This April marked the three-year anniversary of Ontario launching an open, multi-licence betting market, one which now stands out as one of the most valuable in North America while also being widely considered one of the world’s best regulated.
It is no surprise then that various European heritage firms have decided to set up shop in Canada’s largest province – TonyBet, bet365, LeoVegas and BetVictor being some notable examples.
With the Canadian Gaming Summit (CGS) just around the corner, SBC News reached out to Paul Burns, CEO of the Canadian Gaming Association (CGA) and a speaker at the event, to hear his opinions on how the market has developed and why European firms see so many prospects there.
SBC News: Do you think some operators’ experience of the more well-established markets of Europe has come in handy in Ontario, or does the market present new challenges for these firms?
Paul Burns: Canadians have had unrestricted access to online gaming since its inception due to gaps in Canadian law. For over two decades, Canadians have been engaging with major European brands.
These companies have joined Ontario’s regulated market, attracted by its effective balance of fair revenue sharing and robust consumer protection measures. As the only open license model in North America, Ontario presents an appealing opportunity for companies seeking to expand beyond Europe.
Ontario has fast become one of the most valuable markets in North America, outperforming multiple US states – why do you think this is?
Canada has a had well established unregulated online gaming market. As the fifth largest jurisdiction in North America and offering a full range of products, from sports betting, to casino, to live dealer, Ontario offers incredible choice for consumers.
Some commentators have told us that Ontario is an ideal regulatory blueprint for other jurisdictions to follow, do you agree with this?
I agree. Ontario, as an open licence market, has implemented fair license fees and a revenue share model with strong regulatory oversight. This approach has resulted in a 32% growth from year two to year three and attracted over 50 companies.
Have the stricter advertising and marketing restrictions introduced in Ontario last year made the market more difficult to crack for new entrants?
The changes were minor and were primarily directed at restricting the use of athletes in advertising.
From market inception, Ontario has prohibited mass market advertising of bonuses and incentives, permitting them only on operator websites, and they required operators to dedicate a percentage of revenue to responsible gaming advertising promoting responsible gaming tools.
Operators have embraced these rules, and the continued growth of the market demonstrates they haven’t been a barrier to operators.
Three years into regulation, what does Ontario need to be doing better for the good of its market and the stakeholders involved?
Emphasising the implementation of technology for comprehensive regulatory reporting, minimising bureaucratic obstacles wherever feasible, and ensuring Ontario sustains a balance between equitable revenue distribution and efficient regulation — these elements constitute the foundation of a robust and sustainable market.
For any overseas stakeholders attending the Canadian Gaming Summit, what do you think the most important learnings will be?
The Canadian Gaming Summit provides an opportunity to network with professionals in the Canadian gaming industry and to learn about Canada’s $22bn gaming market. The event covers various sectors, including land-based casinos, charitable gaming, lottery, and online gaming.
Get your tickets for the Canadian Gaming Summit!
Full Event Passes are still available at a discounted rate of $795 per person when you book as a group of three or more — saving you $200 per ticket with our Group Discount.
You can also grab an Expo Plus Pass for $195, which gives you access to all conference tracks, sessions, and the show floor. Please note: this pass does not include access to networking events.
Operators and affiliates are eligible for free Full Event Passes, just apply via the respective links.
Source: SBC News
