In a blog post, the cybersecurity company Field Effect claimed that a “North Korean threat actor” named BlueNoroff attacked as part of a “broader Zoom-themed campaign traced back to at least March 2025.”

‘North Korean Zoom Attacks’ On The Rise?

The security provider explained that on the morning of May 28, the gambling firm’s employees had scheduled a Zoom meeting on crypto-related matters with a contact they had previously worked with.

During the call, the gambling firm employees complained of a range of audio issues and pop-up warnings. The contact prompted the victim to run a “Zoom audio repair tool.”

However, the interlocutor was a hacker “impersonating a known contact.”

Soon, the “tool” installer began downloading benign software that leveraged legitimate Zoom components and permissible domains.

However, Field Effect explained that a closer examination of the script revealed “approximately 10,000 blank lines, followed by a command to download and execute an initial malware script.”

The gambling firm employees were eventually redirected to a Zoom-themed domain that “is not affiliated with the official Zoom platform.”

Once installed, the malware allegedly let the hackers collect sensitive information from the gambling firm’s networks.

These included keychain files and web browser profiles, such as login data, cookies, history, and extension settings.

The historical activity of the hackers and their post-exploitation activities suggest that they were hunting for crypto, as well as additional assets, harvestable credentials, and enterprise data.

The campaign employed a combination of social engineering methods and layered persistence.

The security company said there was a “strong likelihood” that the hackers wanted to steal coins from the gambling firm’s linked crypto wallets.

Field Effect claims that BlueNoroff was a financially motivated subgroup of the North Korean state-sponsored Lazarus Group.

Did Lazarus Mastermind Hack?

Analysts say that Lazarus has pulled off a vast number of hacks since it was founded in 2010. The most recent of these is allegedly the $11 million hack of the Taiwan-based crypto exchange BitPro in May.

Experts allege Lazarus is a unit of the Pyongyang-based Reconnaissance General Bureau. They say its goal is to generate funds for the North Korean regime.

Pyongyang has repeatedly denied allegations that it operates teams of crypto-hunting hackers, claiming that cyber-subterfuge is the unique preserve of Washington and its allies.

Field Effect claimed that BlueNoroff is also known as APT38, Stardust Chollima, BeagleBoyz, and NICKEL GLADSTONE.

It said the group consistently targets South Korea, Japan, North America, and Europe-based financial institutions, crypto firms, gaming companies, entertainment players, and fintech providers.

Security Firms: Hackers Operate on LinkedIn, Telegram

Earlier this month, the cybersecurity provider Huntress reported on its blog that an unnamed crypto firm also suffered a security breach at the hands of BlueNoroff.

The provider wrote: “An employee at a cryptocurrency foundation received a message from an external contact on their Telegram. The message requested time to speak to the employee.” 

It continued: “The attacker sent a Calendly link to set up a meeting time. The link was for a Google Meet event. But when clicked, the URL redirected the end user to a fake Zoom domain controlled by the threat actor.”

Similarly, the crypto firm staffer then joined the group Zoom meeting, which “contained several deepfakes of known senior leadership within their company.”

When the crypto company employee experienced microphone issues, the deepfakes prompted them to download malware disguised as a Zoom extension, providing a link via Telegram.

Social Engineering Attacks

South Korean security providers have previously accused North Korean hackers of orchestrating sophisticated scams using virus-containing software distributed on platforms like LinkedIn.

In some cases, hackers have reportedly circulated trojans disguised as PDF files, LinkedIn updates, and Microsoft PowerPoint documents.

In many cases, would-be attackers allegedly pose as former employees or account executives at job search companies.

Last month, public prosecutors in South Korea said they were investigating a man they suspect of launching illegal gambling sites with the help of Pyongyang-based hackers.

The post North Korean Hackers Blamed for Zoom Attack on Canadian Gambling Firm appeared first on CasinoBeats.

The news was broken by Canadian Business Gaming (CGB), with the workers told on Thursday last week that they were no longer required. 

“These changes reflect the ongoing evolution of our digital business,” a company spokesperson told CGB on Friday. “Under the leadership of key recent product and technology hires, we are structured to advance our online strategy and efficiently grow our business.”

PENN’s Focusing Away From Media, Towards Gambling Industry

PENN’s online strategy is to focus more on the sports betting and iGaming side of theScore as opposed to the media section.

The company recently launched theScore Casino in Ontario, and plans to expand its reach in Canada by launching in Alberta when the province opens up to regulated betting companies. 

Alberta will become Canada’s second province to have a regulated online gambling market. It follows Ontario, and is expected to launch next year. 

PENN decided to withdraw theScore Bet from the US market after acquiring the company.

Previously the platform had launched in four US states. First was New Jersey, followed by launches in Colorado, Indiana, and Iowa. Operations were officially closed in July 2022. 

Gambles Not Paying Off for PENN, Say Investors

PENN’s original $2 billion acquisition of theScore and subsequent decision to withdraw the platform from the US market has been heavily criticized by investors, along with other ventures into the gambling industry. 

Last year, William Wyatt, managing director of the investor Donerail Group, called the company’s strategy “misguided”.

This year, shareholder group HG Vora has also been outspoken in their disapproval of the company. It accused leaders of “value-destructive deal-making, reckless capital allocation and poor execution”. 

The group created a 116-page document outlining strategic failures, which have led to a 90% decline in the value of the company from 2021.

Among the failures is the $550 million acquisition of Barstool Sports. It was subsequently sold back to owner Dave Portnoy for $1. 

PENN decided to focus its US presence on Barstool rather than theScore. However, the platform struggled to obtain sports betting licenses in the US due to the Barstool’s image.

At the same time PENN announced the sale of the company back to Portnoy, it also reported a $2 billion investment in ESPN Bet. 

PENN launched its interactive division in 2023, encompassing theScore, ESPN Bet, and Hollywood Casino.

The division generated revenue of $960 million in 2024, up from $719 million in 2023. Despite revenue growth, annual losses increased from $403 million in 2023 to nearly $500 million in 2024.

HG Vora successfully installed two directors at last week’s annual shareholder meeting, but the market reaction remains muted. Time will tell whether the latest move to reduce staff at theScore pays dividends. 

The post PENN Entertainment Lays Off Over 75 Employees At theScore appeared first on CasinoBeats.

The data indicates that April is the second-best month on record in the Canadian province, behind January 2025. 

The latest report by iGaming Ontario reveals that the total wagers for the month amounted to CA$7.8 billion ($5.7 million), representing a 2% decline from March. 

Despite that, revenue grew by 6% month-over-month, supported by a 3% increase in active player accounts and average revenue per account.

Breaking down the sector performance, online casinos generated CA$242.8 million ($176.9 million), representing a 1% month-over-month increase.

Meanwhile, sports betting revenue experienced a significant 35% increase compared to the previous month, reaching CA$64.5 million ($46.9 million). Online poker revenue declined 11% month-over-month to CA$5.9 million ($4.3 million).

The market share distribution was 78% for online casinos, 21% for sports betting, and 1% for online poker.

Stronger Annual Growth Driven by Ontario iGaming

The data from iGaming Ontario also reveals that online casinos performed significantly better than sports betting when compared to April last year. However, the opposite was true on a month-to-month basis.

Regarding revenue, the yearly growth for the entire online gambling market was primarily due to iGaming. The sector saw a 35.4% revenue increase from April 2024. At the same time, sports betting revenue declined by 0.92% year-over-year. Although a small fraction of the total, online poker revenue experienced 3.5% year-over-year growth.

Market share data shows a similar picture. For total wagers placed, online casinos held an 84% market share (up from 83% in April 2024), while sports betting accounted for a 14% share, down one percentage point.

Moreover, the market share by revenue saw an even bigger discrepancy between the two. Online casinos generated 78% of the total revenue, representing a 6% increase year-over-year. In contrast, the sports betting share decreased by 5%, from 26% to 21%.

The sports betting hold percentage varies depending on whether the results are considered favorable for operators or punters, thus explaining deviations in revenue and large percentage change swings from month to month.  

While iGaming drove the annual growth, sports betting performed better compared to March. The sector delivered a 35% increase in revenue, compared to a 1% growth in the iGaming segment.

The strong growth allowed sports betting to increase its revenue market share from 16% in March to 21% in April.

One possible reason for the strong monthly comps could be the start of the NHL playoffs, where five of the seven Canadian teams participated.

Ontario’s System Sparks Market Growth, Alberta Eyes Similar Path

Since Ontario opened the online gambling market to a multi-license system in April 2022, the market (and tax revenue) have seen tremendous growth.

Compared to that month, the total gaming revenue has grown by 613.7%. Online casinos experienced an even greater increase, at 993.7%, while sports betting revenue increased by 211.6%. In that time, Ontario has collected CA$1.48 billion ($1.08 billion).

Following Ontario’s success, Alberta has been exploring the possibility of expanding to a multi-licence system for several years. In 2024, these plans advanced as Dale Nally, Alberta’s Minister of Service and Red Tape Reduction, announced that the province was officially moving forward with plans to establish its regulated market.

Last month, the province reached a significant milestone when Bill 48, also known as the iGaming Alberta Act, passed the Alberta legislature’s Committee of the Whole. To become a law, it needs a Royal Assent from Lieutenant Governor Salma Lakhani.

While regulatory details are being sorted out, Alberta has no plans to limit the number of licenses, mirroring Ontario. The latter is home to over 50 online gambling brands.

If implemented, a likely launch date for the new online gambling market is expected for early 2026.

The post Ontario Online Market Reaches CA$313.5M, Driven by 35.4% Annual iGaming Growth appeared first on CasinoBeats.

Bill 48, the iGaming Alberta Act, passed the Alberta legislature’s Committee of the Whole last Wednesday. It will become law only after Lieutenant Governor Salma Lakhani gives the ceremonial blessing of Royal Assent.

Should the bill gain approval, Alberta would become the second Canadian province, after Ontario, to have regulated iGaming. Ontario launched its market in April 2022 and boasts 50 approved iGaming operators, including the government-owned lottery and gaming corporation.

Like Ontario, Alberta does not intend to cap the number of regulated iGaming operators.

Alberta iGaming Launch Likely in 2026, Flutter Suggests

No official date has been announced for Alberta’s introduction of legal iGaming, which would include both online sports betting and online casino play. However, FanDuel’s parent company, Flutter Entertainment, is reportedly tentatively planning on an early 2026 start.

The Alberta Gaming, Liquor, and Cannabis Commission (AGLC), which also oversees Play Alberta, will oversee the market.

In the meantime, several regulatory details — including revenue sharing — are still being sorted out.

Ontario, which reported $1.4 billion in revenue over its first full year of operation, requires operators to return approximately 20% of revenue to the province. 

Bill Aims to Shift Players Away from Offshore Sites

Proponents of Bill 48 hope the proposed legislation will help mitigate risks commonly associated with unregulated offshore sites. Minister Dale Nally noted during the bill’s introduction that a “significant number of Albertans are potentially being preyed upon by grey-market sites of illicit sites. This legislation proposes to change that. …

“Our goal is not to create new gamblers but to make existing online gambling safer.”

This includes introducing several safe gambling practices, including a centralized self-exclusion system allowing players to simultaneously block themselves from all regulated gambling websites in the province. Ontario is developing a similar system in collaboration with Integrity Compliance 360 (IC360) and IXUP.

NDP Warns of Vague Language and Insufficient Oversight

Not everyone in Alberta supports legalizing iGaming. Gurinder Brar, a member of the Legislative Assembly (MLA) from the opposition New Democratic Party (NDP), voiced concerns about the bill’s lack of clarity.

“This approach is just like buying a car without knowing if it has brakes or a steering wheel,” Brar said. “It’s bound to lead to a crash.”

The bill lacks a recommended tax rate and does not outline details around licensing fees. Nally and other members of the United Conservative Party (UCP) have said specific revenue and consumer protection policies will be detailed later this year.  

The post Alberta Set to Become Second Canadian Province to Regulate iGaming appeared first on CasinoBeats.

The course will be tailored specifically to student-athletes, who the two bodies have identified as susceptible to risky gambling behavior. 

Tailored Responsible Gambling Education for Canadian Student-Athletes

The course will launch at eight universities and colleges nationwide, beginning in the Spring term 2025. The RGC and NFL have embedded a ‘robust evaluation framework to measure the effectiveness and impact of the training.’ The pilot scheme’s results and lessons will then be used to adjust the material ahead of its rollout to 30 educational institutions in the 2025-2026 school year. 

Sarah McCarthy, Chief Executive Officer of the Responsible Gambling Council, said in a release. “Student-athletes face unique pressures from academics, athletics, and the accessibility of sports betting, making them vulnerable to risky gambling behaviors.”

She continued, “Our partnership with the NFL is a crucial step in supporting this group by providing the education and tools needed to make informed decisions. Early responsible gambling education helps student-athletes build capacities to succeed both on and off the field.”

The program aims to provide students with the ability to: 

• Understand the dangers, risks, and odds of gambling and how players will likely lose over time.
• Recognize their unique susceptibility to risky gambling behavior.
• Identify the signs of gambling-related harms and their potential impact on players and loved ones.
• Learn about resources available for those experiencing gambling-related harms.

The Responsible Gambling Council will support upskilling those who deliver the course across all participating campuses. 

Anna Isaacson, Senior Vice President of Social Responsibility for the NFL, said, “We are proud to support the Responsible Gambling Council in this important initiative.” 

She added, “Our shared goal is to equip these student-athletes with the tools and knowledge to navigate gambling risks, fostering a safer and more responsible environment. We also hope to gain insights that will be invaluable in shaping future responsible gambling efforts to benefit all those who play and engage with our game as fans.” 

Expanding Responsible Gambling Efforts Across North America

The partnership with the RGC builds on the NFL’s existing collaboration with the National Council on Problem Gambling (‘NCPG’), which is specific to the United States. In August 2024, the NFL Foundation made a $6.4 million, three-year commitment to the NCPG after an initial $6.2 million grant in October 2021. 

The NFL and NCPG partnership has thus far helped deliver upgraded technology and data collection across the 28 contact centers, the nationwide licensing for the 1-800-GAMBLER phone number, and education schemes to those considered most at risk from problem gambling disorders. 

The program has provided approximately $1 million in grants to 26 gambling prevention schemes spanning 17 states, impacting the lives of over 40,000 individuals. In addition, over 750,000 people have visited the ResponsiblePlay.org website, which was launched in 2021. The site offers advice on how to keep gambling fun, information about problem gambling, and the assistance available should they be impacted. 

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Powered by White Hat Gaming, the Bally Bet Sportsbook & Casino app combines the functionalities of the existing Bally Casino and Bally Bet Sportsbook apps into one platform. 

It allows players in Ontario to place wagers for either product via a single app, account and universal wallet. To assist with the transition, players will receive in-app, email and social media messages to guide them through the app change.

“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s,” commented Robeson Reeves, CEO of Bally’s Corporation. 

“This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting. Our commitment to enhancing the player experience remains at the forefront as we strive to personalise the enjoyment of playing Bally Bet.”

In November, Bally’s stockholders approved the company’s definitive merger agreement with The Queen Casino & Entertainment Inc, a portfolio company majority-owned by Standard General LP.

Earlier this year in July, Bally’s entered into a definitive merger agreement with Standard General, its largest stockholder, which will acquire the company’s outstanding shares for $18.25 per share.

The post Bally’s Corporation launches combined sportsbook and casino app in Ontario appeared first on CasinoBeats.

To begin with, Push Gaming’s titles will be made available to BetMGM’s players in the Canadian province of Ontario.

However, pending regulatory approval, the operator has plans to expand its partnership with the supplier, becoming the exclusive partner for Push Gaming in the US in 2025.

“Push Gaming’s exciting slots resonate with players and elevate the igaming experience,” commented Oliver Bartlett, VP of Gaming Product and Content at BetMGM. 

“We are proud to partner with Push Gaming and add their popular slots to our online casinos in Ontario which offers players a vast variety of over 3,000 titles.”

Push Gaming titles that will be playable for the operator’s customers via the BetMGM Casino include Retro Tapes, Big Bamboo, Razor Returns, and Wild Swarm 2, with more titles to be added in the future.

“This is a proud moment for the team at Push Gaming as this partnership is the culmination of an incredible amount of hard work,” added Fiona Hickey, Chief Business Development Officer at Push Gaming.

“Having some of our biggest games available to BetMGM players, one of the industry’s largest names, is a milestone in our evolution as a developer and we’re incredibly excited at the potential of our partnership.

“As well as being committed to creating the best slots the industry has to offer, it is also our priority to ensure that content is available to as many players as possible, in tandem with the very best operators, globally. 

“Working with BetMGM fits those goals perfectly and the ensuing long-term closer cooperation across North America that this will bring gives us an amazing foothold in key regions.”

The post BetMGM partners with Push Gaming for slots content in Ontario appeared first on CasinoBeats.

The two studios competed for top spots across top games by GGR charts, top slots, new game rankings and in the supplier charts within Eilers & Krejcik’s November report. 

Meanwhile, Games Global, Pragmatic Play and Light & Wonder (L&W) competed with the US’ two top performers to aim for top spot in the Canadian supplier charts. 

US round-up

For yet another month, IGT’s Cash Eruption slot has continued to remain at the top of Eilers-Fantini’s top slots by GGR charts. The title’s portion of GGR remained at 2.88%, after rising from 2.7 to the current figure between August and October. 

Last month’s third-place finisher in the GGR charts, Buffalo from Aristocrat, rose from third to second, although its GGR share dropped from 1.68% to 1.48%.  

Live Dealer Lightning Roulette from Evolution shot into the top three after not appearing in the top 10 last month, taking third with a 1.46% GGR share. Meanwhile, IGT’s Blackjack title and Evolution’s Live Dealer Crazy Time secured fourth and fifth place finishes with 1.39% and 1.37%, respectively. 

From the top games per GGR, 17 were slot titles, three were table games and five were live casino titles, with no video poker games making the top 25 for just the third time this year.

Proving its dominance once again, Cash Eruption remained in pole position in the top games overall charts, while last month’s eighth-place finisher, Crazy Time from Evolution, hopped into second, replacing IGT’s Blackjack title which dropped to third. 

While Evolution’s Live Dealer Lightning Roulette kept its fifth-place finish, the studio’s Live Dealer Crazy Time title flew into fourth after placing 12th last month.

As a result, the top five was made up of three Evolution games and two IGT titles – with the Crazy Time series appearing twice. 

Only one new title made it into the top 10, as Mystery of the Lamp Treasure Oasis from IGT PlayDigital secured seventh. 

These changes caused a slight shift for last month’s top five finishers, as Capital Gains from AGS fell from fourth to eighth and Gamecode’s Triple Stones dropped from third to ninth. 

IGT also had another good month when it came to the top slots charts, as while Cash Eruption typically kept its first-place finish, the studio’s Mystery of the Lamp Treasure Oasis finished in second place as a new ranking. 

This caused Gamecode’s Triple Stones title to fall from its second-place finish, with the title dropping past Capital Gains in third – the position it finished in October – to fourth. 

Light & Wonder’s Doctor Reactive Mega Drop Low flew into fifth to round out the top five, climbing 16 places after finishing 21st in October. 

For the second month in a row, 12 suppliers were represented in the top slots charts. Light & Wonder, Evolution, Aristocrat, Reel Play, Everi, Inspired and Games Global each had at least one slot appearing in the top 25. 

A majority of new rankings and shifting slots from October’s top 10 made up the top new game rankings, with 1×2 gaming’s new ranking 3 Porky Banks Hold and Win pipping Mystery of the Lamp Treasure Oasis to the post. 

This caused Gamecode’s Triple Stones to finally lose its position at the top of the pile, dropping into third as Playtech’s Breaking Bad Collect Em and Link took fourth as a new ranking. 

Furthermore, Bankin More Bacon from White Hat Studios rounded out the top five as a new ranking. 

7s Fire Blitz from White Hat took sixth after falling from September’s third place, while Lucky Bonanza Cash Spree, a new ranking from Games Global, placed seventh.

Two more new rankings, The Walking Dead Collect Em from Playtech and Games Global’s Immortal Romance 2, took eighth and ninth place respectively, while White Hat Studios’ Lightning Gold rounded out the top 10 by climbing from 19th place last month. 

As per usual, each game that appeared in the top 25 new games was a slot release. 

Evolution led the supplier charts for another month, securing the largest portion of GGR share with 18% (October: 18%). IGT and L&W also kept their positions in the supplier charts with 17% (October: 17.4%) and approximately 13.4% (October: 13.4%), respectively. 

Meanwhile, Games Global regained some of the percentage points it lost last month when it dropped from 8.4% to 7.4%, rising back up to 7.8%, while White Hat gained some traction by coming in with 6.1% (October: 5.6%). 

In terms of total games tracked, slots remained the dominant segment with a total of 91.4%, ahead of table games which stood at 3.3%. 

Instant win was next with 2.3%, just ahead of live casino’s 1.4%, video poker’s 0.9%, lottery’s 0.4% and bingo/keno’s 0.2%. 

Mobile recorded the highest percentage of theoretical win generated per vertical with 72%, followed by desktop at 27.1% and tablet at 0.8%. 

The latest US Eilers-Fantini report examined data from Michigan, West Virginia, Pennsylvania, New Jersey and Connecticut across 28 online casino sites and 67,740 games, representing around 64% of the US market.

Canada figures

Eilers & Krejcik’s Canadian report continues to provide statistics on the nation’s online casino industry, covering nine online casino sites to track 18,105 games across five provinces. 

Yet again, IGT’s Cash Eruption kept its position atop Canada’s most-played games by GGR chart, but with a slight drop in GGR share to 2.03% (September: 2.09%).

For consecutive months, the slot gained a considerable portion of the GGR share compared to the rest of the competition, more than doubling IGT’s Cleopatra title, which climbed from third to second with a 0.91% GGR. 

Last month’s second-place finisher, Live Dealer Roulette by Evolution, dropped into third with a 0.86% GGR share, followed by Light & Wonder’s The Godfather slot which had a 0.83% GGR share. 

Wish Upon a Star from Greentube, came in fifth with a 0.75% GGR share. 

Despite dropping considerably in GGR share, IGT remained ahead of L&W in the Canadian supplier charts, claiming a 15.6% GGR share (October: 17.1%) which pipped L&W’s 13.48% (October: 15.42%).

Games Global just beat Evolution to third, claiming 12.22% of GGR (October: 11.99%). Evolution’s GGR share stood at 11.51%, rising slightly from last month’s 11.4%. 

Pragmatic Play remained in fifth with a 10.39% GGR share, a slight increase on last month’s 10.27%. 

If interested in learning more, subscribing, or participating in the Eilers-Fantini Online Game Performance Database reach out to Rick Eckert at reckert@ekgamingllc.com.

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Providing further insight into the reasons for PayPal not being prevalent in Canada, Ville Saari, the Lead Content Manager at Bojoko.ca spoke to PaymentExpert as he stated the lack of a cohesive nationwide regulatory system hinders the payment service in the country. 

Saari stated: “PayPal’s policy is to support online gambling transactions only in regions where the industry is fully regulated. In Canada, the regulatory framework for online gambling varies significantly across provinces. 

“While some provinces have established their own regulations, there isn’t a cohesive, nationwide regulatory system in place. This fragmented approach doesn’t meet PayPal’s criteria for supporting gambling transactions, leading to its limited availability in Canadian online casinos.”

Picking out specific obstacles, he emphasised that in Canada, gambling laws are primarily orchestrated at the provincial level. 

Provinces such as British Columbia, Manitoba, Quebec and Alberta have regulatory bodies overseeing gambling activities, but they do not cover online casinos. The only province that currently does this is Ontario.

Saari added: “PayPal requires a robust and uniform regulatory environment to ensure compliance and security. The current provincial regulations, being inconsistent and not uniformly stringent, do not align with PayPal’s operational standards for supporting gambling transactions.

“Currently, Canadian players who prefer using PayPal for online gambling transactions have practically no recourse; they just can’t use the payment method. There may be exceptions or workarounds, but this is not advised. The best thing they can do is look for alternatives. 

“We have a guide explaining the hurdles of using PayPal at casinos in Canada, walking our users through the situation. In it, we also list several alternatives with similar functionalities and protections that people who prefer to use PayPal could opt for instead.”

For PayPal to become a more key player in the Canadian market, Saari stated that the regulatory framework would need to go through ‘significant changes’. 

“This could, for instance, be achieved through a cohesive nationwide regulatory system similar to the UKGC. Such developments would provide the uniformity and security that PayPal requires to operate in the online gambling sector.

“The absence of PayPal is mainly an annoyance for all parties involved. If you look at the UK casino sector, PayPal is one of the most used payment methods, but players need to look elsewhere in Canada. PayPal is an easy and reputable payment method for casinos to implement, instantly generating trust, and that’s a loss. 

“However, the biggest hurdle is the players needing to test and choose alternatives. It can deter getting started, though once you’re set up and happy with an alternative, it’s business as usual.”

The post How PayPal’s absence impacts Canadian igaming market appeared first on CasinoBeats.

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North America has had its fair share of gambling stories this week. From Catena Media entering troubled waters to Missouri becoming the 37th state to legalise sports betting, it’s been a busy week. There’s been some political developments in the last few days too. But we’re not here to talk about that. Actually, this week was a pretty big one for sports betting in Canada, with the country’s Senate approving Bill S-269. 

You’re probably wondering, what is Bill S-269? Otherwise known as the National Framework on Advertising for Sports Betting Act, this bill marks a pivotal moment for Canada’s sports betting and igaming industries – namely, it aims to introduce stringent guidelines on advertising. 

Passed by the Senate on 5 November, the legislation will now head to the House of Commons for further debate. If it passes that hurdle, country-wide measures to regulate the number, scope and location of sports betting advertising will come into force, with potential further crackdowns on the use of celebrities and athletes to promote gambling-related products. 

During the bill’s third reading, Senator Leo Housakos addressed the house, explained: “If you watch a number of broadcasts now from the traditional broadcasters, in a one-hour segment you basically see nothing but sports-betting ads, which is also of concern. 

“That has to be looked at, and we must address why it’s happening because, like anything else, I believe particularly when young people are being bombarded with ads that are sensationalising certain types of behaviour, there is a tendency for those who have addictive tendencies to be drawn to it.”

A new landscape for advertising

Canada isn’t the first market to introduce more stringent controls on the advertisement of gambling products, nor will it be the last. However, its government believes that these new guidelines will be a step in the right direction for protecting vulnerable groups such as minors and problem gamblers.

As with any changes to advertising regulations, there’s no doubt that such a measure would have a knock-on effect on affiliates within the Canadian gaming space.

Ontario has already introduced a raft of regulations that restrict the ways in which sportsbooks can advertise within the province, including banning particular types of inducements and welcome bonuses. 

In a similar vein to many states across the US that have legalised sports betting, this new bill is one that fits with some of the discourse we’ve seen in Canada. Some studies suggest that Canadians believe there has been a proliferation of advertising from gambling companies, the perceived harm of which has been debated in many corners.

If Bill S-269 receives the approval of the Commons and moves forward for Royal Assent,  it would formalise the transition from a newly-regulated market to one that is much more stringent. As a result, affiliates will need to completely rethink their approach to advertising. 

Generally speaking, what this might mean is that we would see a considerable shift in the way affiliates engage with new bettors. One such way that’s become increasingly popular in markets in Europe is a focus on tailored, content-driven marketing that appeals to micro-communities of bettors – be it sports analysis, team-specific blogs that incorporate betting tips and even streaming too. 

Within Canada specifically, affiliates will have to keep the market’s regulatory focus on responsible gambling in mind when developing these strategies. Affiliates who get this right can still thrive, but it will require adapting to a new advertising ethos. 

Tighter restrictions on sports betting advertising would be likely to result in an even greater demand for quality content, SEO-driven strategies and educational campaigns about safer gambling tools such as self exclusion and deposit limits. 

From the outset, new restrictions might seem like the industry should sound the alarm. But rather than seeing Bill S-269 as an obstacle, affiliates should recognise it as an opening to lead into more sustainable marketing – appealing to an increasingly cautious Canadian audience and providing an opportunity to build long-term trust and credibility. 

Crucially, the Parliamentary process has now reached a stage that gives the industry a clear picture of how the new advertising regime will look, but with some time to prepare for the changes. 

Curbing advertising

For Sen. Housakos, one of the greatest concerns raised during the third reading of the bill was that since the regulation of online gambling in Ontario a few years back, there has been a huge influx in advertising, which has had a knock-on effect on rates of problem gambling. 

This, he admitted, was a shift that had almost been expected a few years back. But now that the market has reached a point of maturity, it was time to tone down the advertising barrage. 

He said: “Any one of us who does gets the impression half the time that instead being in our living room or family room, we’re in the middle of a casino in Vegas or Atlantic City and surrounded by bookies because we’ve been bombarded over and over again by the same ad, usually a very glamorous one, of people glorifying, of course, sports betting.”

For the Canadian market, Bill S-269 may curb the influx of gambling ads that have been overwhelming TV, online platforms, and even sports arenas, as Housakos suggested. 

However, the landscape is not closing; it’s evolving. Affiliates willing to comply and innovate within the new framework can maintain visibility and, crucially, trust among Canadian bettors. Ultimately, it is trust that keeps people remaining loyal to your brand – for affiliates and gambling operators, this means long-term retention. 

In a space where responsible gambling messaging will become compulsory, those affiliates who champion transparent, educational content are likely to see long-term benefits. Bill S-269 isn’t just about cracking down; it’s about professionalising and evolving Canada’s sports betting market to ensure that it’s sustainable for the future. It’s better to make these changes proactively now, than reactively issuing a blanket ban in a few years’ time. 

For affiliates, the landscape is shifting and one that presents an opportunity to pivot their strategy to suit the evolving needs of the market. But one thing is for certain: those that don’t respond will fall behind.

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