Canada
Ontario: How operators can rise above their rivals
David Natroshvili, Managing Partner at Spribe, says that online casinos and sportsbooks in Ontario should look to content to stand out from their competitors, with non-traditional games being a powerful differentiator
Ontario has emerged as one of the strongest online casino markets in North America. As we have recently approached the first anniversary of the province opening its doors to regulated, licensed online gambling for the first time, the staggering growth it has enjoyed is clear for all to see.
With so much opportunity on the table, it should come as no surprise that itâs quickly become highly competitive, with online sportsbook and casino brands having to get their elbows out. But this is a jurisdiction where there are restrictions on marketing and advertising, so they have to be boxed cleverly.
This means differentiation through product and experience, and this means having to focus on factors such as seamless onboarding, a smooth payments journey and the sort of personalisation found on entertainment platforms like Netflix.
Of course, content is another area in which casinos and sportsbooks can pull ahead of their competitors; looking beyond slots and table games to no traditional content like mines, plinko and crash games is an effective way of doing this.
By stocking such games, operators in Ontario can engage a much broader audience and, in particular, the highly lucrative but hard-to-reach Millennial and Post Millennial cohorts. These mobile and video game aficionados are keen to wager. Still, they are looking for games that provide greater input and higher levels of interaction than simply spinning the reels on a slot.
Theyâre also mobile-driven and only engage with entertainment activities via their smartphones. While slots are mobile friendly, most have been developed for desktop and retrofitted for mobile rather than being truly mobile first.
Crash games, on the other hand, meet and, in some cases, exceed the expectations of these players. Aviator, our flagship crash game with more than five million monthly active players, is a great example of content design specifically for mobile play. It delivers the fast-paced thrills players seek, with plenty of big-win potential, while being super lightweight and with a UI developed for smartphone engagement.
Aviator has also been engineered to get pulses racing while giving players an element of control over the game’s outcome. Once they have placed their bet, the plane takes off and climbs higher into the sky. As it does, a win multiplier continues to rise with it. Players must decide the right moment to cash out â do they take their accrued winnings or hold their nerve for a few seconds longer?
If they wait too long and the plane flies away, they forfeit their accrued winnings and original stake. It really is a high-octane entertainment experience that will be very soon captivating players in Ontario and beyond.
Itâs vital for operators to understand that most players no longer want just to spin and win â and certainly those in the Millennial and Post Millennial categories. They want to engage with entertainment options that also provide social engagement and interaction, and this is often missing from online sports betting and casinos.
Crash games, however, offer social interaction in spades. These games are often multiplayer, with participants able to interact throughout their gaming session via the chat function. With Aviator, they can also see real-time wins and scores from other players and watch as they rise the leaderboard. This makes for a shared gaming/gambling experience.
Operators in Ontario can use crash games and non-traditional content to introduce players to their brands for the first time. Because they closely mimic mobile and video games, they appeal to a broad audience â a sizable chunk of which will not have played online slots or table games before. But once they are used to wagering on outcomes, they can be cross-sold to other games within the casino and, if available, to the operatorâs sportsbook.
So how can operators in Ontario get the most out of non-traditional content such as crash games?
Positioning is important. They should be given their own tab as well as a prominent spot in the main lobby. Since Aviator and other turbo games have industry leading engagement and retention rates, it makes sense to promote these games in all channels. Free bets are especially powerful.
In competitive markets, retention is just as important as acquisition, and Ontario is no different. The good news is that non-traditional content can significantly reduce churn by giving existing players fresh content to enjoy and experiences to try.
The chat function is incredibly effective when it comes to boosting the length of playing sessions, and being able to drop bonuses directly into the chat takes this to the next level.
The Ontario market will undoubtedly grow over the coming 12 months, but as the market hots up, so will the competition. Operators that want to emerge victorious must constantly improve the player experience, and when it comes to content, this means stocking non-traditional content. Those that do will fly high above their rivals.
Canada
AGCO Fines Great Canadian Casino Resort Toronto $350,000 for Serious Regulatory Violations Linked to Impromptu After-Party on Gaming Floor
The Alcohol and Gaming Commission of Ontario (AGCO) has issued monetary penalties totaling $350,000 against Great Canadian Casino Resort Toronto for multiple violations of provincial gaming standards. The penalties follow an impromptu after-party that was permitted to take place in the pre-dawn hours directly on the casinoâs gaming floor.
On September 27, 2024, an electronic dance music event attended by thousands of people was hosted in the theatre adjacent to the casino at Great Canadian Casino Resort Toronto. The event was marked by widespread intoxication, disorderly behavior, and numerous criminal and medical incidents – both inside and outside the venue – including alleged assaults, drug overdoses, and acts of public indecency. Although paid duty officers were present, additional police and emergency services were required to manage the situation.
In the midst of this high-risk environment, casino management approved an unscheduled request by the performing artist to host an after-party on the active gaming floor. The artist and more than 400 guests were permitted onto the gaming floor where the artist was allowed to perform amidst operational table games and gaming machines – without any prior risk assessment or planning.
As a result, security personnel were unable to effectively control the casino floor, including witness reports that an attendee was seen climbing onto slot machines. Failure to maintain appropriate control compromises the security, safety, and integrity of the casino floor. Following the conclusion of the event, the operator failed to promptly report these incidents to the AGCO as required.
Based on the findings of its review, the AGCOâs Registrar has issued an Order of Monetary Penalty (OMP) totaling $350,000 against Great Canadian Casino Resort Toronto. These penalties address critical failures in their operations, incident reporting, employee training, and the management of disturbances.
A gaming operator served with an OMP has 15 days to appeal the Registrarâs decision to the Licence Appeal Tribunal (LAT), an adjudicative tribunal that is part of Tribunals Ontario and independent of the AGCO.
âCasino operators have a fundamental duty to control their gaming environment. Great Canadian Casino Resort Torontoâs lapses in this incident compromised the safety of patrons and the security and integrity of the gaming floor,â Dr. Karin Schnarr, Chief Executive Officer and Registrar of AGCO, said.
International Game Technology PLC announced that its subsidiary, IGT Canada Solutions ULC (hereinafter âIGTâ), signed an eight-year agreement with Atlantic Lottery to supply its IntelligenEVO video lottery central system technology across Atlantic Canada. The agreement includes the option for multiple extensions and positions the Atlantic Lottery to become the first World Lottery Association (WLA)-affiliated lottery operator to deploy IGTâs next-generation central management system in a game-to-system (G2S) distributed market.
âBy leveraging IGTâs IntelligenEVO technology, Atlantic Lottery will power its video lottery network with the industryâs best-in-class central system and position itself to maximize future contributions to good causes. As an organization that prioritizes system security and exceptional player experiences, Atlantic Lottery believes that IGTâs IntelliegnEVO solution will help generate high player satisfaction and optimal network performance,â said Michael MacKinnon, Atlantic Lottery VP, Product.
âAs a long-time supplier to Atlantic Lottery, IGT looks forward to helping the Lottery achieve its growth and player engagement goals with our leading-edge IntelligenEVO video lottery central system. IGTâs IntelligenEVO is a scalable technology for the WLA market that is backed by decades of experience and operator feedback, and maximizes the benefits of real-time data, cloud-based technologies and in-depth analytics,â said David Flinn, IGT SVP Canada, EMEA and LATAM, Gaming Sales.
With peak system security, network availability and responsible gaming functionalities, IntelligenEVO is a reliable, scalable solution that can meet the needs of today and in the future. The solution will accelerate time-to-market and enables the Atlantic Lottery to benefit from the systemâs suite of player-focused functionality. The technologyâs G2S and open API design optimizes data collection and delivery and will enable Atlantic Lottery to customize their program for evolving player needs.
NetGaming, a fast-growing online casino content supplier, is proud to announce its launch in Ontario with Rush Street Interactive, Inc., a leading online casino and sports betting company in the United States, Canada and Latin America. This strategic collaboration marks a significant milestone for NetGaming as it continues to expand its footprint across regulated North American markets.
As part of the launch, Ontario players on BetRivers can now enjoy a diverse portfolio of NetGaming titles, known for their high-quality graphics, immersive gameplay, and unique themes. Standout games such as Zeus’s Thunderbolt, Bison Gold, and Fireball Inferno are among the first to go live, with additional titles set to follow soon.
This partnership is just the beginning. NetGaming plans to extend its collaboration with Rush Street Interactive into Michigan, New Jersey, Pennsylvania, Delaware, and Mexico over the coming months.
Pallavi Deshmukh, CEO of NetGaming, commented: âWe are thrilled to go live with Rush Street Interactive, a powerhouse operator with a strong presence and loyal player base. This launch marks a significant milestone in our
North American expansion strategy and underscores our commitment to delivering exceptional gaming experiences tailored to local player preferences across the region.â
Richard Schwartz, CEO of Rush Street Interactive, commented: âWe are pleased to partner with NetGaming to bring innovative, premium games to our players in Ontario. This collaboration aligns with our strategy to offer world-class
entertainment through engaging, action-packed online casino games. We look forward to expanding this partnership into additional regulated markets in the months ahead.â
This strategic partnership highlights both companies’ dedication to providing high- quality, innovative, and responsible entertainment to players in regulated markets.
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