Canada
One year on: Showcasing Altenar’s Ontario success
Twelve months ago, Altenar made a name for itself as one of the first major European sportsbook providers to go live in Canada’s nascent regulated province of Ontario.
With the market now in its second year of being regulated, we spoke to Altenar’s Head of Sales, Antonino Barra, to hear more about the success Altenar’s market-leading technology has brought to Ontario, as well as the award-winning provider’s expectations for the year ahead.
It is almost a year since Altenar entered Ontario. How have you settled into the region and how has the product been received?
We’ve been live in the region with a big-name operator since the early days of the market being regulated back in early 2022. Overall, business has been fantastic – we can see how much demand there is for sports betting in Ontario thanks to the influx of very successful teams across a wide range of sports, including the Canadian Football League.
When we went live in the market back in April 2022, we envisaged a bright start for us, and it has presented a significant opportunity to develop and implement our bespoke trading and pricing models for Canada’s most popular sports. Without a doubt, we have one of the best trading teams in the industry and we’ve got some fantastic case studies to back it up. All in all, it’s been an excellent first year and our products have been incredibly well received.
What is attractive about the region from a sportsbook point of view?
Ontario loves sport, so it has been a great experience for us so far. Teams such as the Toronto Blue Jays, Toronto Raptors and the Ottawa Senators are all well supported, and this is evidenced in the extensive popularity we’re seeing when it comes to sports betting on some of Canada’s best-loved sports.
According to iGaming Ontario’s first year’s performance report, Basketball was the most popular sport to bet on, accounting for 29% of all wagers, followed by soccer (15%), football (13%), hockey (9%), and baseball (8%). Sports categories include bets on a variety of athletic activities, including but not limited to professional leagues. Having such a diverse range of sports has proven to be a fantastic challenge for our trading teams and we’ve really enjoyed becoming localised experts on North American sports!
Did you set any targets for your first year in Ontario and did you achieve them?
Being able to provide a full solution to players in Ontario, with one of the most comprehensive sports betting propositions available, was also another OKR we put a lot of effort into achieving. A crucial differentiator was to provide a bespoke provision of ad hoc services that could be tailored to exactly what Canadian players have been looking for. So far, it has been great to see all of these vital targets reached and we look forward to surpassing them.
What advantages does Canada offer as opposed to LatAm or the US?
When we compare Ontario to the LatAm region, we must understand that the market is less granular. The legal framework allows space to offer different business plans and enables us to have been one of Ontario’s true pioneers.
In LatAm, it is easy to be overpowered by certain operators who hold too much sway, given some jurisdictions have big name operators holding up to 75% of market share. The retail vs. online split is also hugely different, in that Canada is hugely online-first, while in LatAm – retail will always be the flagship brand.
Looking at comparisons with the US, the cost can be hugely prohibitive in comparison as you have to go through the licensing process for each new US state. As a result, the bureaucratic hurdles involved in making that happen require a vast provision of resources, as well as the risks involved in the land-based lobby slowing down any launch process.
On the other hand, when examining the situation in Ontario, it becomes apparent that the regulatory framework is remarkably flexible, offering a highly convenient platform for sportsbooks venturing into the North American market for the first time. This aspect serves as a significant incentive for numerous European brands to establish their presence in North America prior to expanding further south. The market’s favourable reputation stems from its commendable ability to provide tailored conditions that are exceptionally conducive to growth.
How does the next 12 months look? Do you expect to branch into other provinces as they come online?
Absolutely. As it stands, Ontario is the only province that currently offers a licence and is open for entrants, but we will look to target all provinces as they slowly come online. The next couple I expect to follow suit are Alberta and British Columbia, and we’ll be first in the queue for those. The current status regarding lotteries is that they have a monopolistic hold over these provinces, just like we’ve seen with land-based and tribal influence in the US. Of course, Canadian lotteries have a vested interest in seeing themselves hold onto the market so this will be an interesting development to keep an eye on.
For 2023 to 2024, we’ll be focused on solid growth and helping new operators develop and grow their operations to become verifiable contenders.
Finally, given the economic outlook over in Europe – and indeed, the likely contractions faced, there’s plenty of fortune awaiting on the western side of the Atlantic, so we’d certainly encourage brands looking for a better outlook to set foot in here – it’s a place to be watched with interest.
SCCG Management has signed a contract with the British Columbia Lottery Corporation (BCLC), the B.C. Crown corporation which conducts and manages commercial gambling in the province, including lotteries, casinos, and online gaming. This partnership aims to undertake a comprehensive assessment and strategic enhancement of BCLC’s diverse operations.
The work between SCCG and BCLC will involve a thorough review of technological infrastructures, strategic market positioning, and the integration of various gaming modalities. SCCG’s extensive expertise will be pivotal in harmonizing BCLC’s online and physical gaming experiences.
Stephen Crystal, Founder and CEO of SCCG Management, said: “Our collaboration with BCLC represents a remarkable opportunity to push the boundaries of innovation within the gaming industry. We are committed to deploying our resources and expertise to enhance BCLC’s operational efficiencies and customer engagement strategies. It’s an honor to partner with an organization that has a robust impact on the community through its support of public initiatives.”
The Alcohol and Gaming Commission of Ontario (AGCO) has mandated all Ontario-registered sportsbook operators to halt offering and accepting wagers on World Boxing Association (WBA) events immediately. This measure is being taken to protect the Ontario betting public following concerns that WBA-sanctioned boxing matches are not adequately being safeguarded against match-fixing and insider betting.
Since December 2023, the AGCO has been conducting a comprehensive review of suspicious wagering activity on a WBA-sanctioned title fight between Yoenis Tellez and Livan Navarro that was held in Orlando, Florida. Suspicious betting patterns on the bout lasting over 5.5 rounds were reported to the AGCO by two registered independent integrity monitors and detected in Ontario by a registered igaming operator. Media reports also alleged that Tellez’s Manager placed $110,000 on the match lasting longer than 5.5 rounds at a Florida casino. The bout ended with Tellez knocking out Navarro in the 10th round.
Following an intensive review that included outreach to the WBA, Ontario-registered gaming operators, independent integrity monitors, and regulators in other jurisdictions, the AGCO has concluded that bets related to WBA events do not currently meet the Registrar’s Standards for Internet Gaming.
The AGCO requires all Ontario-registered gaming operators to ensure the sport betting products they offer are on events that are effectively supervised by a sport governing body. At a minimum, the sport governing body must have and enforce codes of conduct that prohibit betting by insiders.
Registered gaming operators were unable to demonstrate to the AGCO that the WBA prohibits betting from insiders, which could include an athlete’s coaches, managers, handlers, athletic trainers, medical professionals, or others with access to non-public information. Further, registered gaming operators were unable to demonstrate that the WBA took any action to investigate or enforce the allegations of potential match-fixing and insider wagering.
The AGCO has indicated to registered operators that in order for WBA betting products to be reinstated in Ontario, operators must demonstrate that the WBA effectively supervises its events, thus bringing them into compliance with the Registrar’s Standards. In December 2022, the AGCO required gaming operators to stop offering bets on UFC events for similar issues related to insider betting safeguards. Within a month, UFC amended its policies and implemented new protocols that allowed the AGCO to reinstate betting on UFC events in the province.
“Ontarians who wish to bet on sporting events need to be confident that those events are fairly run, and that clear integrity safeguards are in place and enforced by an effective sport governing body. Knowing the popularity of boxing in Ontario, we look forward to reinstating betting on WBA events once appropriate safeguards against possible match-fixing and insider betting have been confirmed,” Dr. Karin Schnarr, Registrar and CEO of AGCO, said.
Gaming Innovation Group Inc. (GiG), has announced the launch of Casino Time, powered by its award winning iGaming platform and pioneering real-time rules engine LogicX, with revolutionary sportsbook, SportX soon to follow, to further extend its footprint in the regulated Canadian province of Ontario.
The launch of Casino Time carries extra significance, marking only the second time that on-demand, regulated online Bingo has been made available in Ontario. The new Bingo product vertical, launched alongside a strong Casino offering, will be boosted by GiG’s new sportsbook, SportX, as part of a planned release later this year.
GiG has focused its solutions on driving exponential growth in revenue for operators with its highly scalable iGaming platform, offering localised third party content and leading suppliers for the Ontarian market. GiGs peerless gamification layer creates an optimised and immersive casino experience tailored to regional preferences, swelling client retention and player engagement.
Canadian owned and operated, Casino Time is a joint venture amongst leading retail operators in Ontario’s Charitable Gaming sector, delivering Bingo, Slots and Live Dealer Casino Games. Promising a personalised service and community experience, Casino Time is continuing its long-standing partnership with local charities, introducing its joint fundraising model into the iGaming space for the first time.
Now coming towards the end of its second year of licensed operations, Ontario has emerged as one of the largest iGaming markets in North America, second only to New Jersey according to data supplied by Vixio. The first and as yet only Canadian province to launch a regulated market, Ontario boasts more than 1.6 million active player accounts spread over 40 plus operators, generating €1.3 billion in Gross Gaming Revenue (GGR) in its first year of trading, with this data supplied by iGaming Ontario.
Andrew Cochrane, Chief Business Officer of GiG, said: “GiG continues to set the pace with a strong cadence of brand launches in 2024, and I’m pleased that when operators are seeking platform solutions in regulated markets, GiG is leading the pack. Our partnership with Casino Time, will help deliver something new and exciting to the Ontarian market, and further helps to demonstrate the flexibility of our solutions, adapting to match the regional aspirations of our partners to deliver growth.”
D’Arcy Stuart, CEO of Casino Time, said: “We are thrilled to partner with GiG as the core technology provider of our iGaming platform. Their powerful suite of player engagement tools, as well as diverse content and regulatory integrations, underpin our ability to serve and delight our player community. Our hybrid online and offline customer network, as well as unique bingo offerings, will drive exciting opportunities as the platform and the marketplace continues to grow.”
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