Canada

Why US operators must improve their marketing tech

Published

2 years ago

May 10, 2023

Paddy Casey, co-founder at leading product development and digital marketing supplier The Unit, chats to Gaming Americas about the importance of modernising the US product experience now sports-betting markets have settled

The challenges presented to US-facing sports-betting operators have changed considerably since markets began to open up following the overturning of the Professional and Amateur Sports Protection Act (PASPA) in 2018. The idea of exponentially high marketing spends is not so prominent in 2023, and the battleground is transitioning towards a fight for existing customers.

One of the key issues affecting operators is they have been forced to make redundancies in their tech teams. While it is still crucial to develop rapid-fire landing pages/products to meet the demand of sports events, marketing departments rarely received the support they needed for fast digital campaigns from the internal tech teams in the first place, and this issue has now been exacerbated.

When mobile sports betting began to open up in the US, the apps were based on European sportsbooks. This can be an adequate market-entry strategy, but it doesn’t necessarily work in the long-term. When William Hill US first launched as the second mobile sports betting app in New Jersey after DraftKings, the advertising agency behind the campaign had been briefed for three months on the launch. When the app was finally developed and presented to them, the overall reaction was: “Is that it?” They felt it was going to be a new, ground-breaking Silicon-Valley-style piece of new technology, but it was essentially the same William Hill app adapted for US bettors.

Prague Gaming & TECH Summit 2025 (25-26 March)

Launching based off European models was all the operators could think to do, but that was not necessarily right for the US audience. Now, everyone in the market has to think harder about maximising performance. There are many things you have to do to attract new sign-ups, and the idea of a strong design and the ability to make changes is paramount now, which it wasn’t in 2018.

Following FanDuel’s lead

With a 50% market share as of the end of 2022, FanDuel is the clear market leader in US sports betting, but what is key to remember is it is not necessarily run in the same vein as most other US-facing operators. Given it is owned by Flutter Entertainment, the same parent company that manages Paddy Power and Betfair, it can be guided with more of a European mindset.

FanDuel’s app wasn’t particularly stronger than that of any other operator, but it has taken the lead with product and marketing innovation. Specific products were marketed similarly to how they had been by Paddy Power. While Paddy Power’s advertising is, of course, associated with comedy and at times controversy, it is always focusing on a product release or something that particularly stands out in the mobile app; FanDuel replicated that very astutely. While all the other operators were enforcing generic messages about how enjoyable sports betting can be, FanDuel was actually mentioning products like single-game parlays, and this approach was always likely to be successful.

There is still one thing FanDuel, like all US operators, can improve on, and that’s marketing tech. Tracking marketing spend and player behaviour are still quite new concepts, even with various US markets now being close to five years’ old. We have heard examples of affiliates in the US who can’t work with certain operators because they are convinced the player tracking is so far behind where it needs to be that the operator can’t even track which players have been sent to it by the affiliate. In the early days of regulated US markets, some teams were so naïve in this area they were literally guessing click-through rates.

Working around the problem

In sports betting, there is often one C-level executive whose needs are never prioritised within the product roadmap by the operator, and that’s the chief marketing officer. As soon as someone pipes up about what they need to promote March Madness, for example, the usual response is: “We don’t have time for that.”

That is why it is vital to utilise the expertise of teams who are experienced in sports betting and able to take this matter off an operator’s to-do list. It requires a team who can spend time addressing the player behaviour issues mentioned above, while also building out designs and all the core digital marketing that takes place within the sports product. When operators are able to use resources that can help make their marketing experience better, this will undoubtedly give them an edge in competitive markets.

US consumers are becoming more educated. Their loyalty will be closely matched to the product experience and engagement. With state launches now slowing down with regards to sports betting, operators will now, and should now, focus on product improvements.

Paddy and The Unit’s senior team will be on site at SBC Summit North America this week at the Meadowlands, New Jersey

Ben Clemes

High Roller Submits Gaming License Application in Ontario

Published

1 day ago

May 30, 2025

GamingAmericas.com

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

Published

2 days ago

May 29, 2025

GamingAmericas.com

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.

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Alberta Gaming

Edmonton Elks, Play Alberta Connect on New Partnership

Published

1 week ago

May 21, 2025

GamingAmericas.com

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.

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