Top 6 Canadian Digital Gaming Industry Stories of 2024

Top 6 Canadian Digital Gaming Industry Stories of 2024

Numerous narratives emerged in the Canada digital gaming industry news in 2024, making it difficult to narrow it down to a Top 6. However, we gave it a try. 

New Gaming Regulation System in Alberta 

Alberta’s advancement toward a competitive, regulated igaming model similar to Ontario's became highly visible at the Canadian Gaming Summit in Toronto in June. A speech given by Dale Nally, Minister of Service and Red Tape Reduction for the Province of Alberta, verified that the government was planning a market launch. 

Operators such as PointsBet Canada, Betway, PENN, and NorthStar have indicated that they will enter the market as soon as it launches. There have been some obstacles in the implementation at the provincial government cabinet level. However, industry leaders we have consulted estimate a launch to occur around the middle of 2025. 

Ongoing Market Expansion in Ontario 

Ontario experienced ongoing expansion in 2024, now boasting 50 licensed operators and 82 gaming sites. 

The most recent market performance report for Ontario was released in October, detailing the second quarter (Q2) of the 2024-25 fiscal year (July 1 to Sept. 30, 2024). 

Wagers amounting to $18.7 billion in Q2 (excluding promotional bets and bonuses) represented a 1.6 percent rise from the previous quarter and a 31.7 percent increase compared to Q2 of 2023-24. 

Total gaming revenue in Q2 reached $738 million, reflecting a 1.7 percent rise from Q1 and a 35.4 percent increase compared to the same period last year. 

As per Deloitte’s Year 2 report on the Economic Contributions of Ontario’s Regulated iGaming Market, presented at the Canadian Gaming Summit, Ontario’s regulated competitive igaming sector supported almost 15,000 jobs and contributed a total of $1.24 billion to government revenues at the federal, provincial, and municipal levels. 

New AGCO Advertising Guidelines Are Unveiled 

In February, the Alcohol and Gaming Commission of Ontario (AGCO) issued guidance for the sector concerning its updated advertising standards, banning the use of athletes in online gaming promotions and marketing in Ontario. 

The AGCO stated in a release that criteria were enhanced to limit the use of celebrities "who would probably be seen as attractive to minors." Operators must not "utilize active or retired athletes who have a direct or indirect agreement with an operator or gaming-related supplier in advertising and marketing, except solely to promote responsible gambling practices." 

The updated limitations took effect on February 28. 

Additionally, in March, a poll indicated that a majority of Canadians desired substantial changes in sports betting advertising. According to a Maru Public Opinion survey, 68 percent, or seven out of ten, desired a ban on current team players and celebrities from sports betting advertisements. 

Canadians additionally wanted fewer advertisements during live sports events/games – two-thirds, or 66%, believe that commercials should be prohibited during these periods. A majority – 59% – believe that a national prohibition on sports betting advertisements should be established immediately. 

The poll took place in February with a random sample of 1,534 Canadian adults who belong to Maru Voice Canada, an online community for market research. 

Survey on Player Involvement 

The private igaming market in Ontario celebrated its second anniversary in April. To commemorate this, the AGCO, in collaboration with iGaming Ontario, published an IPSOS study indicating that 86.4% of players in Ontario had engaged in igaming on regulated sites during the previous three months when surveyed. 

According to a news release from the AGCO, approximately 70% of online gambling took place on unregulated platforms prior to the launch of the regulated market. 

The IPSOS research took place in February 2024. This marked a rise from the 85.3% of igaming users who indicated they played on regulated platforms in a comparable study done in 2023. 

Ontario Superior Court Supports Gaming Framework 

In May, the Ontario Superior Court rejected a petition submitted by the Mohawk Council of Kahnawà:ke (MCK) contesting the Ontario government’s decision to permit online gaming in the province. 

MCK had been an outspoken critic of C-218, the legislation that legalized new types of sports betting in Canada, which was enacted in June 2021. MCK contended that the modifications to the management of gaming in Ontario were both unlawful and contrary to the constitution. 

The Ontario Superior Court determined that iGaming Ontario's framework complied with the Criminal Code. 

“We have always been confident in our model and are pleased that the court has ruled in our favour, and that Ontarians can continue to play with confidence in our regulated igaming market,” said Martha Otton, Executive Director of iGaming Ontario.

"Ontario’s model meets the requirements and contributes to the public good by protecting players, their data and their funds, while helping to fund priority public services in Ontario, and bringing well-paid, high-tech jobs and economic development to Ontario.”

MCK's legal action claimed that iGaming Ontario was not "conducting or managing" the gambling occurring on private operators' platforms. Instead, iGO enabled operators to carry out and oversee their operations, with a share of revenues allocated to the provincial government. 

For 25 years, the Mohawk Council of Kahnawà:ke has been operating in the online gaming sector, overseeing the licensing of online gaming operators for the Mohawks of Kahnawake. 

Legislative Traffic Block Hinders National Ad Legislation 

A fresh national advertising law (Bill S-269) is stalled in the Canadian House of Commons due to a privilege discussion regarding access to unredacted documents, extending into 2025. 

The legislation, introduced by Senator Marty Deacon, requests the Canadian Heritage Minister (currently Pascale St-Onge) to create new national guidelines on gaming advertising regarding the content of those ads, their timing, and the amount of advertising available. The Minister would initiate discussions with provincial legislators, First Nations, and gaming authorities to establish those advertising standards. 

Bill S-269 passed the Senate earlier this month and is now pending First Reading in the House of Commons, which is the initial step in a final process to obtain Royal Assent for the bill, after which it will become law. 

However, due to the legislative deadlock, a national election planned for October 20, and the ongoing risk of a non-confidence vote that could topple the minority Liberal government led by Justin Trudeau earlier, it is uncertain whether the bill will be enacted. 

The House of Commons will reconvene on Jan. 27, making it a story to watch closely.