• About Us / Contact
  • Responsible Gambling
This site contains commercial content
SportsHandle
  • US Sports Betting
    • Arizona
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Louisiana
    • Maine
    • Maryland
    • Massachusetts
    • Michigan
    • Mississippi
    • New Jersey
    • New Mexico
    • New York
    • Ohio
    • Oregon
    • Pennsylvania
    • Tennessee
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Sports Betting Revenue Tracker
    • Sports Betting Podcasts
    • Partnership Tracker
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
    • Guide To ‘Risk-Free’ Bets
  • News
No Result
View All Result
SportsHandle
  • US Sports Betting
    • Arizona
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Louisiana
    • Maine
    • Maryland
    • Massachusetts
    • Michigan
    • Mississippi
    • New Jersey
    • New Mexico
    • New York
    • Ohio
    • Oregon
    • Pennsylvania
    • Tennessee
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Sports Betting Revenue Tracker
    • Sports Betting Podcasts
    • Partnership Tracker
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
    • Guide To ‘Risk-Free’ Bets
  • News
No Result
View All Result
SportsHandle
No Result
View All Result

Warning Sounded Of ‘Tsunami Of Gambling Advertising’ Coming To Canada

Advocate for responsible gambling programs says to expect a barrage similar to the U.S.

Greg Warren by Greg Warren
March 15, 2022
in Industry
Shutterstock

Shutterstock

Share on FacebookShare on Twitter

The iGaming landscape is quickly changing in Canada as Ontario prepares for the launch of its regulated market on April 4, and that’s leaving one U.S. problem gambling director, in particular, deeply concerned about the ramifications on bettors and their families north of the border.

Keith Whyte, the executive director at the National Council on Problem Gambling, spoke about what Canadians might expect soon in a keynote presentation during last week’s New Horizons in Responsible Gambling Conference, hosted by the British Columbia Lottery Corporation. He is longtime head of the nonprofit organization focused on promoting education and treatment around responsible gambling issues.

“You ain’t seen nothing yet!” White exclaimed, discussing what to expect as new sportsbook operators launch. “What we’re experiencing right now in the United States, and what you’re about to experience in British Columbia and across Canada, is an absolute tsunami of gambling advertising.”

To make his point, he used a slideshow to display advertising data from a recent Detroit Pistons TV broadcast that featured nearly a dozen ads from regulated U.S. sportsbooks — including five from FanDuel — throughout the game. He then noted an abundance of other sports betting advertising running concurrently in the forms of in-arena advertising, social media, and radio. It’s the type of bombardment that is also beginning in Canada.

According to Canadian media analyst Adam Seaborn, over 28 different “gambling” advertisers, most of them offshore and non-regulated, appeared on TV in Canada last year spending upward of $100 million (CAD). That number will soar in 2022 with the launch of Ontario’s regulated market, and potentially more provinces adopting an open market model. A recent study by Deloitte Canada revealed most Canadians are still uninformed about sports betting, as legal online wagering just launched in Canada last August,

Whyte’s data indicated 25 million U.S. residents went from never gambling online in 2018 to actively betting online by 2021, as more and more states legalized sports betting. A survey conducted by the NCPG in 2018 revealed problematic play was especially prevalent among two at-risk groups: sports bettors, including those who play daily fantasy sports, and younger gamblers ages 18 to 44.

March is Problem Gambling Awareness Month. Learn more about this hidden addiction. https://t.co/Z6xxumb4Ej #PGAM2022

— NCPG (@NCPGambling) March 1, 2022

In-play betting is ‘Frankenstein’s monster’

The sports betting advertising boom isn’t the only growing concern tied to problem gambling in North America. One of the consequences of a shift to online gaming and sports betting is that in-play betting is more convenient than ever, making it a likely source of more instances of problem gambling.

“It’s actually Frankenstein’s monster,” Whyte said. “In-play betting, close advanced data, plus advertising and accessibility, and everything else. You will soon be able to bet on every action, by every player, on every game, continuously under one click once you have an account. So what this looks like is anything that can be measured — not just outcome of a play, but even performance within a play — can and will be monetized.”

In Europe, roughly 80% of the sports betting is now in-play wagering, Whyte said. From a clinical treatment perspective, that makes sports bettors not that much different from casino slot players.

“The shift towards in-play betting, the impact of mobile technology, the impact of digital payments, is going to mean the problems with sports betting will continue to rise,” Whyte asserted.

However, Whyte sees sports betting potentially maxing out its reach in the United States in roughly 10 years. That doesn’t mean that instances of problem gambling will decline, though.

“I do think in 2032 we won’t be talking about [sports betting] as much because I don’t think it can really go past 25 percent to 30 percent of the population,” he said. “With in-play betting, there’s no skill involved anymore. Completely random. It’s fast twitch. Every couple of segments have nothing really to do with with scale at all. And I think there’s much higher risk there.”

BCLC’s innovative GameSense program

British Columbia’s industry-leading answer to responsible gambling is the GameSense program. Launched in 2009 by BCLC, GameSense is designed to help players make informed gambling decisions and improve player trust, awareness, and education using research-based guidelines and best practices. The program is licensed in 14 gambling organizations across North America and has earned international recognition from the World Lottery Association, the NCPG, and the North American Association of State and Provincial Lotteries.

GameSense is used in the provinces of Alberta, Saskatchewan, and Manitoba in addition to British Columbia. Its practices have also been adopted in Connecticut and Massachusetts and by MGM Resorts International. The program has four cornerstones: the making of informed decisions, positive play, processes focused on referral and followup support, and an overall focus on safer products and play environments in general.

GameSense advisors are accessible on gaming floors in casinos and by phone or through online chat. They’re armed with a variety of resources and focus on educating bettors on how games work, odds and probability of winning, and the importance of taking regular breaks. The approach is less clinical and more conversational, designed to reduce stigma and make potential problem gamblers feel more comfortable about discussing their issues. Advisors can, if needed, provide referrals to free gambling outreach support offered by the province of British Columbia.

 

Using data from the Canadian Community Heath Survey (CCHS), it has been estimated that 2% of Canadians 15 years and older have gambling problems.

ShareTweetShare
Greg Warren

Greg Warren

Greg is a sports editor who has previously worked for respected Canadian media outlets, including Rogers Sportsnet, theScore, and Covers Media Group. He’s covered sports in Canada for over a decade, specializing in NHL, NFL, CFL, MLB, and sports betting. In his spare time, he can be found attempting to break 90 on the golf course or cruising down the slopes at his local ski hill. You can reach Greg at gwarren@bettercollective.com.

Related Posts

get a grip graphic
Industry

Get A Grip — The Week In Sports Betting: Massachusetts Gets Ready

January 27, 2023
(Matt Krohn/USA TODAY)
Sports

Raptors Midseason Review: Jurassic Park May Be Empty For Bettors In 2023 Playoffs

January 27, 2023
Load More

Top Stories

patrick mahomes

Mahomes’ Ankle Speculation Twists Line Movement In Chiefs-Bengals Rematch

January 27, 2023
fanatics-grand-opening

Fanatics Sportsbook At FedEx Field Offers Unique Retail Option In Maryland

January 23, 2023
Shutterstock

Missouri Legislators Lament Exodus Of Bettors To Neighboring States

January 27, 2023
rob gronkowski adam vinatieri

Rob Gronkowski Goes Training Montage Route In Latest FanDuel Spot

January 17, 2023

State Sports Betting Guides

Ohio (U.S. state) flag waving against clear blue sky, close up, isolated with clipping path mask alpha channel transparency, perfect for film, news, composition

Ohio Sports Betting – Where To Play, Bonus Offers And Promo Codes

by Brian Pempus
January 25, 2023

Downtown Detroit at twilight (Shutterstock)

Michigan Sports Betting – Where To Play, Online Sportsbooks, And FAQ

by Brett Smiley
January 27, 2023

VA captial

Virginia Sports Betting – Where To Play, Online Sportsbooks And Bonus Offers

by Brett Smiley
January 17, 2023

nj flag

New Jersey Sports Betting — Where To Play, Online Sportsbooks, And FAQ

by Brett Smiley
October 20, 2022

pa online sportsbooks

Pennsylvania Sports Betting – Where To Play, Online Sportsbooks And Bonuses

by Brett Smiley
October 6, 2022

Canada Sports Betting Guides

Canada Sports Betting – Best Sportsbook Apps & Bonus Offers

British Columbia Sports Betting – Legal Update, Available Sportsbooks, and FAQ

Ontario Sports Betting – Legal Status And Where To Play

gambling therapy
ncpg
igaming ontario
If you or someone you know has a gambling problem, crisis counseling and referral services can be accessed by calling 1-800-GAMBLER (1-800-426-2537) (IL). Gambling problem? Call 1-800-GAMBLER (MI/NJ/OH/PA/WV), 1-800-9-WITH-IT (IN), 1-800-522-4700 (CO), 1-800-BETS OFF (IA), 1-888-532-3500 (VA) or call/text TN REDLINE 1-800-889-9789 (TN).
19+. Please play responsibly. Terms and conditions apply. 
Individuals must be 19 years of age or older to participate in igaming in Ontario. Gambling can be addictive, please play responsibly. If you, or someone you know, has a gambling problem in Ontario and wants help, please visit ConnexOntario or call their helpline at 1-866-531-2600. Operators on this website operate pursuant to an Operating Agreement with iGaming Ontario.

Search Sports Handle

No Result
View All Result
  • About Us / Contact
  • Responsible Gambling

No Result
View All Result
  • US Sports Betting
    • Arizona
    • Arkansas
    • Colorado
    • Connecticut
    • Delaware
    • Illinois
    • Indiana
    • Iowa
    • Kansas
    • Louisiana
    • Maine
    • Maryland
    • Massachusetts
    • Michigan
    • Mississippi
    • New Jersey
    • New Mexico
    • New York
    • Ohio
    • Oregon
    • Pennsylvania
    • Tennessee
    • Virginia
    • West Virginia
    • Wyoming
  • Pending States
    • California
    • Florida
    • Georgia
    • Missouri
    • North Carolina
  • Canada
    • Ontario
    • British Columbia
    • Alberta
  • Sportsbook Apps
    • FanDuel
    • BetMGM
    • Caesars
    • PointsBet
    • BetRivers
  • Tools
    • Sportsbook Bonuses Explained
    • Sports Betting Revenue Tracker
    • Sports Betting Podcasts
    • Partnership Tracker
    • Expected Value
    • Sports Scores And Odds Apps
    • Sports Betting Twitter
    • Guide To ‘Risk-Free’ Bets
  • News

loading

Please wait while you are redirected to the right page...

Please share your location to continue.

Check our help guide for more info.

share your location