Canada
Large majority of Ontarians who gamble are aware of the risks and take steps to protect themselves: Survey
The Responsible Gambling Council (RGC) is delivering outreach programs across Ontario to raise awareness of risks associated with gambling and how people can protect themselves. These public education initiatives are supported by a new RGC survey of Ontarians that explores attitudes and behaviours about gambling.
RGC teams are interacting with people in various community settings, including colleges, universities and sporting venues, to highlight that gambling always carries risk and the value of making a plan about limits prior to gambling.
“The good news emerging from our survey is that the large majority of Ontarians who gamble are aware of the potential harms and take steps to protect themselves,” says Shelley White, CEO of RGC. “However, the findings also reveal how easy it can be to get carried away in the moment and underscore the need to protect yourself from the risks. Our programs communicate specific messages depending on the age group. These include the importance of setting time and money limits before gambling, to avoid emotional or impulsive decision making.”
The Community Outreach program involves an interactive game called Reaction Lab – a digital experience that simulates how the brain responds to stimulus, similar to when a person gambles.
There is also a team visiting colleges and universities across the province to educate young adults about how gambling can heighten emotional states, making it difficult to make informed decisions while gambling. This bilingual interactive program is called Check Your (Re)flex / Testez Vos (Ré)flexes. Similar to the Community Outreach program aimed at all age groups, this youth-focused advocacy shares signs of problem gambling common to young people and offers important tips such as setting and sticking to money and time limits.
Key survey findings
RGC’s new survey, which polled 1,411 Ontarian gamblers last fall, sheds light on attitudes, emotional responses and behaviours related to gambling.
- 13.6 per cent of gamblers surveyed said at some point they gambled money they could not afford to lose.
- One in three (33 per cent) did not always consider the amount of money they were prepared to lose before they gambled.
- 31 per cent indicated they had spent more time gambling than they could afford at some point in the past six months.
- 49 per cent did not always consider the amount of time they were prepared to gamble prior to playing.
Key findings related to young adults:
The survey suggests young adults (18 to 24) are more vulnerable to the emotional rush of gambling, raising the threat level of high-risk behaviours.
- 58 per cent said they gambled because it makes them feel good at least sometimes.
- One in five (19.9 per cent) gambled to cope with depression or nervousness at least sometimes.
- 33 per cent gambled to get a “high” feeling at least sometimes.
- Over a quarter (26.5 per cent) gambled to forget their worries at least sometimes.
- 35 per cent gambled to cheer up when in a bad mood at least sometimes.
Other research shows 7.1 per cent of young adults have some type of gambling problem and nearly eight-in-10 Ontarians aged 18 to 24 (76.9 per cent) gambled in the past year.
Plan before you play
One of RGC’s key outreach messages for those who gamble is the value of having a plan in place prior to playing to manage potential risks before they appear. This involves setting strict loss and win limits and allocating a set amount of time in advance. When any of these planned limits are reached, the appropriate/best/ response is to walk away.
Part of a solid plan includes taking frequent breaks. It’s important to pause, reflect, and re-evaluate time or money spent. Setting a phone alarm makes for an easy reminder to take a break from gambling.
Another important message, particularly for young adults, is to be aware that one’s emotional state can impact decisions while gambling. Limiting alcohol or drugs, not gambling when depressed or worried and not using gambling as a way to feel better are all important ways to minimize risk.
Young people can gain valuable insights into the risks associated with gambling by visiting CheckYourReflex.ca and TestezVosRéflexes.ca
Methodology
Between November 28th and December 12th, 2019, the Responsible Gambling Council conducted a province-wide survey of Ontarian adults aged 18+. With the help of Delvinia’s AskingCanadians panel, a total of 2,011 online surveys were completed (including a sample of 1411 gamblers). The survey data was weighted to reflect Ontario’s age and gender distribution, according to most recent Census data. Based on a 95% confidence level, the survey results have a margin of error +/- 2.19%.
About RGC
The Responsible Gambling Council (RGC) is an independent non-profit organization dedicated to problem gambling prevention. RGC works to reduce gambling risks by creating and delivering innovative awareness and information programs, for a wide range of different groups including youth, young adults and the general public.
affiliate marketing
SEOBROTHERS’ Aleksandra Drigo flags higher barriers for affiliates in regulated Alberta
SEOBROTHERS Chief of Business Development Aleksandra Drigo says Alberta’s move toward a regulated online gambling market is likely to raise the cost and complexity of affiliate acquisition, reshaping competition for SEO-led publishers. Drigo shared the view in an exclusive interview with SiGMA News focused on Canada’s affiliate landscape.
Drigo said regulation can bring more transparency, but also higher compliance demands and tougher economics for smaller players. “Many affiliates, especially independent SEO players, may decide not to enter fully regulated markets and instead focus on regions with more predictable economics and lower regulatory pressure,” she said.
She added that regulated markets typically advantage well-funded affiliate groups with the ability to invest in legal and compliance support and tracking infrastructure. “Regulated markets tend to favour larger players. Big affiliate companies have the resources for legal support, compliance teams, advanced tracking infrastructure, and long-term investment without expecting fast ROI.”
On partner selection, Drigo said affiliates are increasingly weighing operators on operational quality and regulatory readiness, not just commercial terms. “We pay close attention to how consistent an operator is in terms of reporting, responsible gaming policies, speed of communication, and local regulations compliance. Reputation risks affect both sides. If an operator lacks transparency or fails to follow compliance standards, it directly impacts the affiliate business as well.”
Drigo also pointed to communication and access to performance data as major friction points in operator-affiliate relationships. “Financial disagreements can usually be resolved quickly if there is trust and clear communication between both sides. Whereas, when affiliates do not receive timely information, face unclear reporting, or get no explanation for performance changes, tensions escalate very quickly. In regulated markets, communication and transparency become just as important as the financial terms themselves.”
Looking ahead, Drigo said affiliates targeting regulated North American markets will need stronger localisation, trusted brands and more diversified traffic strategies as search behaviour changes. “With AI and online search ecosystem changes already transforming the SEO landscape, affiliates need to become much more flexible and technology-driven than before. And compliance-friendly SEO strategies and diversification beyond traditional search traffic are becoming increasingly important.”
The post SEOBROTHERS’ Aleksandra Drigo flags higher barriers for affiliates in regulated Alberta appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Affiliate Industry
SiGMA exclusive: Aleksandra Drigo on traffic shifts, transparency, and the future of SEO affiliates
In an exclusive interview for the SiGMA News, Aleksandra Drigo, Chief of Business Development at SEOBROTHERS, shared her perspective on the future of affiliate marketing in Canada.
She discussed how Alberta’s upcoming market launch could reshape competition, why transparency has become a cornerstone of operator-affiliate partnerships, how compliance is changing the way affiliates choose partners, and why localisation, trusted brands, and data-driven decision-making will define the next generation of SEO affiliates.
Regulation will reshape Alberta’s affiliate landscape
As Alberta prepares to regulate its online gambling market, affiliates are entering a more challenging environment. While regulation brings greater transparency, it also increases compliance demands, acquisition costs, and competition – particularly from larger, well-funded companies.
“Many affiliates, especially independent SEO players, may decide not to enter fully regulated markets and instead focus on regions with more predictable economics and lower regulatory pressure,” Aleksandra said.
Bigger brands gain the advantage
According to Drigo, regulated markets naturally favour established affiliate businesses, whereas smaller publishers face much higher barriers to entry despite niche opportunities still existing.
“Regulated markets tend to favour larger players. Big affiliate companies have the resources for legal support, compliance teams, advanced tracking infrastructure, and long-term investment without expecting fast ROI.”
Compliance is now a deciding factor
Operator selection is no longer based solely on commercial terms. Affiliates increasingly assess partners by their transparency, reporting quality, responsible gaming standards, responsiveness, and ability to meet local regulatory requirements.
“We pay close attention to how consistent an operator is in terms of reporting, responsible gaming policies, speed of communication, and local regulations compliance. Reputation risks affect both sides. If an operator lacks transparency or fails to follow compliance standards, it directly impacts the affiliate business as well.”
Communication matters more than financial disputes
Drigo believes that most partnership conflicts arise not from payment issues, but from poor communication and limited access to performance data.
“Financial disagreements can usually be resolved quickly if there is trust and clear communication between both sides. Whereas, when affiliates do not receive timely information, face unclear reporting, or get no explanation for performance changes, tensions escalate very quickly. In regulated markets, communication and transparency become just as important as the financial terms themselves.”
The future belongs to trusted brands and localisation
Looking ahead, Drigo expects meticulous localisation, brand authority, first-party audiences, and community-driven products to define success in regulated North American markets. As AI reshapes search, affiliates will need stronger technology, diversified traffic sources, and compliance-friendly SEO strategies to remain competitive.
“With AI and online search ecosystem changes already transforming the SEO landscape, affiliates need to become much more flexible and technology-driven than before. And compliance-friendly SEO strategies and diversification beyond traditional search traffic are becoming increasingly important.”
The post SiGMA exclusive: Aleksandra Drigo on traffic shifts, transparency, and the future of SEO affiliates appeared first on Americas iGaming & Sports Betting News.
Canada
St8 expands Octoplay aggregation deal to Ontario and the UK
St8 has extended its content partnership with Octoplay into Ontario and the UK, expanding distribution of Octoplay’s casino games in two regulated markets. The companies announced the move on 2 July, 2026.
Under the expanded agreement, St8 will make Octoplay’s full portfolio available to operators in both jurisdictions through St8’s single API integration.
David Fall, Business Development Manager at St8, said:
“Expanding our partnership with Octoplay into Ontario and the UK is another important milestone as we continue to strengthen our aggregation platform with premium content from leading suppliers.
“Octoplay has built an excellent reputation for developing engaging, high-performing games, and we’re delighted to extend this collaboration into two highly strategic regulated markets. This agreement enables our operator partners to access even more quality content through a single integration while supporting their growth in competitive jurisdictions.”
Ralitsa Georgieva, CEO at Octoplay added:
“We’re pleased to expand our partnership with St8 into Ontario and the UK, making our full portfolio available to even more operators through its aggregation platform. St8 has established itself as a trusted technology partner for regulated markets, and we look forward to building on our successful collaboration together.”
The post St8 expands Octoplay aggregation deal to Ontario and the UK appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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