Canada
American Flag Football League and LSports Announce $6 Million Exclusive Data Distribution Partnership

The American Flag Football League (AFFL), the preeminent flag football organization in the United States, and LSports, a global leader in the delivery of real-time sports data solutions, today announced an exclusive data distribution partnership valued at US$6 million.
The five-year agreement was announced by LSports Co-Founder and CEO Dotan Lazar, and AFFL CEO Jeffrey Lewis. As the Official Data Partner of the AFFL, LSports will have the exclusive rights to the distribution of the league’s official data. LSports will generate live statistics and odds for all AFFL games beginning with the start of the 2022 season.
The total value of the agreement includes data rights, product development, sales, and support from LSports and the AFFL.
The partnership follows the AFFL’s recent slate of announcements, including its agreement with CBS Sports to broadcast games this summer, the launch of the league’s women’s division, and a commitment to pay equity as both the men’s and women’s champion will each earn a grand prize of US$200,000.
The AFFL offers the highest level of competitive flag football and has attracted some of the NFL’s biggest names in years past, including Michael Vick, Chad Ochocinco, Terrell Owens, Vince Young and Danny Wuerffel. The league features a 7-on-7 format on a 100-yard field, with a 12-person roster and a 60-minute game with 15-minute quarters played over a running clock.
“We’ve long since recognized the American market growth and we expect it to greatly evolve in the next few years. The agreement with AFFL definitely secures LSports a place there,” said Lazar. “This deal positions LSports next to a select few who own exclusive rights to official sports, highlighting our unique offerings. AFFL odds will be a great addition to our already vast offerings.”
“Partnering with LSports is an important step in broadening the AFFL’s awareness and bolstering our relevance in the mainstream,” said Lewis. “As sports betting continues to grow here in the U.S. this will connect the AFFL to more fans, bringing them closer to our game and the rising popularity of flag football.”
Stephen Crystal, Founder of SCCG Management, said of the announcement, “Bringing organizations such as the AFFL into partnership with LSports, is an essential part of our overall effort to open the US gaming market for LSports products and services. We seek and establish value additive relationships in our US business development role for LSports that help us share the compelling LSports growth story. The US sports wagering industry is growing into these new US markets, and companies like LSports will continue to be part of that expansion.”
M Style Marketing, a leading strategy firm in sports and entertainment, played an integral role in introducing and coordinating the partnership between organizations.
“With AFFL’s growth and the excitement in the flag game, partnering with LSports is perfect combination to bring the property to a global fan base,” said Rob Striar, CEO of M Style.
The Men’s AFFL tournament is scheduled for July 23-25 in Indianapolis and will move to Houston, Texas for the remaining rounds, starting August 14. The inaugural Women’s AFFL tournament will debut on August 21-22 and 28-29 in Houston, Texas.
CBS Sports Network will broadcast four live AFFL games, including the 2021 tournament’s Men’s Final and the inaugural Women’s Division Final. Additionally, CBS and CBS Sports Network will carry AFFL content throughout the season, with CBS hosting a 60-minute special broadcast highlighting the best moments of the season.
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BetVictor
BetVictor Canada launches Tracy McGrady Safer Gambling campaign

BetVictor Canada has launched its new out-of-home advertising campaign across the streets of Toronto to promote NBA legend Tracy McGrady as its Safer Gambling Ambassador.
Two mobile digital trucks strategically targeting high-traffic areas near Scotiabank Arena, Rogers Centre, and major sporting events will provide prime audience exposure for the campaign, scheduled around Toronto Maple Leafs, Toronto Raptors, and Toronto Blue Jays home games.
To further enhance the campaign’s reach, BetVictor Canada has partnered with Clear Media Group to leverage digital taxi tops across Toronto, providing city-wide exposure with 100 taxis displaying key brand messaging. These digital taxi tops will run during peak evening hours (5:00pm – 9:00pm) on select dates until April 5th, 2025.
The campaign coincides with Problem Gambling Awareness Month, a nationwide grassroots campaign held each March that seeks to increase public awareness of problem gambling and promote prevention, treatment, and recovery services.
BetVictor Canada offers an array of tools and services to help its Canadian customers bet and play safely and responsibly, across a host of sports betting markets and online casino games.
Mark Harper, Head of Emerging Markets at BV Group, said: “BetVictor is delighted to be participating in the National Council of Problem Gambling campaign in March, to help increase public awareness of problem gambling and the need to promote prevention, treatment and recovery services.
“In using our Safer Gambling Ambassador, Tracy McGrady, to raise awareness about BetVictor’s safer gambling tools such as loss limits, time alerts and product restrictions we are dedicated to ensuring all players have a safe gambling experience. #PGAM2025.”
The post BetVictor Canada launches Tracy McGrady Safer Gambling campaign appeared first on Gaming and Gambling Industry in the Americas.
AGCO
AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers

The Alcohol and Gaming Commission of Ontario (AGCO) has served BetMGM Canada Inc. with an Order of Monetary Penalty (OMP) of $110,000 for violations of the Registrar’s Standards for Internet Gaming.
In two separate incidents in 2024, BetMGM engaged marketing companies who offered cash to members of the public in return for opening new BetMGM accounts. The marketing activities occurred in public forums, such as a major national trade conference. Under AGCO’s Standards, operators are responsible for the conduct of their third-party suppliers who are contracted to support the operator’s Ontario gaming business, and must require their third-parties to meet Ontario laws, regulations and standards (Standard 1.19).
Ontario is one of the first jurisdictions in the world to establish and enforce rules that strictly limit high-risk inducement advertising and marketing in the online gambling industry. Registered iGaming operators are prohibited from offering gambling inducements, bonuses and credits as part of their broad public advertising and marketing activities (Standard 2.05). These Standards exist to protect Ontarians from predatory advertising and promotional marketing practices in order to limit the risk of gambling-related harm.
A registered operator served with an OMP by the AGCO has the right to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), which is an adjudicative tribunal independent of the AGCO and part of Tribunals Ontario.
QUOTE
“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities. The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”
Dr. Karin Schnarr, Chief Executive Officer and Registrar – AGCO
ADDITIONAL INFORMATION
BetMGM Canada Inc. failed to comply with the Registrar’s Standards for Internet Gaming. Specifically, the licensee failed to comply with the following provisions of the Standards:
- 1.19 Operators are responsible for the actions of third parties with whom they contract for the provision of any aspect of the Operator’s business related to gaming in Ontario and must require the third party to conduct themselves in so far as they carry out activities on behalf of the operator as if they were bound by the same laws, regulations, and standards.
- 2.05 Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.
Contrary to the Standards, BetMGM Canada Inc. and/or their affiliates allegedly engaged in the following activities:
a) | On or about January 13 and 14, 2024, BetMGM representatives were alleged to have attended the National Franchise Show and were offering $100 in cash to new players for opening a new account and depositing $15. |
b) | On or about March 11, 2024, BetMGM acknowledged that its marketing affiliate “Above the Street” had engaged in prohibited inducement marketing. The conduct resulted in 377 player sign-ups and $127,180.00 in commissions to “Above the Street”. |
c) | On or about April 13, 2024, another BetMGM marketing affiliate “Maple Leaf Marketing” engaged in prohibited inducements and marketing to induce on-site activations and acquire new players. The conduct resulted in 94 player sign-ups and about $34,000.00 in commissions paid to “Maple Leaf Marketing”. |
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BCLC
BCLC Launches “What’s played here stays here” Campaign

BCLC’s new “What’s played here stays here” campaign is issuing an important reminder to British Columbians who choose to gamble – specifically that all net profit its operations generate stays in B.C. to help fund critical services like education, health care and community programs.
The campaign also reinforces that all other gambling websites operating in B.C. are illegal and take away funds from critical community programs and services.
“Across B.C. and Canada, we’ve seen incredible groundswell around the importance of buying and supporting local, and that’s no different for British Columbians who choose gambling for their entertainment. We want our B.C. players to know they can find a world-class gambling experience in their own backyard, whether it’s at one of our 33 casinos, 3,400 lottery retailers, or online at PlayNow.com, and that the proceeds from their play with BCLC make a positive impact at home in their community,” Pat Davis, President and CEO of BCLC, said.
Along with illegal online gambling websites, BCLC also competes with Washington State and Las Vegas casinos, all of which aggressively market to B.C. residents.
“BCLC continues to raise awareness that these gambling options do not support B.C.’s economy and take away funds from vital provincial and community-based programs and services. In a time when British Columbians are standing united, we want to reinforce that playing together with BCLC helps make B.C. even better,” Pat Davis added.
The post BCLC Launches “What’s played here stays here” Campaign appeared first on Gaming and Gambling Industry in the Americas.
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