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Exclusive Interview: CEO Jeremy Taylor on new iGaming brand LynxBet

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Ambitious start-up JNS Gaming recently launched LynxBet, its metaverse-inspired immersive online casino and sportsbook, which has been well received in its tier-one markets. Gaming Americas caught up with CEO Jeremy Taylor on how the project came about, its potential within the crypto space and where he expects it all to go next.

 

Congratulations on the launch of LynxBet – can you provide us with an insight into how the site has performed since going live?

We are very pleased with how our brand has been received, especially in our target markets of Canada, and South America where a great deal of players have already immersed themselves in the Land of LynxBet. Japan and other parts of Asia will be next to launch. It’s gratifying to see that customers are resonating with our unique front-end design. A great number of igaming sites look incredibly two-dimensional and white label-esque, but users have been quick to appreciate that we’re offering them an alternative experience thanks to an intuitive design inspired by the metaverse.

From the outset, we wanted to avoid a copy and paste approach that so many new brands adopt. Instead, we opted to go a step further and offer players their favourite games in a more immersive environment. This sense of escapism we’ve created is very appealing to casual players and has ultimately led to an influx of new customers signing up. But, of course, there is always room for improvement and we have phase two on the roadmap in a few months.

 

How exactly did you come up with the use of a lynx and the creation of a lucky mascot?

Creating a space where players could experience true escapism was one of our main priorities. That was the thinking behind the retro feel that informs the site’s design and it was also the inspiration behind the Lucky Lynx. There is something other-worldly about the animal, so we used that aesthetic to help players feel as though they are leaving the humdrum of their everyday lives behind for the excitement of the Land of LynxBet.

We’ve really leaned into this mythical take on the Lynx. The character will seem like a wizard or mage to the site’s visitors, vanishing and appearing randomly at different moments, offering tips and advice to help them across their journey. We believe a brand mascot helps with brand identity, personality and engagement and provides a great vehicle through which we can communicate with our customers. We also know that many customers are superstitious and the Lucky Cat is very popular in parts of Asia so we have played on that theme given a Lynx is a cat at the end of the day.

 

What was the thinking behind creating a brand inspired by the metaverse?

The metaverse is a major focus right now within the digital world and we felt its intuitive environment could have a positive impact within the igaming industry and offer players a unique experience. It’s such an innovative and forward-thinking concept that has grown exponentially in a very short space of time. It’s the kind of creative field that inspires me, so I pulled on that thread. We also have our sister brand Freebitco.in, which has 49 million customers across the world to whom we can cross sell to LynxBet. They are predominantly crypto players so the Metaverse allows us to relate to them and find that sweet spot between the growth of Crypto and igaming.

Effectively, we’ve started to create our own small metaverse, in which customers can come and play these different products in one place. Quite frankly, the majority of gambling websites these days have the same games with the same housing, just with different colours and a different name.

We didn’t want to do that, we wanted to build our own front end to tap into this opportunity and offer an exciting and differentiated customer experience. is the LynxBet journey is memorable and engaging, which we hope will lead to long-term customer retention.

 

Talk us through the main offering, how does it differ to other online casino and sportsbooks that are already live in the marketplace?

As a first-time visitor, you enter a fantastical world with a moon in the background at night, which changes to a sun in the daytime. This day to night mode setting is dynamically based on the specific users’ time zone but is also customisable via a toggle.

Players are met with four floating islands that represent the current products we offer – casino, sportsbook, bingo and lottery. Each island has its own creative theme that runs through the product verticals across the website, emails and advertising.

From a customer support and relevance perspective, we’ve invested heavily in delivering a localised site, payment, casino and sports experience specific to each main target market as well as a customer service that is available in local languages via email and live chat. By putting together regional teams in place, we can offer a more personal experience for players and ensure our branding and marketing campaigns are very relevant.

 

LynxBet incorporates crypto payment methods, is this a sign that digital currencies are growing in popularity amongst players in the markets you’re targeting?

Crypto payment is growing in popularity everywhere. For that reason, it made a lot of sense to invest in a crypto-friendly offering. But yes, the markets we are targeting are those in which we are seeing particularly high uptake. Brazil, a huge market for us, has embraced crypto enormously and we can only see it becoming more popular with time. This also goes Japan, where we will be launching in the near future.

It’s certainly an intrinsic part of our JNS Gaming’s DNA. Our investors created our sister company, FreeBitco.in – a free-to-play casino that gives away tiny amounts of Bitcoin and has attracted 49 million players. That sets the stage for some extremely effective cross-selling campaigns. They are 80 per cent crypto and 20 per cent igaming, while we are roughly the reverse, so we will complement each other perfectly in this way.

 

What plans do you have to take the brand forward and acquire new customers?

We are targeting casual, mid-tier, responsible gamers that are interested in a high-end, friendly gaming experience. There is a huge demographic that wants a less aggressive, more easy-going but fun gambling experience. Effectively catering to this substantial demographic explains why onboarding initial customers has been so straightforward.

To boost this further, we have established regional teams to create a more personal player experience, enabled by significant marketing investment and local brand ambassadors, who we will be announcing in near future.

On taking the brand forward, it clearly lends itself to the Metaverse, which is where it could end up going, but let’s take one step at a time!

 

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Hard Rock Hotel & Casino Ottawa Opens with Legendary Guitar Smash and Star-Studded Celebration

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Hard Rock Hotel & Casino Ottawa officially opened its doors with a signature guitar smash, marking the arrival of Canada’s first fully integrated Hard Rock resort, a bold new destination where entertainment, hospitality, and music take center stage.

The $350 million resort brings the brand’s unmistakable energy to Canada’s capital, offering locals and visitors an immersive Hard Rock experience blending iconic music history with world-class entertainment, hospitality, dining, and gaming.

In true Hard Rock fashion, the opening festivities kicked off with the Canadian Tenors’ electrifying rendition of O Canada followed by the brand’s signature Guitar Smash, a modern take on the traditional ribbon-cutting ceremony. Executives, dignitaries, and community leaders took the stage to ceremoniously smash guitars, signaling the official opening of the state-of-the-art entertainment destination.

A special moment included the presentation of a $100,000 donation to Ottawa Food Bank, reinforcing Hard Rock’s commitment to giving back to the communities it serves.

“Bringing Hard Rock to Canada’s capital is an iconic milestone for our brand. We’re proud to expand our global footprint and create a destination where locals and visitors can experience world-class gaming, hospitality, and entertainment all in one place,” said Jim Allen, Chief Executive Officer of Hard Rock International.

“Our government is thrilled that Hard Rock chose Ontario for its first fully integrated hotel and casino venue in Canada. This new entertainment and hospitality destination will draw visitors from near and far to Ottawa, create and sustain hundreds of local jobs, and provide millions of dollars for local infrastructure and community programs,” said Stan Cho, Minister of Tourism, Culture and Gaming.

The post Hard Rock Hotel & Casino Ottawa Opens with Legendary Guitar Smash and Star-Studded Celebration appeared first on Gaming and Gambling Industry in the Americas.

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MIXI Receives AGCO Approval for PointsBet Acquisition

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PointsBet Holdings Limited announced that MIXI has received written confirmation that AGCO has no concerns with the proposed acquisition by MIXI of the shares in PointsBet Holdings Limited.

PointsBet has also received written confirmation from iGaming Ontario (iGO) in relation to MIXI’s proposed acquisition of shares in PointsBet.

Accordingly, the condition precedent to MIXI’s proposed PointsBet-Board recommended Takeover Bid relating to Ontario approvals in paragraph 4.5 of Schedule 1 of the Bid Implementation Deed dated 16 June 2025 (BID) has been satisfied.

MIXI’s proposed Takeover Bid remains subject to the satisfaction of certain other limited conditions as previously announced, including a 50.1% minimum acceptance of the proposed MIXI Offer (as defined in the BID).

The Northern Territory Racing and Wagering Commission provided its approval on 24 March 2025 for MIXI to acquire PointsBet. PointsBet confirmed that MIXI’s proposed Takeover Bid is no longer subject to any gaming regulatory approvals.

The post MIXI Receives AGCO Approval for PointsBet Acquisition appeared first on Gaming and Gambling Industry in the Americas.

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AGCO Fines Great Canadian Casino Resort Toronto $350,000 for Serious Regulatory Violations Linked to Impromptu After-Party on Gaming Floor

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The Alcohol and Gaming Commission of Ontario (AGCO) has issued monetary penalties totaling $350,000 against Great Canadian Casino Resort Toronto for multiple violations of provincial gaming standards. The penalties follow an impromptu after-party that was permitted to take place in the pre-dawn hours directly on the casino’s gaming floor.

On September 27, 2024, an electronic dance music event attended by thousands of people was hosted in the theatre adjacent to the casino at Great Canadian Casino Resort Toronto. The event was marked by widespread intoxication, disorderly behavior, and numerous criminal and medical incidents – both inside and outside the venue – including alleged assaults, drug overdoses, and acts of public indecency. Although paid duty officers were present, additional police and emergency services were required to manage the situation.

In the midst of this high-risk environment, casino management approved an unscheduled request by the performing artist to host an after-party on the active gaming floor. The artist and more than 400 guests were permitted onto the gaming floor where the artist was allowed to perform amidst operational table games and gaming machines – without any prior risk assessment or planning.

As a result, security personnel were unable to effectively control the casino floor, including witness reports that an attendee was seen climbing onto slot machines. Failure to maintain appropriate control compromises the security, safety, and integrity of the casino floor. Following the conclusion of the event, the operator failed to promptly report these incidents to the AGCO as required.

Based on the findings of its review, the AGCO’s Registrar has issued an Order of Monetary Penalty (OMP) totaling $350,000 against Great Canadian Casino Resort Toronto. These penalties address critical failures in their operations, incident reporting, employee training, and the management of disturbances.

A gaming operator served with an OMP has 15 days to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), an adjudicative tribunal that is part of Tribunals Ontario and independent of the AGCO.

“Casino operators have a fundamental duty to control their gaming environment. Great Canadian Casino Resort Toronto’s lapses in this incident compromised the safety of patrons and the security and integrity of the gaming floor,” Dr. Karin Schnarr, Chief Executive Officer and Registrar of AGCO, said.

The post AGCO Fines Great Canadian Casino Resort Toronto $350,000 for Serious Regulatory Violations Linked to Impromptu After-Party on Gaming Floor appeared first on Gaming and Gambling Industry in the Americas.

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