As I write this, United States voters are still casting their ballots in the 2024 election. This year, they have to cope with intrusion of court-legitimized electoral betting. Such an unwelcome development lowers a life-and-death decision to the trivial level of a sporting wager. (And those never go wrong, do they?)
It’s also provided a convenient excuse for alleged news organizations to drop electoral coverage in favor of a newfound obsession with betting markets, as though they were reliable predictors. Indeed, the congenitally indolent Las Vegas Review-Journal, arguably the nation’s worst daily newspaper, led its last two issues before Election Day with bettingmarkets stories, in lieu of on-theground reportage. Deplorable.
There are several reasons to view this development with acute distaste. Number one is the sheer unreliability of betting markets. The leading firm, Polymarket, is owned by a rightist billionaire (Peter Thiel) who has a vested financial interest in making the election go his way, shaping reality to fit perception as it were.
As the leftist blog Meidas Touch reported, “right-wing influencers regularly cite Polymarket’s odds as though they represent legitimate data. This has become a common tactic for [Donald] Trump supporters attempting to shore up his 2024 prospects against Vice President Kamala Harris, dismissing hard polling and early voter data.”
As Ben Meiselas and others have chronicled, Polymarket and its ilk rely not on data but “vibes,” such as the volume of right- and left-leaning posting on X … which is owned by deep-pocketed Trump booster Elon Musk. (See a pattern forming?)
RIGHT: David McKee, Editor in Chief, Sports Betting Operator
Meiselas discloses, “Online influencers have told us they have been approached by affiliates of Polymarket offering them money to ‘quote tweet’ Polymarket posts.”
Russian asset Benny Johnson is among the bad actors pimping Polymarket. Musk claims that electoral betting is “more accurate than polls since actual money is on the line.” He should tell that to Sen. Mitt Romney, whose presidential hopes were raised, then dashed in 2012 by wishful-thinking betting ‘data.’
Meiselas nails it when he calls betting markets “little more than speculation wrapped in an aura of legitimacy.” Unfortunately, news organizations and voters are being led by the nose, trusting information they neither understand nor can explain. The blogger warns that if “supporters believe that betting odds are a more accurate reflection of public sentiment than polls or early voting data, the legitimacy of the actual election results will be further undermined.”
Don’t just take Meiselas’ word. Right-leaning The Hill minced no words, calling such predictors “a load of hooey.” After all, Hillary Clinton had an 88 percent likelihood of becoming president in 2016, if the Polymarkets of the world were to be trusted.
If, in the end, the betting markets echo the final tally, it will be by chance rather than science. And ‘news gathering’ will never be the same.
CONTENTS
VOLUME 006 - ISSUE 013
CONTACTS
Publisher – Peter White peter@outsourcedigitalmedia.com
Editorial Policy: The views and opinions expressed in Sports Betting Operator remain principally the views of contributors and do not necessarily reflect those of the editor or publishers.
The publishers wish to avoid inaccuracies and, whilst every precaution has been taken to ensure that information contained in this publication is accurate, no liability is accepted by the editor or publishers for errors or omissions, however caused.
Unless otherwise stated, articles appearing in this publication remain the copyright of the publishers and may not be reproduced in any form without the publisher’s written consent.
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4
EDITOR’S LETTER
An electoral crap shoot. By David McKee
6 MORE CIRCA THAN EVER
The sports-centric, adults-only Las Vegas resort just expanded. By Ryan Slattery
13 LEVELING (UP) THE PLAYING FIELD
An interview with Elliott Jeffords of FairPlay Sports Media. By Peter White
14 A TALE OF FOUR STATES
The status of U.S. sports betting. By Victor H. Royer
18 MUTUALLY BENEFICIAL COLLABORATION
A complete guide to the 1xBet affiliate program
21 A YEAR OF TRANSFORMATION
Ronny Breivik, CEO of B90, is interviewed by Peter White
25 THE FIRST THREE YEARS
Assessing the impact of Ontario’s licensing model
30 FROM EUROPE TO CANADA
How IBIA is delivering its global athleticintegrity education. By Jean-François Raymond
35 SEE YOU IN MALTA!
ReferOn will participate in the SiGMA Europe Summit
36 A SIGNAL HONOR
Boomerang is nominated for two awards at SiGMA Europe
37 BY POPULAR DEMAND
SiGMA Europe launches a fourth shed
MORE CIRCA THAN EVER
The sports-centric, adults-only Las Vegas resort just expanded. By Ryan
Slattery
Not unlike how Steve Wynn is credited with introducing more service-oriented megaresorts that focused less on gambling — and more on luxury, free attractions, entertainment and dining on the Las Vegas Strip — casino mogul Derek Stevens is doing the same in downtown Las Vegas. Only Stevens, a hardcore sports nut, ripped up the game plan and orchestrated his own play.
Stevens zeroed in on emphasizing the sports book, on long, video-poker gambling bars that show sporting events day and night, and a pool complex so cool it has year-round pull attracting thousands of sports fans — Stadium Swim.
But before we do a deep dive into how Circa Las Vegas became the jewel of Downtown and the sporting aspects that made it that way, let’s look back at how this Downtown revitalization started. It’s not an exaggeration to say that downtown Las Vegas was a bit down on its luck when Stevens arrived to help salvage it and grow it into a destination upon itself.
In 2008, Stevens and brother Greg purchased the Golden Gate Hotel & Casino—the oldest and (with just north of 100 rooms) the smallest hotel on the
Fremont Street Experience. That same year, Stevens bought the Las Vegas 51s Triple-A minor league baseball team (now the Las Vegas Aviators), which he owned from 2008 to 2013.
But Stevens made a bigger move in 2011 when he purchased Fitzgeralds, renovated it and renamed it The D Las Vegas — both a nod to his nickname and his hometown of Detroit. He then added the Downtown Las Vegas Events Center to host concerts, events and NHL watch parties.
Next up, Las Vegas had to say goodbye to the deep-fried Twinkies sold at the Mermaids Casino. Stevens scooped it up along with the Las Vegas Club, to tear them down and build his crown jewel. That would be Circa Las Vegas, which opened in October 2020. It was the first new hotel-casino to be built downtown in four decades and, when it was finished, it was the tallest, topping out at 458 feet.
But with Circa, Stevens kept the vintage Vegas vibe — even restoring the old Vegas Vickie kicking-cowgirl sign, giving her a prominent home in
the center of the casino with her very own lounge. But Stevens modernized that vibe and made Circa an adultsonly resort, allowing only guests over 21 years of age inside.
Circa was a game-changer downtown. It signaled that old Vegas was back in a big way. It was new again. But unlike what was happening on the Strip, Stevens knew Circa needed a new direction, a motivator that would draw people to the property. Sports was his answer.
Stevens even joked at the opening that Circa was really just “a sports book so big [that] we built a casino around it” and promised it would be “unlike anything sports fans had ever seen.” Hyperbole be damned, it’s lived up to the boast. With the massive sports book and Stadium Swim, Stevens created two of the most unique spots to watch live sporting events in Las Vegas
The three-level sports book has private boxes, stadium seating for up to 1,000 guests, and includes an Overhang Bar, modeled after old Tiger
Stadium’s right-field wall. Downstairs, fans can catch the action the action at the 165-foot-long Mega Bar or head outside to the Stadium Swim pool complex.
Stadium Swim is a tiered, six-pool amphitheater facing a 40-foottall, 143-foot-wide screen. With temperature-controlled heated pools, it is open year-round so fans won’t miss an NFL playoff game in January or any Vegas Golden Knights action. Stadium Swim has been a success, to put it mildly. On a recent tour, Stevens said that on busy weekends more than 5,000 people will visit the venue. “Far more people visit Stadium Swim than stay in our hotel,” he admits.
That was a deciding factor for expansion. Just recently, in late October, nearly four years to the day of its opening, Circa unveiled a $22 million augmentation that added 106 new rooms and suites, increasing the room inventory by 20 percent and taking it to a new total of 618 rooms.
“Demand’s been great,” Stevens says “When we opened four years ago, we always knew there would be a substantial demand for high-quality hotel rooms in downtown Las Vegas. The amazing thing about our hotel is it’s been sold out every single weekend for the past four years. We’re in a good
spot Downtown right now. There is incredible demand.”
Stevens points out that downtown Las Vegas has just 6,000 hotel rooms, meaning annual stays max out at around two million. Yet 25 million people visit Downtown each year and don’t have the opportunity to stay there, meaning “more hotel rooms are warranted.
“We’re really excited because the risk of adding new rooms is pretty limited to me, because we’re selling out all the time,” he adds. “This will give more people the opportunity to experience the energy of Downtown.”
Stevens has done his part to cheerlead Downtown. He’s brought in concerts, hosted watch parties for sporting events and launched pro-football betting contests with prizes that guarantee winners millions of dollars. His Circa Sports chain of sports books have given gamblers an easy way to bet on college or professional sports through the use of a downloaded app on their phone. Now, sports bettors in Nevada, Colorado, Illinois, Iowa and Kentucky — where Circa Sports operates—can set up an account and bet right from their phone.
But his latest effort is the Neon City Festival — ironically a sports
alternative. It’s a partnership Stevens founded with the Las Vegas Convention & Visitors Authority. Basically, it is a free festival without fences that will take place the same weekend as the Las Vegas Grand Prix Formula One race (November 22–24). It will include entertainment with performances from Neon Trees, EDM artists Seven Lions, and Alison Wonderland and Country singer Russell Dickerson, among others. It’s meant to be alternative for non-race fans that will also include local bands, artists and food trucks.
“We just thought year two could be better,” Stevens says as he talks about how the race wasn’t exactly a big draw or success for Downtown businesses.
“The Neon City Festival doesn’t compete with F1. It complements it. There is really nothing that can fill all of Las Vegas. This is such a massive hotel-room city. It’s really just another event in town that weekend to give people more options.”
Of the 106 new rooms, Circa added 72 standard rooms it calls Single Kings. There are also more than 24 Single King Premium or Double King rooms and four 1,187-square-foot Panoramic Sunset Suites — these premium suites come with a living room, a bar, dining table and built-in Inova beds, which can be pulled down from the wall to add an extra bed. Stevens also found many guests requesting connecting rooms, so he added more than a dozen of those as well.
Guests staying at Circa will notice that every room is furnished with a king-size bed, outfitted with a refrigerator and have ceilings eight inches taller than the average Vegas hotel. This allows for shower heads to be several inches higher on the wall.
“People are a lot taller than what they were 50 years ago,” Stevens quips.
LEVELING (UP) THE PLAYING FIELD
SBO interviews Elliott Jeffords of FairPlay Sports Media. By Peter White
As country manager for North America at FairPlay Sports Media, parent of Oddschecker, Elliott Jeffords has seen a great deal. He’s responsible for the day-to-day business success of the FairPlay portfolio of brands and products. Before that, he spent three years at Caesars Sportsbook, as it made the transition from William Hill to a fully integrated, online sports book. He started at Caesars/William Hill as a state-level general manager, rising to the role of vice president of strategic marketing and operations for the eastern United States.
Jeffords took time out from his Oddschecker schedule to speak with SBO Publisher Peter White. They began their conversation with Jeffords’ origins story, as it were.
Could you introduce yourself and provide readers with a little background into your career to date? How it is that you got into the sports betting industry?
I’ve been an avid sports fan and a casual bettor for a long time. My passion for sports and customer understanding, alongside various professional experiences, gives me a unique perspective to provide balanced expertise to help different types of bettors get the most out of their sports betting experiences.
ABOVE: Elliott Jeffords of FairPlay Sports Media
What is your role at Oddschecker? Country manager for North America
How is Oddschecker performing so far for the current American football season?
This fall has been an exciting period for the betting industry, but particularly the Oddschecker brand as part of FairPlay Sports Media.
Aligning with the start of the NFL season, we’ve launched our new Oddschecker+ subscription app. This is putting the best tools, including AIpowered predictive modeling, into the hands of the bettors.
We are excited about the growing opportunities we see as consumers get to know the value of this service, which can help elevate their NFL betting experiences through insight and profit. This applies beyond NFL, with college football continuing to appeal to a broad betting audience, along with its basketball counterpart, as well as in the NBA, NHL and more. Our Positive Value tool has seen impressive performance in the early weeks of the NFL season, with successful picks consistently above 60
percent on recommended bets and the robust ROI to back it up.
How do you make the Oddschecker brand stand out from the crowd, especially in such a highly competitive industry?
Every company has its own strengths to tap into and sell to the customer. At FairPlay, we want to give our various audiences the best opportunity to enjoy and engage with the data behind the odds, simultaneously giving them a chance to be more successful against their chosen sports books.
We believe our AI predictive models, coupled with 25 years of odds-comparison data, plus experience working with and understanding sports bettors’ behavior, allows our audiences to get the most entertainment out of their sports viewing and betting. Whether that’s by using tools on our Oddschecker websites, in the Oddschecker+ app or by following our insight on social channels, customers will inevitably be able to level up their predictions and betting knowledge
when engaging across our various channels.
What shows and conferences can delegates meet up with either Oddschecker or FairPlay in the coming months?
We have an increasingly global presence, so you can expect to see FairPlay and the various brands it represents at several upcoming shows. We, of course, will be present at shows across the U.S., as we look to explore growth opportunities in the market as a data provider and affiliate partner. Other country managers will be busy working attending shows across the likes of Europe and LATAM, to find the most effective ways to tell the FairPlay story and the value we offer.
What’s on the Oddschecker product roadmap in the coming year?
The next 12 months will see FairPlay and its Oddschecker brand enhance and launch tools and products that utilize our unique AI capabilities to help bettors across all major sports. We’re excited to introduce additional odds-comparison tools that have proved popular in Oddschecker’s UK market, most notably for straight, parlay and same-game parlay wagers across major sports books.
You can also expect to see the introduction of more tools and methods for bettors to utilize FairPlay’s underlying combination of historical betting data and real-time AI forecasting, whether that be by access to more models or by personalized prediction engines.
How do you see sports betting developing in the U.S.? And what will be Oddschecker’s role in its evolution?
As the U.S. market evolves apace,
so will our commitment and investment at FairPlay Sports Media and Oddschecker. Whether that’s by the introduction of tailored bet tech for the market or by enhancing our content to serve local sporting preferences and betting behaviors, our mission will always be the same: Namely, giving U.S. bettors the best way to enjoy the sports they love to watch and wager on.
By giving them the best tools, data, and information, they can bet more intelligently and responsibly, helping level the playing field across the U.S. landscape and put it on a more sustainable path ahead.
A TALE OF FOUR STATES
By Victor H. Royer
Here we are in 2024, and wouldn’t you know it –another state has joined the sports betting party.
Vermont – yes, that lovely state known mostly for maple syrup and Sen. Bernie Sanders – recently became the 39th state (plus the District of Columbia) to offer legal sports wagering. They went live on January 11th, 2024 with three online operators. If you’re thinking, “I wonder who those might be?”, no prizes for guessing that DraftKings and FanDuel are in that mix, along with the newer kid on the block, Fanatics.
Speaking of DraftKings, let’s hop across the border to New Hampshire for a moment. Now, here is something interesting. In September, DraftKings
– which enjoys exclusive rights as New Hampshire’s only sports setting operator – took a whopping $72.8 million in wagers. That’s up 8.8 percent from last year. Its revenue jumped by nearly 50 percent, to $9.3 million.
Where did most of this action happen? Online, of course. About 88 percent of the handle ($64.3 million) came from mobile devices. There are just three retail locations, in Dover, Manchester and Seabrook. But they are not exactly setting the world on fire, bringing in just $72,024 in revenue from $8.4 million in handle. Aat least they’re providing a nice place to sit and watch the games.
But while Vermont celebrates its entry into the sports betting world and New Hampshire counts its growing pile
of cash, there’s still that 800-pound gorilla sitting on the West Coast … California
Despite having the fourth-largest economy in the world (yes, you read that right – if California were a country, it would rank just behind Germany and ahead of India), the Golden State remains steadfastly gold-deprived when it comes to wagering on sports.
Following the spectacular failure of both Proposition 26 and Proposition 27 in 2022 (they lost by 70 percent and 80 percent respectively), Californians are still left having to choose between horse racing, daily fantasy sports or ... well, let’s just say “alternative options” that one’s attorney probably wouldn’t recommend.
But perhaps the most intriguing story of all is happening down in the Sunshine State of Florida. There the Seminole Tribe has just pulled off what we might call a diplomatic masterpiece. After years of legal wrangling that went all the way to the U.S. Supreme Court (which basically said “talk to the hand” by refusing to hear the challenge), the tribe has now reached a settlement with their former adversaries – certain racetracks and poker rooms – by offering them a piece of the action in jai alai wagering through their Hard Rock Bet app.
If you’re wondering, “Why jai alai?”, as Seminole Gaming CEO Jim Allen pointed out, it’s been part of Florida’s gaming landscape for nearly 100 years. Let’s be honest - when you’re looking at state forecasts predicting $4.4 billion in revenue sharing through the end of this decade, finding a way to make peace probably seems like a pretty good idea.
All of this, of course, stems from that fateful day in 2018 when the Supreme Court took the Professional & Amateur Sports Protection Act (PASPA) and tossed it into the historical dustbin.
Since then we’ve seen a veritable gold rush of states jumping on the sports betting bandwagon. A few, like New Hampshire, have gone the exclusivity route. Others, like Vermont, have opted for a little more competition. Then there’s Florida, where the Seminole Tribe has managed to turn its monopoly into a partnership opportunity.
But California? Well, they’re still California Dreaming. Though, given the potential tax revenue sitting on the table (remember that “fourth-largest economy in the world” thing?), one has to wonder how long they can hold out. After all, even little Vermont – with its population roughly equal to that of San Diego’s suburbs – is now in the game.
So here we are, nearly six years after PASPA’s demise, watching this great American experiment in sports betting continue to unfold. Some states are winning big, some are just getting started, and some ... well, some are still trying to figure out if they want to play at all.
ENDURING GROWTH
The Sterling Saga of Paris Saint-Germain. The story of the best team in France
For many years, Paris Saint-Germain has been one of the strongest European clubs. PSG is beyond competition in its homeland, as is 1xBet Partners, among similar offers from other bookmakers. More than 100,000 partners participate in the 1xBet program, attracting over 3,000,000 players to the gaming platform monthly.
Foundation and early years
Paris Saint-Germain is the youngest of the European giants. The club was founded in 1970 due to the merger of two capital teams - Paris FC and Stade Saint-Germain. In the early years of its existence, PSG was not remembered for anything specialfans had to wait more than 10 years for serious achievements. However, the 1xBet Affiliate Program members will receive their first reward soon
after joining since they are entitled to a commission of up to 50% for every referred registered customer with automatic weekly commission payouts
In the early 1980s, Paris SaintGermain won the French Cup two years in a row, and in the 1985/86 season, they achieved their first championship title. And yet, 30-40 years ago, PSG was not considered a national giant and was in the shadow of the more successful Bordeaux, Marseille, and Monaco. Nevertheless, two PSG players, Luis Fernandez and Dominique Rocheteau, won gold medals in the Euro 1984.
Key transfers
The Paris Saint-Germain management carried out targeted strengthening of the squad in the 1990s, but no one dreamed of gathering the major stars in the French capital. Among
the iconic figures of that time, we will single out Brazilian Rai, who became the world champion in 1994, as well as his teammate Leonardo, who signed a contract with the Parisians in 1996. From 1992 to 1995, the future Ballon d’Or winner, George Weah, played almost 100 matches in the PSG jersey, and from 1998 to 2002, the fans’ idol was Jay-Jay Okocha - a Nigerian prodigy and one of the most brilliant dribblers in the football history. Finally, it was in Paris where the brilliant European career of the 2002 world champion Ronaldinho began.
The Paris Saint-Germain status has changed since the club was acquired by Qatar Sports Investments in 2012. The players signed by Paris Saint-Germain over the last 12 years could make up the world team. Leo Messi, Neymar, Kylian Mbappe, Marco Verratti, Thiago Silva, Edinson Cavani, Adrien Rabiot, Zlatan Ibrahimovic, Keylor Navas, Angel Di Maria, Gianluigi Donnarumma - this is far from a complete list of famous athletes who have become Paris’s favorites during this time.
To work with the star-studded squad, the PSG owners invited the best coaches of our time: Carlo Ancelotti, Laurent Blanc, Unai Emery, Thomas Tuchel, Mauricio Pochettino, and Luis Enrique. Some of these managers achieved many victories, while others did not. However, in the 1xPartners program, up to 65% of registered users are converted into the first depositors, while partners receive rapidly updated real-time stats
The transfer market record is linked to Paris Saint-Germain. In 2017, Brazilian Neymar moved to Paris from Barcelona for 222 million euros, and this record has not yet been broken. Four years later, Lionel Messi reunited with Neymar.
Main trophies and achievements
Paris Saint-Germain holds all the records in France for the number of titles. The Parisians have won Ligue 1 12 times, the French Cup 15 times, the French League Cup 9 times, and the Trophée des Champions 12 times. In the European arena, their achievements are more modest: the Cup Winners’ Cup in 1996 and participation in the Champions League final in 2019/2020.
Partnership with 1xBet
On July 1, 2022, Paris Saint-Germain and global bookmaker 1xBet signed a partnership agreement for three seasons. The world-level club and the global bookmaker adhere to a common rule - to collaborate only with leaders in their industry and always support their partners. By the way, if you join the 1xBet Affiliate Program, you will receive a personal assistant to help resolve customer issues.
Impact on football in France and the world
Today, Paris Saint-Germain popularizes French club football. The world’s best clubs play at the Parc des Princes stadium, and the team slogan, Ici c’est Paris, has long since gone beyond the city. In the current UEFA ranking, PSG occupies 6th place - a worthy result for 12 years of active development.
A YEAR OF TRANSFORMATION
Ronny Breivik, CEO of B90, is interviewed by Peter White
B90 Holdings is a datadriven B2B, onlinemarketing and services provider for the gaming industry. Its mission is driving sustainable growth through customer acquisition and performance marketing. In 2024, it went from a B2C to B2B model. Its platform delivers leads to over 200 partners, including major brands such as Bet365, Stake. com, and the Comeon Group.
B90 also operates platforms such as Bet90, Oddsen.nu and Tippen4you, using advanced automation, optimised ad inventory, and industry expertise to generate traffic and value. Our Peter White sat down with CEO Ronny Breivik, to look back on an eventful year.
Welcome back to Sports Betting Operator. How have the last six months been for you and B90?
Thank you, Peter; it’s great to be back again. The past six months have continued to be a transformative period for us. As I said before, our focus is on EBITDA profitability, completing the turnaround we have been working on. We have maintained positive EBITDA numbers every single month of this year — a huge achievement for the team, especially looking at it through the lens of historical results. With this stability, we have been able
to focus on what we do best: Driving customer acquisition for online gaming and sports operators. It has been incredibly rewarding to see our hard work paying off and we are excited to keep building on this momentum
Tell us about the growth since the change to B2B operations that has seen the organization traded positively every month this year?
Switching to B2B has been a pivotal moment in positioning us for long-term success. With fierce competition and rising operational costs in the B2C space, we knew we had to leverage what we believed to be our core strengths — online marketing and service provision.
By streamlining and automating our operations, we have created a lean, cost-optimized engine that drives leads and traffic to over 200 partners, including major names like Bet365 and Stake.com. As always, a transition of this sort is hard work but every month we are seeing the impact in our revenue and stability. Our partners rely on us to drive their results and that is the role we are doing so well.
What are the key contributory reasons for the year-over-year revenue surge from the first half of trading in 2023 to this year?
Our strategic shift and costoptimization efforts are at the heart of this growth. We have restructured our operations to focus solely on performance marketing, significantly reducing expenses while driving digital engagement.
As you allude to, the results speak for themselves. Revenue for the first half of 2024 rose by 83 percent compared to the same period in 2023 and we are in line to meet market forecasts. Our Euros 2024 campaign was another highlight, enabling us to engage with key audiences and maximize our impact through multiple promotional channels.
For those of our readers whom are not that familiar with B90, can you provide an outline of the organization, from when it was originally founded to present day?
B90 stems from a reverse takeover that happened back in 2016. The company listed at the time was Veltyco Group. I got involved in 2021, after the company had scrapped its old business models and was actively trying to reinvent
LEFT: Ronny Breivik, CEO, B90
itself. The focus initially was very much on the B2C gambling business. It became eminently clear the core competence in the management team, and B2C in general, was being squeezed margin-wise. This convinced us B2B marketing and service provision would be the way to go.
What were the main reasons behind the strategic transition of the online sports book and casino operations to an outsourced, white-label solution? This decision came down to efficiency. By outsourcing these operations, we can concentrate on what we excel at — marketing and traffic generation. This has freed up resources to strengthen our affiliate network and to focus exclusively on B2B. It’s a highly efficient approach that delivers real value to our partners.
During an earlier interview, you picked out the 2024 Euros as one of your target sporting events of this year. How did that work out and what are the next tournaments or sporting events? Major sporting events are always ideal platforms for launching betting campaigns, and the 2024 Euros was no exception. Our campaign successfully connected with audiences on a large scale, generating substantial new-player traffic for our partners. To retain these new players, it is essential to maintain engagement through various other sporting events.
2024 may not have many weeks to go before we toast 2025, but there are plenty of high-quality sporting events to focus on. All the major, domestic football leagues in Europe, including the Champions League and Europa League, are in full flight. In 2025, we look forward to a North American cup for football clubs. That is another event that is likely to gather fans and betting enthusiasts in masses.
FEATURE: B90
Do you also target other, less-highprofile sports such as Padel?
Whilst we love padel, e-sports and a number of other niche sports, the focus is currently on what most people want in terms of betting. It takes time to oust football. When you factor in horse racing, tennis, golf, basketball and ice hockey as well, there is some way to go still. That said, we have dipped our toes into content creation in both padel and e-sports. So, let us see what the future holds for these sports.
How do you see 2025?
2025 is set to be another exciting year for B90. We are entering 2025 with a strong foundation, a sustainable business model, and a clear path for continued profitability and revenue growth. We are set to further strengthen our B2B partnerships and expand the reach of brands like Oddsen.nu on a global scale. Our focus is on building on our strengths and our
organic growth and working to scale our technical platform even further.
What’s next for B90? Any exclusives you can reveal?
Looking ahead, you can expect updates on our progress in expanding our B2B partnerships and further optimizing our operations. We generally remain on the lookout for potential acquisitions to consolidate our market position, but our primary focus is on continuing to increase profitability and expanding our capabilities through hard, but focused work.
such as Peru, some provinces in Argentina and over 30 US states have also recently adopted online sports betting licensing arrangements, whilst Chile is in the process of introducing such provisions in 2024 and Kenya is advancing legislative measures to introduce specific online licensing.
Some jurisdictions have nevertheless sought to maintain the land-based and online monopoly supply of betting services, either nationally or at state level. Norway and Finland are two of the few remaining examples left in Europe, albeit Finland has announced that it intends to introduce an online gambling licensing system by 2026.
THE FIRST THREE YEARS
Canada: the impact of Ontario’s new approach
Assessing the impact of Ontario’s licensing model
Canada is a useful case study, where many of its provinces and territories legislate and control land-based and online gambling, primarily through monopoly operators. Ontario, Canada’s largest province by size of population, broke away from that model and introduced a licensing system that has been operational since April 2022.
In 2022, Ontario broke away from Canada’s traditional monopoly model for sports betting operator licensing, part of a wider regulatory trend instigated by the growth of online sports betting. In this article we review the success of that decision, using data from IBIA’s “The Availability of Sports Betting Product: An Economic and Integrity Analysis” for both Ontario and Canada as whole.
Licensing versus Monopoly Models
The regulatory and licensing framework provides the core foundation of any policy on the availability of betting services, both land-based and online. There are a variety of approaches adopted globally, but the four main regulatory models in operation are:
prohibition; monopoly/single license; a limited number of licenses; and an unlimited number of licenses. A single model may be applied universally across all betting services in a jurisdiction or one may see differing approaches applied to land-based and online businesses. In some countries, the position can become more complex with variations across different regions. The perceived success of the model employed is open to different interpretations, based on the focus of the policy in operation. However, if the fundamental policy approach is to have control and oversight of the market, then the compliance of consumers (onshore channeling) of that policy can be considered a core indicator of success. This section considers the general availability of sports betting,
notably online, and the resulting impact on onshore channelization, with the following sections focusing on the linked issue of the product offering.
The Impact of Online Sports Betting on Regulatory Approaches
Many countries have historically regulated the supply of betting services through a monopoly operator, often state-owned, and through land-based facilities. In some cases, the framework has provided different bodies with sole control of specific forms, such as betting on racing (on and off racetracks) and, separately, betting on other sports. Choice and competition are consequently restricted, as are related product attractiveness and innovation. With the advent of online betting, the predominantly land-based supply has been challenged by the ease of consumer access to offshore, online betting services, with the latter often providing a modern, broader product catalogue.
The consumer migration to those offshore services has resulted in jurisdictions losing oversight and control of consumer gambling activity, along with taxable revenues. This has caused many policymakers around the world to reconsider their regulatory approach to the availability of sports betting services, notably online. It has also led to the wider questioning of why a jurisdiction would be directly involved in the ownership and
management of a service that can be conducted via licensed and regulated private entities.
It has resulted in numerous jurisdictions introducing licensing systems for private operators to offer online sports betting, although landbased monopolies persist in some areas. That includes countries such as Portugal, Spain, Sweden, Germany, Ontario and the Netherlands. Others such as Peru, some provinces in Argentina, and over 30 U.S. states have also recently adopted online, sports betting-licensing arrangements. Chile is in the process of introducing such provisions and Kenya is advancing legislative measures to introduce specific online licensing.
Some jurisdictions have nevertheless sought to maintain the land-based and online monopoly supply of betting services, either nationally or at state level. Norway and Finland are two of the few remaining examples left in Europe. However, Finland has announced that it intends to introduce an online gambling licensing system by 2026.
The Impact of Ontario’s New Approach
Canada is a useful case study. Many of its provinces and territories legislate and control land-based and online gambling, primarily through monopoly operators. Ontario, Canada’s largest province by size of population, broke away from that model and introduced a licensing system that has been operational since April 2022.
contrast, if the current monopoly regulatory position were to remain, the rest of Canada combined is forecast to continue to languish below 15%, with an onshore rate of around 11% in 2024 becoming 13% by 2028.
To put this into perspective, Canada (excluding Ontario) is forecast to lose nearly $2bn in taxable sports betting GGR oNshore during 2024-28. Using the same tax model as Ontario, that equates to around $395m in lost tax revenue. Alberta, Quebec and British Columbia combined account for around 75% of that figure.
Ontario immediately overtook Germany’s onshore channelization and is expected to reach 92 percent in 2024, overtaking Australia. Ontario is forecast to reach 97 percent onshore channelling by 2028. This is all the more impressive when that onshore growth is in part a result of drawing consumers away from a well-established offshore market. By contrast, if the current monopoly regulatory position were to remain, the rest of Canada combined is forecast to continue to languish below 15 percent, with an onshore rate of around 11
percent in 2024 becoming 13 percent by 2028.
To put this into perspective, Canada (excluding Ontario) is forecast to lose nearly CA$2 billion in taxable sports betting GGR offshore during 2024-28. Using the same tax model as Ontario, that equates to around CA$395 million in lost tax revenue. Alberta, Quebec and British Columbia combined account for around 75 percent of that figure.
Alberta is reported to be considering adopting a licensing model similar to Ontario’s for online gambling
regulation. If that model was introduced from the start of 2025, that could bring around CA$400 million in taxable sports betting GGR back onshore during 2025-28, based on current offshore market forecasts. However, a regulated commercial market would also be expected to grow the overall market and the true, taxable, gross gaming revenue potential is therefore expected to be higher. Whilst it is a fundamental pillar of any successful onshore sports betting market, operator licensing and the related availability of betting services cannot alone be expected to achieve a high onshore consumer channelling rate nor taxable returns. The establishment of a successful market is also linked to the types of sports betting products that operators are permitted to offer and wider issues such as taxation, licensing costs, advertising, bonuses, and the availability of other forms of gambling.
The International Betting Integrity Association (IBIA) monitor over turnover betting brands betting-integrity operators
IBIA reported a total of 42 sports betting alerts concerning 5 sports during Q3 2024
The International Betting Integrity Association (IBIA) and its growing membership now monitor over $300 billion per annum in betting turnover (handle) across more than 125 sports betting brands globally, making IBIA the largest betting-integrity monitor of its type for private operators in the world.
Sports Alerts Slump
The International Betting Integrity Association (IBIA) and its growing membership now monitor over $300
The Q3 2024 compared 2024, while compared which saw
The 5 alerts on sporting events in Africa is a decrease on African events for Q2 2024 (11) but an increase African events for Q3 2023 (2).
The Q3 2024 total is a decrease of 54% when compared to the total revised 91 alerts of Q2 2024, while it is a decrease of 16%. when compared to the revised Q3 total of 2023, which saw 50 alerts.
billion per annum in betting turnover (handle) across more than 125 sports betting brands globally, making IBIA the largest betting-integrity monitor of its type for private operators in the world. The third-quarter 2024 total of alerts (42) is a decrease of 54 percent when compared to the total revised 91 alerts of the second quarter. It is a decrease of 16 percent, when compared to the revised third quarter total of 2023, which saw 50 alerts.
The five alerts on sporting events in Africa is a decrease on the number of alerts reported on African events for
The 5 alerts on sporting events in Africa is a decrease on the number of alerts reported on African events for Q2 2024 (11) but an increase on the number of alerts reported on African events for Q3 2023 (2).
The 14 tennis reports represent a 40% increase on represents a 0% change on the 14 reported in Q1 2024. 7% decrease when compared to the same quarter
The 14 tennis reports represent a 40% increase on the 10 reported in Q2 2024 but represents a 0% change on the 14 reported in Q1 2024. However, they also represent a 7% decrease when compared to the same quarter (Q3) of 2023.
the second quarter of 2024 (11), but an increase on the number of alerts reported on African events for the third quarter of 2023 (two).
The 14 tennis reports represent a 40 percent increase on the 10 reported in in the second quarter of 2024, but represents no change on the 14 reported in the first quarter. However, they also represent a seven percent decrease when compared to the same quarter of 2023.
The International Betting Integrity Association (IBIA) represents many of the largest regulated betting operators in the world. Its principal goal is to protect its members, consumers and partners, such as sports bodies, from fraud caused by the unfair manipulation of sporting events, and associated betting. The association combats this fraud with evidence-based intelligence, principally obtained from its global monitoring and alert system.
The International Betting Integrity Association (IBIA) represents many of the largest regulated betting operators in the world. IBIA’s principal goal is to protect its members, consumers and partners, such as sports bodies, from fraud caused by the unfair manipulation of sporting events and associated betting. The association combats this fraud with evidence-based intelligence, principally obtained from its global monitoring and alert system.
FROM EUROPE TO CANADA
How IBIA is delivering its global athletic-integrity education
By Jean-François Reymond, IBIA education ambassador
Whilst matchfixing in sport is not common, it is a persistent threat to sports, well-regulated betting operators and consumers alike. Licensed betting operators take their responsibility to protect regulated markets and consumers very seriously, as well as the need to protect sports and athletes. We have to remember that it is the operators who are the targets of sports betting-related fraud. This is why they are so concerned about protecting the integrity of sporting competition.
The unfortunate truth is that corrupting a sporting event often involves those who have the power to influence the outcome — athletes or officials. So while balanced and efficient regulation, and sophisticated monitoring systems are crucial, the first line of defense against matchfixing is player education.
This is why the International Betting Integrity Association (IBIA) has been so heavily involved in sports-integritypayer education — first in Europe and more recently in North America. It is why IBIA, along with our members bet365, Betway and FanDuel, have provided CA$300,000 to support
IBIA’s player-education initiatives for professional athletes between 20242027 in Canada, following the opening of the gambling market to private operators in the Canadian province of Ontario in 2022.
The first part of that project involves a two-year joint initiative called “Protecting the Integrity of the Game” with the Professional Footballers’ Association of Canada (PFA Canada), to educate Canadian Premier League (CPL) athletes. The 2024/25 season’s education program, which started in Ontario and finished in Alberta –also covering teams in Nova Scotia, Manitoba and British Columbia – has now been completed, with nearly 200 players successfully trained.
I would like to share some of the background, concepts and experience that made it such a success. Hopefully this will inform and inspire similar education programs in Canada and elsewhere.
IBIA’s 3Rs Model
For 12 years I was a professional basketball player – not a standout athlete, but I was a dedicated union organizer. Once I retired, and considering my interest in protecting athletes, the natural next step was to move into sports-integrity education.
Starting in 2010, working with IBIA, EU Athletes and the European Commission, I helped to train over 35,000 professional athletes in Europe. Most recently, as IBIAs education ambassador, I trained competitors at the EUBC’s European Boxing Championships in Serbia. During this time, invaluable lessons were learned which have informed IBIA’s global approach to sportsintegrity education.
Firstly, the messenger is crucial. Anybody who has spent time in a locker room knows that the usual
corporate talking head with his Power Point presentation is not the way to go. Athletes need to be able to relate to and trust the person with whom they are talking. Ex-athletes, player’s association staff, people who have been there and done it are the best educators. They have built relationships over time and are well placed to better handle sensitive issues when they arise.
Secondly, the messages themselves need to be simple and clear, delivered and discussed face-to-face. This is why IBIA’s education program is now built around the three Rs: regulation, responsibility and reporting. These messages must be illustrated with real-life examples and tailored to the local context. Then they can convey the reality of the risks that they face as individuals, and the methods adopted by corrupters to try and draw sportspeople into this illicit activity.
Ultimately, we believe that IBIA’s approach is the best way to give players the tools to recognize, avoid, and report criminals and corrupters.
PFA Canada’s Protecting the Integrity of the Game Workshops
To optimize its success, the initiative needed to be designed and delivered with an organization that intimately understands the Canadian landscape. That meant working and training in close collaboration with PFA Canada.
As representatives of the players, and with a mission to protect them, they demonstrated a unique relationship with the athletes that automatically built the atmosphere of trust and openness necessary to discuss what can be a challenging topic for many professional athletes. PFA Canada was the perfect partner.
While we maintained the initiative’s focus on in-person training, in Canada we also developed online resources to help address the logistical and cost challenges of making multiple crosscountry trips in the world’s secondlargest nation.
We made sure that each educational session addressed the potential threats from match-fixing, the relevant rules and sanctions, and the risks of even inadvertent breaches. Also discussed were the scale and accuracy of technology-enabled sports-integrity monitoring, and how to report suspicious activities using the new redbutton app. Beyond that, however, the content of our sessions depended on what the athletes needed and wanted to discuss.
The face-to-face approach proved invaluable once again. Speaking directly to a group of 25 professional footballers gave us the opportunity to collectively discuss highly specific questions and experiences that the players raised themselves. It also confirmed the benefits of personalizing training, and allowing the athletes to share and discuss real-world experiences with one another.
The session I attended with Forge FC players went extremely well and once again underscored the importance of our work. It showed the foundation of trust and dialogue on which IBIA’s sports-integrity-training model is built. It was wonderful to hear the perspectives and stories of players from different continents and cultures, and to realize how much we can learn from one another.
During all the workshops there were a lot of questions from players on the things they could or couldn’t do when talking about sports betting. While that is exactly what the training is designed to achieve, it did suggest a comparative lack of understanding of the sports-integrity environment in Canada. It reminded me of the first training I conducted with IBIA in Europe, 15 years ago.
Building a Culture of Player Education
The ‘Protecting the Integrity of the Game’ initiative has clearly shown that by prioritizing and applying the right approach to athlete education we can protect not only the athletes but the sports themselves from match-fixing. Dan Kruk, executive director of PFA Canada, added, “As a result of our work with IBIA, stakeholders can be confident our members know their obligations regarding gambling and matchfixing, how to recognize an approach to fix a match, and their duty to report any attempts to manipulate a match.”
We are at an important juncture in Canadian sports; one that is similar to Europe before 2010. There is both a need and a significant opportunity to ensure that player education, alongside regulation and monitoring, is placed at the heart of a maturing Canadian sports-betting-integrity ecosystem. I’m excited to see which sport will take advantage of this important service next.
The Participants’ Perspective
Marco Carducci, president of PFA Canada and goalkeeper for Cavalry FC, emphasized the program’s success, saying, “The IBIA sports-bettingintegrity training was an incredibly beneficial experience for our players. It clarified what professional athletes need to know about sports betting integrity and how to report attempted corruption.”
Jordan Haynes of Valour FC said, “The workshop helped me understand how to protect myself firstly by giving me the tools to ensure sport integrity”
Josh Heard from Pacific FC said, “The PFA Canada and IBIA presentation was an important realization that we are in a vulnerable position in sports.”
SEE YOU IN MALTA!
ReferOn will participate at the SiGMA Europe Summit
ReferOn, a state-of-theart affiliate management system, is announcing its participation at one of the biggest iGaming conferences, the SiGMA Europe Summit, November 11 - 14, 2024.
The SiGMA Europe Summit is one of the iGaming industry’s largest B2B conferences, with over 27,000 delegates anticipated to attend, including operators, affiliates and industry leaders. ReferOn’s participation at the event provides it the opportunity to expand its professional network, establish a greater market presence and discuss its offerings with guests face-to-face.
Alexia Gauci, B2B sales manager, and David Harris, B2B affiliate team manager, will be at Stand 3121. There, they will engage with visitors to showcase new ReferOn updates and features, and demonstrate the system’s affiliate campaign-management capabilities and innovative datareporting functionality.
Alexia Gauci commented on attending the SiGMA Europe Summit, saying, “The SiGMA Europe Summit is the last major conference of the year
for ReferOn. We’re looking forward to seeing all our partners for the last time this year. David and I have plenty of announcements, new updates, and relevant industry insights to share with all visitors, so come and say hi!”
ReferOn has been nominated for the reputable Best Affiliate Software 2024 award at the SiGMA Europe Awards. This shortlisting highlights the brand’s continued efforts to improve its offerings and expand.
Visit the ReferOn team at Stand 3121 to learn more about how you can level up your affiliate marketing strategies. Book a meeting with Alexia or David by visiting www.referon.com or by contacting our sales team at sales@referon.com.
About ReferOn
ReferOn is a state-of-the-art, affiliatemanagement system, tailored specifically to the needs of the gaming-affiliate industry. Launched in February 2023, ReferOn offers a comprehensive suite of tools and services, designed to streamline and enhance the affiliate-marketing experience. These feature transparent data reports, and a range of management and reporting functionalities.
A SIGNAL HONOR
Boomerang is nominated for Best Influencer Collaboration and Best Player Engagement at SiGMA Europe
Boomerang, a prominent force in the gaming industry and the official betting partner of AC Milan, is honored to be shortlisted for the SiGMA Europe 2024 Awards in two highly competitive categories: Best Influencer Collaboration and Best Player Engagement.
These nominations recognize active partnerships and the boost in development of the company’s flagship sports betting product, Boomerang Bet. In the last year, Boomerang launched collaboration with Swiss and Juventus football star, influencer Alisha Lehmann. Such company’s strategic partnerships have amplified its reach, strengthening Boomerang Bet’s brand visibility on a global scale.
Over the last year, Boomerang has achieved a remarkable, fivefold
increase in sports betting traffic, showcasing its robust market position. This was made possible by improving the product, using an innovative approach, and boosting brand visibility.
Boomerang Partners is a global leader in iGaming, offering over 15 high-performing products, including sports betting and casino games. In this year, the company launched seven new brands and continues to expand. With operations in 35-plus GEOs, Boomerang provides access to over 120,000 annual sports events, and delivers exceptional user experiences through multilingual support and tailored bonuses. Boomerang remains at the forefront of gaming innovation, offering top-tier technology and tailored solutions catering to partners and players, ensuring unmatched user experiences.
Vitalii Prokofev, CEO of Boomerang Partners, commented on SiGMA’s
recognition. “This year, Boomerang reached new heights by signing two major strategic partnerships – one with AC Milan and another with Alisha Lehmann,” he said. “These collaborations have already been recognized and appreciated by our industry, community, partners, and clients for the unique opportunities and benefits they bring.”
Open voting lasted until October 28. Boomerang could be supported in B2C categories and other companies in the nominations on the official website of SiGMA Europe Awards 2024.
About Boomerang
Boomerang Partners is a rapidly growing, global company offering a wide range of iGaming products. Demonstrating strong growth, it paid over €50 million in 2023 alone while averaging 15,000-plus first-time deposits every month. In 2024, Boomerang became the official regional betting partner of AC Milan in Europe and partnered with women’s football star, Swiss and Juventus striker Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards 2024, the first annual, global affiliate-traffic tournament.
Boomerang’s portfolio contains over 15 active gambling products, including sports book brands. They cover more than 35 GEOs and offer a wide range of betting options with favorable odds. These products provide personalized bonuses, and 24/7 multilingual support. Boomerang Bet provides a seamless and enjoyable betting experience.
Stay tuned for updates on the website of Boomerang Partners and social media channels: Instagram, Telegram, LinkedIn and YouTube.
BY POPULAR DEMAND
SiGMA Europe launches a fourth shed
In response to overwhelming demand from the international gaming community, SiGMA Europe is expanding its floor plan with an additional 15,000 square meters of exhibition space, indoors as well as outdoors, giving this summit its unique festival vibe. Held for the second time at the Malta Maritime Hub (MMH), the entire venue spans an incredible 45,000 square meters, breathing new life into a brand-new networking space for exhibitors and attendees, with ample quiet spaces and seating areas for uninterrupted meetings. The new expo size still allows attendees to walk the floor comfortably several times per day. The event closes SiGMA´s 2024 calendar of events this November, 11 to 14th. It is also a celebration of SiGMA’s milestone 10-year anniversary.
Breaking Records with 27,000 Delegates
SiGMA Europe’s expansion reflects its impressive growth in recent years and is a significant increase on last year’s numbers. The 2024 edition is projected to welcome 27,000 delegates, another record-breaking figure that highlights the increasing interest and participation from the global gaming community. From high-level executives to entrepreneurs and regulators, the event continues to attract top-tier decision-makers, solidifying Malta as a natural home for iGaming companies.
An Increased Footprint
The newly expanded floor plan will feature increased space for exhibitors, accommodating 1,000 sponsors and exhibitors under its cathedral-height ceilings — a new record for the SiGMA Europe event. Bringing an additional 4,000 square meters of space, this marks a significant milestone in the growth of the conference, underscoring its position as a leading and global hub for gaming, and bringing more value to delegates.
Expect to meet well respected brands, including BetConstruct, 1xBet, 22Bet, PIN-UP Partners and PIN-UP Global, MelBet, SmartSoft Gaming, GROWE Partners, GR8 Tech, Payment Center, Vavada, 7 stars partners, Softswiss, BGaming, evoke, Soft2Bet, and more.
An Expanded Arena for Networking
With the addition of the fourth shed, SiGMA Europe is creating more opportunities for networking and interaction than ever before. The larger venue will provide ample room for attendees to connect, collaborate, and exchange ideas across multiple industries, including a vast outdoor area. New lounges and meeting spaces will allow for meaningful conversations and partnerships, catering to the needs of a diverse array of iGaming professionals, from CEOs and affiliates to investors and startups.
A double-decker space above the registration tunnel will feature a relaxing chill-out zone, while a VIP lounge caters to investors and VCs. Additional highlights include a brand-new floor, new doors for a streamlined entrances, and a huge, custom-built food court, featuring a brand-new eco design.
We’ve reached out to some of the top names in the catering business to ensure there are choices for
everyone. From healthy choices to sinful temptations, expect to find everything from innovative vegan and vegetarian eateries, culturally inclusive options such as kosher and halal, as well as internationally inspired cuisines amongst the 14 food booths and food trucks. Brands on board include the likes of Oakberry, Tuk Tuk, Yoshi Sushi, Bacchus and Kebab Factory.
Why Malta?
Malta has long been recognized as a natural home for iGaming companies, thanks to its robust regulatory framework, businessfriendly environment and thriving tech ecosystem – earning the island nation a place on the map. There’s a unique, “friends before business” approach embedded in the way we facilitate connections, which fosters genuine relationships before deals are made. Exhibitors consistently rate SiGMA as the event generating the most business.
As the global iGaming industry continues to expand, SiGMA Europe is leading the charge, bringing together innovators, regulators and thought leaders from around the globe. Join the action and be part of the future of iGaming at SiGMA Europe 2024. SiGMA’s world-renowned summits will return in 2025 with seven key events studding the industry’s events calendar. The SiGMA Roadshow explores emerging markets across Asia, Europe, Africa, the UAE and the Americas, including our newest launch for South Asia – Sri Lanka.
