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European Gaming Congress 2024

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OtherLevels Extends Digital Engagement for FireKeepers Casino

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Sophisticated player targeting, marketing and activation capabilities enable the Michigan-based gaming brand to enhance player experiences

OtherLevels, a leader in cross-channel marketing and engagement for the sports betting and gaming industries, is now the preferred digital player engagement partner for FireKeepers Casino, one of the largest tribal gaming operations in the US. OtherLevels will provide web, app, inbox and interstitial messaging capabilities for the Michigan-based casino’s digital gaming and sports book operations.

By partnering with OtherLevels, FireKeepers strengthens its ability to engage players using OtherLevels’ data-led messaging capabilities. The company’s Sports Engagement Platform leverages live game data, user actions and CRM data to create marketing messages that are relevant and complementary to FireKeepers players’ interests and online journey.

“We are proud to work with one of the most respected names in Native Midwest gaming as they expand into online games and sports betting,” said Brendan O’Kane, CEO of OtherLevels. “We look forward to providing FireKeepers with the marketing and player engagement capabilities they need to create better, stronger and longer-lasting relationships with their players in Michigan and beyond.”

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European Gaming Congress 2024 (Warsaw, Poland)

The existing integration between OtherLevels and Scientific Games Digital, which powers FireKeepers Casino’s digital gaming content, ensures a seamless flow of player activity data and enables OtherLevels, using real-time information, to deliver specific messages to FireKeepers’ different audience segments, customized by preferences, player value, past behavior, and geolocation.

Since the legalization of sports betting and online betting in Michigan in January 2021, FireKeepers has made player engagement their top priority. FireKeepers can now instantly access best-in-class multichannel marketing capabilities designed to maximize player activation and in-session participation and drive new player registrations.

Through the partnership with OtherLevels to deliver more personalized content, FireKeepers can build closer relationships with players, and increase their lifetime value and retention. FireKeepers can now also provide players with tangible and important game information based on their preferences and prior activity.

“Our players are the focus of everything we do at FireKeepers,” stated Kathy George, CEO of FireKeepers Casino Hotel. “We are pleased to partner with OtherLevels to help us engage and connect with our online players, and truly give them a FireKeepers experience.”

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Canada

ComeOn Group adds sportsbook to its offering in Ontario

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ComeOn Group announced a significant milestone in its sportsbook expansion journey with the addition of sportsbook to their offering in Ontario following the successful acquisition of the required permits. This addition represents a strategic advancement in the Groups sportsbook growth trajectory where they are set to double its sportsbook business in the coming years.

ComeOn Group is one of 51 active operators in Ontario. The Ontario market has experienced robust growth since its launch, reaching C$6.7 billion in revenue in 2023.* By 2029, the market is forecasted to grow by a total of 29%, with 2024 expected to close with a 20% increase.

ComeOn keeps investing in its sportsbook business acceleration that is powered by its proprietary sportsbook platform and in-house risk management and trading team. As a multi product vertical operator, ComeOn is striving to give its customer base a safe and exciting entertainment destination and this approach is now expanded to their Ontario audience.

Juergen Reutter, Chief Executive Officer at ComeOn Group, said: “We are very excited about the opportunities this new milestone opens up for us. As a casino-led operator it represents a key part of our sportsbook strategy to double our business in the coming years. Like in any of our other markets, we are striving for a differentiated sportsbook entertainment experience that is powered by our in-house technology. Our goal is to deliver top-tier entertainment to our players while fostering safe and innovative gaming experiences.”

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*Source – H2GC H2 Ontario Data 25.10.2024 (excl. Lottery)

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BCLC

INTRALOT Announces New Project with the British Columbia Lottery Corporation for Online Lottery Platform

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INTRALOT S.A. has announced the undertaking of a new project between the British Columbia Lottery Corporation (BCLC), the sole lottery operator for the Government of British Columbia in Canada, and INTRALOT Inc., its US subsidiary, for the provision of an online lottery platform. The project also includes the digitalization of the existing land-based network.

The solution will be based on the Player X platform, part of the Lotos X ecosystem, and adds to the company’s overall partnership with BCLC, which has been extended until 2028.

INTRALOT is a leading player in a changing world of gaming. With significant experience in looking forward and anticipating emerging trends, the company provides future-proof solutions to regulated lottery and gaming operators around the world.

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Canada

IAGR announces Toronto as host city for 2025 conference

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Hot on the heels of its most attended conference in history, the International Association of Gaming Regulators (IAGR) is excited to announce that its 2025 conference will take place in Toronto, Canada, from October 20 to 23, 2025.

The event will be held in partnership with the Alcohol and Gaming Commission of Ontario (AGCO) at the Westin Harbour Castle, offering stunning waterfront views and a premier, downtown Toronto location.

‘Fresh off the success of our Rome conference, we’re thrilled to continue the momentum with next year’s event in Toronto,’ said Ben Haden, IAGR President.

‘The IAGR 2025 conference promises to be another unparalleled opportunity for our global community to come together, collaborate and shape the future of gaming regulation. We’re looking forward to working with AGCO to bring it all together.’

AGCO CEO and Registrar Dr. Karin Schnarr, added, ‘We’re excited to welcome IAGR and its members to Toronto. This partnership provides a great opportunity to share Ontario’s innovative regulatory practices and foster meaningful discussions that drive positive change in the industry.’

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Stay tuned for registration details early next year.

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