The Alcohol and Gaming Commission of Ontario (AGCO) has reported that BetMGM engaged in unlawful marketing practices during two separate incidents in 2024, involving third-party companies that offered cash incentives to the public for creating new accounts.
According to the AGCO, BetMGM violated Ontario’s gambling regulations by carrying out these promotions at a major national trade conference, which is considered a serious breach of the province’s legal standards.
Dr. Karin Schnarr, CEO of the AGCO, mentioned:
Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities.
The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest
Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities. The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards, and we continue to take strong action to ensure they operate within the public interest.”
An Order of Monetary Penalty issued by the AGCO outlines three specific violations. The first occurred on 13 and 14 January 2024, when BetMGM representatives at the National Franchise Show offered C$100 in cash to individuals who opened an account and made a C$15 deposit. In March 2024, BetMGM admitted that its affiliate “Above the Street” had engaged in prohibited inducement marketing, leading to 377 new player sign-ups and C$127,180 in commissions. A third violation followed in April, when another affiliate, “Maple Leaf Marketing,” used similar methods, resulting in 94 player sign-ups and approximately C$34,000 in commissions.
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