A coalition of five provincial gaming corporations in Canada is calling on the federal government to continue to work with the provinces and regulators to protect Canadians from the misleading advertising and operation of illegal gambling websites within Canada.

The coalition comprised British Columbia Lottery Corporation; Alberta Gaming, Liquor & Cannabis; Manitoba Liquor and Lotteries Corporation; Loto-Québec; and Atlantic Lottery Corporation (collectively, the Provincial Lottery Corporations).

In all provinces where coalition members operate, offshore operators promote their illegal gambling websites by advertising mirror “free-to-play” websites in all forms of media and, in particular, during popular live sporting events. These advertisements broadcast nationally, and blur the line between provincially regulated gaming sites, on the one hand, and illegal operators, on the other.

“Research shows that the majority of players are unaware of whether an online site is legal in their province or not. This is a significant amount of money that could be staying right here in our region to fund public services, but instead continues to be taken away from helping our communities to the sole benefit of illegal operators,” said Atlantic Lottery Corporation President and CEO, Patrick Daigle.

In response to the significant concern expressed by Canadians over the rapid increase and frequency of these advertisements, the Provincial Lottery Corporations have come together to fight back against these illegal operators and their misleading, intrusive advertising.

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Part of the coalition’s advocacy will work to raise public awareness about the prevalence of illegal operators and advise media platform owners of their duty to comply with existing laws and regulations by refusing to accept misleading advertisements for illegal gambling websites. The coalition also encourages the federal government to enforce current laws and regulations to shut out these operators from the markets where the Provincial Lottery Corporations operate.

According to June 2022 research conducted by H2 Gambling Capital, the Canadian online gambling market is valued at $3.8 billion in 2022 and is estimated to grow to $6.2 billion by 2026.

“Illegal operators see the Canadian landscape on a whole as ripe for the taking. They are using misleading advertising to dominate the market, offering countless opportunities for Canadians to – often unknowingly – engage in illegal betting,” said Alberta Gaming, Liquor and Cannabis, CEO, Kandice Machado.

Commercial gambling is illegal in Canada unless controlled by the various provincial governments. Provincial oversight helps protect players by offering controlled and safe environments to play, protection from predatory practices, age-gating, safe play resources to support healthy play, and accountability to the public. Offshore illegal gambling websites are not regulated or authorized by provincial jurisdictions.

“The members of our coalition return their profits back to the province in which they operate. These profits help fund important programs and services like healthcare, education, and community programs. Illegal gambling websites advertise to Canadian players but often operate outside of Canada, taking the profits with them,” said Manitoba Liquor & Lotteries Corporation, President & CEO, Manny Atwal.

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International Game Technology PLC announced that its subsidiary, IGT Canada Solutions ULC, has signed a contract with the Atlantic Lottery Corporation (ALC) to provide 1375 CrystalDual 27 video lottery terminals (VLTs) throughout the remainder of the year.

As part of the agreement, IGT will launch the VLTs with high-performing themes including The Wild Life, Big City 5’s, The Big Easy and Royal Spins Deluxe. Additionally, IGT will deploy The Price Is Right VLT content in 2023. Inspired by North America’s highest-rated daytime television game show, The Price is Right is among the most recognizable brands in IGT’s game library.

“IGT has supplied engaging cabinets and content that have proven to entertain VLT players throughout Atlantic Canada for more than 30 years. Expanding on the number of new VLTs in ALC’s gaming venues with popular IGT themes allows us to deliver on our promise of providing our players with the most compelling gaming experiences,” Patrick Daigle, President and CEO of ALC, said.

“The versatility of IGT’s CrystalDual 27 VLT enables ALC to continue modernizing its gaming offering and provides players with best-in-class, market-attuned content. These 1,375 CrystalDual 27 units, in addition to the more than 350 that are already in the ALC market, reinforce our commitment to the Lottery’s growth, and elevate gaming within the region with highly successful hardware,” said David Flinn, IGT SVP, Canada, South, and Central America.

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The CrystalDual 27 VLT features two high-definition displays delivering optimal graphics for players. The terminal has a first-class audio package, ergonomic design, and a mobile device charging port to deliver exceptional player experiences.

NeoPollard Interactive (NPi), jointly owned by Pollard Banknote Limited and NeoGames S.A., has signed a contract with the Atlantic Lottery Corporation (ALC).

NPi said the agreement comprises a five-year initial contract term, whereby ALC will gain access to NPi’s NeoGames Studio library of game content. This is the first digital content partnership in North America for NPi.

ALC currently offers a variety of digital games on its alc.ca platform and is the only regulated iGaming operator in Atlantic Canada. Across the gaming verticals offered online, ALC’s Instant Win category represents the lion’s share of the revenues generated through its online operations. Through this strategic partnership, ALC will build upon its online success by enriching its current offerings with NPi’s portfolio of market-proven, award-winning digital games produced by its NeoGames Studio.

“The Atlantic Lottery is excited to work with NPi to enhance the exceptional experience we are able to deliver to players online. ALC strives to offer the best digital content available within a world-class responsible gambling framework that keeps more gaming revenues within the Atlantic Canada region to directly benefit residents. This new partnership and content integration with NPi will give ALC the opportunity to expand the game content that we offer online and broaden our competitive appeal to players,” Robert Lalonde, iGaming Manager at ALC, said.

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“NPi is thrilled to celebrate another first for our company with our new partners at ALC. Our digital content partnership with ALC once again demonstrates NPi’s willingness and ability to customize our best-in-class solutions to address the unique needs of each of our lottery customers to maximize profitability and proceeds to good causes. The exciting and innovative game content developed by our Games Studio will undoubtedly enhance ALC’s online footprint and create additional opportunities to attract new audiences, while driving overall program KPIs. We look forward to being a long-term strategic partner to ALC as it continues to grow its online business and support revenue generation for communities across Atlantic Canada,” Liz Siver, General Manager of NeoPollard Interactive, said.