All Bets On for Sunday's Big Game

Calgary, AB - You can bet that there's more than a Super Bowl championship riding on Sunday's big game. According to a study conducted by Ipsos Reid in conjunction with the Canadian Gaming Association, as many as 13% of Canadians will be placing some form of wager on the Green Bay vs. Pittsburgh matchup.

"While hockey is our national obsession, you can expect a lot of Canadians will be mindful of the football's showcase showdown on Sunday," says Jason Walker, Vice President with Ipsos Reid's Gaming and Lottery practice. "Be it the Packers or the Steelers, a lot of Canadians will be betting on the action, through a number of different channels."

Sports betting is not uncommon and not exclusive to big events like the Super Bowl. In fact, the study also revealed that nearly one in five (19%) Canadians have wagered on at least one professional sporting event in the past year, with hockey (11%) and football (9%) being the two most popular sports.

What's the profile of a sports gambler? He or she is more likely to be a `he': 23% of men have bet on sports in the past year, while only 14% of women have done so. And the sports gambler is more likely to be young, as it was more popular amongst those ages 18-34 years (26%). Regionally across Canada, British Columbians are the most likely to bet on sports (21%) while Atlantic Canadians are least likely (11%). These are overall statistics based on the past year.

When it comes to the 2011 Super Bowl, the study revealed that the most popular forms of wagering are placing a bet with a friend, family member, or colleague (7%), and participating in a pool (5%). Only 3% of respondents indicated that they bet on sports by playing games through their provincial lottery and gaming authority.

According to Paul Burns, Vice President of the Canadian Gaming Association, "The interest in sports wagering represents an opportunity for Canadian gaming organizations to deliver new products and services that engage sports fans and capture the excitement around such big events and professional sports. Provincial gaming authorities have room to market and expand their offerings and meet consumer demand for such products."

These are some of the findings of an Ipsos Reid poll conducted in association with the Canadian Gaming Association between January 27 to 31, 2011. For this survey, a sample of 1049 adults from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults who drive and have a car in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Jason Walker
Vice President
Ipsos Reid
(250) 792-4265
[email protected]

Or:

Paul Burns
Vice President
Canadian Gaming Association
(416) 579-3922
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP