Canada has made great strides in the field of gambling over the past year, and that’s why hockey fans, who see more gambling ads than other sports fans, have spoken out about the hype flooding the hockey media in recent months.
In the summer of 2021, the Canadian federal government made history again by decriminalizing single event bets that have led to major competition in the industry. Then, in April 2022, Ontario launched the nation’s first private online gaming and sports betting market. Alberta is also working on such a game model, but it’s much more limited than Ontario’s publicly available models.
The rise in retail and online gambling services has led to a surge in gambling-related advertising across the sport, especially in hockey, but sports fans are not satisfied with it. For example, Gordon Rendell of Happy Valley-Goose Bay, Newell, said these ads are forced on people every few minutes of the game.
Currently, numerous TV commercials promote sports betting, and there is also digital advertising on the arena board, which advertises sportsbooks and broadcasts devoted to sports betting. All of these things are fighting to gather players and bet on their platforms. Robert Suggitt, a 61-year-old Edmonton fan who has been a hockey fan since he was young, said these ads annoy him.
Veteran sports broadcaster Dave Hodge is also unhappy with the popularization of gambling and the possible impact of its associated rise in advertising on sports and viewers. Dave Hodge said the ads are affecting television broadcasts and could potentially pose a risk to the integrity of the sport as a whole, not just the fans.
Betting companies’ interest in the Canadian market can be explained by their goals of attracting hockey fans’ attention. In addition, some sportsbooks have signed partnership agreements with the NHL. One of the brands is BetMGM, which launched an NHL-inspired game in October to engage hockey enthusiasts in various regulated areas, including Ontario.
Alberta’s local gaming regulator, the Alberta Game Liquor and Cannabis Commission, is also warning of the recent rise in sports betting advertising and the potential harm it could do to people. The regulator fears that after legalization, viewers will be heavily exposed to spectacular sports betting ads featuring celebrities promoting the new online sports betting platform.
Also, local health experts worry that overflowing gambling ads can negatively affect the minds of young people, which can affect the health of local residents. Professor Robert Williams, a clinical psychologist at Lesbridge University and the Alberta Gambling Institute, says celebrity-involved game ads tend to increase young people’s participation at legal age.
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