Canada
Tech Innovation: The Key to Cracking North America
With major corporations spending big to corner the US online gaming market, smaller operators need to be smarter than ever to compete. But technology that can increase efficiency and help get the marketing right means everyone’s got a shot, says Flows.
For operators looking to enter the US market, how important is it to get the tech right?
It’s probably the most important consideration. Entering the US market has proved to be very challenging for many operators. Major corporations, from Caesars, to MGM Resorts, to Fox, are splashing huge amounts of money on acquiring players. Last year, Caesars vowed to spend $1 billion marketing its sport betting app in the ensuing 24 to 30 months. It’s very difficult to compete with that.
Meanwhile, the US landscape is a hodgepodge of different regulations with several individual requirements for each state. Adapting costs resources and time.
Faced with these hurdles, its crucial operators adopt technologies that can help them with personalised customer engagement, while streamlining roadmaps and offering regulatory agility.
How should operators approach acquisition and retention in the face of such competition?
For operators entering the US market that don’t have a spare $1 billion to splash, differentiation is key, not only in the look and feel they present and content they offer, but also in how they introduce themselves to the market.
It’s also important to think about the way you engage with customers and the type of customer you want to target. Creating a first-class user experience is vital in helping you to stand out and places you ahead of the competition. That experience is about much more than just the onboarding process or the initial content offering you present to your customers.
Creating a personalised experience is vital in the US, where brands are competing fiercely for a share of the market, and it’s important that your technology supports that.
Bettors’ playing habits and needs are ever-changing. Offering personalised, localised and tailored promotions helps to improve the relationship you have with your bettors, increases loyalty and reduces acquisition cost.
Once you build trust, it’s much easier for you to build a loyal customer base. To do this, it’s important to think about the initial experience and journey you are creating for every new customer and continuing to create for every existing loyal customer.
How should we use technology to build personalization?
Creating a personalised marketing strategy requires a level of creativity to ensure that you can offer something remarkable.
Consider tailoring your acquisition and retention campaigns by offering registration bets on demand, for example, or personalised birthday promotions for your VIP customers. You could offer a ‘weather bonus’, based on a player’s location, to cheer them up when it’s raining, or tailored free bets based on a bettor’s team/sports preference. Ultimately there are unlimited options in what you can do, providing you have the right tools in place.
Consumers are demanding, and recent studies suggest consumers in general are becoming less brand loyal. Personalization is the antidote to this. Some 80% of US consumers said they were more likely to make a purchase from a brand that provided personalized experiences, according to Epsilon. Meanwhile, 90 percent said the find marketing personalization very or somewhat appealing, per a Statista study.
The bottom line is, if your new US customers don’t feel they’re getting the right kind of love, they will go elsewhere, and it’s unlikely they will come back.
How can operators better equip themselves to negotiate the US regulatory landscape?
You need to have a control panel that allows for a flexible regulatory approach in several regions. Software that allows you to configure disparate regulatory requirements, rather than having to develop them individually each time, is a must-have.
Regulatory authorities don’t tend to give much notice, which can disrupt an organisation’s road map. This can be alleviated with the right tech, as certain regulatory directives and checks can be implemented directly on demand. It’s about agility and efficiency.
Smaller operators may lack resources of the big corporations, but can they make up for that by being more agile and efficient?
To a degree, yes. Most businesses today struggle with roadmaps that tend to end up with an ever-growing backlog of development requests coming in from several different business departments. As a backlog grows, it’s typical to also see that several trivial tasks end up taking months to complete since they are blocked in a queue behind bigger tasks.
But now, technology exists that can automate digital processes, build digital features, and produce applications without the need for coding.
With Flows, we can bring many items off the development backlog by allowing business units to implement those features and tasks directly through a no-code interface that everyone can work with.
This spreads the control of a business roadmap across more departments and relieves the pressure from development teams who will in turn gain more time to focus and execute properly on bigger development tasks.
You’ve previously said that the gambling industry should be more willing to share things like API’s and open-source technology. Why is this important?
The gambling industry, more than most other industries, is one that is made up of a large number of providers: payments, games, KYC, platforms, etc. Through more open APIs, innovation can come from 3rd parties that create middleware software that leverages APIs from multiple providers all at once. Ultimately, making this more accessible makes it much easier for the industry to streamline work processes and become more innovative and efficient.
Anna Isaacson
NFL Partners with Responsible Gambling Council to Launch Student-Athlete Training Program in Canada
The National Football League announced a partnership with the Responsible Gambling Council (RGC) to develop and implement a comprehensive responsible gambling training program specifically designed for university and college student-athletes. The RGC and NFL have identified student athletes as an important audience for targeted responsible gambling and problem gambling prevention initiatives, as previous research has shown their susceptibility to risky gambling behavior.
The program will launch with a pilot phase at eight universities and colleges across Canada in the upcoming 2025 spring semester. Insights and feedback from this phase will be used to refine and improve the program before its broader rollout to 30 university and college institutions in the 2025 – 2026 school year. The initiative will include a robust evaluation framework to measure the effectiveness and impact of the training. The NFL and RGC will explore opportunities to share the results and key learnings from this initiative with broader audiences to maximize its impact.
“Student-athletes face unique pressures from academics, athletics, and the accessibility of sports betting, making them vulnerable to risky gambling behaviours. Our partnership with the NFL is a crucial step in supporting this group by providing the education and tools needed to make informed decisions. Early responsible gambling education helps student-athletes build capacities to succeed both on and off the field,” said Sarah McCarthy, chief executive officer, Responsible Gambling Council.
“We are proud to support the Responsible Gambling Council in this important initiative. Our shared goal is to equip these student-athletes with the tools and knowledge to navigate gambling risks, fostering a safer and more responsible environment. We also hope to gain insights that will be invaluable in shaping future responsible gambling efforts to benefit all those who play and engage with our game as fans,” said Anna Isaacson, NFL senior vice president of social responsibility.
The program aims to equip student-athletes across Canada with the knowledge and tools necessary to make informed decisions about gambling. RGC will design and develop a course that is tailored to the specific student-athlete audience, and support in “training the trainer” at participating campuses, which is a key component in ensuring those delivering the training have the right tools and information to support the learning goals of the program.
The training program will include a specialized, interactive session featuring engaging videos, interactive components, and best practices for responsible gambling. After participating in the training, student-athletes will:
• Understand the dangers, risks, and odds of gambling and how players are likely to lose over time.
• Recognize their unique susceptibility to risky gambling behavior.
• Identify the signs of gambling-related harms and their potential impact on players and loved ones.
• Learn about resources available for those experiencing gambling-related harms.
This collaboration with the RGC is part of the NFL’s commitment to promoting responsible gambling practices and addressing the critical need for resources devoted to both responsible and problem gambling initiatives. It builds on the NFL’s existing efforts in the space, including its partnership with the National Council on Problem Gambling, which focuses on bolstering problem gambling prevention services and promoting responsible gambling initiatives in the US.
The post NFL Partners with Responsible Gambling Council to Launch Student-Athlete Training Program in Canada appeared first on Gaming and Gambling Industry in the Americas.
BetConstruct
BetConstruct Becomes the First iGaming Company to Offer Both B2B and B2C Licenses in Canada through Affiliate Entity
BetConstruct, a global pioneer in iGaming and sports betting solutions, has announced a significant milestone in the gaming industry. Through its affiliate entity, BetConstruct has become the first iGaming company authorized to facilitate the issuance of both Business-to-Business (B2B) and Business-to-Consumer (B2C) licenses. This remarkable achievement was made possible by obtaining a direct license authorization from the Tobique First Nation in Canada.
The Tobique First Nation, renowned for its innovative and forward-thinking regulatory approach, has entrusted BetConstruct’s affiliate entity with the authority to oversee applications and facilitate the issuance of licenses from its jurisdiction. This partnership underscores shared values of innovation, transparency, and a commitment to responsible gaming practices.
This historic development places BetConstruct at the forefront of the Canadian iGaming market, redefining the opportunities available to gaming operators. By leveraging its affiliate entity’s licensing capabilities, BetConstruct empowers businesses to navigate a streamlined and transparent regulatory environment, unlocking new opportunities for growth and innovation.
“At BetConstruct, we’ve always strived to push the boundaries of what’s possible in iGaming. This landmark achievement with the Tobique First Nation reflects our unwavering dedication to creating opportunities for our partners while upholding the highest standards of responsibility and integrity in gaming,” said Vigen Badalyan, Co-Founder of BetConstruct.
The issuance of dual licenses under the watchful eye of BetConstruct’s affiliate not only highlights BetConstruct’s commitment to supporting its partners but also reinforces the company’s role as a trusted leader in the global iGaming landscape.
This milestone signals a new era for regulated iGaming, as BetConstruct takes bold steps to establish a robust ecosystem for operators and consumers alike. With its direct license authorization from the Tobique First Nation, BetConstruct is setting a new standard for innovation, consumer protection, and sustainable growth in Canada and beyond.
The post BetConstruct Becomes the First iGaming Company to Offer Both B2B and B2C Licenses in Canada through Affiliate Entity appeared first on Gaming and Gambling Industry in the Americas.
Canada
Great Canadian Entertainment and Petroglyph Development Group Announce Closing of the Acquisition of Casino Nanaimo and Elements Casino Victoria
Great Canadian Entertainment and Petroglyph Development Group Ltd. announced that PDG has closed the previously announced acquisitions of Casino Nanaimo and Elements Casino Victoria from Great Canadian, in historic transactions for both parties. PDG is a wholly owned corporation of Snuneymuxw First Nation (the “Nation”) and is dedicated to realizing the economic potential of the Nation.
The transactions, originally announced on June 24, 2024, for Casino Nanaimo and September 10, 2024, for Elements Casino Victoria, have received all required approvals from the regulatory authorities.
“We are thrilled to have completed these transactions. An incredible amount of work has been undertaken by our corporate team, our on-site teams at both properties, and PDG to achieve this successful closing. I am grateful for their efforts, as well as everyone at the B.C. Lottery Corporation and the Gaming Policy Enforcement Branch, who were thoughtful, diligent, and thorough in facilitating these closings,” said Matt Anfinson, Chief Executive Officer of Great Canadian.
“We look forward to working closely with PDG during the transition period to support the continued successful operation of Casino Nanaimo and Elements Casino Victoria,” Anfinson added.
“We celebrate the closing of our two casino acquisitions and our continued progress toward building a strong Snuneymuxw economy. For decades, Snuneymuxw leadership has worked tirelessly toward this moment, recognizing the connection between a strong economy, self-determination, and the foundation of nationhood. Today, we honour the achievements of those who came before us by securing businesses that will strengthen our Nation for generations to come. Thank you to the PDG and Great Canadian teams for your exceptional work. We look forward to a rewarding partnership with the B.C. Lottery Corporation, driving economic growth for the Nation and Province,” said Chief Mike Wyse.
Erralyn Joseph, President of PDG, said: “This measured acquisition marks an important milestone for PDG as we continue growing a corporate enterprise that reinvests directly into the prosperity of our Nation. With a strong operating plan focused on risk mitigation and yielding sizable returns, PDG continues to generate sustainable wealth for Snuneymuxw. With every step we are realizing our socio-economic potential and influence at a local, national, and global level. On behalf of the Board of Directors, we are pleased to share this news and remain committed to advancing economic growth in support of all residents connected to Snuneymuxw territory.”
“Acquiring these assets marks a pivotal shift for Snuneymuxw and Vancouver Island. This transition will fuel the Island’s economy, strengthening the Snuneymuxw Nation and ensuring the benefits stay local,” said Ian Simpson, Chief Executive Officer of PDG.
The post Great Canadian Entertainment and Petroglyph Development Group Announce Closing of the Acquisition of Casino Nanaimo and Elements Casino Victoria appeared first on Gaming and Gambling Industry in the Americas.
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