Private online gambling sites are less visible than they were during the Canadiens’ push into the playoffs in the spring of 2021. This is partly because Loto-Québec has launched an offensive.
As part of a comprehensive strategy aimed at countering those it describes as “illegal operators”, Loto-Québec confirms that it has indeed taken action, including advertising campaigns and exclusive agreements with the media and sports teams.
To “preserve its effectiveness in a competitive context”, Loto-Québec explains that it prefers not to give more details. The spokesperson for the state corporation, Renaud Dugas, nevertheless adds that in Quebec, there is no ambiguity.
“Lotoquebec.com is the only 100% legal online gaming site,” he says.
The scheme of the illegal operators is becoming more and more known: they promote their free site (.net), while their objective is to bring players to the paying site (.com), which is illegal.
Bet99 adverts starring Georges St-Pierre, for example, have repeatedly aired on television during the pandemic. The Bet99 logo has also been affixed to the jerseys of Alouettes and CF Montreal players.
Bet99 remains a partner of the Alouettes. “In 2023, we will be in the third year of a three-year contract,” said team spokesman Charles Rooke. “So they will be on our game jerseys again next season. »
Charles Rooke adds in passing that Mise-O-Jeu (Loto-Québec) is also a partner of the Alouettes.
PHOTO ROBERT SKINNER, LA PRESSE ARCHIVES
CF Montreal players training at the Olympic Stadium on January 9.
For its part, CF Montreal indicates to The Press that the club has an agreement with the free platform Bet99.net and intends to honor it until expiry. The CH, for its part, simply does not wish to comment on this file.
As for the RDS and TVA Sports channels, it was not possible to confirm that they have reached an exclusive agreement with Loto-Québec.
At Radio-Canada and CBC, spokesperson Marc Pichette emphasizes that the role of the organization is to help its partners “achieve their business objectives in a win-win climate”.
However, he says, Loto-Québec is a major advertiser with whom we have a partnership that dates back several years. “You will understand that we do not disclose the commercial clauses with our partners. Likewise, we will not talk about our agreements with Bet99 and other customers. »
“Choose the Lesser Evil”
The adviser specializing in games of chance and money at the National Institute of Public Health of Quebec (INSPQ) Élisabeth Papineau reacts with caution.
“Between two evils, we will choose the lesser,” she said.
“An association with Loto-Québec is preferable because Loto-Québec’s games have more controls on the frequency of play and offer a higher degree of accountability. The problem is that Loto-Québec already has a lot of visibility during televised games, on social networks and in sponsorship. In particular, this exposes minors to a lot of gambling incentives.”
While players are better supervised on the Loto-Québec site and they benefit from a better guarantee of being paid for their winnings, she adds that the promotion of products that pose a health risk, such as alcohol, tobacco , vaping and gaming, has gotten out of hand.
“We have to ask ourselves whether the promotion of gambling should not be modeled on the cannabis model in Quebec, for which advertising is not permitted and where we avoid at the very least exposing young people to it. »
The Quebec government had tried in 2016 to legislate to block illegal gambling sites. However, the courts ruled that the bill passed by Quebec was unconstitutional.
The NHL and Bet99
Last month, the National Hockey League announced a multi-year agreement with Bet99 making the specialist in sports betting, casinos and online games an official partner of the NHL.
This partnership notably allows Bet99 to receive broadcast exposure through the NHL’s advanced approach to dynamic scoreboard advertising during season and playoff games broadcast on the Sportsnet channel.
The agreement also provides for a series of exclusive marketing rights and designations to connect Bet99’s brands with NHL fans through NHL marketing, digital and social media channels.
The statement announcing the partnership states that Bet99 understands the importance of responsible gambling and offers a range of tools, advice and support options to ensure players are aware of responsible gambling practices and play reasonably and safely.