Increase in online casino proceeds drives slight uptick in total Atlantic Lottery revenue
Online slot revenue grew nearly 48% year-over-year, while many other ALC sectors softened from the previous year. Also, the NHL announces partnership deals with Kalshi and Polymarket.
Strong growth in online casino revenue was a key driver behind a slight increase in total revenue at the Atlantic Lottery Corporation (ALC) for the fiscal year 2024-25.
In the ALC’s annual report, released recently, net revenue for what it calls iGames was up 26.2% over the previous fiscal year from $126.1 million to $159.2 million. Leading the charge in the iGames sector were online slots, which grew 47.8% from $67.8 million to $100.2 million between fiscal years. Both digital instant games and online table games were relatively constant, and online bingo declined fiscal year-over-over.
“The growth of [online casinos] in 2024-25 can be attributed to product selection, new marketing tactics, a full year of casino offerings in Newfoundland and Labrador and the launch of over 190 games on Atlantic Lottery’s mobile platform, providing players with additional choices and strengthening Atlantic Lottery’s ability to compete in a competitive market,” said the annual report.
“Atlantic Lottery continues to strengthen our online offerings and player experience to address changing player preferences and behaviours, and the competition we face from illegal gambling operators. Focusing on these key strategic priorities ensures that dividends returned to our four provincial shareholders remain strong. As a result, profit for the iLottery line of business increased by $25.9 million or 29 per cent. In addition, Atlantic Lottery has increased the market share of total online betting and gaming activity in the region to 34 per cent, up from 22 per cent in 2023-24.”
Total revenue of $890,863,000 was up 2.1% from the 2023-24 total of $872,680. Net profits climbed 2.4% from $487,028,000 to $498,769,000.
Considering many of the ALC’s sectors declined year-over-year, its online casino products were essential to the overall increase.
Retail lottery declined 0.6% from $140.4 million to $139.6 million.
The ALC’s Destination and Red Shores retail casinos declined 5.2% from $256.5 million to $243.1 million.
Sports betting declined 11.3% from $14.8 million to $13.2 million.
iLottery was one of the few sectors other than online casinos that posted an increase. It was up 28.7% from $90.1 million to $116 million.
Three of the four provinces that comprise the ALC reported increased profits in the latest fiscal year.
Nova Scotia increased profits by 2.1% from $161.7 million to $165.1 million. New Brunswick increased profits 2.2% from $151.2 million to $154.6 million. Newfoundland and Labrador increased profits 4% from $147.3 million to $153.1 million. Only Prince Edward Island saw a decline. Its profits slipped 3.4% from $26.8 million to $25.9 million.
“While the overall profit was $1.3 million under budget, our performance resulted in a year-over-year increase of $11.7 million compared with 2023-24. The profit Atlantic Lottery returns to our region is balanced with our commitment to social responsibility and industry-leading healthy play tools.”
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UPDATE: NHL announces partnerships with Polymarket and Kalshi
After we hit the Publish button on this morning’s newsletter, word landed from the National Hockey League that Kalshi and Polymarket are joining the league as official prediction market partners.
From Keith Wachtel, NHL Business president: “As prediction markets continue to evolve at a rapid pace, partnering with the two market leaders, Kalshi and Polymarket, provides a tremendous opportunity for the broadest fan engagement during the NHL season. Polymarket and Kalshi are ideal partners as this category continues to grow and expand.”
The NHL becomes the first professional sports league to have sponsorship dollars coming from market prediction companies, which have in 2025 joined the competition for revenue from sports betting in the U.S. of A. Dustin Gouker, who’s been all over the bunfight between prediction market companies and legal sportsbooks (and regulators), responded to the news in an X post.
Senate passes bill to restrict sports betting advertising (again)
Geoff Zochodne of Covers reported that Bill S-211 was passed by the Senate on Tuesday.
As Zochodne wrote: “S-211 passed third reading in the Senate on a voice vote, with no one speaking out against its approval. It’s also the second time the appointed Senate has passed this type of legislation, with the previous effort sitting in the House before former prime minister Justin Trudeau’s resignation killed it in January.”
Now the bill goes to the House of Commons where if it passes and becomes law, “it would require the federal Minister of Canadian Heritage to craft ‘a national framework on sports betting advertising.’
“That framework would, among other things, identify ways to regulate those ads ‘with a view to restricting the use of such advertising, limiting the number, scope or location — or a combination of these — of the advertisements or to limiting or banning the participation of celebrities and athletes in the promotion of sports betting.”
Senator Marty Deacon sponsored the bill and said what it won’t do is ban gambling ads outright, but provide guardrails and limits on ads.
Canadian Gaming Association CEO Paul Burns has said that Bill S-211 is unnecessary since what it aims to accomplish is already being done by the provinces and industry stakeholders.
Betty boss Chavdar Dimitrov on latest GNC Show
On the latest Gaming News Canada Show, Betty Canada CEO Chavdar Dimitrov spoke to host Steve McAllister about Betty’s decision to become an official online casino partner of the Toronto Maple Leafs and Raptors. He also talked about the support Betty has received from the partnership team at Maple Leaf Sports and Entertainment leading up to the start of the NHL and NBA regular seasons and plans to exploit its first major partnership in the Ontario market. And Betty continues to evolve its marketing strategy, including the onboarding of The Parleh to provide support around video content.
You can listen to the show here or watch it here:
People on the Move
An announcement of the rather surprising kind Monday as Mike Morreale stepped down as Commissioner of the Canadian Elite Basketball League. CEBL President Tyler Mazereeuw will assume the commissioner’s duties for now.
Former Lucky7 Ventures and bet365 senior executive Christian Bogstrand is the new Executive Vice President and General Manager of iGaming at DraftKings.
Chris Loftus is appointed Chief Executive Officer at Northern Lights Gaming, replacing Andrew Goodale who leaves after more than eight years in the CEO’s seat.
SharpLink makes three appointments to its management team: Mandy Campbell as Chief Marketing Officer, Matthew Sheffield as Chief Investment Officer and Michael Carmada as Chief Development Officer.
Among the POTM at Greo Evidence Insights: Megan Harris has a new gig as Chief Experience Officer, and Carling Baxter is named Research Lead, Research Services.
Amanda Genovsi is promoted to Director of Operations at NeoPollard Interactive while Troy Guthrie also receives a promotion to Senior IT Manager.
Louis Altman departs Law.com to join EGR Global as a reporter.
Michael Beckerman departs his post as Chief Client Officer at Torstar Corporation to become the new Chief Commercial Officer for Canadian Soccer Business.
Former SDIsports President Kim Harland and former Rogers Communications Head of Corporate Brand & Partnerships Tanya Witty join forces to launch the Vero marketing and sponsorship agency.
Classified (Jobs) Information
On the Home Front
Hard Rock Digital is searching for a Senior Product Manager – Studio Games to work out of its Toronto offices.
Among three openings at the Montreal Alliance is one for a Chief Operating Officer.
Legend Sports is seeking a Head of Marketing.
Canucks Sports & Entertainment has openings for a Director, Marketing and Brand, and a Director, Broadcast.
The NHL has a hybrid opportunity out of its Toronto offices for a Director, Partnership Marketing.
Mizuno Canada is in hiring mode for a Director of Finance & Operations.
Wanted by the Canadian Olympic Committee: an Associate Manager, Commercial Affairs.
The Toronto operation for next year’s FIFA World Cup has needed of a Venue Infrastructure Manager.
PepsiCo is hiring an Associate Marketing Manager – Gatorade Social & Sports Culture.
Peloton is on the hunt for a Senior Manager, Marketing – Canada.
The City of Mississauga is looking for a Manager, Sport Development & Customer Service Centre.
South of the Border
Hard Rock Digital has a remote opportunity for a Senior Product Manager/Producer – Card & Table Games, and a Director of Performance Marketing, Creative Experimentation.
FanDuel is seeking a Compliance Operations Associate, a Communications Associate, and is also hiring an Editorial Director.
MGM Resorts International has an opportunity for an Executive Director, Enterprise Analytics.
GamesSquare has an opening in the Chicago Area for a Sales Director.
Apple is in the market for a Games Business Development Manager, Apple Games App.
Recruiting firm Betting Jobs is seeking an Ad Manager.
Podcast business Acast is searching for a Producer, Women’s Sports.
Also from the podcast biz, Audacity requires a Senior Manager, Podcast Partnership Operations.
The PWHL Minnesota Frost are looking for a Media and Community Relations Manager.
Across the Ponds
For its HQ in Sliema, NEXT.io is looking for its next Head of Global Events.
Rhino Entertainment is in need of a Senior Front End Developer.
The International Tennis Integrity Association has a UK-based opening for an Education Manager.
Push Gaming is hiring a Creative Content Manager.
Reading and Reflection
1. Sonja Lindenberg and Zak Thomas-Akoo of NEXT.io delivered an exclusive early Tuesday that revealed Playtech paid a company almost $3.4 million to create a 2021 that took aim at competitor Evolution. Playtech told Thomas-Akoo that it stands by its actions.
2. OLG handed out almost $38 million to 29 communities hosting land-based casinos from its second-quarter revenues.
3. A wealth management industry consultant, in an op-ed published by The Globe and Mail, calls for stronger regulation around sports betting advertising. As one gaming industry expert pointed out, there’s more than a wee bit of inaccuracy in the opinion piece.
4. Speaking of op-eds, there was one in the New York Times on the ties that (apparently) bind sports betting with retirement savings.
5. ESPN gaming beat writer David Purdum has the deets on several regulated sportsbooks in the U.S. of A. identifying suspicious activity involving NCAA men’s basketball games.
6. In case you missed it, Entain released its Q3 financials.
7. Former hoops star Rex Chapman spoke with John Jefferson Tan of the Basketball Network about the worst days of his addiction to drugs and gambling.
8. Among the reasons cited by Mike Shildt to retire as the manager of the San Diego Padres was the online abuse he faced from idiots who were bad at betting.
9. While attending the Global Gaming Expos, Covers’ guy Geoff Zochodne had a chin wag with Circa Sports boss Derek Stevens.
10. There’s movement afoot in the Empire State to prevent legal sportsbooks from limiting bettors.
11. Also, the state saw its most profitable sports wagering week of 2025 mid-month, reported Robert Linnehan in Sports Betting News.
12. And speaking of New York, PrizePicks now possesses a licence to thrill in that state.
13. FanDuel Sports Network is getting together with Omaha Productions to beef up its content inventory.
14. Kalshi’s latest legal battle is with the Ohio Casino Control Commission.
15. Chicago Mayor Brandon Johnson has mused openly about putting a city tax on sports betting revenue.
16. And speaking of Illinois, Shia Kapos did some keyboarding for Politico on the state governor feeling right at home at a poker table, and more.
17. Finally, Rikki Schlott reported for the New York Post on the increasing popularity of sports betting with teenagers.
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