sept. 24, 2025 (GLOBE NEWSWIRE) — RoboCat Casino

RoboCat Casino, an award-winning online casino with presence on Europe, Australia, New Zealand, UK, USA and LATAM, was recently awarded the title of “Best Online Casino in Canada 2025” after a comprehensive review of the online gambling industry in the country, performed by experienced iGaming specialists.

New players can take advantage of RoboCat Casino’s welcome bonus by joining their platform today:

CLAIM YOUR WELCOME BONUS AND PLAY 8,000+ GAMES AT ROBOCAT CASINO

RoboCat currently offers the biggest welcome bonus, because new players can get 100% extra on their first deposit + 200 Free Spins + a surprise bonus (more free spins, free money, cashback, amongst other possible rewards).

In addition, the Canadian online casino also offers over 8,000 real money games from the best providers in the world, putting the best online slots, blackjack, poker, baccarat, craps, crash, plinko, live dealer, lotto and bingo games at the disposal of online players and bettors in Canada.

“The mission of our team is to help players find the best sites for gambling online so they can enjoy an exciting, rewarding and safe online gaming experience” “… and we found that RoboCat is on top of all the other online casinos in Canada, because it delivers more value in all the areas that matter for online players and bettors”.

A Comprehensive Review Focused on the Player

The team that performed the review and research revealed that they focused it on the player, hence they targeted the following areas:

  • License
  • Fairness
  • Quality of Games
  • Quality of Bonuses and Promotions
  • Payment Methods and Banking Experience
  • Online Security
  • Mobile Experience
  • Quality of Sportsbook
  • KYC
  • Limits for Deposits and Withdrawals
  • Customer Support Service

The team used these key elements to develop the criteria for selecting, reviewing, and comparing the top online casinos in Canada, ultimately choosing RoboCat Casino as the best real money gambling platform for 2025.

The team explained that RoboCat was named ‘Best Online Casino in Canada 2025’ due to its outstanding performance across all evaluated criteria.

“RoboCat offers over 8,000 games from nearly 100 top-class providers, which is the largest library of real money games in Canada nowadays” – “offering such an outstanding number of high-quality games allows RoboCat to bring its customers a significantly better online gaming experience, especially for online slots players”.

“Regarding bonuses, RoboCat Casino is the most generous platform in Canada because it offers a big welcome bonus, plenty of weekly and weekend reload bonuses which reward players with free money and free spins, extra rewards of free spins, cashback, rakeback, amongst other benefits that other Canadian online casinos fail to deliver”.

The team shared their comments for all the evaluated criteria regarding RoboCat, offering a complete overview on why they elected this brand as the best platform for real money gambling in Canada:

  • License: License issued by the Offshore Finance Authority of The State of Anjouan
  • Fairness: Audited by independent third-party auditing firms
  • Quality of Games: 8,000+ real money games from industry-leading providers such as NetEnt, Evolution, Microgaming, Habanero and Jumpman
  • Quality of Bonuses and Promotions: 100% extra on first deposit + 200 Free Spins; reload bonuses, cashback, free bets, rakeback and free spins rewards. Featuring low wagering requirements
  • Payment Methods and Banking Experience: Instant deposits, fast payouts, plenty of payment methods including credit cards, debit cards, trending digital wallet currencies, FundID and Interac
  • Online Security: Uses military-grade encryption, has a dedicated online security team, secured servers, no history of data leaks or breaches
  • Mobile Experience: Offers an HTML5-powered mobile website available on all browsers, runs on Android and iOS flawlessly
  • Quality of Sportsbook: Offers over 35 sports and esports with high odds and exclusive bonuses such as free bets, deposit bonuses, reload bonuses and cashback
  • KYC: Easy to fulfill KYC procedures, no requirement to complete KYC as a new user or to get first withdrawal approved
  • Limits for Deposits and Withdrawals: Unlimited limit for deposits and withdrawals up to $10,000 per day. The casino can increase the limits for high rollers
  • Customer Support Service: Available via live chat, email and phone. Fast answer time and professional customer support team

The team expressed their happiness in finding an online casino which can offer Canadian players and bettors the online betting and gambling experience they deserved: “RoboCat scores high in all the areas that matter, offering an outstanding, exciting, safe and fair experience”.

All players interested in joining RoboCat to play 8,000+ real money games can sign up today and claim an exclusive welcome bonus offer:

CLAIM YOUR WELCOME BONUS AND PLAY 8,000+ GAMES AT ROBOCAT CASINO

RoboCat Casino Actively Promotes and Enforces Responsible Gambling

The team explained that they considered the commitment to responsible gambling as an important factor in their comprehensive review of the industry: “A platform can deliver everything players want, but if they fail to protect players and promote responsible gambling, we take it out of our ranking… because gambling must be fun but also safe”.

RoboCat Casino is equipped with technology and a dedicated team which can detect problematic gambling patterns, providing affected players with prompt solutions and assistance.

The online casino also offers tools and features to limit the spending on their platform, granting players the possibility to control their online gambling activities.

The specialists also confirmed that RoboCat Casino provides a self-exclusion feature, with 24/7 customer support available to assist players in closing their accounts if needed.

“The era of unregulated online gambling is over. Today, safety comes first—one of the key reasons we chose RoboCat as Canada’s top online casino for 2025. They prioritise player protection and take responsible gambling seriously.”

“RoboCat Is The Best Brand in 2025, But Let’s See If They Retain Their Place in 2026”

“After making this in-depth review, analysis and research, we found out RoboCat is the best online casino brand for Canadian players in 2025” – “… but you know, the online gambling industry is extremely fast-paced. You have new brands every single month, and they’re competing fiercely against each other. Therefore, we are going to revisit our research and perform a new analysis in 2026, to see if RoboCat remains the best online casino in Canada or if another brand is going to take its place”concluded Angel K.

To celebrate this award, RoboCat has released a new welcome bonus of 100% extra on the first deposit + 200 Free Spins + 1 surprise bonus, which new players can redeem below:

CLAIM YOUR WELCOME BONUS AND PLAY 8,000+ GAMES AT ROBOCAT CASINO

Disclaimer

This article contains affiliate links. If you purchase through these links, a commission may be earned at no additional cost to you. The information provided is for informational purposes only and is not investment, financial, medical, or legal advice. Readers should verify details independently and consult qualified professionals before making any purchasing or financial decisions

CONTACT: Live Chat: https://casinos.cc/robocat-casino/support/
Email: [email protected]

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