iGaming Resource Centre
iGaming Working Group: How to Best Reach Gambling Audiences along their Consumer Journey, presented by Mediabrands – May 10, 2023
When online gambling launched in Ontario last year, it ushered in a brand-new market filled with several competitors aiming to stake a leadership position. To help guide brands and buyers in this new landscape, Mediabrands commissioned a study, Navigating Chaos: Ontario’s Online Gambling Market, to understand this new category. Join Mediabrands’ Clarence Poirier, Senior Manager, Consumer Insight, and Hari Mekoth, Senior Research Analyst, as they dive into the highlights of the study and key strategies for brands to attract new users and keep current ones.
iGaming Resource Centre
The regulated iGaming marketplace is launching on April 4th, 2022 and has been created to help protect consumers as well as prevent the loss of earnings to the unregulated “grey” market which is increasingly seeping into our market and taking Canadian dollars offshore.
Below are a series of useful links to help IAB Canada members navigate the complexities of this marketplace. This page and these resources will be continually updated as information becomes available.
If you would like to join the IAB Canada iGaming working group to stay on top of any new developments please reach out to firstname.lastname@example.org.
AGCO Consultation – Restricting Athlete and Celebrity Participation in Advertising for Internet Gaming
Since the introduction in April 2022 of a new internet gaming (igaming) market in Ontario, a key objective has been to create a safe, competitive, and well-regulated igaming environment for the people of Ontario. Since the launch, AGCO has continued to monitor the rollout of the igaming market reviewing the advertising and marketing practices of registered operators, given the competitiveness within a new and highly competitive market. As a result of this monitoring, the AGCO has identified advertising and marketing approaches that strongly appeal to persons who are under the legal gaming age through the use of celebrities and/or athletes. Public concern regarding the potential harmful impact on the most vulnerable population, underage persons, remains high. There are concerns that gambling behaviour among these underage persons is being encouraged due to the appeal of celebrities and/or athletes who are associating themselves with promoting gambling activities.
The AGCO is seeking stakeholder input on amended requirements within Standard 2.03, related to advertising and marketing to address this risk, along with a proposed implementation approach that would support the amendments coming effect. The AGCO would like to receive comments by May 8th. For more information on this engagement opportunity, please register for the AGCO’s engagement portal.
IAB CANADA PUBLISHERS – iGaming Ontario AD ACCEPTANCE STATUS
The following IAB Canada Publishers/Platforms have provided the following important iGaming Ontario ad acceptance information. The document will be updated as new information becomes available. As always, we recommend that you contact your sales representatives for further clarifications and specific opportunities.
Responsible Advertising for iGaming Webinar
IAB Canada, in partnership with thinktv, hosted an event to educate and help the advertising industry make informed decisions as we begin to work with iGaming operators. Joined by experts from the Canadian Gaming Association, The Alcohol and Gaming Commission of Ontario and iGaming Ontario, attendees were taken through an overview of the current landscape, rigorous advertising and compliance standards that operators must meet, as well as the pre-clearance process for broadcast advertising in this space.
To watch a recording of the session:
Copies of the presentations:
iGaming Working Group Presentation
IAB Canada is kicking off our iGaming Working Group on May 5, 2022 with a special presentation from Jeff Harris at Deloitte. Jeff will be sharing high-level findings from their recent national survey “Bettor Perspectives”, a study of 1,000+ Canadian adults asking about their past and future gaming activities, sports fandom, and customer-experience preferences. We will also be discussing lessons learned and policy updates from around the world as well as hearing from our members one month post-launch of regulated iGaming in Ontario. If you are interested in joining, please reach out to email@example.com
See recording and presentation here.
The Alcohol and Gaming Commission of Ontario (AGCO)
The Alcohol and Gaming Commission of Ontario (AGCO) is an Ontario provincial regulatory agency reporting to the Ministry of the Attorney General (MAG). It is a corporation under the Alcohol and Gaming Commission of Ontario Act, 2019.
The AGCO is responsible for regulating the alcohol, gaming and horse racing sectors and cannabis retail in accordance with the principles of honesty and integrity, and in the public interest. In so doing, the AGCO administers the Liquor Licence and Control Act, 2019, the Gaming Control Act, 1992, and the Horse Racing Licence Act, 2015 and the Cannabis Licence Act, 2018. The AGCO also administers the charity lottery licensing Order-in-Council 1413/08.
AGCO list of Registered operators – This allows the public to search by selecting “Type” as “Operator – Internet Gaming”, and with “effective date” as between now and after launch.
Important Information for Advertising and Marketing in Ontario’s New iGaming Market
iGaming Ontario conducts and manages internet gaming in the province when provided through private gaming companies (Operators).
Established in July 2021 as a subsidiary of the Alcohol and Gaming Commission of Ontario (AGCO), iGaming Ontario brings the world’s best online gambling experiences to the people of Ontario in a safer environment. Governed by a Board of Directors, iGaming Ontario will enter into Operating Agreements with operators who meet rigorous standards of game and operator integrity, fairness, player protections and social responsibility, allowing all players to play with confidence.
A share of revenues generated by these relationships will be returned to the Government of Ontario to support provincial priorities.
- The information provided is point-in-time as at Mar. 7, 2022;
- the information is subject to change by iGO;
- the information does not represent legal advice, and prospective Operators and their commercial partners should seek independent legal advice.