But the launch of the Ontario-regulated iGaming and Sports betting market for private operators is less than a month away. Operators approved by the Alcohol and Gaming Board of Ontario and iGaming Ontario may not advertise promotions such as subscriptions or welcome bonuses.
Ontario is Canada’s most populous state and the introduction of a regulated iGaming market has attracted much attention from industry leaders who want to take advantage of it. The state previously announced that the new scheme would begin on April 4, 2022, and approved operators are applying the final steps to their online products.
AGCO and IGaming Ontario, two regulators in the gambling industry in the province, have not given operators permission to advertise welcome bonus promotions such as risk-free betting and welcome bonuses. And recently, Paul Burns, president and CEO of the Canadian Game Association, talked about how such marketing will work in the province.
Mr Burns pointed out that these special promotions could not only be posted on the operator’s website, but could also be available to players in their databases. But according to him, such marketing cannot be put in their ads. He added that online casinos licensed to operate in the province are also not allowed to advertise such limited-time offers.
In addition, the president and CEO said competition in the Ontario market would be based entirely on the operator’s products, not on who could get the biggest welcome bonus. According to him, it will be quite different from what gamblers have seen in the United States, and licensed operators will have to be creative to attract customers.
Because industry standard subscription bonuses cannot be advertised in the province, operators have already taken some steps to adapt to the new market. For example, BetRivers Canada offers the opportunity to use sportsbooks and casinos as play options. PointBet Canada, on the other hand, has sought help from local culture icon Trailer Park Boys and is working as a brand ambassador.
Last week, Ontario learned one more operator’s name, licensed by AGCO and iGaming Ontario, to operate in the upcoming marketplace, and the name is 888. The company is a leading online betting website, and in April of this year, exclusive technology will allow premium iCasino, sports betting and poker products to be released to eligible Ontarian gamblers.
Another problem that provincial regulators are concerned about is how operators can prevent players from participating outside their jurisdiction, and the leaders of geofencing service providers are Location Smart and Geocompley. Both use different methods of determining players’ positions and have pros and cons, but location smart has previously worked with the Ontario Lottery and gaming company.
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