Operators focusing on ‘balanced retention’ for iGaming in North America
Executives such as Resorts Digital Gaming CEO Ed Andrewes and BetMGM Canada Marketing Operations Manager Paul Adams spoke during the panel held at SBC Summit in Florida.
Key Points
- High Roller SVP of Corporate Strategy & Investor Relations Seth Young stated he was shocked to see how quickly iGaming in Ontario has grown, as regulations have been written by those “who may not understand the industry fully”
- The panel discussed recent efforts made by iGaming operators to build higher retention rates throughout North America, as well as what to expect for the remainder of 2025
At the SBC Summit event in Fort Lauderdale, Florida, executives from Resorts Digital, BetMGM Canada and High Roller spoke on the current state of the iGaming market in North America, including the rapid expansion seen in Canada compared to expansion carried out in the US.
High Roller SVP of Corporate Strategy & Investor Relations Seth Young spoke on the growth seen in Ontario specifically, calling it the “most rapidly expanding market” over the past three years. The expansion has come as a surprise to Young, figuring regulations have been written by those “who may not understand the industry fully.”
Speaking on the future of verticals such as sweepstakes and prediction markets, Resorts Digital Gaming CEO Ed Andrewes believes states will “catch up” to the gaming types, and begin introducing legislation to properly regulate or ban operators conducting business.
“If the assumption is that they will eventually regulate, you have to ask yourself how long will that take? I think sweepstakes will become regulated at some point, but I would never be able to give you an estimation as to when that would be,” Andrewes said.
“In the past nine years, I have been continuously attempting to grab hold of an understanding for these new gaming types and how they would be regulated, but it’s difficult because of how each state has chosen to operate.”
Focusing on the Canadian market, BetMGM Canada Marketing Operations Manager Paul Adams spoke on the difference in marketing to obtain sustainability in the country, with a focus on building trust with regulators and players. He also stated BetMGM will be in Alberta “at some point,” but will continue expanding into any regulated markets for iGaming ventures.
Canadian Gaming Association President & CEO Paul Burns was also a member of the panel, discussing how unregulated gaming has been around for 25 years, meaning sweepstakes “fails to stand out” despite the attention given to the vertical throughout 2025.
Good to know: BetMGM published its financial and business results for the first quarter of 2025 on April 28, with net revenue having reached $657m throughout the period
Burns also stated operators need to become “more nimble” in the hopes of expanding to Ontario, Alberta and other provinces in the country, while regulators need to stay adapt with the constant threats of illegal operators looking to bypass regulation.
“You’ve chosen to do this. You’ve chosen to bring this offering to players and residents and now you need to protect them,” Burns said.
Young also brought up the recent popularity and regulations surrounding prediction markets, recounting efforts made by Kalshi, Robinhood and other operators attempting to introduce the vertical around the US.
Calling the vertical a “very interesting” opportunity for the US, Young stressed that proper regulation would need to be set into place, but Adams had little issue stating prediction markets could be an offering BetMGM explores in the future, especially with how “exciting” Young made the opportunity appear during the panel.
Adams also predicts Alberta to bring fierce competition for operators once regulations can be met and access to the market presumably eases in the near future, comparing potential growth to the heights met in Ontario over the past three years.
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