Canada
Small, Highly Engaged Group of Largely Young Men Driving Sports Gambling Growth in America, New Ipsos Polling Finds
Ipsos released new polling ahead of the Super Bowl, the largest sporting event and biggest gambling moment on the American calendar, which finds that in the wild west of sports gambling, the industry is growing largely with a very engaged group of sports bettors who tend to be younger, men, or white. This report is the first in a series of polls from Ipsos examining American attitudes toward and participation in sports, gambling, and athletics broadly.
Despite the explosive growth in gambling revenue, rising from $1.55 billion in 2020 to $4.33 billion in 2021, a very small number of Americans are responsible for that number. Ipsos found that only about 8% of Americans say they’ve bet on sports via an app or online, and only 4% have bet on sports in-person in the past year.
“As the dollar spent on bets suggests, those who do bet on sports are very engaged in the sporting world. Compared to the general public, they are more likely to self-describe as sports fans, play fantasy sports, go to live sporting events, and watch more niche types of sports, like esports,” Chris Jackson, Senior Vice President at Ipsos, said.
Football and basketball are the most popular sports to gamble on, with bettors preferring professional sports to college sports. The NFL is by far the most popular sports league to gamble on, with 59% of bettors placing a bet on the NFL. This is followed by the NBA (34%), NCAA Football (30%), and NCAA Basketball (28%). Unsurprisingly, majorities of sports bettors tuned into major sporting events last year, like the Super Bowl or March Madness.
The polling also shows that sports bettors are more likely to be men (68%), under the age of 35 (39%), white (51%), or high-income earners (44% make over $110k).
While a small group of people is extremely engaged with sports gambling, most Americans are not tuned into the debate over legalization and display ambivalence toward the issue. Overall, only one in three Americans want to allow in-person or app-based sports betting in their state, and another one in three don’t have an opinion. In fact, the only group not ambivalent about allowing sports betting seems to be the group actively participating – sports bettors themselves.
The polling also shows that money is the main reason people do not bet on sports. When asked to select any and all reasons they do not bet on sports, half of the people who don’t bet on sports choose not to because they believe it is a waste of money. Non-bettors are also deterred from participating because they don’t know enough about sports or about betting to partake.
“While some segments of the population remain intractable, there are non-betting Americans who don’t partake because they just don’t know enough about gambling. This provides a potential new group for the industry to expand into and is likely where advertising dollars are being spent by sportsbook operators to attract new customers,” Mallory Newall, Vice President at Ipsos, said.
Ben Clemes
High Roller Submits Gaming License Application in Ontario

High Roller Technologies, operator of the premium online casino brands High Roller and Fruta, announced the submission of its Internet Gaming Operator license application in Ontario, Canada, targeting the launch of its flagship brand HighRoller.com in the second half of 2025.
“The submission of our licensing application to access Ontario’s regulated online gambling market is an important milestone in our Company’s journey. Once our application is approved, we anticipate that we will have the opportunity to launch our online casino product into the market later this year,” said Ben Clemes, Chief Executive Officer at High Roller.
Ontario is one of the largest regulated online gambling markets in the world as measured by gross gaming revenue. In 2024, regulated online gambling operators within the province generated approximately $2.3B in gross gaming revenue, and growth continues to be recorded in the first half of 2025. Recently, the province of Alberta passed enabling legislation to establish a regulatory framework for online gambling. Once available, the Company also intends to pursue licensure in Alberta to expand its regulated market footprint in Canada.
“Ontario is missing an elegant brand like High Roller. We’re excited to roll out the red carpet for our new customers, and we’re looking forward to showcasing our tremendous product,” said Clemes.
The post High Roller Submits Gaming License Application in Ontario appeared first on Gaming and Gambling Industry in the Americas.
Canada
IAGR announces program for IAGR2025 conference in Toronto

The International Association of Gaming Regulators (IAGR) has released the program for its upcoming annual conference, to be held in Toronto from 20-23 October.
With the theme ‘Resilient regulation: Exploring what works, why and what’s next’, the event brings together global regulators and thought leaders to examine how regulatory frameworks can evolve to meet today’s challenges.
The four-day program explores timely issues, including the rise of AI and behavioural analytics, the impact of converging technologies, cross-border collaboration and the continued push to strengthen responsible gambling policies.
IAGR President Ben Haden said the program offers a strong preview of the content and conversations delegates can expect in Toronto.
‘This year’s program showcases the breadth and complexity of the challenges facing gambling regulators worldwide, from protecting player wellbeing to tackling illegal markets and understanding new technologies,’ Haden said.
‘I encourage regulators, researchers and policy professionals from around the world to join us in Toronto. The conference is a space to learn, share experience, challenge assumptions and shape the future of effective, collaborative regulation.’
Confirmed speakers and panellists include:
- Andrew Rhodes, CEO, Gambling Commission, Great Britain
- Anders Dorph, Director, Danish Gambling Authority, Denmark
- Dr Karin Schnarr, CEO and Registrar, Alcohol and Gaming Commission of Ontario, Canada
- Mark Vander Linden, Director of Research and Responsible Gaming and Carrie Torrisi, Chief of Sports Wagering Division, Massachusetts Gaming Commission, United States
- Bashir Are, CEO, Lagos State Lotteries and Gaming Authority, Nigeria
- Teo Chun Ching, Chief Executive, Gambling Regulatory Authority, Singapore
- Ladipo Abiose Akolade, Founder, GamblePause Initiative Africa, Nigeria
- Rasmus Kjaergaard, CEO, Mindway AI, Denmark
- Tracy Parker, Senior Vice President, Accreditation, Advisory and Insights, Responsible Gambling Council, Canada
- Pedro Romero, Chief of Safer Gambling Partnerships, BetBlocker, Gibraltar
- Sonia Wasowska, Head of Supervision, General Commercial Gaming Regulatory Authority, United Arab Emirates
- Steven Blackburn, Partner, Ashurst Risk Advisory, Australia
The event will be held at The Westin Harbour Castle on Toronto’s waterfront.
The post IAGR announces program for IAGR2025 conference in Toronto appeared first on Gaming and Gambling Industry in the Americas.
Alberta Gaming
Edmonton Elks, Play Alberta Connect on New Partnership

Home field advantage has a new name, as the Edmonton Elks announced that Play Alberta Field at Commonwealth Stadium is now the home of the Elks.
The field naming rights are part of a broader multi-year agreement between Play Alberta and the EE, making Play Alberta the official sports betting partner of the Club.
“We couldn’t be more excited to expand our partnership with Play Alberta. This partnership is about more than just putting a name on the field – it’s about building something meaningful for our fans and our community. Play Alberta is an Alberta-based organization that shares our values and our commitment to giving back. Together, we’re creating new ways for fans to connect with our team and experience the game day atmosphere in a whole new way,” said Elks President and CEO Chris Morris.
The expanded relationship between the Elks and Play Alberta will allow the game day experience to continue to grow. Fans can look forward to unique activations and promotions around the stadium, including the chance to win game tickets and memorabilia.
“Since Play Alberta’s launch five years ago, our team has made it a priority to connect with the communities where our players live and work. We are very excited to join the Edmonton Elks on the field on game days during upcoming CFL seasons. Play Alberta Field at Commonwealth Stadium allows us to partner with the Elks and showcase two brands built for Albertans in a historic Edmonton location,” said Alberta Gaming, Liquor and Cannabis Chief Executive Officer Kandice Machado.
The Elks open their 76th season on Saturday, June 7 in Vancouver when they take on the B.C. Lions. Edmonton’s home opener at Play Alberta Field at Commonwealth Stadium is slated for Thursday, June 19 against the Montreal Alouettes.
The post Edmonton Elks, Play Alberta Connect on New Partnership appeared first on Gaming and Gambling Industry in the Americas.
-
Africa4 weeks ago
Cross Switch Bolsters African Footprint with Strategic Partnership with Pesawise
-
Esportes da Sorte4 weeks ago
Esportes Gaming Brasil, the group behind Esportes da Sorte and Onabet, announces Hugo Baungartner as Executive Director for Institutional Relations and Partnerships
-
Australia4 weeks ago
ACMA Imposes Fine of $500,800 on PointsBet
-
Africa4 weeks ago
QTech Games wins Leader in Online Casino at the 2025 SBEA+ Eventus Awards
-
Asia3 weeks ago
PAGCOR CHAIRMAN, ENTIRE BOARD TENDER COURTESY RESIGNATION
-
Baltics4 weeks ago
Modern Oracles & Smart Payments: Finrax’s Vision for Blockchain, AI & Beyond
-
Australia4 weeks ago
ACMA Imposes $1 Million Fine on Unibet
-
Balkans4 weeks ago
EGT Digital at Belgrade Future Gaming 2025: Get ready to be fascinated