Canada
Setting Up For The Big Game And Beyond
With Super Bowl LVII heading to our screens on February 12th, we sat down with Flows Director of Sales, Domenico Mazzola, to talk about how smart data collection and the use of no-code innovation platforms can enable sportsbooks to enhance their customer experience for the Big Game and beyond
The Super Bowl is the USA’s biggest sporting event and will invariably provide masses of opportunities for sportsbook operators to enhance their customer offering if they’re able to think outside the box.
As ever, the main driver here is always data – and with the NFL consisting of 17 games over an 18-week period in the run-up to the Super Bowl, there should be ample time to gather plenty of useful information on bettors. The trick is to then combine the key findings you have on player behavior with technology that will help you to create promotions and better inform your overall marketing strategy.
While at the time of writing the Super Bowl LVII finalists are yet to be announced, we already know that the majority of sportsbooks are placing the Kansas City Chiefs as their red hot favorites. So what can we do with this information? A good place to start would be to look at the betting activity of VIP customers and identify those who have actively bet on the Chiefs over the preceding 18-week period.
Once we’ve done that, we can work out where they’re based. If, for example, they’re located on the other side of the country or abroad, there’s a good chance that they won’t be able to make it to the main event – so why not offer them a special promotion to make up for that fact? Alternatively, if you’ve seen them winning specific bets, why not offer these markets to them on the Super Bowl too?
Of course, the real value in data collection stretches far beyond the Super Bowl, so the event is also a great time to start drilling down into the behavior you’re witnessing. Were your customers backing a certain team or were they betting on both sides? Did they prefer to bet on the overall points outcome or the individual actions of players? This is all valuable information that can help you develop automated workflows which trigger on specific events or when certain wagers are placed in future.
The first thing you should probably be looking at post-Super Bowl is whether there are any friendly matches being played in the run-up to the new season and if there are, how can you use the data that you’ve gathered up to this point to target them? Is there an opportunity to offer your customers an early promotion based on the last first touchdown bet they placed at Super Bowl LVII, for example?
When the season starts proper, you can further focus on bettors’ location to find out whether they’re situated within a set distance of a particular stadium. If they are and have previously placed a bet on the team that plays there, you could target them with a location-based promotion. This could be anything from providing them with early odds on their team to a special bet if they don’t have tickets.
Using a no-code innovation platform like Flows allows you to automate this kind of promotion without the need for manual targeting. You simply funnel in all the necessary data and set up a flow that will trigger based on certain parameters. This way, you’re able to quickly and easily offer tailored promotions to customers based on their previous activity that they’re far more likely to engage with.
Given that many sportsbook in the USA have partnerships with in-state teams, there’s also the opportunity to take this a step further by offering competitions for tickets and other behind-the-scenes incentives. Should a sportsbook have such an arrangement in place, you could use Flows to automate the awarding of matchday tickets as a prize for winning a certain bet or leaderboard event.
You could also use it to manage and distribute exclusive content that relates to a customer’s favorite team such as locker room footage and interviews with players or coaches. This way, bettors can enjoy a personalized content library that’s exclusive to them the minute they log in, meaning no two user experiences will ever be the same and that your sportsbook is able to provide something truly unique.
As a final suggestion on the topic, you could also use Flows to set up automated deals and discounts on NFL tickets and merchandise. You could, for example, create special offers that are automatically applied to a customer’s account whenever they bet on a certain team or outcome. This can help you further engage with the activity of individual bettors and create an even broader cross-market appeal.
Of course, tools like Flows can also help you adhere to state regulations by allowing you to set up automated audits and compliance checks. Our platform features a very flexible regulatory control panel in several areas that allows sportsbooks to configure many of their business regulatory requirements directly through Flows, rather than having to develop them after each and every update.
As regulatory authorities tend not to give much notice when changes are made to the current industry guidance, many organizations may find that their planned road map becomes interrupted. This can be significantly alleviated through Flows as it can allow certain regulatory directives and checks to be implemented on demand, cutting out the need for extensive and often time-consuming manual work.
Overall, using a no-code innovation platform like Flows can help you remain compliant while leveraging the data you’ve collected and any partnerships you might have with local in-state teams in a more efficient way. This in turn provides added value to the customer both during the NFL season and in the event their teams makes the next Super Bowl, ensuring a continual cycle of engagement.
Canada
mkodo Joins the Canadian Gaming Association in its Commitment to Supporting the Regulated Canadian Gaming Market
mkodo, the leading provider of mobile apps, websites, front-end UX and geolocation technology to the Canadian lotteries, including OLG, BCLC, WCLC, ALC and AGLC for over 13 years, is proud to announce its recent membership to the Canadian Gaming Association (CGA). This strategic partnership demonstrates mkodo’s commitment to supporting and enhancing the digital experience within Canada’s dynamic regulated iGaming sector.
As a member of the CGA, mkodo will collaborate with other industry leaders to drive innovation, advocate for responsible gaming practices, and contribute to the overall growth and sustainability of lottery, betting and gaming, both land-based and online, across the Canadian provinces.
Joining the CGA highlights mkodo’s dedication to delivering high-quality, secure, and user-friendly products and services that meet the changing needs of iGaming operators and their players, including their geolocation compliance service, GeoLocs, that is used by lottery operators across Canada, including OLG and WCLC, along with iGaming operators and platforms in Ontario including White Hat Gaming,, Casino Time and Betty.
Stuart Godfree, Managing Director of mkodo, said of the new partnership: “We are thrilled to join the Canadian Gaming Association, an organisation that plays a crucial role in shaping the future of the regulated gaming industry in Canada. This membership aligns perfectly with our mission to provide exceptional user experiences in iGaming and Lottery and reinforces our commitment to supporting responsible gaming initiatives within Canada. We look forward to collaborating with CGA members to drive forward the industry’s standards and innovation.”
Paul Burns, President and CEO of the Canadian Gaming Association, welcomed mkodo to the association, saying: “We are delighted to have mkodo join our membership. Their expertise as the leading mobile apps and geolocation supplier to Crown Corporations Lotteries will be a valuable addition to our community.”
GeoLocs by mkodo, proven and trusted provider of geolocation services built exclusively for the iGaming industry, is excited to announce its partnership with casino operator, Casino Time. This collaboration marks a significant milestone in delivering secure and seamless online gaming experiences to Casino Time players in Ontario.
With the legalisation of iGaming in Ontario 2 years ago, regulatory compliance and player safety are top priorities for operators across North America. GeoLocs state-of-the-art geolocation compliance technology, coupled with its dedication to data protection (as seen by the recent ISO certification), provide Casino Time with guaranteed compliance while prioritising player privacy.
Through GeoLocs’ intuitive and easy-to-implement SDK and the highly self-serviceable GeoLocs platform, Casino Time provides its players with a seamless user experience, requiring no additional downloads, resulting in uninterrupted access to their favourite games while maintaining compliance with Ontario’s iGaming regulations.
Jeffrey Holmes, COO at Casino Time said: “Casino Time’s mission is to create the best possible gaming experience for its users and partnering with GeoLocs for our geolocation verification service means that we can provide our players with an online casino experience like no other. An experience that is secure and seamless, whilst also remaining compliant with regulations set out by the province of Ontario. The support provided by the team at GeoLocs has been incredible and their knowledge of geolocation and the Ontario market is second to none. With GeoLocs, we can ensure that our operations meet regulatory requirements while delivering a frictionless experience for our players.”
Stuart Godfree, Managing Director at mkodo, said: “We are excited to partner with Casino Time to support their expansion into the Ontario iGaming market. GeoLocs is designed to prioritise data protection and regulatory compliance while delivering a seamless experience for both operators and players. With GeoLocs technology, Casino Time can operate with confidence, knowing that they are meeting regulatory standards and providing their players with a safe and secure gaming environment.”
The partnership between GeoLocs and Casino Time demonstrates a shared commitment to excellence, compliance, and player experience in the iGaming industry. By leveraging GeoLocs’ advanced geolocation technology, Casino Time aims to enhance its position as a leading provider of online gaming experiences in Ontario.
Canada
Great Canadian Entertainment and Petroglyph Development Group Announce Historic Transaction of Casino Nanaimo
Great Canadian Entertainment, Canada’s leading gaming and hospitality company, announced that it has signed a definitive agreement to sell its landmark Vancouver Island property, Casino Nanaimo, to Petroglyph Development Group Ltd (Petroglyph) in a historic transaction for both parties. Petroglyph is a wholly owned corporation of the Snuneymuxw First Nation dedicated to realizing the economic potential of the Nation.
Great Canadian’s Board of Directors unanimously approved the transaction, which remains subject to customary closing conditions as well as customary approvals by the regulatory authorities. Under the terms of the definitive agreement, the Company will provide transition services to Petroglyph for up to two years post-closing.
“We are very pleased to have executed this agreement. As the operator of Casino Nanaimo since its inception in 1986, we believe that under Petroglyph’s steady management, this transaction will provide Casino Nanaimo, its guests and team members with an exciting new chapter. We look forward to the closing and then working with the Petroglyph team during the transition period to ensure an outstanding outcome for all parties,” said Matt Anfinson, Chief Executive Officer of the Company.
“We celebrate our partnership with Great Canadian and our entry into B.C.’s casino industry. We are committed to bringing Snuneymuxw’s local expertise to an established tradition of outstanding guest service and meaningful community contributions. Honouring the decades of work by past Snuneymuxw Chiefs and Councils, we look forward to closing the definitive agreement and realizing our collective vision with the Great Canadian team. This collaboration promises to bring significant benefits and substantial economic growth to our Nation and the local community,” said Snuneymuxw Chief Mike Wyse.
Erralyn Joseph, President of Petroglyph Development Group (PDG), said: “The Snuneymuxw group of companies are profoundly honoured to support Snuneymuxw economic growth in significant and meaningful ways. In addition to our pending acquisition of the business, we are honoured to announce the return of the associated land once closing is completed, a part of the Snuneymuxw xwsol’lexwel village. On behalf of the Board of Directors, we are pleased to share this news and remain committed to advancing the region’s economic growth in support of all its residents.”
Ian Simpson, Chief Executive Officer of PDG, said: “Acquiring this significant asset will unlock unprecedented economic potential for Snuneymuxw and PDG, paving the way for transformative growth in Snuneymuxw’s economy and the profits that PDG returns to our Nation.”
McMillan is serving as legal counsel to Great Canadian. McCarthy Tétrault is acting as legal counsel and KPMG Corporate Finance Inc. is acting as financial advisor to Petroglyph.
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