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Luckbox closes oversubscribed $5.0M CAD financing ahead of TSXV listing
Leading esports betting company, Esports Limited confirmed its oversubscribed financing closed at $5.0M CAD ahead of an anticipated TSX Venture Exchange (the “TSXV”) listing.
The Company, which provides real-money wagering on competitive video game tournaments to customers in more than 100 countries, anticipates receiving TSXV approval for listing by the fall.
The financing, via a brokered and non-brokered sale of subscription receipts, was closed in connection with a proposed go-public business combination with Elephant Hill Capital Inc.(TSXV:EH.P) (“Elephant Hill”) as capital pool company (CPC) listed on the TSXV, was upsized from the base financing of $2M CAD, despite being conducted during the COVID-enforced lockdown. The subscription receipts sold in the financing will be automatically exchanged for securities in Elephant Hill upon the closing of the proposed go-public business combination with Elephant Hill, which transaction will be the “qualifying transaction” for Elephant Hill pursuant to the policies of the TSXV. Upon the closing of the proposed go-public business combination with Elephant Hill, Elephant Hill will remain listed and all of the security holders of the Company (including those holding subscription receipts sold in the financing) will be exchanged for securities in Elephant Hill, which will retain its listing on the TSXV and will result in the Company being a wholly-owned subsidiary of Elephant Hill.
Among the investors is MLS goalkeeper Luis Robles, who plays for Inter Miami, the franchise co-owned by former Manchester United and Real Madrid star David Beckham.
The brokered portion of the subscription receipt financing was co-led by Gravitas Securities Inc. and Beacon Securities Ltd., along with a syndicate group consisting of Canaccord Genuity Corp., Echelon Wealth Partners Inc., Haywood Securities Inc. and Eight Capital Corp.
The esports betting industry has been among those apparently resilient to the economic damage inflicted by the Coronavirus pandemic, with the Company reporting a 500% increase in betting volume and a 10-fold increase in the number of deposits compared with November 2019.
The Company is now recruiting for five key positions, including a senior marketing role, as it aims to maintain the momentum from a very strong first half of 2020. The Company’s growth plans include rapidly scaling up its global marketing campaign, the acquisition of additional gaming licenses to allow access to additional markets, and the acquisition of an odds provider to be able to offer an unparalleled B2B solution.
In an update to shareholders, the Company’s CEO Quentin Martin said: “The management team and board of directors have been working hard to prepare for the public listing. We have enjoyed positive discussions with the TSXV, completed the Business Plan required for filing, draft financials are complete, with final audit sign-off expected by end of July. Ultimately, we anticipate receiving TSXV listing approval by early October 2020.
“Our management team believes that the esports betting market will continue to grow and that the Company is one of the bookmakers that will be leading the way globally.
“In summary, Luckbox is pleased to have completed a $5.0M financing in connection with its go-public transaction by way of a business combination with Elephant Hill during a challenging period while successfully meeting its Q1 and Q2 roadmap targets which included adding additional languages, user acquisition partners and additional esports titles. We have made tremendous progress in 2020 and look forward to becoming only the second listed dedicated esports betting company on a public exchange.”
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affiliate marketing
Regulated iGaming markets push operators toward audit-ready affiliate tracking
As regulators scrutinise AML, RG and advertising, operators face rising pressure to validate attribution and partner payouts end to end.
Growing regulation in iGaming is changing how operators manage affiliates, track player acquisition, and control partner payouts, according to a new statement from affiliate platform provider Affnook.
The company argues that in regulated markets affiliates are increasingly treated as an extension of an operator’s marketing activity, raising the stakes for oversight in areas such as affiliate advertising practices, responsible gambling controls, anti-money laundering (AML) and data privacy. The release points to the Danish Gambling Authority as one example of a regulator highlighting potential AML risks linked to affiliate partnerships and urging operators to strengthen risk assessments across third-party acquisition channels.
Affnook says the industry is moving away from “Trust Me” affiliate reporting as stakeholders demand performance data and revenue attribution that can be independently verified. It lists audit-ready reporting, verifiable revenue attribution, transparency into tracking and commission calculations, and consistent reporting standards as key expectations in more heavily regulated environments.
The company also frames financial governance as a parallel priority to tracking, citing the need for net gaming revenue (NGR) verification, commission accuracy, invoice reconciliation and payment oversight. It adds that multi-touch player journeys and reduced effectiveness of cookie-based attribution are widening “attribution blind spots,” which can fuel partner disputes, weaken decision-making and complicate compliance reviews.
In the release, Affnook positions platform features such as audit logs, partner activity monitoring, consent-aware tracking, real-time commission calculations and server-to-server tracking as the types of capabilities operators should evaluate as regulatory expectations increase.
The post Regulated iGaming markets push operators toward audit-ready affiliate tracking appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Alberta
Play’n GO goes live in Alberta iGaming with 10+ operators
Supplier expands to its third regulated Canadian province after Ontario and Québec, launching on Alberta’s market opening week.
Play’n GO has entered the newly regulated Alberta iGaming market, launching its casino games with more than ten licensed operators on the market’s opening week, the supplier said on 16 July 2026.
The Alberta rollout marks Play’n GO’s third regulated Canadian province, following Ontario and Québec, and extends the company’s North American regulated-market footprint.
According to the company, its content was made available in Alberta for the first time on launch day via a network of licensed operators.
Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.
“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”
The post Play’n GO goes live in Alberta iGaming with 10+ operators appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Alberta
Play’n GO strengthens Canadian footprint with Alberta iGaming market entry
The Swedish gaming giant confirms its entry into its third regulated Canadian Province with its industry leading portfolio of games now available in Alberta for the first time
Play’n GO, the world’s leading casino entertainment provider, today announced its successful entry into the newly regulated Alberta iGaming market, with a wide range of its premium content going live with more than ten licensed operators on market launch day this week.
The milestone further reinforces Play’n GO’s commitment to regulated market expansion across North America and marks the company’s third Canadian province, following established operations in Ontario and Québec.
Play’n GO’s launch in Alberta ensures players have immediate access to a portfolio of world-class titles from day one of the market’s regulated opening. By partnering with a broad network of licensed operators at launch, the company has solidified its position as a trusted supplier in newly regulated jurisdictions.
The Alberta rollout builds on Play’n GO’s strong track record of working alongside regulators and operators to deliver safe, compliant, and high-quality entertainment to players, while supporting sustainable market growth.
Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.
“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”
To find out more about Play’n GO, please visit playngo.com
The post Play’n GO strengthens Canadian footprint with Alberta iGaming market entry appeared first on Americas iGaming & Sports Betting News.
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