Canadian Gaming: Loto-Québec Levels Up With New Content Deal
A key factor in the battle against the grey market is the caliber and diversity of the online casino content provided by Loto-Québec, which provides the only platform in the province where individuals can wager legally online.
One panel discussion at the Canadian Gaming Summit in Toronto this summer hit on a topic that sharply framed Quebec's reality when discussing online gambling: the province loses CA$1.97 billion in gross gaming revenue to the unregulated sector.
And since there isn't any political effort to introduce a regulated, competitive model akin to that of Ontario, things remain as they are.
Competition in the Grey Market
Another attempt by Loto-Québec to entice more players to their region is the content agreement they established with Fennica Gaming, which was initially reported by Canadian Gaming Business.
The operator of Finland's National Lottery, Veikkaus, is the sole owner of Fennica Gaming. With the support of Veikkaus' in-house studio (more than 50 creatives and more than 200 IPs), the company specializes in omnichannel games like eInstants, online casino titles, and EGMs. Currently, 17 countries are hosting their games.
Through the agreement, Fennica will introduce its eInstants and online casino games to the Quebec market.
International Expansion Strategy
“Expanding into [the] Canadian market and to Québec is an important milestone for us,” said Joni Hovi, SVP of customers and marketing at Fennica Gaming. “We aim to scale rapidly and to deliver high-quality content to regulated markets. This launch reflects our commitment to long-term growth and our ability to adapt to diverse market needs.”
"We are eager to begin the mutual journey with our customer success team, to secure the right offering and successful sustainable business growth of our new friends in Canada," Hovi continued.
According to Kirsi Lagus, SVP, Portfolio and Product Development at Fennica, players in Quebec may anticipate a brand-new form of entertainment that they may not have before encountered.
According to Lagus, Fennica's certification, testing, and game development procedures have all proceeded without a hitch in the run-up to the Quebec launch. "We collaborated closely with Loto-Québec to guarantee adherence to regional laws and to the highest quality requirements. It's evidence of our teams' agility and the power of Veikkaus Group's capabilities," he said.
