Sports betting in Canada: Where Do We Sit After Two Years of Legal Single-Game Wagering?

In August 2024, Canada formally unleashed regulated single-game sports wagering onto the country's gambling landscape [1, 2]. Before this, residents in Canada had access to parlay wagering products available through provincial lottery operators. Sports betting has also grown within a robust gray market. The landmark change came with the passage of Bill C-218 to allow betting on individual sports events, a measure taken by the Parliament of Canada to amend the Criminal Code [3]. The establishment of single-game wagering has brought Canada Betting Sites into line with the U.S. and many other countries, including the UK and Australia, where this sort of betting has been legal for many years. Whereas the U.S. legalized single-game betting after landmark decisions by the Supreme Court, Canada was slower in this area. However, in the last two years, Canada has matured rapidly when it comes to the sports gambling market. Canada and the U.S. may thus be considered latecomers compared to the likes of the UK, but the facts hold true that Canada's market matured very quickly within a short period.

Unlike Russia, where sports betting is again regulated under different circumstances, this shift toward a more liberal and competitive market in Canada exemplifies a different undertaking. While the Russian paradigm has state control of sports betting, with all betting activities centrally monitored and heavily taxed, the introduction of private operators along with state-run entities has brought about sufficient competition in Ontario, Canada. This kind of experiment taking place in Ontario may, under the newly developed legal framework, assistive measures that can further help towards fixing some issues related to integration; in this respect, Russia has not yet fully embraced that path.

Canada?s New Market: Growth and Opportunities

The legalization of single-game betting benefited provincial lottery operators and granted monopoly on the market. While Ontario diverged from that norm by allowing both state and private entities. Ontario's analysis of this "grand experiment," was to complete alleged test towards regaining revenue at the same time creating a more competitive gambling functionality ever. Reputable results came around the second year of its existence. For the fiscal year February 2024-November 2024, total wagers in Ontario's private market reached $35.5 billion, with $1.4 billion in revenue generated. In the second year, the number of operators fell a little, but the spending per player increased [12, 13].

This outcome of the Russian style, while Russia does mainly sports betting through its state-run Totalizator. In Russia, regulation has focused upon reducing illegal gambling and raising revenue for the government but with a fewer number of private operators in the field, not only does the competition seem to be stifled, but innovation also seems to be on a back foot. However, it gives the entire sector a broader cushion to expand and operate in Canada, particularly in Ontario.

Gambling Advertising and Public Health

A surge in gambling advertising could easily be cited as one of the most visible impacts of approving single-game sports betting; this phenomenon is most prominent in Ontario. Largely due to the introduction of private operators, Ontario has witnessed a tremendous rise in gambling advertisements, which often feature well-known athletes like Wayne Gretzky, Connor McDavid, and Auston Matthews. This rise of gambling advertisements raises alarm bells particularly not without reason considering these advertisements pose risks to vulnerable populations like children. Thus, Ontario's Alcohol and Gaming Commission (AGCO) swiftly introduced rules to constrain the use of athletes and celebrities in marketing towards kids. In February 2024, the rules will be introduced to tackle the ever-growing concerns about gambling-related danger.

Likewise, Russia witnessed public protest against sports betting adverts, but regulation there is much tighter. While Russian betting advertisements must be very strict, such exposure to the public is not as rife as it is in Canada. While Russia employs a far more conservative approach, limiting advertising exposure to certain hours and certain channels, Canada's more lenient regime has ignited debates around how to strike that balance between economic growth versus public health.

Responsible Gambling: A Growing Concern

As betting on sports increases in Canada, concerns about gambling-related harm have taken center stage. In Ontario, the AGCO has put strict standards on responsible gambling practices that require operators to monitor players' behaviors and make sure there are resources available for those showing signs of problematic gambling. However, an Auditor-General report for Ontario expressed concern that players' past reliance on responsible gambling tools has declined, particularly while the customer base has increased considerably."

In Russia, while the government has established many important responsible gambling mechanisms, including self-exclusion programs and restrictions on bet amounts, the overall promotion of harm prevention has not been on the same level. Because of a more centralized model of regulation, Russia allows less discretion to individual operators, which lowers or limits tailored interventions for at-risk players.

Conclusion: Looking Ahead

The adoption of Bill C-218 in Canada has completely changed the landscape of gambling by allowing the legality of single-game sports betting. Two years into this transition, the Canadian market, especially Ontario, has experienced growth, with peculiar features of both state-run and private market participation. As the market progresses into maturity, two focal areas will be regulation of advertising and responsible gambling. The Ontario model will continue to be a subject of scrutiny to find a potentially more sustainable and effective model than those in more restrictive environments like Russia.

Ultimately, as the global market for sports betting is evolving, Canada's experiment lends valuable lessons to Russia and other regions on how to balance growth, regulation, and the protection of vulnerable populations. Therefore, the next five to ten years are expected to be consequential in determining the long-term success and sustainability of Canada's newly regulated sports betting market.

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