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Scientific Games Partners with Optimove

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Scientific Games has partnered with Optimove on a groundbreaking project that will pair five U.S. state lotteries with the brightest minds in internet gaming, customer engagement, loyalty, and CRM for each of them to optimize their paid social media campaigns with customized data-driven strategies.

Scientific Games and Optimove will work with the state lotteries over a six-month media buying period to build long-term, impactful marketing programs on social media platforms, including Facebook, using first-party customer data via a direct Optimove-Meta platform integration.

Scientific Games will bring its lottery expertise and industry-specific insight to the project, and Optimove will provide professional services focused on strategic CRM ideation, customer behavior, and first-party data insight to reach target audiences on social platforms.

This combination of market leaders ensures best-in-class ideation, implementation, and measurement of advanced digital marketing practices. The project is set to define best practices for harnessing the power of first-party-based digital advertising for the acquisition, retention, and lifetime optimization of customers in the lottery sector.

Merv Huber, Sr. Director, Digital Growth for Scientific Games, said: “Most government-run lotteries operate with finite advertising budgets and limited resources, while still expected to responsibly grow market share and increase revenue in very competitive environments. This first-of-its-kind collaboration will provide participating lotteries with industry-specific data, insights and services that they typically don’t have access to. This project will set and launch digital advertising best practices to help lotteries achieve their business goals as well as establish standards to support the lottery industry’s long-term growth.”

The project is slated to begin in April 2023 and run through September.

Rony Vexelman, VP of Marketing at Optimove, said: “This joining of forces by leading experts in their respective fields offers exciting prospects for the future of lottery digital advertising. Brands must realize that to succeed in digital advertising they must leverage their first-party data as an integral part of their strategies. Together, for the first time ever, we will be able to set a digital advertising gold standard and help the industry realize the full potential of our impactful CRM tools.”

Under the direct guidance of data scientists and strategic services divisions at Scientific Games and Optimove, the participating lotteries will be able to build custom audiences for highly specialized, paid social media campaigns. The lotteries will appoint their team leads and allocate a portion of their existing digital advertising budget to the project with no additional cost for the expertise or platform tools.

At the end of the project, Scientific Games, Optimove and participating lotteries plan to present insights gained and share best practices at industry conferences and through other collaborative opportunities with lotteries worldwide.

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Maverick Games Launches Sports Betting Operations in Ontario

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Maverick Games has launched sports betting operations in Ontario, through a partnership with Delasport.

Maverick Games will offer Ontarian players a premium sports betting experience, built on Delasport’s superior technology and known for its unique innovative features that players love including personalization, recommendations, gamification, quick bets, player engagement features, and more.

Maverick Games is the second brand to launch on Delasport’s technology in Ontario, with another full turnkey brand set to go live soon. Delasport also recently unveiled its innovative sports betting jackpot network game, SuperPot. The company will showcase this unique product at the Canadian Gaming Summit next month and begin rolling it out to Ontarian operators shortly thereafter.

“We are proud to see Maverick Games live and thriving with our one of a kind sportsbook solution at its core. They have been a fantastic partner from the start, and this launch further demonstrates how fast and efficient our technology is when paired with a clear vision and strong collaboration,” said Rosaire Galea Cavallaro, VP of Business Development at Delasport.

“Maverick Games’s sports vertical is a major step forward for us and launching it with Delasport has been the right move from day one. The platform’s performance and flexibility allow us to deliver the kind of user experience we believe Ontario players deserve. We’re excited to now bring that vision to life,” CEO Matt Rathbun said.

The post Maverick Games Launches Sports Betting Operations in Ontario appeared first on Gaming and Gambling Industry in the Americas.

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Tsleil-Waututh Nation Signs MoU to Acquire Casino Business at Hastings Racecourse & Casino

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Tsleil-Waututh Nation (TWN) announced that it has signed a Memorandum of Understanding to acquire the casino business and related real property interests at Hastings Racecourse & Casino (Hastings) in the City of Vancouver from Great Canadian Gaming Corporation (Great Canadian Entertainment).

“We are thrilled to take another important step towards economic self-determination for our Nation in our traditional territory, and we are eager to work with the senior management team at Great Canadian Entertainment to finalize due diligence and execute a definitive agreement, as well as working with the City of Vancouver to ensure the best long-term use of this important asset within the City. We believe that this opportunity is historic for us in many ways, and we look forward to entering the gaming industry in due course,” said Jen Thomas, Chief of the Tsleil-Waututh Nation.

“We are excited about working with TWN on their potential acquisition of the casino operations and related real property interests at Hastings Racecourse & Casino. Recognizing that Hastings is part of the TWN’s traditional territory, we can think of no better entity to inherit this asset, and we look forward to supporting them in the transition after the anticipated close of the sale,” Matt Anfinson, Chief Executive Officer of Great Canadian Entertainment.

The agreement is subject to further due diligence, finalization of financial terms and the execution of a definitive purchase and sale agreement. Once a definitive agreement has been executed by the parties, it is anticipated that the transaction will be subject to customary closing conditions as well as customary approvals by gaming regulatory and other authorities, including certain approvals by the City of Vancouver given its ownership of the real property. It is expected that Great Canadian Entertainment will provide transition services to TWN for a period of time following the anticipated closing.

The post Tsleil-Waututh Nation Signs MoU to Acquire Casino Business at Hastings Racecourse & Casino appeared first on Gaming and Gambling Industry in the Americas.

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Ben Clemes

High Roller Submits Gaming License Application in Ontario

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High Roller Technologies, operator of the premium online casino brands High Roller and Fruta, announced the submission of its Internet Gaming Operator license application in Ontario, Canada, targeting the launch of its flagship brand HighRoller.com in the second half of 2025.

“The submission of our licensing application to access Ontario’s regulated online gambling market is an important milestone in our Company’s journey. Once our application is approved, we anticipate that we will have the opportunity to launch our online casino product into the market later this year,” said Ben Clemes, Chief Executive Officer at High Roller.

Ontario is one of the largest regulated online gambling markets in the world as measured by gross gaming revenue. In 2024, regulated online gambling operators within the province generated approximately $2.3B in gross gaming revenue, and growth continues to be recorded in the first half of 2025. Recently, the province of Alberta passed enabling legislation to establish a regulatory framework for online gambling. Once available, the Company also intends to pursue licensure in Alberta to expand its regulated market footprint in Canada.

“Ontario is missing an elegant brand like High Roller. We’re excited to roll out the red carpet for our new customers, and we’re looking forward to showcasing our tremendous product,” said Clemes.

The post High Roller Submits Gaming License Application in Ontario appeared first on Gaming and Gambling Industry in the Americas.

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