Mr Viral
Several years ago, in 2022, Ontario launched its legal online gambling market. Since the launch, which was in April of that year, the market has continued to go from strength to strength, with operators competing for market share.
In one attempt, likely to expand its footprint further, one popular online casino brand reportedly tried to join forces with the province’s provincial transit agency, Metrolinx.
Jackpot City and Metrolinx Did Not Reach an Agreement
As announced by CBC News earlier this week, the agency was in talks with the recognizable North American online casino brand, Jackpot City. The commercial naming rights agreement, which involved potentially renaming two Greater Toronto Area stations, as well as other marketing opportunities, ultimately fell through the cracks. This reportedly happened when the agreement reached the ministerial level at some point last year, the publication suggested citing unnamed sources close to the matter.
An agreement of such magnitude would undoubtedly have benefitted Jackpot City, as well as Metrolinx. Recognized as a popular brand, Jackpot City offers its services in jurisdictions across North America, and it often uses intriguing methods for advertising. Across Toronto, Jackpot City used standard advertising methods to promote its services.
The Provincial Transit Agency Assesses Different Growth Opportunities
According to John Fraser, Ontario Liberal MPP, the falling out of the deal was a good thing. As one of the critics of gambling advertising, he said that it is “encouraging” that the agreement wasn’t greenlighted. While renaming two stations can be seen as a marketing opportunity, Fraser was skeptical and said: “You’re not going to change the name of a stop every five years.”
“We regularly work with partners across all sectors, and we will continue to explore ways we can work with third parties to improve and expand our services,“
reads a statement from Metrolinx
When asked about whether or not it was in talks with Jackpot City, Metrolinx explained that it often explores different opportunities that can help it grow its services. The agency added that potential partnerships undergo extensive assessment. In addition, Metrolinx explained: “A careful due diligence process is always conducted before a partnership is agreed to.”
It is not uncommon for sports betting and online gambling companies to seek different advertising opportunities. Amid the growth of the popularity of online gambling activities, many countries across Europe are considering banning certain ads, especially ones featuring athletes. This is a practice that is no longer among the available options for licensed gambling operators in Ontario too as lawmakers banned it in an effort to strengthen player protection and reduce harm.
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