Novig Secures Ontario iGaming License

Novig has received an iGaming operator license from the Alcohol and Gaming Commission of Ontario (AGCO), marking the platform's entry into Canada's largest regulated online gambling market. The approval, announced on October 30, 2025, allows Novig to launch its sports betting and casino services to Ontario players, backed by a partnership with Great Canadian Entertainment. This development strengthens Ontario's competitive landscape by introducing a technology-driven operator focused on transparent pricing and responsible gaming tools, enhancing player options in a market that generated CAD 2.2 billion in iGaming revenue last year.

Key Takeaways

• Operator Expansion: Novig, founded in 2020 as a sports trading platform, leverages its proprietary odds engine to offer fixed-odds betting without vig, potentially disrupting traditional bookmaker models in Ontario.
• Regulatory Compliance: The AGCO license requires integration of mandatory responsible gambling features, including self-exclusion via iGaming Ontario's registry and real-time spending limits, aligning with the province's player protection framework.
• Market Impact: Players gain access to innovative betting interfaces, while regulators benefit from Novig's emphasis on data-driven harm prevention, setting a benchmark for new entrants.

Novig's entry into Ontario represents a pivotal milestone for the province's iGaming sector, which has matured rapidly since its 2022 launch under a private-market model overseen by the AGCO and iGaming Ontario. The operator, headquartered in Toronto with roots in sports analytics, has partnered with Great Canadian Entertainment, a subsidiary of Apollo Global Management, to secure the necessary Category 1 iGaming license. This partnership provides Novig with operational infrastructure, including integration with the province's central dispute resolution system and contributions to the Problem Gambling Awareness Program.

The AGCO's approval process, completed on October 30, 2025, involved rigorous assessments of Novig's financial stability, anti-money laundering protocols, and commitment to fair play. License number OP-2025-001 confirms compliance with the Gaming Control Act, 1990, emphasizing consumer protection in a jurisdiction with over 10 million potential players. Ontario's market, distinct from other Canadian provinces due to its open competition model, now hosts over 50 operators, fostering innovation while generating significant tax revenue—CAD 400 million in 2024 alone.

For the new casino ecosystem, Novig's debut underscores broader trends in regulated markets: the fusion of fintech and gaming to attract tech-savvy users. Unlike legacy platforms, Novig eliminates traditional vig by offering fixed payouts based on true odds, a model validated through beta testing in unregulated spaces. This approach, combined with AI-powered behavioural monitoring, addresses regulatory demands for proactive harm reduction. The AGCO mandates tools like mandatory breaks after 60 minutes of play and seamless access to Gambler's Assistance resources, which Novig has embedded in its app.

Industry stakeholders anticipate Novig's launch, scheduled for mid-November 2025, to capture a 2-3% market share within the first year, driven by partnerships with payment processors such as Interac and Paysafe for seamless CAD transactions. Competitors such as Bet365 and Points Bet face heightened pressure to innovate, while the influx bolsters Ontario's position as a gateway for global operators eyeing North American expansion.

This licensing event highlights the AGCO's stringent yet efficient framework, which has approved 12 new operators in 2025, contributing to a 15% year-over-year revenue uptick. For players, it means diversified choices with enhanced safeguards; for regulators, it reinforces fiscal accountability through a 20% levy on gross gaming revenue. As Ontario evolves, Novig's entry exemplifies how targeted partnerships and regulatory adherence fuel sustainable growth in emerging markets.

Sources: iGaming Ontario, Alcohol and Gaming Commission of Ontario