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 it’s 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.
They’re 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 – 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.
It’s vital for operators to understand that most players no longer want just to spin and win – 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 – 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 operator’s 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
Thunderkick commits to growth in Ontario with Betty partnership

Independent slots studio Thunderkick has agreed a deal with Ontario-based operator Betty to supply the rapidly growing online casino with a diverse collection of globally popular titles.
Betty, an official partner of sporting franchises Toronto Maple Leafs and Toronto Raptors, has risen to prominence since its 2022 establishment, when it was built following the consultation of 300 casino players to create the optimal iGaming environment.
Distinguishing itself from North American competitors by catering specifically to slot enthusiasts rather than sports bettors, the operator has curated a portfolio of 2,800 games, hand-picked to deliver customers maximum entertainment value.
Thunderkick’s content is the latest to be integrated into Betty’s online casino, and the agreement will see a selection of its most popular titles, including The Wildos 2, Midas Golden Touch 3, and Esqueleto Explosivo 3, made available to a greater number of Ontarian players.
Thunderkick marked its debut in the Canadian province in Q2 of 2024, and has since partnered with a network of leading operators to improve its market position. The collaboration with Betty will further amplify its visibility in a key jurisdiction as the provider looks to reinforce its reputation as a global slot developer.
Svante Sahlström, CCO at Thunderkick, said: “It’s our mission at Thunderkick to go deeper, not wider, in 2025. That means forging meaningful, lasting relationships in target markets as opposed to securing as many commercial deals as possible.
“Since entering Ontario over 12 months ago, we have worked tirelessly to enhance our presence in the province, and working with leading brands such as Betty allows us to bring our unique games to a deeper pool of Canadian players.”
Paraskeva Smirnova, Casino Operations Manager at Betty, added: “Betty’s USP has always been our drive to build a slot portfolio with the very best titles from the industry’s most creative suppliers.
“Thunderkick’s passion for slot development is there for all to see, and the introduction of its games to our casino further elevates the consumer experience.”
Canada
Save the Date: BCLC’s New Horizons in Safer Gambling Conference Returns November 2026

BCLC is pleased to announce the return of the New Horizons in Safer Gambling Conference, taking place November 2–4, 2026, at the JW Marriott Parq Vancouver.
This global event brings leading voices in research, policy and industry together to explore innovative approaches to safer gambling. Attendees can expect two days of forward-thinking dialogue, evidence-based insights and collaborative solutions to help shape the future of player health.
Sponsorship Opportunities Now Available
New to the 2026 conference, BCLC is excited to offer sponsorship opportunities to organizations that share BCLC’s passion for safer gambling. Benefits of sponsoring New Horizons 2026 include industry visibility, leadership recognition and meaningful engagement with a global audience. To learn more about sponsorship, please e-mail [email protected].
Registration and program details will be released later this fall.
Canada
absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario

Internet Gaming Operator by the Alcohol and Gaming Commission of Ontario (AGCO).
This significant milestone authorizes absolutebet to offer regulated iGaming services in Ontario’s legal market under the oversight of AGCO and iGaming Ontario (iGO).
The registration marks a key step in absolutebet’s mission to bring a trusted, responsible, and innovative online casino experience to Ontario players. absolutebet is committed to operating with integrity and transparency, meeting all provincial standards for player protection, responsible gambling, anti-money laundering, and game integrity.
“Securing AGCO registration is more than a milestone—it’s the start of absolutebet’s journey in one of the most exciting regulated markets in the world,” said Chen Truman, Founder of absolutebet. “We are building a brand that will grow with the Ontario community and set the stage for future expansion.”
On the regulatory milestone, Krisztina Kalla, Legal & Regulatory Compliance Advisor of absolutebet, commented: “I’m incredibly proud to see all the hard work behind this license pay off. Securing AGCO registration has taken months of preparation and close collaboration with regulators and partners. I am very happy to see the result of that work, and even more excited as we move into the launch phase and open up the absolutebet community to Ontario players in a fun and responsible way.”
Ontario is recognized as one of the most competitive and fast-growing regulated iGaming markets in North America. With AGCO registration secured, absolutebet will move forward with the final stages of its iGO onboarding process in preparation for launch.
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