Ontario Charitable Gaming Revitalization Initiative
Charitable Gaming Conference
Canadian Gaming Summit
June 18, 2013
Charitable Gaming Initiative
Update on Progress
• A decade ago, in Ontario, there were 6,000
charities raising funds through 230 bingo
• Today there 2,800 charities raising funds
through 61 bingo halls
• An important source of funding for Charities in Ontario
Number of Commercial
Annual Bingo Revenues
Number of Charities
Jobs sustained (est.)
Charities have few options that can replace the substantial loss of funding.
Big Brothers / Big Sisters
Canadian Hard of Hearing Association
Down Syndrome Association of Sudbury
Elizabeth Fry Society
John Howard Society
Multiple Sclerosis Society
St. John Ambulance
Sudbury Regional Hospital Cardiac
Sudbury Therapeutic Riding Program
VON of Canada
Banque D’Aliments Sudbury Food Bank
Children’s Aid Society
House of Kin
Inner City Home Sudbury
Northern Lights Festival Boreal Sudbury
Women and Children’s Shelter of Barrie
Sudbury Symphony Orchestra
Crime Stoppers of Simcoe-DufferinConiston Minor Hockey Association Muskoka
Sudbury Laurels Gymnastic club
Grieving Children’s Centre
Barrie & District Girls Softball
Canadian Spinal Research
Windsor Competitive Dance
Barrie Kempettes Gymnastic Club
Ontario Special Olympics
Royal Canadian Legion
Deaf Access Simcoe
Epilepsy Simcoe County
Kawartha Sexual Assault Centre
Kinark Child and Family Services
Canadian Mental Health Association of
Canadian Diabetes Association
Habitat for Humanity
Independent Living Centre Kingston
Kidney Foundation of Canada
Bereaved Families of Ontario
Kingston Arts Council
Kingston Symphony Association
Loyalist Youth Association
Seniors Association Kingston
Telephone Aid LineCanadian Cystic
Community Living Essex County
Windsor Police Pipe Band
Youth Connection Windsor
Youth and Family Network Essex
Scouts Canada Windsor
B’Nai Brith Windsor
Dougall Parents Association
Simcoe Community Services
Stroke Recovery Association
Harmony in Action Windsor
St. Leonard's Society
Optimist Club of South Windsor
Windsor Homes Coalition
Peterborough Humane Society
Brentwood Foundation for the
Camp Northern Lights PeterboroughRecovery of Alcoholics
Kawartha Youth Gymnastics
Great Beginnings Child Centered
Barrie Northern Collegiate
Eastview Secondary School Barrie
Hospice of Windsor and Essex
Canadian Hearing Society
Windsor & Essex County Crime
Rotary Club of Barrie Huronia
Windsor Firefighters Benevolent
Ontario March of Dimes
Peterborough Youth Services
• How did revitalization begin?
The foundation of the initiative is partnership.
A strong relationship between the three
organizations have been forged over a decade
of working together collaboratively.
At the end of 2005, with the co-operation of the
Charities, the Operators, and the Municipalities, OLG
introduced electronic versions of existing paperbased bingo games to six halls in five communities.
Those charitable gaming centres in Barrie,
Kingston, Peterborough, Sudbury and Windsor have
since raised $43 million in proceeds for local
charities. Of this, $14+million is added revenue for
charities above what the proceeds would have been
with only paper products.
o In 2010, OLG was mandated to proceed
with phased rollout province-wide of
ebingo and electronic bingo-themed
games to charitable gaming centres
o The next stage for Ontario’s
Charitable Gaming Revitalization Initiative
Revitalization strategic goals:
1. Stabilize and grow the primary source of funding for
2800 charities and sustain the contribution they
make by doing “good work” in local communities.
2. Drive economic and social benefits back to
3. Modernize the products to continue to support a
distinct customer entertainment experience of the
charitable gaming players.
Changing the Entertainment Experience
• By synchronizing efforts in delivering enhanced customer
service, a place where players want to spend time with a
variety of new products and technology, the entertainment
experience will change
• Once we start to change the entertainment experience, we
begin to revitalize the Industry
Progress to Date
o 37 Service Providers and the Charities
expressed interest in proceeding.
o To date have over 20 of 34 Municipalities
have agreed to be part of the Initiative
with more in discussion.
o To move forward with implementation, all
three groups need to be aligned – Service
Providers, Charities, Municipalities
o Developed a standard model and
standard contracts for all groups
o The first products agreed to include:
• Play on Demand (POD) and POD
• BOT Dispensers
• Electronic Shutterboard (ESB)
• Rapid Draw Bingo
• A more comprehensive approach to Responsible Gaming
builds on the RG foundation for the eBingo pilots.
• Designed to educate and inform players about the risks of
gambling; encourage safe play.
• Training for all gaming floor managers and staff
o Signs of risks for problem gambling
o Tips for safe play
o Information on obtaining a range of counseling
services in local communities
• Self-guided electronic information kiosks that engage
players to educate them on the realities the games
• On-site RG education campaigns
• 21 weeks to launch a centre with
ebingo/POD , the TapTix a month later.
BUSINESS PLANS…. BINGO PROGRAMS….CHANGE
TESTING….STAFF TRAINING….MOCK SESSIONS….GO
eBingo / POD Launches
eBingo POD Valcaron
Boardwalk Val Caron
• Six new electronic bingo centres, for a
total of twelve to date with OLG.
• Eleven centres have the new TapTix
product, along with eBingo and POD.
• Going forward one ebingo launch each
month followed by TapTix launch about 28
• As we roll out new centres and products, require
the right processes, tools to support.
• All part of the work being done.
o Regulatory alignment
o Marketing Toolbox
• Marketing Toolbox-A shared resource centre that
assists in providing marketing, promotions and
public relations support for Service Providers (SPs).
• Marketing Toolbox
• Marketing Toolbox
New Method of Delivery
• Success of the Charitable Gaming Initiative rests on being able
to deliver innovation and products that will attract customers
and grow the business.
• Bingo players look for different experiences. The bingo centre
experience is seen as a way to spend time with friends and a
place to socialize at the bingo table.
• Designing products and games to respond to the interests of
bingo players differentiates from other gaming venues while
optimizing social benefits in local communities province-wide
Higher Risk –
Long Play Value,
Minimal Risk –
Where it all starts
Over recent years, a popular way to play session Bingo is
electronic Bingo (eBingo). With eBingo, you have the
option of playing Bingo on a computer screen instead
of on traditional paper cards. It’s super-fun, easy and
another way to play.
bingo foundational research
the game itself
Bingo as a game has everything – low
anticipation and build-up of emotions,
climax, excitement, reward.
experience being midway between
childhood entertainment and adult
Seen more favourably than other
gambling options, notably slots: it lasts
longer, requires less investment, more
social and nostalgic in nature.
overall impressions of and
attitudes towards bingo as
game very positive, which
suggests bingo is viable
bingo foundational research
Bingo is social experience.
Participants go with friends/family, rarely alone.
Bingo way to spend time with friends since
people arrive together and sit at same table
(unlike when playing slots at a casino) and talk
to each other during, or between games (unlike
at a movie).
Social interaction is key benefit of game: such
words/phrases as “laughing”, “having a good
time”, “girls’ night out” repeated over and over.
“We go and we laugh at each other and we
However, drawbacks are:
Limited interaction as players have to pay
attention to game;
Socializing limited to game itself, because halls do
not offer other entertainment or socializing options.
create a night out
Bingo ’ s appeal would be
significantly expanded if it
were positioned as social
event and by adding more
options for socializing (e.g.
Play On Demand (POD) Games
POD games are
personal Bingo games
where you play against
Each time you play it’s
like playing a unique
game with different
price and prize levels.
It’s an easy and fun
game to play in
between sessions, at
intermission or even
during live bingo games.
Enhances the entertainment
• Break Open Ticket
TapTix, automates the
play of BOT tickets.
• As the ticket is
dispensed, a bar code is
read which shows a
of the results on the
• A new experience
Products in Development
Modernize the traditional
game. Similar in set-up, but
rather than playing on hard,
static cards, players can play
bingo cards on touch-screen
Rapid Draw Bingo
A quick or rapid draw bingo
game It will be a bingo game
where a player selects their
own set of numbers and then
a "winning" set is drawn.
Changing the Entertainment Experience
Revitalization of an Industry