Ontario’s online gambling and sports betting sectors have surged, prompting authorities to increase harm-prevention initiatives. The Responsible Gambling Council (RGC) reports progress under its Responsible Internet Gambling Fund (RIGF), created to support education and outreach following the province’s regulated online market launch.
Since 2024, campaigns have reached tens of millions. The Randoms, produced with Maple Leaf Sports & Entertainment, reportedly engaged over 50 million Canadians. Additional efforts tied to major sporting events extended reach further: Super Bowl LIX messages reached more than 120 million people, while Stanley Cup Playoff activations engaged over 1 million.
RGC CEO Sarah McCarthy explained these initiatives “turn awareness into practical education and strengthen community capacity for safer gambling practices.”
Youth-Focused Campaigns Target Young Men
A new public service announcement focuses on males aged 19 to 24, a group at higher risk for gambling-related harm. The PSA will run on Canadian broadcasters and digital platforms, including Netflix, Spotify, and Meta channels, aiming to reach young adults where they are most active.
Funding comes from the RIGF, which receives around C$3 million annually from Ontario’s iGaming revenue. McCarthy said, “Gambling should never come at a human cost. As online betting continues to evolve rapidly, we are seeing an increased risk of early exposure and normalised gambling behaviours, particularly among young men.”
Ontario’s Minister of Tourism, Culture and Gaming, Stan Cho, said the program demonstrates that “targeted, evidence-based prevention works.”
Programs for Vulnerable Communities and Youth
Youth gambling remains a concern, with surveys indicating one in four teenagers has gambled. The RGC introduced Beyond the Game, targeting secondary school athletes. Early feedback shows high engagement, with most students planning to use the risk assessment strategies learned.
The RIGF also focuses on vulnerable groups. Caribbean community campaigns reached over one million people through media and festival activations. Collaborations with SOCH Mental Health engaged South Asian audiences via community events and places of worship. Programs are delivered in multiple languages to enhance accessibility and cultural relevance.
Digital Tools and Community Support
The RGC has expanded digital interventions, including an “Always On” search campaign connecting users to support, and the Cost2Play calculator to estimate long-term gambling expenditures. Plans are underway to extend it to online casino and sports betting products.
Regional roundtables highlighted limited resources and training among community organizations. RGC is developing additional materials and professional development programs to address these gaps.
Record Revenue Supports Safer Gambling
Ontario’s iGaming market, launched in April 2022, has grown rapidly. Revenue rose from C$1.41 billion in the first year to C$2.4 billion in year two and C$2.9 billion in 2024–2025, with 2.6 million active accounts. By early 2026, total revenue since launch exceeded C$10 billion, including a record C$4.04 billion in 2025. Legal platforms now capture over 83% of online gambling activity, shifting players from offshore sites.
RIGF funding ensures that as the market grows, campaigns, PSAs, and outreach continue to reduce harm and promote responsible gaming across Ontario.
Source:
“iGaming Ontario’s Post“, linkedin.com, April 3, 2026
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