October 2025 Roundup: What Happened in Canadian iGaming

Online gambling in Canada is constantly evolving – and it should be viewed as a complex system. On one hand, it’s reaching record turnover levels; on the other, it’s entering a new development phase where familiar business models are being redefined under regulatory pressure and changing player behaviour. Understanding these processes matters not only for operators but also for regular bettors who want to feel confident when placing their wagers. In this roundup, we’ll look at how seemingly unrelated events are shaping a new reality for Canadian bookmakers and their clients.

Fresh data from iGO: betting volume keeps growing

In October, iGaming Ontario (iGO) released its latest report covering data for September 2025. According to the findings, the Canadian gambling market continues to show steady growth, reflecting both positive trends and clear signs of maturity.

The total cash wagers in September reached a record $8.55 billion, while operators’ Net Aggregate Gaming Revenue (NAGGR) stood at $329.4 million, down 2% from the previous month. This is a classic indicator of a highly competitive market: bookmakers are forced to share a larger portion of their profit with players through better odds and other perks to retain market share. For bettors, this is a favourable environment – the battle for customers directly increases the value of every deposit. Still, it’s important to remember that bookmakers never truly lose, as we explained in one of our previous articles.

September traditionally marks the comeback of sports betting, with betting volume soaring 39% to $1.06 billion. That’s hardly surprising – the start of the NFL and NHL seasons always attracts millions of Canadians.

However, despite record turnover, the sector’s NAGGR dropped by 23%. This means that either players were incredibly lucky or, more likely, operators misjudged the public by offering overly generous lines at the start of the season. The takeaway for bettors: early in the season might be the best time to look for value bets while bookmakers are still adjusting their models to new realities.

Advertising restrictions in Canada: what changes await bookmakers

The Canadian Senate has approved Bill S-211, which radically changes the rules for advertising by gambling operators. The new law bans any promotional materials featuring celebrities, athletes, or fictional characters that could appeal to minors. This is a direct hit on one of the most effective marketing strategies of recent years, where famous faces became the symbols of major brands.

Once the law takes effect, bettors will see ads stripped of the charisma of sports and entertainment stars. Operators will have to shift their focus from image to real benefits, emphasizing competitive odds, fast withdrawals, and platform reliability. For experienced players who approach betting consciously, this is a positive development: substance will take priority over flashy packaging.

It’s expected that marketing budgets will flow into niche channels such as affiliate programs with analytical sites and sponsorship of individual events. For seasoned bettors, little will change, but for the general public, betting-related content will become less accessible.

A new content source for Canadian bettors: NorthStar Gaming launches The Boost

While federal authorities tighten restrictions on advertising, operators are looking for alternative ways to grow. In a recent press release, NorthStar Gaming announced the launch of The Boost – a new website developed for its premium online platform, NorthStar Bets. This resource will not only act as a bridge to the paid product but will also provide bettors with valuable content: expert articles, betting strategies, team statistics, player injury updates, and more, helping users make better-informed bets. The Boost will also include materials on responsible gambling, which is a mandatory requirement by Canadian regulators.

This move reflects a strategic shift following the passage of Bill S-211, which deprives operators of their main media tools – celebrity endorsements. Instead of spending millions attracting a cold audience that’s unlikely to generate substantial returns, it’s more profitable to invest in retaining loyal customers by offering them something truly valuable. People always appreciate free, relevant insights – and are more likely to pay later for premium products.

For NorthStar Bets, The Boost is a logical next step. The platform caters to high-stakes bettors – the so-called sharp players – who approach betting with expertise. For them, access to comprehensive data is essential for analysis. We covered more about professional betting platforms in one of our earlier articles.

Penalty for negligence: AGCO fines theScore Bet

The Alcohol and Gaming Commission of Ontario (AGCO) imposed a $105,000 fine on theScore Bet after an investigation uncovered serious violations in responsible gambling practices. The incident involved a single patron who wagered $2.5 million over eight months and lost $230,000, including $100,000 in the very first month. Despite multiple warning signs – frequent high-stakes wagers, escalating losses, and attempts to chase them – the operator failed to take timely action.

What’s particularly concerning is that the player repeatedly requested bonuses, displayed loss-chasing behaviour, and even showed signs of stress while communicating with the operator’s VIP host. All these red flags were ignored. Moreover, theScore Bet overlooked inconsistencies in the client’s income documents, relying solely on self-reported information.

This case exposes a systemic failure in enforcing responsible gambling standards. The regulatory agency emphasized that the operator missed numerous opportunities to intervene – from verifying the customer’s financial capacity to responding to clear behavioural markers of problem gambling. For the industry, it’s a stark reminder of the need for proactive monitoring and genuine player protection – not just a formal approach.

Summary

Regulators are tightening their grip on the market, forcing operators to play by new rules: they can no longer attract users by any means or allow unlimited betting. They must now demonstrate competence, provide clear information about events, and closely monitor player behaviour to prevent problem gambling.

For bettors, this transformation has two sides. On one hand, stricter advertising laws and tighter oversight make the environment safer and more transparent. On the other hand, it increases personal responsibility – success now depends on one’s ability to analyze events, compare odds, and choose reliable operators.

The Canadian gambling market is growing – and every participant in this ecosystem will have to grow along with it.

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