Ontario may have introduced a regulated iGaming market, but unlicensed online gambling operators continue to promote their products. That’s why the Alcohol and Gaming Commission of Ontario has turned to traditional and digital media outlets.
The provincial iGaming watchdog has contacted various media platforms, asking them to stop promoting unregulated online gambling and sports betting sites to Ontarian audiences.
Operators Like Bodog are an Issue
One of those sites is Bodog. Owned and operated by Il Nido Inc., the offshore operator continues to plague the Ontario market, as it still promotes its offerings on traditional and digital media outlets.
Just recently, Bodog stirred the pot in Quebec and Nova Scotia, leading to the two provinces taking legal action against the offshore platform. This made the operator discontinue its product in the two jurisdictions.
However, in Ontario, Bodog is still active, and Ontarians have access to its iGaming platform. In addition to that, its advertising runs rampant, and its brand is advertising on all kinds of media platforms.
Operating without a License Violates Provincial Rules
Ontario has an open iGaming model for private operators, but there are still grey-market operators. The province’s Gaming Control Act, 1992, states that online casino brands must have an active operating agreement with iGaming Ontario to legally operate in the province.
However, to obtain permission to join the internet casino market, these operators must apply for a license and meet comprehensive requirements set by the provincial iGaming framework. These standards are about game integrity, player protection, anti-money laundering, and information privacy.
The AGCO believes Bodog’s attempt to sway the players to an unregulated gaming environment undermines player protection and other safeguards, which are key to a regulated market. The regulator says that these efforts by the offshore operator also violate the fair market principles.
Calling for Media Help
By showing ads for Bodog and other unlicensed gambling sites, trusted media companies make these risky websites seem legitimate and end up confusing people in Ontario, claims AGCO. That’s why the regulator urges media outlets to take action against the advertising of unregulated iGaming sites and stop airing these ads.
The commission reckons that if these ads stop, broadcasters and digital media companies will help reduce the risks that these sites pose to local players. It would also support the sustainability of Ontario’s regulated iGaming model in the long run, which is a key target for the regulator.
In the meantime, the iGaming watchdog will continue to work with its partners, both in Ontario and abroad, to try to address the issues of unregulated online casinos and protect the local public.
Comments from AGCO’s CEO
Dr. Karin Schnarr, Chief Executive Officer and Registrar, AGCO, has also weighed in on the matter. She commented that the regulator is devoted to protecting players and providing the safest iGaming experience:
“By refusing to carry advertising from unregulated and high-risk operators like Bodog, media organisations can exemplify social responsibility and play an important role in protecting Ontarians and supporting Ontario’s regulated market.”
iGaming Sees Continued Growth in 3rd Year
Ontario’s iGaming sector officially opened in April 2022, and it’s already among the leading ones for regulated online gambling and sports betting in North America. Just last month, iGaming Ontario, a subsidiary of AGCO, issued its annual market report.
The province disclosed approximately CA$82.7 billion in betting handle, which translates to around CA$3.2 billion in gross gaming revenue.
Heidi Reinhart, Chair of the Board of Directors, was also pleased with the numbers:
“These results show Ontario is home to a truly dynamic iGaming market with a strong roster of operators, and a world-class list of games available for players. With 49 operators offering 84 gaming sites, Ontario’s regulated market continues to grow by offering a safer environment for Ontarians to play,” said Reinhart.
Breaking Down the Numbers
In the fiscal 2024-25, wagers on slots, live and computer-based games and peer-to-peer bingo were around CA$69.6 billion. This meant CA$2.4 billion in gaming revenue from the casino options. It was a 36% increase from the revenue of 2023-24.
Meanwhile, the betting handle on sports, eSports, and proposition and novelty stakes hit CA$11.4 billion. These contributed around CA$724 million in revenue. Lastly, peer-to-peer poker volume was CA$1.7 billion, bringing around CA$66 million in revenue.
Latest on the Self-Exclusion System
In the meantime, the province is also working on a new centralised self-exclusion system for self-exclusion. The program will be the first of its kind in North America, and it will be developed by Integrity Compliance 360 and IXUP. iGO selected the two companies for the initiative in August 2024.
Once finished and launched, this new system will allow Ontarians to self-exclude from all regulated iGaming platforms, including OLG.ca, through a single access point. Thus, providing a seamless, streamlined process for all who wish to take a break from their gambling activities.
If the development and testing go according to plan, the innovative centralised self-exclusion system should launch in the fourth quarter of 2026. However, this could be subject to change.
