Bet365 granted licence for soon-to-regulate Ontario market
Stoke-on-Trent-based betting giant looking to make inroads into North American market
Bet365 has become the latest operator to be granted an online gaming licence in Ontario ahead of the launch of the regulated market on 4 April.
Awarded on Tuesday, bet365 became the 14th operator to be licensed in Canada’s most populous province.
According to the licensing agreement, bet365 will be operating casino games, live casino games, sports and poker in the province. Pending final checks, bet365 will now sign a “conduct and management” style agreement with iGaming Ontario, an entity set up by the Alcohol and Gaming Commission of Ontario (AGCO) last year to govern the licensed market.
Bet365, like many other global operators, has been operating in the Canadian grey market, however, regulations implemented by AGCO made clear on Tuesday, that all unlicensed operations must cease any such activities when the regulated market launches and after, in order to remain an AGCO licensee.
AGCO has also said it will not establish specific regulatory limits or restrictions on advertising and marketing around overall volume, types of channels, or timing.
In a warning shot to the industry however, AGCO suggests it will consider “additional measures” if its monitoring of the market indicates they are warranted.
Despite its size amongst UK competitors, bet365 is yet to make significant inroads into the North American market. In 2018, the Stoke-on-Trent based firm announced plans to launch in New Jersey, partnering with Hard Rock Hotel and Casino in Atlantic City. It has since announced its hopeful launch in Colorado, due in 2022.
The list of operators now licensed in Ontario includes FanDuel, PointsBet, BetRivers, theScore, Unibet, 888, LeoVegas, WSOP, Royal Panda, Rivalry, Fitzdares, Coolbet, LottoGo and bet365.
On Tuesday, the MPP for Windsor West, Lisa Gretzky, cousin of NHL legend Wayne, called for the postponement of the launch of igaming in Ontario, citing the impact that it could have on the currently licensed land-based operators.