Ontario Sports Betting: News & Notes from SiGMA Americas Summit

Ontario Sports Betting: News & Notes from SiGMA Americas Summit
By Mark Keast

Some of what’s been seen and heard so far at the SiGMA Americas Summit, going on this week at Enercare Centre and focusing on Ontario sports betting

On the topic of sports wagering and media partnerships, at a time where’s been an explosion of sports betting content, this from Jamie Saull, director of sports strategy & partnerships for Bell Media: 

“Everyone can buy ads. We’re about value to consumers. Sports fans and consumers do other things. I know that sounds obvious, but if you are a Leafs fan, and you’re watching a Leafs game, you might also watch Amazing Race Canada.

“When we look at Bell Media and the offerings we have outside of sports offerings, it really comes to the question — are you looking to purchase sports content or sports audience. They are two very different things. But you are reaching the same consumers.”

And this from Nic Sulsky, chief operations officer of PointsBet Canada: “Not only did we come to market without having a grey market database we didn’t have a database at all. So we were thinking about building a brand and a business in Ontario, knowing it was going to be so hyper competitive.

“We all live in a country where there is finite number of actual broadcasters. So knowing it was going to be so hyper competitive, and hyper expensive, we needed to lean into some of the other categories, whether it’s paid search, or social media.

“Then in terms of partnerships, who could we build a bridge with that would allow us to connect with their audience. Try to find others to help us authenticate and create a level of integrity and trust so we could create a community of fans, not just a community of people sitting on their couches being bombarded by ads. You’ve got to think about where you will get your best bang for a buck.”

PointsBet Canada has partnerships with MLSE, the CFL’s Ottawa Redblacks, and Curling Canada.

SiGMA Americas Summit is three days of workshops, networking and awards, a leading international hub for everything around the iGaming industry, from regulation, to marketing, to responsible gaming. Operators, providers, IT experts, innovators, entrepreneurs and investors are gathering for the first event of its kind held in Ontario, timed because of the April 4 launch of the regulated igaming market in Ontario.

Edit Your Bet Options, One Wallet For All Products & Easy Deposits - Registration Code: BETONONT
Visit BetMGM.com for T&Cs. Must be 19+. ON Only . New Customer Offer. All promotions are subject to qualification and eligibility requirements. Rewards issued as non-withdrawable bonus bets. Bonus bets expire in 7 days from issuance. Please Play Responsibly. If you have questions or concerns about your gambling or someone close to you, please contact ConnexOntario at 1-866-531-2600 to speak to an advisor, free of charge .

Playtech Launches with NorthStar Bets

Playtech, the gambling technology company, announced Wednesday it has launched its multichannel technology with NorthStar Bets.

Playtech is now delivering its IMS platform, Casino and Live Casino services to Ontario audiences with this agreement and will be adding poker content later this year.

Said NorthStar Gaming CEO Michael Moskowitz in a statement: “Our partnership with Playtech means that we are able to deliver an engaging and enjoyable online experience with the highest level of player protection. Consumers are looking for content that caters to their individual preferences and interests, and alongside Playtech’s unrivalled multichannel technology we are uniquely positioned to become a leader in the Canadian iGaming market.”

Award-Winning Sportsbook with Competitive Betting Lines
Must be 19+ to participate. T&Cs apply. Play Responsibly

DraftKings Player Props for Celtics-Warriors

The Golden State Warriors take on the Boston Celtics in Game 3 of the NBA Finals Wednesday night. The most bet player prop, according to DraftKings Sportsbook Ontario? Stephen Curry Over 4.5 Three-Pointers Made, +100 odds, followed by Jordan Poole Under 16.5 points and rebounds (-160) and Klay Thompson Under 19.5 points (-125).

Flexible On Parlays, Wide Array Of Futures, High Limits
Must be 21+ to participate. T&Cs apply. Play Responsibly


Mark Keast has recently covered the sports betting industry in Canada for The Parleh, and is a long-time sportswriter and editor, most notably with the Toronto Sun.

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