SBC Canada panel
from partnering with local colleges and prohibit targeting anyone underage or in an at-risk group . The Massachusetts Gaming Commission at one point considered banning sports betting advertising during live-event broadcasts . However , it soon discovered that it wasn ’ t practical — in short , because companies like ESPN or Fox either weren ’ t likely to honor the ban , or would not be able to during national games .
Multiple major operators used well-known celebrities in sportsbook advertising in Ontario prior to the February 28 rollout of the rules update . Geoff Zochodne of Covers said those advertisements “ served a purpose ” and were to “ alert people to the presence ” of new operators . BetMGM featured two of the country ’ s most recognizable sports faces — Wayne Gretzky and Connor McDavid — as ambassadors .
McDavid ’ s Pivot
Now , neither can be used to pitch for the sportsbook . McDavid has pivoted to be the face of BetMGM ’ s responsible gaming television campaigns .
While a McDavid representative told CBC that responsible gaming is a “ priority ” for the Edmonton Oilers center , others say the change is a bit ironic .
“ I go back to something that ( Sharp Edge Picks founder ) Harley Redlick told me a while back about celebrities representing sportsbooks . His take was that anyone who is gambling even just a little isn ’ t going to be attracted to a sportsbook just by Connor McDavid ,” David Briggs of PlayCanada said on a Gaming News Canada podcast . “ That ’ s clearly an attempt by sportsbooks to groom kids to one day pick their sportsbook brand based on who they might have had a poster of up on the wall of their bedroom .
“ I was a little surprised that BetMGM spent the money to have him be a responsible gaming representative , but kudos to them . There probably is a positive , like Geoff said , that at the end there is probably more RG messaging . But that ’ s within the rules .”
Others in Canada say the swap from straight-up pitchman to responsible gambling spokesman is an uncomfortable look .
“ You associate Connor McDavid with their site ,” Andrew Kim , assistant professor in the psychology department at the University of Calgary , told CBC . The new McDavid ads have been airing on television and on social media since the beginning of March . These include live fixtures during sporting events .
Beyond the new advertising guidelines , in late March the OLG announced that it increased its contribution to the Community Investment Programme that supports problem and responsible gaming initiatives , according to CDC Gaming Reports . It is seeking to create a centralized self-exclusion “ solution ” that will not only help players to easily self-exclude , but make it so that the regulator and every operator have access to the same information across Ontario . The submission deadline was May 8 .
The Community Investment Program has received a two-year total of CA $ 760,000 ( US $ 559,000 ). In FY2022-23 , CA $ 22 million ( US $ 16 million ) was sent to problem and responsible gambling programs around the province .
“ Ontario-made for Ontarians ”
In the two years since launch , Ontario regulators have continued to evolve and respond to calls for consumer protection . The province is slightly bigger by population than Illinois or Pennsylvania , but has three or four times the number of sports betting or online casino operators . ( Online casino is legal in Pennsylvania , but not Illinois ). No U . S . state has so many operators .
Ontario is the biggest province in Canada , and its 14 million people include those in the country ’ s biggest city , Toronto . That city is home to seven professional sports teams , including three CFL teams , and the province borders Michigan , Minnesota and New York .
“ When talking about Ontario ’ s iGaming market , the numbers tell us a lot ,” Heidi Reinhart , the iGO board chair , said via press release in April . “ But what I ’ m most proud of are the countless ways that our government partners , operators , responsible gambling experts , players and employees have worked together to help us create a world-class market that is Ontariomade for Ontarians .”
The regulatory process will continue to evolve , as it has in many U . S . markets . As the first Canadian province to legalize , Ontario will be the leader in Canada .
“ Ontario has raised all boats ,” Rush Street ’ s Caughill said . “ It ’ s been welcomed and supported .”
Jess Marquez contributed to this report .
26 Global Gaming Business JUNE 2024