Canada

TheLines.com:Prop bets a key feature of Super Bowl betting, but not all our legal in the U.S.

Published

4 years ago

February 7, 2022

The Super Bowl is the most wagered-on event in America and the betting also goes beyond the outcome of the games and the performances by the players, according to analysts TheLines.com, which tracks odds in the U.S. regulated sports betting market.

With two weeks between the Conference Championships on Jan. 30 and Super Bowl 56 on Feb. 12, prop bets engage and entertain fans before the game and right through the Super Bowl. Proposition bets are games within the game itself and they allow bettors to wager on specific events and matchups. Player props include performance-based bets, including yards, catches, touchdowns and more. They also include time-specific bets, such as who will be the first or last player to score a touchdown. TheLines has a full rundown of prop bets and strategy.

Popular non-football action prop bets for the Super Bowl include the outcome of the opening coin flip, the color of the Gatorade bath that the winning coach will receive, and the length of the pre-game National Anthem performance and halftime show.

The halftime show in particular has received much attention, with a star-studded lineup featuring Eminem, Dr. Dre, Mary. J Blige, Snoop Dogg, and Kendrick Lamar. But TheLines’ Nicole Russo explains that betting on the length of these performances is not legal in the U.S.

“There’s even a prop on whether Snoop will smoke during the show,” Russo said. “But those odds are not offered by a legal and regulated online sportsbook. Currently, no legal betting jurisdiction in the U.S. allows sportsbooks to offer odds on the halftime show. The odds you see listed are from offshore sportsbooks, which are not governed by the same rules and standards that regulated sportsbooks have to abide by to keep your information and money safe.”

Often, the winning coach is doused with a tub of Gatorade immediately after the game and bettors can bet on what color of the electrolyte sports drink will be. Super Bowl Gatorade odds have not yet been posted by sportsbooks, but will be available soon. Expect orange and blue to be the favorite this year, according to TheLines’ Matt Burke.

“Gatorade shower odds are typically determined by the likelihood that the drink will match the team colors,” said Burke. “With the Cincinnati Bengals in Super Bowl LVI, expect orange to be one of the favorites. Orange typically finds itself atop Gatorade color odds boards even when a non-orange team makes it to the NFL’s final stage. Blue is another all-time popular color, and the LA Rams could certainly wind up using it in one of their buckets.”

It’s important to note that these options aren’t available in every state. Check with your local operators.

As for the game itself, the Rams are now favored by 4.5 points to beat the Bengals in the Super Bowl on Feb. 12. The line has nudged up a half-point since opening at Rams -4 on Jan. 30. The over/under total remains at its opening number 49.5 points, according to a consensus of the nation’s largest legal online sportsbooks — including DraftKings, FanDuel, BetMGM, BetRivers, Caesars, and PointsBet.

The consensus point spreads for the Super Bowl, as of Feb. 4:

Cincinnati Bengals vs. Los Angeles Rams (-4); over/under 49.
LA Rams -200
Cincinnati Bengals +170

affiliate marketing

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

Published

6 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

9 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

4 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.