Canada
LuckyCasino makes Ontario debut
![](https://gamingamericas.com/wp-content/uploads/2024/01/LuckyCasino-makes-Ontario-debut.png)
LuckyCasino, the flagship gaming brand owned and operated by Glitnor Group, has entered the Ontario market in a new expansion that will not only introduce the Lucky Casino brand to Canadian customers for the first time, but also create further strategic opportunities going forward.
After solidifying its position as one of the premier casino operators in the highly regulated Swedish market, the forthcoming Ontario launch is poised to be a monumental step forward. The anticipation surrounding this entry into Ontario has been substantial, considering the extensive wait for this strategic move.
With the Ontario online gaming market having opened approximately 20 months ago, the province has acted as one of Canadaâs main trailblazers when it comes to providing a framework for legal gambling in the country and will likely serve as the blueprint that other regulators attempt to follow in the future.
Since the first Ontario licenses were distributed, the province has seen a massive uptick in legal online gambling among its 15.6 million residents, with many of the customers who were previously active at offshore casino sites now conducting their betting only at operators approved by the regulator instead.
In light of this, LuckyCasinoâs Canadian debut is certainly a timely one that will allow the business to capitalise on this increased appetite among Ontario citizens to play at government-approved sites while enabling it to make a big impact on the market via its unique range of content and offers as well.
The move is also perfectly aligned with Glitnor Groupâs over-arching strategy to have its B2C and B2B brands present in as many regulated markets as possible, making it another major milestone for the business that will increase both its global outreach and commercial prospects over the coming months.
David Schwieler, Head of Brands and Business, said: âAs a collective, Glitnor is always looking for new ways to expand our business by entering new regulated markets worldwide â and the Ontario launch of LuckyCasino will certainly create a number of exciting strategic opportunities for us going forward. âNot only will LuckyCasino be able to build on the phenomenal success and recognition that itâs already achieved in Sweden, but having the brand available in Ontario will soon allow us to distribute titles from our leading B2B brand, Swintt, within the market. As such, the expansion will open new possibilities for our company in future and weâre sure players are going to love what we have to offer.â
Canada
Aristocrat Interactive Expands to Play Alberta with New Games
![](https://gamingamericas.com/wp-content/uploads/2024/07/3-6.jpg)
iGaming in Alberta continues to soar to new heights on PlayAlberta.ca. Albertaâs only regulated gambling website has now added select titles from Aristocrat Interactive, Aristocrat Leisure Limitedâs regulated online Real Money Gaming (RMG) and Gaming Systems division.
The integration of Aristocrat Interactiveâs games will provide a familiarity for players, as Aristocrat Leisure Limitedâs land-based gaming division, Aristocrat Gaming, is the number one supplier of slot terminals within Alberta land-based casinos.
âAdding another world-renowned games provider to PlayAlberta.ca only helps bolster entertainment offerings for our players. Aristocrat Gaming has an established presence globally and bringing their features to Alberta will continue to enhance the provinceâs only regulated gambling website while encouraging Albertans to use a safe-and-secure iGaming destination â Steve Lautischer, Executive Vice President, Business Development.
âExpanding our reach across North America remains a key priority and this launch with Play Alberta represents another milestone in our commitment to delivering the very best content to players in the region. Play Alberta has resonated with players across the province and we are thrilled to establish what we are sure will be a very positive relationship,â Shivan Patel, VP of North America at Aristocrat Interactive.
Titles being added to Play Alberta include: Buffalo, Wicked Winnings II, 7 Hot 7 and Gold Stacks 88 Lunar Festival with more set to be available in the coming weeks.
Being Albertaâs only regulated gambling website and a leader in online gambling means offering players responsible gambling tools that engage all players. AGLCâs GameSense and Self-Exclusion programs are best-in-class resources that offer bet, deposit and loss limits, to make sure players are in control of their gambling.
Canada
OLG and Team Canada Launch Official Partnership Ahead of Paris 2024
![](https://gamingamericas.com/wp-content/uploads/2024/07/2-5.jpg)
Ontario Lottery and Gaming Corporation (OLG) has entered into a partnership with the Canadian Olympic Committee and Canadian Paralympic Committee and has become the Official Ontario Lottery Partner of Team Canada for the upcoming Paris 2024 Olympic and Paralympic Games.
âOntario is ready to cheer on Team Canada athletes as they compete in Paris this summer. This new partnership is showcasing one of the many ways OLGâs support makes a difference to people and communities across the province,â said Stan Cho, Minister of Tourism, Culture and Gaming.
âWe are thrilled to welcome OLG to Team Canada. Ontario has such a rich sporting history and OLG has long been a supporter of sport and amateur athletes. We know this support has made a profound impact on athletes across the province, whether theyâre engaged in sport at the grassroots level or pursuing their Olympic dreams,â said Jacqueline Ryan, Chief Brand and Commercial Officer of the Canadian Olympic Committee and CEO of the Canadian Olympic Foundation.
âWe are so pleased to be entering a new partnership with OLG and welcoming them into the Canadian Paralympic community. We know support for sport and athletes has been important to OLG for many years, and we are excited to work with them to continue to champion Ontarioâs Para athletes and inclusive sport across Ontario,â said Karen OâNeill, CEO, Canadian Paralympic Committee.
As momentum builds toward the Paris 2024 Olympic and Paralympic Games, OLG is also shining a spotlight on its players, who have helped support amateur athletes in Ontario by playing with OLG. The new âSponsored by Youâ campaign reinforces that when you play with OLG, you support Ontario athletes.
Since 2006, OLG and the Ontario government have supported high-performance amateur athletes through the Quest for Gold athlete assistance program. The program has provided direct financial support to thousands of amateur athletes, enhancing their ability to train by offsetting the costs of training and living expenses.
âMany people donât realize 100 per cent of OLGâs profits are reinvested into Ontario, and that we have a longstanding history of supporting amateur athletes. OLGâs ability to give back to communities is only possible thanks to our players, so we wanted to use this opportunity to recognize and celebrate them,â said Maxine Chapman, VP Brand & Marketing Officer at OLG.
OLGâs campaign features Team Canada athletes Andre De Grasse, Penny Oleksiak, Maggie Mac Neil, Jillian Weir and other Ontario athletes and Para athletes who have received funding from Ontarioâs Quest for Gold program.
âTraining for the Olympics takes a lot of preparation â physically, mentally and financially â and itâs not something you can succeed at alone. Having programs like Quest for Gold to help and knowing your community is supporting you makes all the difference, especially when youâre competing on the world stage,â said six-time Olympic medallist Andre De Grasse.
The success of the Quest for Gold program shows in the numbers â in the last four Olympic cycles, over 90% of Ontario medal winners had received Quest for Gold funding during their career.
âThe Quest for Gold program showcases our governmentâs continued efforts to enable Ontario athletes to achieve their full potential at the highest levels of competition. We are proud to join with the OLG, our partners across the sport sector and all Ontarians in wishing our Olympic and Paralympic athletes the best of luck in Paris,â said Neil Lumsden, Minister of Sport.
Canada
Greo and CCSA Release New Report Named âGambling Availability and Advertising in Canada: A Call to Actionâ
![](https://gamingamericas.com/wp-content/uploads/2024/07/3-1.jpg)
Recent gambling policy changes in Canada have led to increased opportunities to legally bet on sports and gamble online, 24 hours a day, seven days a week. The report âGambling Availability and Advertising in Canada: A Call to Actionâ looks at the impacts of legal gambling in Canada since the approval of the Safe and Regulated Sports Betting Act in 2021. The report recommends developing a pan-Canadian strategy to address gambling-related harms. This is a new report by Greo Evidence Insights (Greo) and the Canadian Centre on Substance Use and Addiction (CCSA).
This call to action is in response to the significant increase in gambling advertising on billboards, social media, at commercial breaks during sports broadcasts and during sporting events. Increased gambling availability and advertising are expected to contribute to increased gambling in Canada, thereby posing a significant risk of harms among the general population, particularly for youth, young adults and other vulnerable populations.
The report also describes how the increased availability of gambling and in gambling advertising are of great concern because:
- The types of gambling being made available and promoted (single-event sports betting and live or in-play betting) are associated with a greater risk of harm. For example, single-event sports betting increases gambling intensity and gives an illusion of control over the outcome as people believe their knowledge of the game gives them a competitive edge.
- The volume of gambling advertisements repeatedly pairing sports with betting normalizes gambling, leading people to think of betting as an integral part of being a sports fan.
- Increased availability of gambling and in gambling advertising are happening at a time when many people in Canada are more vulnerable to problematic gambling and gambling-related harms because of the lingering health impacts of COVID-19 and a rise in the cost of living.
âOver the last few years, we have witnessed some of the most significant changes in gambling policy since the 1970s. We have seen a massive increase in gambling advertising and opportunities to gamble. We can no longer watch sports with our kids or go online without being subjected to an overwhelming amount of gambling advertising. Canada is at a critical moment in how it manages gambling. A national strategy or framework â similar to what we have for alcohol, tobacco and cannabis â is critical to manage the expected increase in gambling harm, especially among youth and other vulnerable people,â explained Dr. Matthew Young, Chief Research Officer at Greo, Senior Research Associate at the CCSA and Adjunct Professor at Carleton University.
The report recommends developing a national strategy that will:
- Develop national standards governing the promotion and availability of gambling;
- Manage conflicts of interest among gambling stakeholders;
- Address inadequate funding for gambling harm prevention and reduction initiatives and research;
- Monitor systematic changes in gambling-related harm, including any assessments of the social and economic costs of gambling; and
- Increase awareness of gambling-related harms among health and social service professionals and the public.
âIncreased gambling among people living in Canada will undoubtebly result in increased harms and therefore increased societal costs. These include healthcare costs, criminal-justice costs, child welfare costs, increased unemployment and lost productivity costs because of gambling-related suicide. We need to think about our approach and ensure that it considers not only short-term government revenue and economic activity but also the longer-term societal costs. Thatâs why we need a national strategy,â Dr. Pam Kent, Director of Research and Emerging Trends at CCSA, said.
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