Canada
BetGames & Twain Sport: Setting the standard for the next-gen Canadian demand
With modern technology constantly developing and the Canadian market at the forefront of an ever-evolving landscape, BetGames Chief Product Officer, Ian Catchick, is sure its groundbreaking latest launch earlier this year, Twain Sport, is set to spearhead the next generation of sports betting. Here, he details just how the trailblazing product works and how it aims to combine the worlds of sports betting and casino in a new era for bettors.
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BetGames is really making waves globally in the iGaming sphere â could you tell us more about your universal appeal for those Canadian readers who might be unfamiliar? Â
BetGames has been established for some time, with over a decade of experience to be proud of. Now in its 11th year in the industry, weâve made a name for ourselves by creating live casino entertainment and live dealer content that makes sports fans feel right at home.
Our latest product to go live in Ontario is Twain Sport – already live with 40+ global operators. The aim is to deliver non-stop, fixed-odds sports betting in a casino format for the new generation of bettors.
Our goal is to deliver content for operators centred around sports betting, while providing the same margins that come with iGaming and casino.
To do this, weâve created our own proprietary set of sports products that deliver high-octane tournaments of basketball and football, every 60 seconds, in the short-form betting format we know the new generation is looking for.
The numbers on offer are fantastic – with over 1400 matches each day, broadcasted 24/7, our fast-paced, action-packed events are the perfect proposition for operators looking to boost revenue.
What sets Twain Sport apart from other offerings in the market? What gives it that universal appeal at a time when truly unique products are thin on the ground?
It all started with a basic idea to introduce high-quality, unique and competitive live sports content – aimed towards customers who wanted short, fast action. We addressed that with a product that delivered intensive short-form, pre-recorded live rounds of both sports.
Ensuring high turnover and low stakes for extended sessions of engagement, Twain Sport offers something that few, if any, product vertical can â one that appeals to sports and casino fans alike, as well as being designed to truly appeal to a next-gen audience better than any other studio. We have high expectations for Twain Sport in Ontario and expect it to perform incredibly well throughout the upcoming winter months.
Did you have a target audience in mind when envisioning Twain Sportâs success? Whatâs the thought process behind launching in Canada?
It was certainly a strategic move. For a start, the average Canadian bettor is between 25 and 35 years old, the exact demographic weâre aiming to entertain.
We all know next-gen players are looking for instant thrills and excitement, just like you have with casino games. This is particularly the case if sports matches are playing out on television and players are looking for additional entertainment via mobile.
We take that passion for sport and bring that format into play, bridging both 24/7 sport and high-frequency betting, without any of the barriers to entry youâll see with many casino games.
We see this as the future of entertainment. Bringing sports into the casino world means attracting sports fans and moving them away from the lower margins associated with in-play sports betting.
By doing that, weâre able to offer a customer lifetime value on a par with casino margins â while greatly boosting your customer base.
How does Twain Sport blend different elements like slots and live casino into its fixed-odds format, making it appealing to the modern sports fan?
Thereâs no other betting product that comes close to what Twain Sport offers â in many ways, weâve created an entirely new vertical for bettors to enjoy.
In short, we repackage the basic USPs of slots, virtuals and live casino into one and deliver it in a fixed-odds format where sports fans can feel right at home.
To bring sports punters closer to the casino world, our approach revolves around a few key principles. Our mission is to provide rich, familiar and unique content that delivers high-quality live entertainment experiences.This draws on our core competencies of broadcast, game design and our skills in intuitively knowing and understanding how to create content that our players enjoy.
Speaking of player enjoyment, what makes Twain Sport stand out in comparison to other betting products, particularly in terms of combining slots and live casino elements?
For next-gen players, itâs all about providing an experience that is as simple and accessible as possible.
They’re telling us quite clearly that what they really want is high-quality, engaging, rapid-play, simple-to-understand content.
We know that Twain Sport provides that and more â in launching our game-changing vertical, weâve done it exactly in a way that deals with the time pressure that the next-gen players have on their demand for entertainment.
We know that they’re very keen to enjoy a combination of what they know right now â in our case â easily understandable sports formats – and newer concepts that enhance their playing experience.
How is Twain Sport’s launch in Canada positioned to meet the current market demand for top-quality betting experiences?
I have no doubt that our launch in Canada with multiple tier-one operators will be a fantastic chance to showcase why this new, shorter-form style of betting content is exactly what the market is demanding right now.
The crucial thing to remember is that our playersâ time is very precious, and they want to ensure that the action on offer is high-quality, rapid and revolves around the rest of the entertainment mix.
Twain Sportâs action-packed nature with immediate rewards and a fantastically high production quality allows us to deliver on that goal.
We see Twain Sport as the future, catering to the new generation of players who are looking for instant thrills and payouts. Weâre very excited by the prospect of introducing it to another new audience and Iâm sure it will be a great show.
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 campaignâs 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 â 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: âBetVictor 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.
âIn 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.â
Canada
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 Registrarâs 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 AGCOâs 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 Registrarâs decision to the Licence Appeal Tribunal (LAT), which is an adjudicative tribunal independent of the AGCO and part of Tribunals Ontario.
QUOTE
âResponsible 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.â
Dr. Karin Schnarr, Chief Executive Officer and Registrar â AGCO
ADDITIONALÂ INFORMATION
BetMGM Canada Inc. failed to comply with the Registrarâs Standards for Internet Gaming. Specifically, the licensee failed to comply with the following provisions of the Standards:
- 1.19 Operators are responsible for the actions of third parties with whom they contract for the provision of any aspect of the Operatorâs 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 âAbove the Streetâ had engaged in prohibited inducement marketing. The conduct resulted in 377 player sign-ups and $127,180.00 in commissions to “Above the Streetâ. |
| c) | On or about April 13, 2024, another BetMGM marketing affiliate âMaple Leaf Marketingâ 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 âMaple Leaf Marketingâ. |
BCLCâs new âWhatâs played here stays hereâ campaign is issuing an important reminder to British Columbians who choose to gamble â 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.
âAcross B.C. and Canada, weâve seen incredible groundswell around the importance of buying and supporting local, and thatâs 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 itâs 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,â 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.
âBCLC continues to raise awareness that these gambling options do not support B.C.âs 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,â Pat Davis added.
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