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Canada

CFL and Genius Sports: Delivering the Next Generation of Interactive Fan Experiences

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The Canadian Football League (CFL) and Genius Sports have launched the initial phase of their new strategy to build rich, meaningful connections with CFL fans.

In December 2021, the CFL signed a transformative official data, marketing, and fan engagement partnership with Genius Sports to revolutionize the league’s entire digital offering. Now, this vision is starting to come to life, with the launch of the new CFL GameZone and an interactive CFL Preseason Futures game, presented by BetRegal.

The new CFL GameZone will be the central hub for fans to engage with exclusive CFL products and contests. CFL GameZone will be the official home of all free-to-play games including CFL Fantasy, the new CFL Preseason Futures predictor, CFL Pick ‘Em, and other games.

The CFL Preseason Futures game will allow CFL fans, for the first time, to test their knowledge by predicting multiple season-long outcomes. Available for play in both English and French until June 19, the game will test fans on everything from the number of regular season wins the Toronto Argonauts will chalk up to the number of touchdown passes Bo Levi Mitchell will throw.

These initial product launches are just the start of the new era of CFL fan engagement. Throughout different stages of the 2022 season, Genius and the CFL will also launch a new Polling tool, the official Trivia challenge, an All-Star voting mechanism as well as new games to enhance the regular season, CFL Playoffs, and the 109th Grey Cup.

Dynamic betting widgets, including live scores, odds, and offers will also help activate the CFL’s BetRegal partnership, while Genius’ data-driven ticketing service will run highly personalized campaigns for CFL teams.

“It’s exciting to see our new partnership coming to life with the creation and launch of new products that will engage and energize fans. This is just the beginning. By tailoring offerings to individual tastes, interests and passions, we can serve CFL fans better than ever before, and attract a new wave of fans to the CFL,” Tyler Mazereeuw, Chief Revenue and Marketing Officer for the CFL, said.

“In December 2021, when the CFL and Genius Sports first announced our partnership, we shared our commitment to revolutionize the entire CFL digital infrastructure through a range of highly innovative, immersive and personalized fan products. As a first step in realizing this vision, we’re delighted to launch the bespoke free-to-play tools that gamify the fan experience while capturing valuable insights and unique information that help the CFL to better understand and engage their audience,” Josh Linforth, Managing Director of Media & Engagement at Genius Sports, said.

Canada

BetVictor Canada launches Tracy McGrady Safer Gambling campaign

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BetVictor Canada launches Tracy McGrady Safer Gambling campaign

 

BetVictor Canada has launched its new out-of-home advertising campaign across the streets of Toronto to promote NBA legend Tracy McGrady as its Safer Gambling Ambassador.

Two mobile digital trucks strategically targeting high-traffic areas near Scotiabank Arena, Rogers Centre, and major sporting events will provide prime audience exposure for the campaign, scheduled around Toronto Maple Leafs, Toronto Raptors, and Toronto Blue Jays home games.

To further enhance the campaign’s reach, BetVictor Canada has partnered with Clear Media Group to leverage digital taxi tops across Toronto, providing city-wide exposure with 100 taxis displaying key brand messaging. These digital taxi tops will run during peak evening hours (5:00pm – 9:00pm) on select dates until April 5th, 2025.

The campaign coincides with Problem Gambling Awareness Month, a nationwide grassroots campaign held each March that seeks to increase public awareness of problem gambling and promote prevention, treatment, and recovery services.

BetVictor Canada offers an array of tools and services to help its Canadian customers bet and play safely and responsibly, across a host of sports betting markets and online casino games.

Mark Harper, Head of Emerging Markets at BV Group, said: BetVictor is delighted to be participating in the National Council of Problem Gambling campaign in March, to help increase public awareness of problem gambling and the need to promote prevention, treatment and recovery services.

“In using our Safer Gambling Ambassador, Tracy McGrady, to raise awareness about BetVictor’s safer gambling tools such as loss limits, time alerts and product restrictions we are dedicated to ensuring all players have a safe gambling experience. #PGAM2025.”

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AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers

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AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers

 

The Alcohol and Gaming Commission of Ontario (AGCO) has served BetMGM Canada Inc. with an Order of Monetary Penalty (OMP) of $110,000 for violations of the Registrar’s Standards for Internet Gaming.

In two separate incidents in 2024, BetMGM engaged marketing companies who offered cash to members of the public in return for opening new BetMGM accounts. The marketing activities occurred in public forums, such as a major national trade conference. Under AGCO’s Standards, operators are responsible for the conduct of their third-party suppliers who are contracted to support the operator’s Ontario gaming business, and must require their third-parties to meet Ontario laws, regulations and standards (Standard 1.19).

Ontario is one of the first jurisdictions in the world to establish and enforce rules that strictly limit high-risk inducement advertising and marketing in the online gambling industry. Registered iGaming operators are prohibited from offering gambling inducements, bonuses and credits as part of their broad public advertising and marketing activities (Standard 2.05). These Standards exist to protect Ontarians from predatory advertising and promotional marketing practices in order to limit the risk of gambling-related harm.

A registered operator served with an OMP by the AGCO has the right to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), which is an adjudicative tribunal independent of the AGCO and part of Tribunals Ontario.

QUOTE

“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities. The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”

Dr. Karin Schnarr, Chief Executive Officer and Registrar – AGCO

ADDITIONAL INFORMATION

BetMGM Canada Inc. failed to comply with the Registrar’s Standards for Internet Gaming. Specifically, the licensee failed to comply with the following provisions of the Standards:

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  • 1.19 Operators are responsible for the actions of third parties with whom they contract for the provision of any aspect of the Operator’s business related to gaming in Ontario and must require the third party to conduct themselves in so far as they carry out activities on behalf of the operator as if they were bound by the same laws, regulations, and standards.
  • 2.05 Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.

Contrary to the Standards, BetMGM Canada Inc. and/or their affiliates allegedly engaged in the following activities:

a) On or about January 13 and 14, 2024, BetMGM representatives were alleged to have attended the National Franchise Show and were offering $100 in cash to new players for opening a new account and depositing $15.
b) On or about March 11, 2024, BetMGM acknowledged that its marketing affiliate “Above the Street” had engaged in prohibited inducement marketing. The conduct resulted in 377 player sign-ups and $127,180.00 in commissions to “Above the Street”.
c) On or about April 13, 2024, another BetMGM marketing affiliate “Maple Leaf Marketing” engaged in prohibited inducements and marketing to induce on-site activations and acquire new players. The conduct resulted in 94 player sign-ups and about $34,000.00 in commissions paid to “Maple Leaf Marketing”.
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BCLC Launches “What’s played here stays here” Campaign

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BCLC Launches “What’s played here stays here” Campaign

 

BCLC’s new “What’s played here stays here” campaign is issuing an important reminder to British Columbians who choose to gamble – specifically that all net profit its operations generate stays in B.C. to help fund critical services like education, health care and community programs.

The campaign also reinforces that all other gambling websites operating in B.C. are illegal and take away funds from critical community programs and services.

“Across B.C. and Canada, we’ve seen incredible groundswell around the importance of buying and supporting local, and that’s no different for British Columbians who choose gambling for their entertainment. We want our B.C. players to know they can find a world-class gambling experience in their own backyard, whether it’s at one of our 33 casinos, 3,400 lottery retailers, or online at PlayNow.com, and that the proceeds from their play with BCLC make a positive impact at home in their community,” Pat Davis, President and CEO of BCLC, said.

Along with illegal online gambling websites, BCLC also competes with Washington State and Las Vegas casinos, all of which aggressively market to B.C. residents.

“BCLC continues to raise awareness that these gambling options do not support B.C.’s economy and take away funds from vital provincial and community-based programs and services. In a time when British Columbians are standing united, we want to reinforce that playing together with BCLC helps make B.C. even better,” Pat Davis added.

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