a commitment to CAPEX, generating jobs, and true, meaningful economic growth in the communities we serve – the fact that in Ontario land-based gaming has created tens of thousands of jobs and directly and indirectly generated billions of dollars for the public good is a point that shouldn't be forgotten. At the right time, the Hard Rock Digital side of the business will become part of that umbrella."
Online gambling operators are not just competing with other online operators, but with all the other entertainment industries battling for a slice of well-earned discretionary income - a dwindling asset in these hardened times. Te strength of Hard Rock is its powerful, compelling brand with plenty of different entertainment options at its disposal.
"With the launch, I believe in the future Ontario will be looked on as having been a leader in pivoting to a new reality where public policy priorities and technology converge inevitably with consumer demand and entertainment experiences. I don't think of gaming companies these days as traditional casino or gambling companies but in many ways as technology and entertainment organisations. Tis kind of approach also encourages and leverages innovation, expertise and experience.
“Ontario will be
looked on as having been a leader in pivoting to a new
reality where public policy priorities and
technology converge inevitably with
consumer demand and entertainment experiences. I don't think of gaming
companies these days as traditional casino or gambling companies but in many ways as
technology and entertainment organisations.”
“Te convergence of tech with the omnichannel touchpoints be it live entertainment, gaming facilities, hotels, restaurants, iGaming, retail merchandising - that's where you'll find success. Having that under one powerful brand that consumers trust, and love is a massive differentiator."
A SUCCESSFUL EXERCISE
On November 5, Shayilan Nuerdanbieke defeated Darrick Minner in a UFC bout just over a minute into the first round. Earlier in the day, tech company U.S. Integrity had alerted sportbooks that there were an unusually high number of bets on Nuerdanbieke to win in those circumstances.
Minner was coached by James Krause, a former UFC fighter who has previously been open about wagering on fights. Te UFC released Minner, and the Nevada Athletic Commission suspended Krause, Minner and a fellow Krause-coached fighter, Jeff Molina, pending the results of an investigation into the betting controversy.
Te Canadian provinces of Ontario and Alberta fully suspended betting on the UFC events after the Minner fight and New Jersey prohibited its sportsbooks from taking bets on fights involving Krause.
“Te Standards exist to protect the betting public and to provide the necessary safeguards against odds manipulation, match-fixing and other integrity issues," the Alcohol and Gaming Commission of Ontario (AGCO) said in a statement.
"Tis is not a decision we take lightly, knowing the popularity of UFC events in Ontario’s sportsbooks. However, the risks of insider betting on event and wagering integrity should be highly concerning to all. It certainly is to us."
Te action by AGCO to shutdown UFC betting was swift. Promisingly, just as quick was giving the green light for UFC betting to return in the province after a deal was struck between the promotion and U.S. Integrity to monitor wagering, as well as the shoring up of the UFC’s Athlete Code of Conduct pertaining to insider betting. [NOTE: AGCO reinstated betting on UFC in late January 2023 after the UFC committing to addressing the regulator’s concerns]
Also promising is the regulator's P60 WIRE / PULSE / INSIGHT / REPORTS
"With the launch of the new online gaming model in
Ontario, I'm not sure anyone would have done justice to the
process by expecting perfection on day one. That being said, it's been very good because of the
foundational reasons for the market launching - namely successfully
channelling the grey market into a legalised market.”
regular, ongoing interaction with stakeholders. Last year, AGCO issued a discussion paper and sought stakeholder feedback on potential regulatory risks associated with promotional partnerships.
Whilst promotional partnerships are a form of advertising and marketing, they are also an expected component of regulated iGaming in Ontario because of possible regulatory risk. Te paper received stakeholder input on whether AGCO ought to take regulatory action to prohibit the creation of any physical venue where a purpose of the venue is to encourage and/or facilitate the placing of bets.
Ilkim explains that the foundational philosophy behind the 'Ontario model' is to channel the grey market into a lawful licensed market, like in other jurisdictions such as Denmark.
"Considerable effort went into research and comparative analysis before the online market launched - it wasn't done on a whim, nor did it happen overnight. Yes, there were bumps and hurdles, but ultimately Ontario's market launched to great international interest as anticipated. Given Ontario’s demographics, size and considerable experience with gaming, it’s poised to become one of North America’s biggest online markets. Tis new reality should
also encourage and foster innovation at almost every level, be it technological or otherwise, not fundamentally different than in any other competitive industry.
“One big upside in Canada is that gaming – be it land-based or online – has been in Canada for a long time. Unlike some jurisdictions, important issues that impact on success and sustainability of the industry have been examined, enhanced and addressed robustly for some time. Hence, while the framework itself may be new, many of the measures in place for the protection of Canadian consumers (be it in respect of ensuring integrity in the business, the gaming offerings, AML and RG for example) have been adopted from lessons learned over years and years of experience.
"With the launch of the new online gaming model in Ontario, I'm not sure anyone would have done justice to the process by expecting perfection on day one. Tat being said, it's been very good because of the foundational reasons for the market launching - namely successfully channelling the grey market into a legalised market for the benefit of the province and player protection are all good outcomes. "
ADVERTISING CONCERNS
Concerns have been raised about advertising both in Ontario and across the county. Te barrage of advertising for online sports betting sites is getting on the nerves of Canadians, recent research by polling firm Ipsos suggests. 48 per cent of Canadians asked agreed that the amount of advertising for sports betting sites in Ontario and other provinces is too much and should be reduced.
According to the survey, 42 per cent of adults said the sportsbook advertisements are not very enjoyable to watch. Moreover, Ipsos reported that 63 per cent of Canadians agreed there should be limits on advertising for online sports betting and internet casino gambling.
“It’s clear that iGaming creative must be more compelling and efficient,” the polling company said in a press release. “But it also must be more relevant and regionally precise: Ipsos’ study suggests that despite the high volume of ads, few are failing to educate their audience, leading to a false sense of understanding about who can
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