Canada
PlayPennsylvania.com: Sportsbooks make first betting volume gains since March
The return of football helped Pennsylvania sportsbooks post their first month-over-month increase in betting volume since March with nearly $350 million in wagers in August. The gain sets the stage for what could be a record-shattering fall for the state’s sportsbooks as online casinos and poker rooms continue their own torrid pace, according to PlayPennsylvania, which tracks regulated online gaming and sports betting in the state.
“August’s sports schedule is still relatively light compared with the fall, so it is welcome to see betting volume move off the low we saw in July,” said Valerie Cross, analyst for PlayPennsylvania.com. “The next four months is the most important stretch of the year for sportsbooks, though, and every sign points toward a stretch of widespread growth.”
Pennsylvania’s online and retail sportsbooks accepted $348.5 million in wagers in August, down 4.5% from $365.0 million in August 2020 but up 14.5% from $304.4 million in July, according to official data released Monday. August marked the first month since March, when sportsbooks took in $560.3 million in wagers, that the combined handle topped the previous month’s handle.
Gross gaming revenue fell 8.3% to $25.3 million from $27.6 million in August 2020 and fell 7.9% from $27.5 million in July. August produced $18.0 million in taxable revenue, generating $6.1 million in state taxes and $360,145 in local share assessments.
The gains in August were likely in part a product of increasing interest in baseball, especially as the Philadelphia Phillies remained in postseason contention. But a handful of college and NFL preseason games, in addition to futures betting on football, undoubtedly helped boost bettors’ interest.
“An inglorious exit from the NBA playoffs, the struggles of the Pittsburgh Pirates, and the inconsistency of the Phillies, conspired to make this a relatively slow summer for Pennsylvania’s sportsbooks,” said Dustin Gouker, analyst for the PlayUSA.com Network, which includes PlayPennsylvania.com. “It took just a handful of games in August to show how important football is to the sports-betting industry.”
Bettors made $318.1 million in wagers at the state’s online sportsbooks, representing 91.3% of the state’s total handle. FanDuel led all online operators with $135.7 million in wagering, up 27.1% from $106.7 million in July. FanDuel’s online revenue fell 54% to $5.7 million in August from $12.3 million in July, yielding $3.0 million in taxable revenue.
DraftKings was second in the state with $80.4 million in wagers, up 21.4% from $66.2 million in July. That yielded $8.0 million in gross revenue and $6.6 million in taxable revenue. BetMGM was third in the state with $29.0 million in wagers and $2.5 million in gross revenue.
Penn National’s Barstool-branded app attracted $26.3 million in wagers creating $2.1 million in gross revenue and $1.6 million in taxable revenue.
The online leaders were followed by:
- BetRivers ($13.2 million handle, down from $14.5 million; $882,274 GGR, down from $1.3 million)
- SugarHouse ($10.3 million handle, up from $9 million; $692,350 in GGR, up from $680,099)
- Fox Bet ($8.6 million handle, down from $10 million; $746,103 in GGR, up from $709,376)
- Parx Casino ($6.4 million handle, down from $7.9 million; $713,282 GGR, down from $745,087)
- Unibet ($4.2 million handle, down from $4.5 million; $307,601 GGR, down from $316,936)
- TwinSpires ($2.3 million handle, up from $2.1 million; $147,448 GGR, down from $179,276)
- Caesars ($1.2 million handle, up from $947,532; $73,785 GGR, up from -$126,967)
- Betway ($617,954 handle; up from $563,481; $18,818 GGR, up from -$32,239)
- Wind Creek ($521,601 handle, up/down from $406,259; $78,195 GGR, up from $6,284)
Meanwhile, retail sportsbooks accepted $30.4 million in wagers in August, up from $29.0 million in July. Those wagers created $3.3 million in gross gaming revenue, up 22.8% from $2.7 million in July. Rivers Philadelphia topped the retail market with $5.1 million in bets, ahead of Rivers Pittsburgh’s $4.4 million handle.
“Revenue generation is important this time of year, too, but football is often a springboard for operators to build relationships with new customers,” Gouker said. “This is why operators are aggressive with their football-related promotional offerings and advertising campaigns, particularly around the opening weeks of the season. It’s also a time when giants such as FanDuel and DraftKings really can exploit their resource advantage over smaller operators.”
Online casinos and poker
Online casinos and poker rooms posted their sixth consecutive month with gross gaming revenue over $100 million with $103.2 million in August. That was up 54.8% from $66.7 million in August 2020, though down 1.2% from $104.5 million in July.
Gross revenue was whittled to $88.7 million in taxable revenue, which was even with July. August’s win yielded $39.4 million in state and local taxes. Wagering at online casino games remained brisk, hitting $3.2 billion in August, which was also even with July.
“While sportsbooks ebb and flow with the seasons, the growth at online casinos has been consistent and relentless,” Cross said. “As the weather cools, that growth should continue. There are no signs yet that point to any kind of slowdown on the immediate horizon.”
Other highlights from August:
- Online casino and poker rooms generated $3.3 million in gross gaming revenue per day over the 31 days of August, down from $3.4 million per day in July.
- Penn National, which includes the DraftKings, BetMGM, Barstool, and Hollywood casinos, led the market once again with $35.1 million in gross revenue. Rivers Philadelphia, which includes SugarHouse, Borgata, and BetRivers casinos, was second with $30.8 million.
- On the strength of the first full month of the World Series of Poker, poker generated $3.2 million in revenue, up from $2.7 million in August 2020. Mount Airy/PokerStars topped operators with $1.9 million in revenue.
For more information, visit www.playpennsylvania.com/news.
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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.
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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