Canada

PlayIndiana.com: Sportsbooks reach $250 million plateau for first time

Published

6 years ago

December 11, 2020

Indiana sportsbooks continued their torrid pace in November — surpassing $250 million in wagers in a month for the first time — as local bettors continued to put money on the state’s NFL and college football teams, according to analysts from PlayIndiana.

“Indiana has largely managed to shrug off increased competition from its neighbors, which is a good sign for the future of the state’s industry,” said Dustin Gouker, lead analyst for PlayIndiana.com. “A lot has gone right in recent months to get Indiana to this new high point, but considering the challenges, it has been an impressive string of months.”

Buoyed by continued interest in the Indianapolis Colts, as well as particular interest in Notre Dame and Indiana football, sportsbooks accepted $251.4 million in bets in November, according to official reporting released Thursday. That marks the third consecutive month Indiana sportsbooks have set a state record for monthly handle, topping $230.9 million hit in October.

Wagering in November produced a record $25.3 million in adjusted gross revenue for the state’s operators, up 20% from the record $21.1 million set in October, and yielded $2.4 million in state taxes. Year over year, Indiana’s handle grew 70.7% from $147.3 million in November 2019 while gross revenue jumped 172.4% from $9.3 million.

Indiana reclaimed its position in October as the fifth-largest market in the U.S., ahead of Colorado, but behind New Jersey, Nevada, Pennsylvania, and Illinois. And November’s results should be enough to stay in that position.

“I think some of the worries that Indiana would slip as its neighbors legalized sports betting are calming,” said Jessica Welman, analyst for PlayIndiana.com. “The market in the Hoosier State is proving to be quite dynamic.”

One way the Hoosier State has been able to improve is a boost in local football interest. Notre Dame and Indiana University are both among college football’s elite, and the Colts continue their drive toward the NFL playoffs. The result is a swell of football bets, hitting $113.5 million in November, a rise of 33.9% from $84.7 million in October and up 96.5% from $57.7 million in November 2019. With only a sliver of college basketball season to drive interest, basketball was a distant second with $17.7 million in November bets.

“There really isn’t any substitute in sports betting for a local team doing well, and Indiana is enjoying three at once,” Gouker said. “And with both college and NBA basketball returning, a sport that enjoys particular interest in Indiana compared with most other legal jurisdictions, December really sets up to be another jump forward.”

Online betting generated 85%, or $213.7 million, of November’s handle, increasing the share of all bets from 83.6% in October. DraftKings/Ameristar Casino continued its dominance of the digital market, increasing its bets to $95.2 million in November from $90.5 million in October. Those bets produced $7 million in gross receipts, down from $8.6 million in October.

DraftKings was followed by:

FanDuel/Blue Chip Casino ($64.2 million handle, up from $63.6 million; $7.7 million in gross receipts, up from $7.1 million.
BetMGM/Belterra ($25.3 million handle, up from $20.1 million; $2.2 million win, up from $1.8 million)
BetRivers/French Lick Resort ($10.3 million handle, up from $7.8 million; $660,365 win, up from $632,752)
PointsBet/Hollywood Lawrenceburg ($9.9 million handle, up from $7.1 million; $794,517 win, down from $862,865)
William Hill/Tropicana Evansville ($4 million handle, up from $149,897; $685,922 win, up from $65,406)
TheScore/Ameristar ($2.2 million handle, up from $1.5 million; $45,530 win, down from $123,494)
Unibet/Horseshoe Hammond ($1.8 million handle, even with October; -$7,008 win, down from $188,558)
Caesars/Horseshoe Hammond ($564,046 handle, up from $403,136; $67,095 win, up from $31,182)
BetAmerica/Rising Star Casino ($144,130 handle, down from $189,108; $11,005 win, up from -$10,016)

Retail sportsbooks took in $37.7 million in November wagers, down slightly from $37.9 million in October. The emergence of Illinois’ online sportsbooks has been felt most in Indiana’s retail market. Once dominated by sportsbooks nearest Chicago, retail sportsbooks were led in November by Hollywood Lawrenceburg, nearest Cincinnati. Hollywood Lawrenceburg’s $11.6 million handle in November was more than the combined handle of state No. 2 Ameristar Casino ($6.3 million) and No. 3 Horseshoe Hammond ($4.9 million).

“Chicago is still an important market for sportsbooks near the border, but the combination of Illinois’ sports-betting expansion and the pandemic has challenged the retail market,” Welman said. “As a whole, though, growth in online betting has more than made up for any slowdown in the retail market. And Indiana made last-minute protocol changes to keep casinos open while properties in surrounding states shut down, which has helped the industry.”

About the PlayUSA.com Network:
The PlayUSA.com Network is a leading source for news, analysis, and research related to the market for regulated online gaming in the United States. With a presence in over a dozen states, PlayUSA.com and its state-focused branches produce daily original reporting, publish in-depth research, and offer player advocacy tools related to the advancement of safe, licensed, and legal online gaming options for consumers. Based in Las Vegas, the PlayUSA Network is independently owned and operated, with no affiliations to any casino — commercial, tribal, online, or otherwise.

affiliate marketing

SEOBROTHERS’ Aleksandra Drigo flags higher barriers for affiliates in regulated Alberta

Published

10 hours ago

July 6, 2026

Wladimir P.

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

Published

13 hours ago

July 6, 2026

GamingAmericas.com

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

Published

5 days ago

July 2, 2026

Wladimir P.

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.