Amelco announced this week that it has secured an Ontario gaming licence from the Alcohol and Gaming Commission of Ontario (AGCO). The British online casino and sports betting technology supplier has yet to officially launch in Ontario, but many new partnerships are reportedly in the works.
Securing this Ontario gaming licence is a small part of Amelco’s larger strategy to establish itself as a major player in the North American igaming market. Amelco is currently operating in 15 US States.
- Amelco is a leading casino and sportsbook software provider that is based in the UK.
- Amelco’s casino and sportsbook software is currently being used in 15 US states
- Last quarter, igaming operators in Ontario raked in $545 million CAD in revenue and handled over $14 billion CAD in wagers.
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Ontario licence is an important first step
Being granted an AGCO permit is just the first step to operating in Ontario for Amelco.
Unlike other companies who have independent platforms in place that can be immediately launched when they receive an Ontario, Amelco does not have its own casino or sports betting site ready to launch in Ontario.
Amelco is a leading casino and sportsbook software provider that is based in the UK. The company’s business model means success in the Ontario market is reliant on establishing partnerships with other casinos and sports betting sites in Ontario.
This business strategy has so far been very lucrative for Amelco. At time of writing, Amelco is an emerging powerhouse in the UK and one of the fastest growing online gambling companies in several African markets.
One of Amelco’s biggest partners is Fanatics. Amelco’s source code provides the backbone for the American sports memorabilia powerhouse’s newly-established online sportsbook. Right now, Fanatics is only legal in a handful of states. Amelco’s new Ontario iGaming licence could be a sign that Fanatics is coming to the Great White North.
Outside of Fanatics, Amelco has plenty of options for online casino and sportsbook partners in Ontario. The company has stated that it hopes to announce several new partnerships with casinos and online sportsbooks in Ontario over the coming weeks.
Previously, Brandan Walker, the Head of Amelco US, told SBC Americas that Amelco will be partnering with one of the Canadian market’s “biggest players.”
Amelco has big plans for North American market
While Ontario is Amelco’s first dip into the Canadian igaming market, the company is no stranger to working in North America. Amelco’s casino and sportsbook software is currently being used in 15 US states at legal online sportsbooks and casinos, including New Jersey, Florida, Maryland, and Pennsylvania.
The US is widely-considered to be the biggest igaming market in North America, but the fast growth of online gambling in Ontario makes it a very important market for online casinos and sports betting sites.
Walker is quoted in Amelco’s announcement of their new Ontario licence as saying “This represents a significant milestone for us, and we are thrilled to finally be entering Ontario.” Part of the reason for this being such a “significant milestone” is because of what it means for the rest of Canada.
Ontario is the first province in Canada to establish a robust private-sector igaming regime. Many experts believe other provinces will soon follow suit. Recent quotes from Amelco make it clear that they also believe this. Walker stated that Amelco has “huge plans coming up over the next 12 months,” and that Amelco wants “to expand our presence across Canada as other provinces are granted licences.”
For Amelco, coming to Ontario is essential to becoming a household name all throughout Canada in the future.
iGaming remains big business in Ontario
According to iGaming Ontario’s most recent market reports, online casinos and sportsbooks in Ontario have achieved record numbers for the fifth consecutive quarter.
Last quarter, igaming operators in Ontario raked in $545 million CAD in revenue and handled over $14 billion CAD in wagers. Compared to the prior year, these numbers represent modest growth. However, the fact the numbers have not declined represents a strong gambling market in Ontario.
Amelco joining this market is another strong sign for the future. We expect to see many more companies entering the Ontario igaming market in the coming months.
Other trends to look out for are American companies jumping the border into Canada and establishing themselves in Ontario. This is something we also expect to see with the Amelco deal due to their partnerships with companies like Fanatics, which is based in the US.
Julian Miller is a Canadian writer and an avid sports fan. He has years of experience in the iGaming industry, having started writing while completing his university studies in Montreal, Quebec. In 2022, he graduated, and has since been working full-time in the iGaming space. He has a particular fondness for the English Premier League — though he also has plenty of experience covering football, basketball, and other sports.