Canada has accepted the inevitable and fulfilled plans to bring single-event gambling into the country. This means that the country will allow wagering on individual games for the first time.
Making the impossible, possible
For some time, Canada has not agreed to single-game betting. Whilst allowing for different types of sports gambling, it has not been until very recently that the Canadian Government have allowed wagers on individual games.
This concept has not gained a lot of support in the past. However, with the impact of the coronavirus (COVID-19) pandemic, the Canadian government realised they had to make a difference within the industry. COVID-19 has diminished many revenue streams and battered a lot of financial hope within the country. Single-event gambling seemed to be one of the best options for the country’s financial future.
Bill C-128 has very recently been approved by members of the Canadian parliament. It encompasses the single-event gambling process and discusses the nature of wagering on single-event games. After being created parliamentary member Kevin Waugh, it wasn’t until soon after that he got other members of parliament on his side; this even includes Prime Minister Justin Trudeau.
Gambling operators are now entering into competitive mode to begin the discussions surrounding market control. Operators believe that the bill is essential to ensure the safety of Canadian players in different jurisdictions. John Levy, CEO of Score Media and Gaming, noted that single-event sports betting will: “facilitate the introduction by provinces and territories of a much-needed modernized sports betting framework in their respective jurisdictions that can include important consumer protections.”
We expect there will be a race of suppliers jumping at this chance. This is excellent news for affiliates as Canada will open up a whole new stream of marketing opportunities. Affiliates should stay aware of the potential content deals striking different Canadian provinces.