Having provided the perfect case study for the benefits of legalised online gambling in Canada, we caught up with Bede’s Chief Executive Officer, Colin Cole-Johnson, to discuss why other provinces may look to follow Ontario’s example in the future and what challenges operators will need to be ready for when they do.

With the regulated online gambling market in Ontario recently being recognised as one of the largest in the world, operators will feel there’s plenty of untapped potential to be realised not just in the province itself, but in Canada as a whole, over the coming months. And for good reason too.

Since legalising online gambling in 2022, the Alcohol and Gaming Commission of Ontario (AGCO) has established a go-to framework for how regulators introduce rules and standards that protect players and enable operators to flourish – and no better is this illustrated than in the performance of the Ontario Lottery and Gaming Corporation (OLG), which has continued to make a hugely positive contribution in the province over the past few years.

Having already paved the way for successful open market regulation through a number of progressive initiatives, with even more yet to come – such as the proposed centralised self-exclusion model –  it certainly wouldn’t be a surprise to see other organisations turn to AGCO as an example of how regulations can be introduced both sustainably and profitably; and this will likely present several opportunities for operators as well.

From Bede’s experience in the country, Canadian regulators are thorough and well organised. Any province looking to follow the success of Ontario will no doubt look to AGCO for inspiration, and this may lead to similar regulatory frameworks in other new territory launches. As the gaming community in Canada is so connected, we’ve already seen cross-operator interest in sharing regulatory knowledge, meaning there’s a wealth of information waiting to be leveraged.

As the most likely province to regulate next, Alberta has already shown a preference for following an open-market model similar to Ontario’s, with the input of various industry stakeholders set to guide the way. The onboarding process for operators seeking to enter this potentially vibrant new market is likely to follow promptly after the new framework is enacted, so existing experience and relationships within the Ontario market should prove advantageous for those looking to hit the ground running.

For Bede, our years working closely with AGCO leave us well positioned to enter additional provinces in the future, and we greatly value the guidance and support we gain from having a direct relationship with the regulator. We aspire to grow even further in Canada by forming more provincial partnerships, and our learnings from Ontario will undoubtedly form a key part of this.

Internally, we have a strong framework for new market entry and regulatory compliance that includes cross-functional representation across the business. We understand the heavy lifting that goes into a launch and the complexity of licensing and delivering a new technical solution. Our approach always involves an analysis of the requirements from a compliance, risk, audit and financial perspective, as well as identifying any gaps where our products can make an impact with the right strategic solutions.

Taking the Ontario market as an example, we’ve seen some noticeable changes in player behaviour in recent years, meaning operators must be prepared to adapt in order to keep up with emerging trends. Although we’ve seen growth for our partners in the digital space, retail remains a predominant revenue stream for Canadian operators. As digital continues to grow, it’s important to provide a seamless end-to-end experience for players across channels, to be effective omni-channel solutions.

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As more choice becomes available in the market, offering competitive payment and withdrawal options will be important. A critical part of the player journey that is often overlooked is the preference among players for easy access to preferred payment methods. A great example of innovation in this area is our Lottery Direct Pay method, where players can purchase tickets directly from their card without first having to load their wallet – creating a faster user journey that appeals to a wider audience.

Aside from these payment considerations, it’s worth noting that community engagement features and personalisation are both playing a more prominent role in the Canadian gaming landscape. Particularly among younger audiences, having the ability to offer a shared experience is becoming increasingly important to generating sustained engagement. For example, we’ve already seen OLG enjoy a significant uplift in overall ticket sales since launching the innovative Lottery Group Play tool.

Similarly, the power of personalisation cannot be understated when it comes to building player activity and retention. Through partnerships with companies such as XtremePush and Future Anthem, Bede has endeavoured to utilise more machine learning and AI systems that can broaden the customisation options available for customers, while our dynamic segmentation tool enables them to target user groups more effectively and automate the player journey in real time.

Of course, from the moment Ontario launched a legalised online gambling framework, regulators were required to focus their efforts on keeping up with increased accessibility and, therefore, increased risk of harm to the public. Should another province like Alberta also legalise online gambling in future, the same challenges will exist – and this presents an important opportunity for operators to both educate players on responsible gaming protocol and enforce it.

Given Bede has been operating in highly regulated markets for over 13 years, we have both an established suite of RG tools and in-depth knowledge of how to use them effectively. Evidenced in the UK market and beyond – Bede has developed its platform to meet the tightening controls that have been issued over every aspect of online gambling – enabling operators to create their own tailored mix of tools that best support their players.

Notably, the upper limit functionality in our RG toolset gives our customers the option to monitor and respond to potential problem behaviour by setting maximum limits for specific players. The players may opt to further decrease their own limits, but they’ll be unable to exceed the maximum setting until/unless the operator removes them, reducing the harm they could potentially experience. As well as outright prevention, being able to educate a player in such a moment is equally important – and using our platform, operators can send appropriate, personalised messages to users that encourage them to alter their play and even think about setting time out periods where necessary. For example, our partners can use our Player Interaction feature to set alerts from the front end based on pre-defined player behaviours, and then use that information for RG activities; if a player returns to a page a certain number of times, it can automatically trigger personalised messages to encourage the player to set a limit.

As responsible gaming is a constantly evolving topic in Ontario and other new markets in Canada are likely to experience similar growing pains, supporting regulatory efforts through the smart adoption of harm prevention tools will be a key part of gaining a foothold. This, coupled with the other regional considerations we’ve outlined in this article will be crucial to any operator’s future success in the country; and there are definitely big opportunities on offer for those who get it right.

 Esportes Gaming Brasil, the owner of Onabet and Esportes da Sorte, has been certified as a Great Place To Work®. The recognition – a global reference in people management and organizational climate – highlights the company’s efforts in promoting a positive environment, with development, well-being and inclusion initiatives aligned with the needs of its approximately 600 employees.

The GPTW survey assesses employee perceptions across five pillars – credibility, respect, impartiality, pride and camaraderie. For Sophia Serak, Director of People, participating in the assessment was essential to identify strengths and opportunities for improvement. “We want to be more than a workplace: we’ve created a framework for everyone to develop and feel valued. The certificate proves we are on the right path and motivates us to evolve further”, says the executive.

More than just a welcoming environment, Grupo Esportes Gaming Brasil has built a space where everyone has the freedom to be themselves, clarity about where they can go, and real support to grow. An environment where values such as trust, listening, and collaboration are at the heart of decisions — from the selection process to the choice of leaders.

In 2024, the group accelerated its mission to strengthen leadership, with training, assessments linked to values and programs offering regular management training. More than 60 leaders participated in development paths and initiatives such as “Impulso EGB” — an educational incentive program that subsidizes technical courses and specializations for employees.

Trust is the foundation of Esportes Gaming Brasil’s culture. It manifests itself in small gestures, spontaneous feedback, the freedom to propose new ideas and the construction of real bonds between people. The company invests in inclusive communication, active listening and collective actions that strengthen the sense of belonging — such as themed parties, recognition rituals and direct chats with leadership.

International iGaming holding PIN-UP Global will participate in IGB L!VE, one of the industry’s premier events taking place July 2-3 in London. Booth K40, spanning 168 square meters, will feature two distinct zones – PIN-UP Global and PIN-UP Partners. The holding will create valuable networking opportunities for industry professionals.

Visitors to the PIN-UP Global booth will have the opportunity to meet with the holding’s teams to explore the B2B portfolio designed to boost operational performance and drive business growth in the iGaming sector. The holding’s team will focus on growing its partner network and demonstrating the company’s latest technological developments.

PIN-UP Global team will be on hand throughout the event to explore potential investment opportunities and discuss partnerships with promising startups. The holding continues to identify and support promising teams developing innovative solutions in MarTech, iGaming, FinTech, AI/ML, and analytics.

PIN-UP Partners is joining iGB Affiliate London with top-performing offers, exclusive merch, and proven partnership models. Recognized as the Best iGaming Affiliate Program by AW’2024, MAC’2024, and SiGMA’22, PIN-UP Partners team is ready to build strong, long-term partnerships.

For industry professionals seeking new career opportunities, HR representatives from PIN-UP Global will be present at the event. Interested candidates can book meetings to discuss current openings within the international holding.

With the holding growing rapidly — a remarkable 58% just over the past year — new opportunities and prospects are opening up every day, both for existing team members and for those looking to join. As a result, the holding is actively seeking strong specialists for managerial positions, as well as professionals in tech, marketing, media buying, and more. Visit our booth to become part of the PIN-UP Global team.

For convenient meeting scheduling with holding representatives, exhibition delegates can use the touchscreen booking system and conduct meetings in specially equipped meeting rooms.

PIN-UP Global welcomes all IGB L!VE London attendees – industry experts, potential partners, and talented professionals – to connect with their team during the event to discuss tech solutions, collaboration opportunities, and career prospects.

PIN-UP Global is an international iGaming holding company specialising in developing and implementing advanced technologies, B2B solutions, and innovative products for the iGaming industry.

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