Canada
It’s time for the Gambling Industry to Kick Start its Social-Purpose Journey
Peter ter Weeme, Chief Social Purpose Officer and Vice President, Player Experience, BCLC
More organizations are turning their attention to the idea of Social Purpose and wondering what it means for them. BCLC recently kick started its Social-Purpose journey. We’re starting to change the way we do business to better align with our new Social Purpose: We exist to generate win-wins for the greater good.
While gambling may be viewed as a polarizing activity, BCLC is committed to supporting players with fun and safe entertainment – but beyond that, we want to be a broader force for good in society.
Canada’s first-ever Purpose in Business Week and the Propelling Purpose Summit on November 17 and 18, 2021 are paving the road to Canada’s Purpose-led economy. Business, government and thought leaders will convene to create a roadmap to accelerate the purpose economy and mainstream Social Purpose in business, through six critical levers: corporate leadership, post-secondary education, trade and professional associations, ecosystem enablement, public policy and Social-Purpose procurement.
As defined by the United Way’s Social Purpose Institute, Social Purpose is an emerging trend in business whereby companies define their reason for being in societal terms. This process enables organizations to establish a competitive advantage and create new opportunities for maximizing profits and building shareholder value. Social-Purpose companies exist to create a better world through their core business operations. Their business growth propels, powers and contributes positively in perpetuity to society and the environment.
The business case for all organizations, including those in the gambling and entertainment industry, to pivot to purpose includes better employee retention and attraction. Recent research by Edelman points out that the current employee-value proposition not only includes traditional pay, career advancement and a newer focus on employee well-being but “an employer commitment to act for good on society’s biggest challenges.”
For BCLC, this means looking at our products and services through a different lens: Do they reflect the diversity of our players? Can we create more positive social impacts in the every day decisions we make? Do the vendors we select have the same commitment to a defined Social Purpose that they are acting on?
There are countless business applications to Social Purpose that, once adopted, can impact almost every area of an organization’s day-to-day decisions; whether it’s the employee experience or decisions related to operations, facilities, stakeholder relations or community sponsorships. With purpose driving decision-making, the end result is a net benefit for everyone – inside and outside an organization.
There’s no better time for the gambling industry to up its Social Purpose game – and BCLC is ready to lead the charge.
Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded an Ontario Gaming License by the Alcohol and Gaming Commission of Ontario (AGCO), effective today. This achievement enables the company to offer its portfolio of real-money games to licensed operators and players across the province.
The license underscores the Incentive Games’ commitment to meeting the highest standards of compliance, security, and operational excellence. The rigorous application process demands robust security protocols and comprehensive responsible gaming measures and affirms the company’s readiness to enter one of Canada’s most dynamic iGaming markets.
The North American market is a strategic focus for Incentive Games, and this milestone follows closely on the heels of the company receiving its Provisional Michigan gaming licence from the Michigan Gaming Control Board earlier this month.
Incentive Games will distribute its real-money gaming content in Ontario through Incentive Studios, the company’s dedicated Real-Money Gaming division, ensuring a focused and tailored approach to the market.
“Ontario represents a huge opportunity for us, and securing this license is a proud moment for the whole team,” said John Gordon, Chief Executive Officer at Incentive Games. “It reinforces our dedication to meeting the highest standards while delivering compelling real-money content. We’re looking forward to building strong relationships in the region and continuing our momentum across regulated markets worldwide.”
Alberta Gaming, Liquor and Cannabis (AGLC) has announced the appointment of Larry Spagnolo as the new Board Chair, effective August 15, 2025. This announcement follows the official Order in Council issued by the Alberta Government and marks a new chapter in AGLC’s ongoing commitment to support communities, encourage responsible choices and position Alberta as the best place to do business.
Larry brings a wealth of experience in technology and business leadership to the AGLC Board and will play an integral role in guiding AGLC’s strategic direction. He is currently serving as VP and GM of Emerson’s SaaS SCADA business and has held senior roles at Zedi and Telus, driving innovation, growth, and global success.
A strong advocate for education and community, Larry serves as Vice Chair of Athabasca University’s Board of Governors and has held board roles with NAIT and Polytechnics Canada. He was awarded the King Charles III Coronation Medal for his community contributions.
AGLC and the Board of Directors extend their heartfelt thanks to Len Rhodes for his leadership and dedication as Board Chair since August 2019. He decided not to seek a third term and will continue to serve in this role until August 14, 2025. Len led AGLC through some significant milestones, including reducing red tape by 51%, growth of the emerging cannabis industry and ensuring AGLC delivered a balanced approach to business development, social responsibility, and regulatory oversight.
EveryMatrix has expanded its partnership with tier-1 operator Pinnacle powering its new casino in Ontario, Canada, using CasinoEngine platform technology – the first time its platform solution has gone live in North America.
The latest agreement builds on the two companies’ previous collaboration that saw EveryMatrix’s CasinoEngine productivity platform power the well-known brand’s global casino offering.
The new launch takes the relationship to North America, marking EveryMatrix’s debut CasinoEngine platform integration in that market.
BonusEngine, EveryMatrix’s cross-vertical bonusing tool will be integrated in the second phase of launch. This will equip Pinnacle Ontario with a host of bonus types as well as AI-powered bonus abuse solution Bonus Guardian.
BonusEngine is the first of multiple engagement tools from EveryMatrix’s EngageSuite that Pinnacle plans to integrate.
With this comprehensive toolkit at its disposal, and the opportunity to add even more casino products in the future, Pinnacle Ontario can tailor campaigns, segment audiences, and reward players more effectively, creating a world-class digital entertainment experience for its customers.
EveryMatrix has more than 300 global customers and holds North American licences in Ontario, New Jersey, Michigan, West Virginia, Connecticut and Pennsylvania.
Stian Enger Petersen, CEO, Casino, EveryMatrix, said: “This launch marks a key milestone for EveryMatrix as we bring our market-leading CasinoEngine platform to Canada for the first time.
“We’re delighted to expand our partnership with Pinnacle and support their ambitions in Ontario with a powerful combination of platform, content, and engagement tools that are proven to drive success.”
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