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Everything

you need to KNOW

John Doe speaks to Canadian Gaming Business about the relationship between online gaming and land-based casinos and breaks down.

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WORDS BY JAMES BROWN

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In dui magna, posuere eget, vestibulum et, tempor auctor, justo. In ac felis quis tortor malesuada pretium. Pellentesque auctor neque nec urna. Proin sapien ipsum, porta a, auctor quis, euismod ut, mi. Aenean viverra rhoncus pede. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Ut non enim eleifend felis pretium feugiat. Vivamus quis mi. Phasellus a est. Phasellus magna. In hac habitasse platea dictumst. Curabitur at lacus ac velit ornare lobortis. Curabitur a felis in nunc fringilla tristique. Morbi mattis ullamcorper velit. Phasellus gravida semper nisi. Nullam vel sem.

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Sed magna purus, fermentum eu, tincidunt eu, varius ut, felis. In auctor lobortis lacus. Quisque libero metus, condimentum nec, tempor a, commodo mollis, magna. Vestibulum ullamcorper mauris at ligula. Fusce fermentum. Nullam cursus lacinia erat. Praesent blandit laoreet nibh. Fusce convallis metus id felis luctus adipiscing. Pellentesque egestas, neque sit amet convallis pulvinar, justo nulla eleifend augue, ac auctor orci leo non est. Quisque id mi. Ut tincidunt tincidunt erat. Etiam feugiat lorem non metus. Vestibulum dapibus nunc ac augue. Curabitur vestibulum aliquam leo. Praesent egestas neque eu enim.

In hac habitasse platea dictumst. Fusce a quam. Etiam ut purus mattis mauris sodales aliquam. Curabitur nisi. Quisque malesuada placerat nisl. Nam ipsum risus, rutrum vitae, vestibulum eu, molestie vel, lacus. Sed augue ipsum, egestas nec,

vestibulum et, malesuada adipiscing, dui. Vestibulum facilisis, purus nec pulvinar iaculis, ligula mi congue nunc, vitae euismod ligula urna in dolor. Mauris sollicitudin fermentum libero. Praesent nonummy mi in odio. Nunc interdum lacus sit amet orci. Vestibulum rutrum, mi nec elementum vehicula, eros quam gravida nisl, id fringilla neque ante vel mi. Morbi mollis tellus ac sapien.

Phasellus volutpat, metus eget egestas mollis, lacus lacus blandit dui, id egestas quam mauris ut lacus. Fusce vel dui. Sed in libero ut nibh placerat accumsan. Proin faucibus arcu quis ante. In consectetuer turpis ut velit. Nulla sit amet est. Praesent metus tellus, elementum eu, semper a, adipiscing nec, purus. Cras risus ipsum, faucibus ut, ullamcorper id, varius ac, leo. Suspendisse feugiat. Suspendisse enim turpis, dictum sed, iaculis a, condimentum nec, nisi. Praesent nec nisl a purus blandit viverra. Praesent ac massa at ligula laoreet iaculis. Nulla neque dolor, sagittis eget, iaculis quis, molestie non, velit.

Mauris turpis nunc, blandit et, volutpat molestie, porta ut, ligula. Fusce pharetra convallis urna. Quisque ut nisi. Donec mi odio, faucibus at, scelerisque quis, convallis in, nisi. Suspendisse non nisl sit amet velit hendrerit rutrum. Ut leo. Ut a nisl id ante tempus hendrerit. Proin pretium, leo ac pellentesque mollis, felis nunc ultrices eros, sed gravida augue augue mollis justo. Suspendisse eu ligula. Nulla facilisi. Donec id justo. Praesent porttitor, nulla vitae

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Ut id nisl quis enim dignissim sagittis. Etiam sollicitudin, ipsum eu pulvinar rutrum, tellus ipsum laoreet sapien, quis venenatis ante odio sit amet eros. Proin magna. Duis vel nibh at velit scelerisque suscipit. Curabitur turpis. Vestibulum suscipit nulla quis orci. Fusce ac felis sit amet ligula pharetra condimentum. Maecenas egestas arcu quis ligula mattis placerat. Duis lobortis massa imperdiet quam. Suspendisse potenti. Pellentesque commodo eros a enim. Vestibulum turpis sem, aliquet eget, lobortis pellentesque, rutrum eu, nisl. Sed libero. Aliquam erat volutpat. Etiam vitae tortor. Morbi vestibulum volutpat enim. Aliquam eu nunc.

Nunc sed turpis. Sed mollis, eros et ultrices tempus, mauris ipsum aliquam libero, non adipiscing dolor urna a orci. Nulla porta dolor. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Pellentesque dapibus hendrerit tortor. Praesent egestas tristique nibh. Sed a libero. Cras varius. Donec vitae orci sed dolor rutrum auctor. Fusce egestas elit eget lorem. Suspendisse nisl elit, rhoncus eget, elementum ac, condimentum eget, diam. Nam at tortor in tellus interdum sagittis. Aliquam lobortis. Donec orci lectus, aliquam ut, faucibus non, euismod id, nulla. Curabitur blandit mollis lacus.

Just qualifying for a World Cup represents success, anything more is just gravy.

Nam adipiscing. Vestibulum eu odio. Vivamus laoreet. Nullam tincidunt adipiscing enim. Phasellus tempus. Proin viverra, ligula sit amet ultrices semper, ligula arcu tristique sapien, a accumsan nisi mauris ac eros. Fusce neque. Suspendisse faucibus, nunc et pellentesque egestas, lacus ante convallis tellus, vitae iaculis lacus elit id tortor. Vivamus aliquet elit ac nisl. Fusce fermentum odio nec arcu. Vivamus euismod mauris. In ut quam vitae odio lacinia tincidunt. Praesent ut ligula non mi varius sagittis. Cras sagittis. Praesent ac sem eget est egestas volutpat. Vivamus consectetuer hendrerit lacus. Cras non dolor.

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Mohegan:

LAND-BASED CASINOS CAN GO HAND-IN-HAND WITH ONLINE GAMING

WORDS BY JESSICA WELMAN

Mohegan Gaming and Entertainment speaks to Canadian Gaming Business about the relationship between online gaming and land-based casinos and breaks down whether the former is a threat to its Fallsview Casino Resort.

Once upon a time, in the not-too-distant past, brick-and-mortar casino operators thought online gambling was coming to ruin their business. Now, many consider online casinos and sportsbooks as an extension of their business, appealing to an entirely different audience. For Mohegan Sun and its Ontario land-based casinos though, the relationship is not linear, it is circular. And the idea of cannibalization? Well, they don’t buy it.

“Online gaming has been alive and well in the province of Ontario for probably 15, if not 16 years,” Niagara Casinos President Richard Taylor noted. “To say it's now going to start to cannibalize our business? Well, if it was, it would have already done so. So we don't believe that there will be significant cannibalization, to the opposite, we think that this is going to be accretive to our business.”

Mohegan’s approach isn’t about thinking of online gambling purely as a new, additive market, it is about thinking through how the two can work together to grow the offering Fallsview can offer its customers.

For example, any patrons with a Momentum customer loyalty membership from Fallsview can earn loyalty points playing on the PlayFallsview online casino and online sports betting sites, both of which soft-launched in August. The opportunity extends beyond loyalty points though, which is why the digital arm and the Fallsview brass are working together to create a unique experience rooted in retail in Ontario.

“The way that Mohegan Digital was set up is really to build a digital brand that is complementary to the retail brand in each of our markets. So here in Connecticut it’s Mohegan Sun Casino, up in Ontario, it's PlayFallsview,” explained Mohegan Gaming and Entertainment President of Digital Gaming Rich Roberts. “[Mohegan Digital] was to be complementary to the business, complementary to the brand, complementary to the team. One as a way to monetize our players when they're not at the casino, but also as a way for us to acquire new players.”

Taylor echoed Roberts’ excitement about not just the launch of online gambling but how the two groups can work together to better one another.

“This is the next iteration of gaming,” Taylor explained. “And we're certainly pleased as a land-based operator just to be part of this and this gives us an opportunity to keep connected with our customers.”

That level of interaction with the customers is also, in some ways, incredibly useful for market research. Certainly, it makes it clear what is working on mobile gambling apps. It can also inform brickand-mortar (locations) about what should be on the gaming floor.

“Ideally, we'd like to get in a position where we know exactly what our customers are doing while they're here at Fallsview Casino, Niagara Casino and what they're doing from a digital perspective and to be able to trend that consolidated play. What games are they playing online? Do we have those games

here? What are the setups that we need to do so that if we want to translate that customer from a digital standpoint into the bricks and mortar, we've got similar games that we know those customers want to play and vice versa,” Taylor explained.

Certainly, sports betting is part of the plans as well, but Roberts admits that Mohegan Sun and Fallsview are committed to putting casino first as an offering.

“Our focus is all casino games. We know what the profitability is on casino games versus sportsbook,” he admitted. “And so, the sportsbook is important to our business, but the casino games are the lifeblood of our business. So getting people to play on their phones on property is not really a priority for us. Our priority is to get those who are playing on their mobile devices onto property.”

As Roberts noted, the plans for PlayFallsview and how the digital and the retail interact is not to get people on property just to play on their phones. It is about using the phone to persuade users to come to the casino.

Citing numbers from the results so far at Mohegan Sun Casino Resort in Connecticut, Roberts noted that in excess of 30% of customers who signed up for the mobile app were not Momentum cardholders. What is so exciting about the Mohegan Sun-branded online casino is that these customers are both signing up for the app despite not being familiar with the property. More importantly, though, these users signed up and then eventually came to casino to experience the brand in a land-based manner.

The brand and experience Fallsview and its idyllic location on Niagara Falls offers is how Mohegan Digital can craft a brand that appeals to Ontario. Leaning into the unique experience the property offers, one defined by service and entertainment, will hopefully give them a leg up over other online gaming operators whose relationship with users stops once their phone is out of their hands.

We don’t believe that there will be significant cannibalization; we think that be accretive to our business.

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Everything you need to KNOW

John Doe speaks to Canadian Gaming Business about the relationship between online gaming and land-based casinos and breaks down.

WORDS BY ERIN GALLAGHER

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Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, quis gravida magna mi a libero. Fusce vulputate eleifend sapien. Vestibulum purus quam, scelerisque ut, mollis sed, nonummy id, metus. Nullam accumsan lorem in dui.

Cras ultricies mi eu turpis hendrerit fringilla. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; In ac dui quis mi consectetuer lacinia. Nam pretium turpis et arcu. Duis arcu tortor, suscipit eget, imperdiet nec, imperdiet iaculis, ipsum. Sed aliquam ultrices mauris. Integer ante arcu, accumsan a, consectetuer eget, posuere ut, mauris. Praesent adipiscing. Phasellus ullamcorper ipsum rutrum nunc. Nunc nonummy metus. Vestibulum volutpat pretium libero. Cras id dui.

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Phasellus accumsan cursus velit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Sed aliquam, nisi quis porttitor congue, elit erat euismod orci, ac placerat dolor lectus quis orci. Phasellus consectetuer vestibulum elit. Aenean tellus metus, bibendum sed, posuere ac, mattis non, nunc. Vestibulum fringilla pede sit amet augue. In turpis. Pellentesque posuere. Praesent turpis. Aenean posuere, tortor sed cursus feugiat, nunc augue blandit nunc, eu sollicitudin urna dolor sagittis lacus.

Donec elit libero, sodales nec, volutpat a, suscipit non, turpis. Nullam sagittis. Suspendisse pulvinar, augue ac venenatis condimentum, sem libero volutpat nibh, nec pellentesque velit pede quis nunc. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Fusce id purus. Ut varius tincidunt libero. Phasellus dolor. Maecenas vestibulum mollis diam. Pellentesque ut neque. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.

In dui magna, posuere eget, vestibulum et, tempor auctor, justo. In ac felis quis tortor malesuada pretium. Pellentesque auctor neque nec urna. Proin sapien ipsum, porta a, auctor quis, euismod ut, mi. Aenean viverra rhoncus pede. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Ut non enim eleifend felis pretium feugiat. Vivamus quis mi. Phasellus a est. Phasellus magna. In hac habitasse platea dictumst. Curabitur at

lacus ac velit ornare lobortis. Curabitur a felis in nunc fringilla tristique.

Morbi mattis ullamcorper velit. Phasellus gravida semper nisi. Nullam vel sem. Pellentesque libero tortor, tincidunt et, tincidunt eget, semper nec, quam. Sed hendrerit. Morbi ac felis. Nunc egestas, augue at pellentesque laoreet, felis eros vehicula leo, at malesuada velit leo quis pede. Donec interdum, metus et hendrerit aliquet, dolor diam sagittis ligula, eget egestas libero turpis vel mi. Nunc nulla. Fusce risus nisl, viverra et, tempor et, pretium in, sapien. Donec venenatis vulputate lorem. Morbi nec metus. Phasellus blandit leo ut odio.

Maecenas ullamcorper, dui et placerat feugiat, eros pede varius nisi, condimentum viverra felis nunc et lorem. Sed magna purus, fermentum eu, tincidunt eu, varius ut, felis. In auctor lobortis lacus. Quisque libero metus, condimentum nec, tempor a, commodo mollis, magna. Vestibulum ullamcorper mauris at ligula. Fusce fermentum. Nullam cursus lacinia erat. Praesent blandit laoreet nibh. Fusce convallis metus id felis luctus adipiscing. Pellentesque egestas, neque sit amet convallis pulvinar, justo nulla eleifend augue, ac auctor orci leo non est. Quisque id mi.

Ut tincidunt tincidunt erat. Etiam feugiat lorem non metus. Vestibulum dapibus nunc ac augue. Curabitur vestibulum aliquam leo. Praesent egestas neque eu enim. In hac habitasse platea dictumst. Fusce a quam. Etiam ut purus mattis mauris sodales aliquam. Curabitur nisi. Quisque malesuada placerat nisl. Nam ipsum risus, rutrum vitae, vestibulum eu, molestie vel, lacus. Sed augue ipsum, egestas nec, vestibulum et, malesuada adipiscing, dui. Vestibulum facilisis, purus nec pulvinar iaculis, ligula mi congue nunc, vitae euismod ligula urna in dolor.

Mauris sollicitudin fermentum libero. Praesent nonummy mi in odio. Nunc interdum lacus sit amet orci. Vestibulum rutrum, mi nec elementum vehicula, eros quam gravida nisl, id fringilla neque ante vel mi.

ASSEMBLE!

Steve Lautischer, EVP Business Development at Alberta Gaming and Liquor Corporation, speaks to CGB about the Lotteries Coalition's battle to eliminate illegal online gambling and why the body is seeking federal intervention on the issue.

WORDS BY CHARLIE HORNER

Rorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo.

Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi. Nam ultricies mi eu eget dui. Etiam rhoncus.

Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus imperdiet tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis umollis magna.

Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, quis gravida magna mi a libero. Fusce vulputate eleifend sapien. Vestibulum purus quam, scelerisque ut, mollis sed, nonummy id, metus. Nullam accumsan

lorem in dui. Cras ultricies mi eu turpis hendrerit fringilla. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; In ac dui quis mi consectetuer imperdiet lacinia. Nam pretium turpis et arcu.

Duis arcu tortor, suscipit eget, imperdiet nec, imperdiet iaculis, ipsum. Sed aliquam ultrices mauris. Integer ante arcu, accumsan a, consectetuer eget, posuere ut, mauris. Praesent adipiscing. Phasellus ullamcorper ipsum rutrum nunc. Nunc nonummy metus. Vestibulum volutpat pretium libero. Cras id dui. Aenean ut eros et nisl sagittis vestibulum. Nullam nulla eros, ultricies sit amet, nonummy id, imperdiet feugiat, pede. Sed lectus. Donec mollis hendrerit risus.

Pellentesque posuere. Praesent turpis. Aenean posuere, tortor sed cursus feugiat, nunc augue blandit nunc, eu sollicitudin urna dolor sagittis lacus.

Donec elit libero, sodales nec, volutpat a, suscipit non, turpis. Nullam sagittis. Suspendisse pulvinar, augue ac venenatis condimentum, sem libero volutpat nibh, nec pellentesque velit pede quis nunc.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia

Curae; Fusce id purus. Ut varius tincidunt libero. Phasellus dolor. Maecenas vestibulum mollis diam. Pellentesque ut neque. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.

Phasellus nec sem in justo pellentesque facilisis. Etiam imperdiet imperdiet orci. Nunc nec neque. Phasellus leo dolor, tempus non, auctor et, hendrerit quis, nisi. Curabitur ligula sapien, tincidunt non, euismod vitae, posuere imperdiet, leo. Maecenas malesuada. Praesent congue erat at massa. Sed cursus turpis vitae tortor. Donec posuere vulputate arcu. Phasellus accumsan cursus velit.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Sed aliquam, nisi quis porttitor congue, elit erat euismod orci, ac placerat dolor lectus quis orci. Phasellus consectetuer vestibulum elit. Aenean tellus metus, bibendum sed, posuere ac, mattis non, nunc. Vestibulum hendrerit quis, nisi fringilla pede sit amet augue. In turpis.

In dui magna, posuere eget, vestibulum et, tempor auctor, justo. In ac felis quis tortor malesuada pretium. Pellentesque auctor neque nec urna. Proin sapien ipsum, porta a, auctor quis, euismod ut, mi. Aenean viverra rhoncus pede. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Ut non enim eleifend felis pretium feugiat. Vivamus quis mi.

Curabitur at lacus ac velit ornare lobortis. Curabitur a felis in nunc fringilla tristique. Morbi mattis ullamcorper velit. Phasellus gravida semper nisi. Nullam vel sem. Pellentesque libero tortor, tincidunt et, tincidunt eget, semper nec, quam. Sed hendrerit. Morbi ac felis. Nunc egestas, augue at pellentesque laoreet, felis eros vehicula leo, at malesuada velit leo quis pede. Donec interdum, metus et hendrerit aliquet, dolor diam.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa.

SOCCER

GOLD RUSH?

As the Canadian Men’s National Team prepare for the FIFA World Cup this winter, it begs the question of whether sportsbooks are ready for a significant uptick in soccer wagers amid a festival of the sport.

WORDS BY MARTYN ELLIOTT

For the first time in history, Qatar will become the focus for sports bettors around the globe when it hosts the 2022 FIFA World Cup this winter. And for the first time since 1986, the tournament will feature Canada, after John Herdman’s team topped CONCACAF qualification.

However, while sportsbooks in most countries will be kept busy by the action at global sport’s biggest event, it is not yet clear whether Canada’s participation will move the needle on soccer betting here.

While soccer may be Canada’s largest participation sport, television viewing figures - a useful indicator of how popular a sport will be with bettors - show the audience for it is some way short of that for hockey and basketball. The Euros final between Italy and England was the ninth most viewed broadcast last year, but seven other spots in the top ten were matches from the Montreal Canadiens’ run to the Stanley Cup Finals.

Look back slightly further into history and it becomes clear that what is driving the viewing figures for sport is Canadian success. In 2019, five of the top ten spots were filled by Toronto Raptors’ NBA Finals games, while Olympic gold for ice dancers Tessa Virtue and Scott Moir topped the chart in 2018, with the women’s hockey final from the Games in third place.

Stars such as Bayern Munich’s Alphonso Davies and Lille’s Jonathan David have helped to create the strongest men’s squad in living memory, but they are unlikely to match the achievement levels of the Canadian women's team and it remains to be seen whether Qatar 2022 will be the catalyst for an explosion in the popularity of soccer as a spectator sport.

However, there’s little doubt that soccer will enjoy a significantly higher profile in the coming years, as the country gears up to be a co-host of the 2026 World Cup.

James

Sharman, Head of Soccer

Content at Parleh Media Group and host of Room 4-4-2, explained: “By 2026, I imagine Canadian soccer looks very different. Canada will be enjoying its second straight World Cup, and in an expanded format that will entertain hopes of advancing to the knockout rounds as its young stars will be in their prime.

“There will likely be a professional women's league in Canada, and the fan base will not only have grown, but will have become sophisticated. Soccer will become part of the national dialogue in the buildup, and once the tournament begins it will take over.

“FIFA knows how to put on a big event, and by the time the tournament finishes our players will be household names, the sport will be mainstream, and media brands such as Room 4-4-2 will be destinations for old fans and new fans alike.”

As soccer's popularity grows, sportsbooks will undoubtedly see more action, as fans look to back the national team and its stars playing in Europe and MLS. That will, in turn, provide opportunities for sports media companies such as Toronto-based Parleh Media Group, which specialises in streamed content designed to educate and entertain fans who enjoy a flutter.

Its Executive Producer Kevin Kennedy said: "Currently, soccer content is not a priority for the two big sports media brands in Canada - TSN and Sportsnet. Sportsbooks have different priorities and will invest in content that helps drive their objectives, which I believe will lead to more soccer content, and more interest and engagement.”

Whether 2022 proves to be the turning point for professional soccer in Canada, or the game has to wait until 2026 for the boom, existing fans are confident that

Herdman’s team will entertain in Qatar.

“Canada is one of the most exciting teams to watch at this year's World Cup, and that is the opinion both inside and more importantly outside our country,” said Sharman. “That is because we are the great unknown, the rest of the world has no idea what to expect.”

The draw for the 1986 tournament was unkind to Canada, pitting them against European champions France (led by the three-time Ballon d’Or* winner Michel Platini), a Soviet Union squad packed with players from the Dynamo Kyiv team that had recently lifted the European Cup Winners’ Cup (including Ballon d’Or winners Oleg Blokhin and Igor Belanov), and Hungary.

It has scarcely been any kinder this time round, with the Kevin De Bruyneinspired Belgium, 2018 finalists Croatia, and Morocco joining Les Rouges in

Group F. With reaching the knockout stages a seemingly impossible task, what represents success for Canada in Qatar?

“Just qualifying for a World Cup represents success, anything more is just gravy,” said Sharman.

“Canada has been drawn into a tough group, where there is a good chance they will go winless, which is absolutely fine considering where the expectations were before qualification began.

“That said, John Herdman will talk big, and will convince his squad that they can and will win. Much is made of the '86 team not even scoring a goal, something I find extremely unfair, so I suppose if you want to silence the soccer haters; score a goal.”

* The Ballon d’Or was still the European Player of the Year honour in 1986. It became a global award in 2007.

Just qualifying for a World Cup represents success, anything more is just gravy.

Evolving JACKPOTS

Daniel Eskola, Head of Research & Development at Relax Gaming, walks through the evolution of jackpot games and how user experiences and preferences can influence the production of new titles.

WORDS BY ERIN GALLAGHER

How have player preferences changed in recent years with regards to jackpots?

Looking at the development of new mechanics and innovations compared to standard slots, there’s definitely been less focus on jackpots and new ideas. As a result, players have not had as much on offer when it comes to offering a fresh jackpot experience. From the supply side, we’ve seen a notable shift from infrequently dropping, life-changing wins, to far more frequent, dailydropping jackpots. But up until now, not much has changed.

Our Dream Drop innovation fulfilled exactly what the modern player is looking for in a jackpot – combining those smaller, more regular wins with the possibility of being in with a chance of a life-changing Mega win as well. Given that we’ve merged the two, operators can expect to see a great deal of traffic with the jackpot, particularly when it’s hot. So far, we’ve seen two players hit the Mega Jackpot worth €997,779.17 and then €924,386.51.

Player interest and recognition of the product are set to increase exponentially as a result, and we’re very excited about the months ahead.

Are jackpots an evergreen safe bet, or are players likely to become underwhelmed if the mechanic doesn’t see more innovation?

The key factor to consider is whether or not players are having the best possible experience for the money they’ve deposited. With this in mind, jackpot games need to offer a high level of entertainment, excitement and a sense of near wins.

Due to the nature of jackpot games with part of the players’ bets going into the jackpot pools, the risk is that players may feel the deposited may feel the deposited money does not last long enough, which

is reducing the core component of the entertainment factor. If the base game and general mathematics profile aren’t up to scratch, then you’re just not going to be able to reach an optimal level of engagement and retention. Jackpots will always be an essential part of an operator’s offering as it carries with it the association of that fantastic thrill of the big win –which means they can’t be ignored.

How do modern jackpots compare with other tools operators have at their disposal in terms of the acquisition and retention of players?

There isn’t much that beats the message that you could be one win away from landing an astronomical sum!

At the end of the day, each player dreams of that big jackpot hit, as that’s what chance is all about. Utilizing jackpots in a business’ CRM strategy is very powerful, but this needs to be done well or it will end up costing too much. Taking Dream Drop as an example for reactivating a lapsed database, compared to the use of some other classic tools

on offer, such an exciting opportunity presents a far greater opportunity for uptake and success.

Advising the player that they could get 20 free spins if they log in - and informing them that Dream Drop is currently at €1.2m, with a guaranteed winner for someone currently ‘in’ the casino before it reaches €1.5m - is a formidable combination. The win potential from normal slot games with low value is small and will not necessarily incentivize players to make the effort to log in for a small win. Change that message to winning a larger sum, and reactivation numbers go through the roof.

Ultimately, if players enjoy their sessions more, their lifecycle will be longer. What innovations are being developed to make jackpots more exciting and enjoyable?

The key thing is offering players the feeling of “Oh, wow, I was close” and creating those moments of engagementdriving jackpot rounds. Big classic jackpots can easily feel too much of a grind with little in terms of anticipation and excitement. The game design here needs to be spot on to deliver the most entertaining feeling for the deposited cash. A sense of value for money is an essential ingredient in retaining players.

This goes for both the game itself and the jackpot element – the modern player will not take to a subpar or mediocre game with a big jackpot attached to it. The combination of the two is what today’s players want from their slot experience.

Creating familiarity with Dream Drop over different games will be refreshing to players as well. We’re creating multiple games connected to the same jackpot, and each game will have a different way for players to enter and win each jackpot. Figuring out how to achieve this across different games will be extremely gratifying for players and will enhance cross-sell between the games.

Utilizing jackpots in a business’ CRM strategy is very powerful, but this needs to be done well or it will end up costing too much.

T THE FOUR S

For years now, Canada has been a centre of igaming business activity, and the local industry has developed and attracted a large base of experienced gaming professionals, innovative start-ups, established entities, and active investors.

Here, we set out four great advantages that Canada has to offer Canada has to offer igaming companies: tax breaks, time zones, talent, and ticker tape.

products, or rendering. The tax credit can be claimed for a list of allowable related expenditures that can include wages, materials, and overhead.

WORDS BY RON SEGEV, ANDREW NG & REBECCA DALES

TAX BREAKS

One of the great tax programs igaming companies can take advantage of in Canada is the Scientific Research and Experimental Development Tax Credit Program (SR&ED). Your igaming company may be eligible for SR&ED if it is involved in, among other things, algorithm development, system performance improvement, interoperability with third-party

A Canadian-controlled private corporation is eligible for federal and provincial corporate tax rate reductions on the first $500,000 of active business income earned in Canada in any given taxation year. The caveat is that this particular tax benefit is effectively limited to companies controlled by Canadian residents, though, as we will discuss below, for certain individuals, this is also less of a headache than most places.

TALENT

Some truly big names in gaming have come out of Canada. Amaya Gaming, Bodog, Engine Media Holdings, Gamehost, and Score Media and Gaming, to name just a few, all came from the Great

Authors from Segev LLP, detail the four ‘Ts’ that make Canada an enticing country for igaming companies to operate in.

White North. In addition, Canadians have emerged as industry leaders, founding or taking senior positions with companies such as PokerStars, Caesars Digital, Pala Interactive, and a host of other companies that have since merged into today’s big gaming conglomerates.

Canadian immigration law makes it feasible for individuals to come to Canada to start an igaming company or work in one. You’re essentially looking at two systems: permanent residency and work permits.

For permanent residency, there are three general pathways. For the Canadian Experience Class, the main requirement is that the individual accumulates 1560 hours of work experience in a “skilled” position over the course of three years.

Federally, a point system is used to determine qualification, spanning a wide range of areas including education level, work experience, and language. Provincially, a separate application can be filed to be nominated if you are, among other things, a high-skilled worker.

If you’re looking to bring in international talent, the system is certainly set up for you to do so. The Global Talent Stream program, in optimal conditions, allows the processing of 80% of applications in two weeks or less under two categories.

TIME ZONES

Canada and the US have always shared strong business ties. With the development of international igaming regimes and programs, that connection has only grown stronger. Compared with out-of-continent entities, Canada offers the excellent advantage of shared time zones and short travel times.

For example, Toronto, Montreal, New Jersey, and New York all operate within the same time zone. Vancouver, Los Angeles, Las Vegas, and Seattle operate in another, and between the two there is only a three-hour difference. This is extremely conducive to inter-city business development and relations.

Shared time zones, shared language, and media markets that tend to bleed into each other work to create a situation where Canadians have a great understanding of American culture. Canadians are avid consumers of American sports culture in a way that no other country experiences.

This cultural awareness of the US among Canadians makes it easier to build Canadian-based customer service, content, SEO, trading, and other US or North American-facing teams.

TICKER TAPE

With all that in mind, perhaps the largest consideration for many igaming companies is far more singular: raising capital. Fortunately, accessing capital in Canada is fairly frictionless and cost-effective.

For many igaming companies, the goal is not to remain private, especially due to the capital-intensive nature of igaming business models. Canada is home to several exchanges: the Canadian Securities

Exchange, the NEO Exchange, the TSX-V, and the TSX, with listing requirements increasing in the same order. This means that companies can access capital at various stages and scale of development.

Going public is a lot less daunting than it seems and is an excellent way to obtain capital to develop your business and technology. Timing for each listing is highly case-specific, but the fastest everything could be completed would likely be six months, though more generally it usually takes about a year. As you have probably already noticed, the barriers are fairly low.

The environment in Canada is highly favorable to new igaming companies to establish themselves and raise capital.

The “4Ts” described above, in conjunction with a healthy population of investors with an appetite for igaming investments, make the Great White North an ideal location to set up shop.

If you’re looking to bring in international talent, the system is certainly set up for you to do so.

theScore Bet

Aubrey Levy, Senior Vice President of Content and Marketing at theScore, lifts the curtain on the company’s ‘Get Into Bet Mode’ campaign which boasts theScore’s fully integrated media and betting app in a relaunch this fall.

WORDS BY CHARLIE HORNER

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Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, quis gravida magna mi a libero. Fusce vulputate eleifend sapien. Vestibulum purus quam, scelerisque ut, mollis sed, nonummy id, metus. Nullam accumsan lorem in dui. Cras ultricies mi eu turpis hendrerit fringilla.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; In ac dui quis mi consectetuer lacinia. Nam pretium turpis et arcu. Duis arcu tortor, suscipit eget, imperdiet nec, imperdiet iaculis, ipsum. Sed aliquam ultrices mauris. Integer ante arcu, accumsan a, consectetuer eget, posuere ut, mauris. Praesent adipiscing. Phasellus ullamcorper ipsum rutrum nunc. Nunc nonummy metus.

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Curabitur ligula sapien, tincidunt non, euismod vitae, posuere imperdiet, leo. Maecenas malesuada. Praesent congue erat at massa. Sed cursus turpis vitae tortor. Donec posuere vulputate arcu. Phasellus accumsan cursus velit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Sed aliquam, nisi quis porttitor congue, elit erat euismod orci, ac placerat dolor lectus quis orci.

Phasellus consectetuer vestibulum elit. Aenean tellus metus, bibendum sed, posuere ac, mattis non, nunc. Vestibulum fringilla pede sit amet augue. In turpis. Pellentesque posuere. Praesent turpis. Aenean posuere, tortor sed cursus feugiat, nunc amet augue blandit nunc, eu sollicitudin urna dolor sagittis lacus. Donec elit libero, sodales nec, volutpat a, suscipit non, turpis. Nullam sagittis. next page

It's an all-encompassing strategic focus for us as a company, even more deeply into our product and culture.

FULLPAGE ADVERT

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ullamcorper mauris at ligula. Fusce fermentum. Nullam cursus lacinia erat. Praesent blandit laoreet nibh. Fusce convallis metus id felis luctus adipiscing. Pellentesque egestas, neque sit amet convallis pulvinar, justo nulla eleifend augue, ac auctor orci leo non est. Quisque id mi. Ut tincidunt tincidunt erat.

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Building the foundationsregulatoryfor

Onterio

Dave Phillips, COO at AGCO, took time at SBC Summit North America to reflect on the regulatory framework that kickstarted Canada’s journey towards igaming regulation.

WORDS BY CHARLIE HORNER

The Ontario igaming market is unique. This distinctive nature comes from its regulatory setup; an operator must enter into a commercial agreement with iGaming Ontario as well as receive licensing from AGCO before it can commence operations.

Such a dual framework makes Ontario an unknown territory for many US sportsbooks, where regulators will award licenses based upon the individual state legislation.

The fact that incumbents are not bound by legislation, but instead by standards set and enforced by the AGCO, makes the province stick out like a sore thumb in the North American gaming industry. Phillips spelled out the odd nature of Ontario’s regulations, brought on by its ‘entrenched, mature’ grey market.

He explained: “We designed a regulatory program that has many unique features that are geared toward making Ontario an attractive marketplace to operators that are looking to come in.

“But it includes making sure that our licensing model allows for speed to market for those low-risk operators and suppliers that have a lot of experience.

“It means having regulatory standards where, as opposed to most US jurisdictions that have a fairly limited menu of sports betting markets that can be offered in Ontario, you’ve got betting criteria that allows for a much broader range of markets to be offered.

There are multiple other elements of the design that we included, that were really geared to making sure that Ontario was seen as an attractive jurisdiction for those that want to come in.”

Ensuring that free and fair market competition is vital to the success of a jurisdiction’s igaming and sports betting market. The high-profile, global operators that favorable regulations can attract are desirable for regulators that want to see a thriving market that prioritizes, bluntly, revenues that can subsequently be turned into provincial taxes.

Yet, Phillips was eager to assert that AGCO had put important regulatory tools in place to disassociate the market from any previous misconceptions associated with opening large commercial igaming markets.

Once again, it came back to the term ‘unique’ to describe another key regulatory tool in AGCO’s armoury. The AGCO has a fully integrated detachment of the Ontario Provincial Police that works alongside the civilian regulatory apparatus.

In June, the detachment aided an investigation that discovered over $3m from the illegal sale of cannabis was laundered through casinos in the GTA and Niagara regions. Explaining the impact of having an OPP detachment in its ranks, Phillips remarked: “We also strove to ensure that we have top-notch regulatory

standards in place - a very well resourced, licensing and compliance function within the organization.

“When it comes to igaming in areas like matchfixing, money laundering, game integrity, fraud issues, we’ve got the ability to work in an integrated fashion that allows us to have what we think is a best-in-class regulatory model.”

The market’s launch was over six months ago now, leaving many focused on what the future of the Ontario regulatory framework looks like following this period of excitement and reflection. The AGCO will begin to come down harder on the grey market, Phillips noted, setting cut-off dates for those left in the unregulated wilderness ‘as quickly as possible’.

Phillips cited a ‘shift’ in the way that AGCO interacts with those that remain unregulated, explaining: “We’re going to be drawing the line in the sand. We’re going to be setting a cut-off date and we’re going to be having some of those conversations to make sure that we’re channeling as quickly as we possibly can.”

“We’re gonna be watching that very closely to see what potential impact it’s going to have on the

We’ve got the ability to work in an integrated fashion that allows us to have a best-inclass regulatory model.