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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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.

Everi Digital, the online gaming division of Everi Holdings, has announced a new partnership to bring its award-winning gaming content to Atlantic Lottery Corporation’s (ALC) online casinos.

Everi’s exciting three-reel mechanical and video slot content is now available online across the New Brunswick province. The Company is securely delivering its iGaming slot content to ALC via the proprietary Spark Remote Game Server (Spark RGS). Over the past three years, Everi Digital has extended the footprint of the Spark RGS and, in addition to ALC, provides its content to the Canadian provinces of British Columbia, Manitoba, Ontario, and Quebec, as well as operators in the states of Connecticut, Michigan, New Jersey, Pennsylvania, and West Virginia.

“Our valuable new partnership with ALC allows Everi Digital to expand the footprint of our state-of the-art Spark RGS platform and deliver high-performing content to online players in Atlantic Canada. Everi’s strong and growing digital game presence continues to resonate with players in all of our current markets. We’re confident that as we further extend our online presence to include most of Canada, our distinct games will prove popular with ALC’s online players,” David Lucchese, Executive Vice President of Sales, Marketing, and Digital for Everi, said.

Atlantic Lottery’s alc.ca platform is the only regulated online casino in Atlantic Canada. The alc.ca platform experienced record sales in 2020-21 and continues to grow, demonstrating the rapidly growing importance of the Atlantic Lottery Corporation’s online presence. By offering competitive games within a regulated environment, Atlantic Lottery also provides players access to robust responsible gambling features.

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“Our agreement to bring Everi’s unique digital slot and video content to alc.com is another example of Atlantic Lottery’s continued commitment to invest in its digital channels. Our fast-growing alc.ca platform is part of our overall emphasis on modernizing our player experiences to allow us to effectively compete in this highly contested market,” Robert Lalonde, iGaming manager at ALC, said.