Canada
New Jersey Sportsbooks Surprise in May but Still Lag by Nearly $400 Million, According to PlayNJ
New Jersey’s online sportsbooks more than doubled the state’s combined handle in May, but still fell short of an ordinary May by nearly $400 million, according to PlayNJ estimates. This while online casinos and poker rooms continue to boom, buoying the Garden State’s gaming industry.
“May’s increase is a positive sign, but until major professional sports resume and Atlantic City casinos reopen, the gaming industry will look nowhere near normal,” said Dustin Gouker, lead analyst for PlayNJ.com. “But optimism can be found with DraftKings, which has become a darling of Wall Street since it became a publicly traded company. That shows just how much confidence investors have in the future of sports betting.”
New Jersey’s online sportsbooks managed to boost the state’s monthly handle to $117.8 million, up 115.8% from $54.6 million in April, according to official reporting released Friday. But May’s handle is down 63.1% from $318.9 million in May 2019 and still well short of the more than $500 million in bets that would have been made in an ordinary May, according to PlayNJ estimates.
May’s bets produced a surprising $9.9 million in gross revenue — more than tripling the $2.6 million in April 2020 — yielding $1.3 million in state taxes.
Sports categorized as “other” than football, basketball, and baseball generated $95.4 million in bets in May, up from $88 million in May 2019.
“The bottom-line sports betting numbers aren’t pretty, but there is a silver lining in how online sportsbooks have managed to survive these shutdowns,” said Eric Ramsey, an analyst for PlayNJ.com. “New Jersey’s operators have been creative in keeping bettors engaged and sportsbooks generating revenue, even when fringe sports are the only real attraction. Thanks to some imagination, it appears online sportsbooks will help the industry get through this.”
Without retail sportsbooks, online sportsbooks were the only revenue generator for the state. FanDuel Sportsbook/PointsBet led the market with $4.3 million in gross revenue.
“We are just starting to see the light at the end of the tunnel,” Gouker said. “Retail sports betting will take time to return to something resembling normal. But the path to recovery for online sportsbooks is simple: Sports need to come back. That is finally starting to happen.”
Meanwhile, online casinos and poker rooms rose to a new monthly record in May with a combined $85.9 million, up 7.5% from the record $79.96 million in April and up 134.7% from $36.6 million in May 2019.
Online casinos and poker generated a record $2.8 million per day during the 31 days in May, up from $2.7 million per day in April. That revenue yielded $12.9 million in state taxes. The Golden Nugget’s dominance of the market continued with $29.1 million in revenue, up from $27.6 million in April.
“Land-based gambling revenue almost certainly won’t return in June, and it will take some time to recover even when it does come back while Atlantic City casinos presumably navigate reduced capacity and relatively weak tourism demand,” Ramsey said. “Because of that, online casinos will be relied upon to bridge the revenue gap, even once land-based casinos reopen. Even if that online revenue can’t replace what has been lost from the shutdown, the overall gaming industry would be in much worse shape without it.”
For more, visit PlayNJ.com/news.
About the PlayUSA.com Network:
The PlayUSA.com Network and its state-focused branches is a leading source for news, analysis, and research related to the market for regulated online gaming in the U.S.
SOURCE PlayNJ.com
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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.
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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