ALC Wants To Lure Players Back Home

By Ben Hamill - June 30 2020

ALC Wants To Lure Players Back Home

The Atlantic Lottery Corporation (ALC) is losing upwards of CA$100 million in annual revenue to illegal foreign operators. And according to ALC president and chief executive officer Chris Keevill, the Crown corporation is doing everything in its power to stop the unregulated black-market gravy train from leaving any more Canadian stations.

Part of the plan has been to make the ALC’s online gaming platform more attractive to local players. A massive diversification process is now underway, and the hope is that local players will be more willing to “support local” given more options and a larger variety of games.

Read More...Atlantic Lottery Reports Online Gaming Surge

Canada Needs To Up Its Bet-Game

A huge part of the problem is the legal situation around wagering bets on single sports events. Even though illegal in Canada, the applicable laws aren’t adhered to by black market operators. The result is that offshore sites continue to enjoy a definite advantage over local gaming platforms such as the one run by the ALC.

Recent data shows that ever since mid-March, there has been a definite increase in people playing gambling games online. Sadly, at least 20% more people are now supporting foreign operators than had been the case before land-based casinos were made to close their doors to the public earlier on this year.

Conversations around a more modernised approach to sports betting have been ongoing, but Canadians are for the moment stuck with pari-mutuel betting on live events. No single-event bets are allowed – not legally in anyway.

The Pros & The Cons

The ALC is however according to Keevill doing everything it can to make its own online offerings more attractive. A complete digital makeover will hopefully lure those players who have strayed toward greener foreign pastures back to playing legal online games. And it’s this type of digital makeover the ALC has been focusing on more intensely than ever before.

But digital diversification has come at a price. A move toward technology-based entertainment has taken its toll on the local workforce. The Crown corporation a little over a week ago announced a 9% reduction in its total workforce. This translates to a total of 61 people having lost their jobs mainly because of the renewed focus on digitization. The affected individuals are from all four Atlantic provinces, with the majority of the layoffs being among those living in New Brunswick.

The Crown corporation has however said that though a difficult decision to make, the job cuts were essentially inevitable given current challenges and long-term closures.

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