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.
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Stats Perform, the global leader in sports AI, data and technology, has announced an official data partnership with the Northern Super League (NSL). The partnership will allow world-leading Opta data to be collected live from every NSL league game for the next three years.
Beginning this month, the Northern Super League (NSL) establishes a new era in Canadian sport as the country’s first professional domestic women’s soccer league — an ambitious and transformative initiative co-founded by former Canadian international and Olympic medallist Diana Matheson. Its inaugural season kicks off on April 16 and will feature six teams who have assembled multinational player rosters with extensive club and international experience, including 100-cap Canadian internationals Desiree Scott and Quinn.
Once the action begins, detailed data from every on-ball event, including advanced AI-powered Opta Analytics metrics such as Expected Goals (xG) and Expected Assists (xA), will be captured and distributed via feeds and Stats Perform products, including OptaAI Studio. This will enable various broadcasters, publishers and rights holders to generate stories and insights throughout the NSL season and provide them straight to the league’s fans in real time.
As part of the agreement, the NSL’s League Office and every NSL club will also have access to Opta Search, part of OptaAI Studio. This will allow their content creators to leverage all Opta data collected during the NSL season in the creation of data-led stories on the stand-out performers, and will help them generate key talking points for publication on official league and club platforms. Opta Search will also empower the NSL’s media team to create a range of data visualizations, including player shot maps and touch maps, to visually illustrate the impact of different players’ on-field performances.
Christina Litz, NSL President, said: “We are thrilled to have Stats Perform on board as our official data partner. When we talk about detailed performance data in soccer, Opta is the gold standard, so we are delighted to have it powering each of our official digital channels. As the season progresses, we want to put the spotlight on all the on-field heroes who emerge and having access to world-class data will help us tell their stories and inspire a new generation of Canadian soccer fans.”
Steve Xeller, Chief Revenue Officer at Stats Perform, said: “Stats Perform has been a huge supporter of expansion leagues around the world, so we are very pleased to be partnering with NSL in the lead-up to their first domestic campaign. Seeing a fully professional women’s soccer league launch in Canada is an incredibly exciting development for the sport in North America and we see considerable potential in working proactively with the League’s Head Office to help the competition grow, using the power of AI and data-led storytelling to build fan communities across the continent.”
The post Northern Super League Partners with Stats Perform appeared first on Gaming and Gambling Industry in the Americas.
Africa
INCENTIVE GAMES SIGNS EXCLUSIVE DISTRIBUTION DEAL FOR NORTH AMERICA, EUROPE, SOUTH AFRICA AND UK WITH LIGHT & WONDER
Leading B2B games provider, Incentive Games, today announced its new agreement with premium gaming company and content provider Light & Wonder, Inc.
Through this agreement, Incentive Games will distribute its premium pay-to-play games – including new arcade-style titles – to key global regulated markets including the USA, Canada, South Africa, UK, and within Europe via Light & Wonder’s extensive operator network. Additionally, Incentive Games’ popular free-to-play content will be made available to a wider audience through Light & Wonder’s content marketplace.
The agreement brings together two industry leaders in iGaming and the strengths of both companies to deliver exceptional player experiences and elevate customer engagement.
Ahmed Baker, Chief Commercial Officer at Incentive Games said, “This agreement is a landmark moment in our company’s history. Previously, we’ve worked directly with major operators such as bet365, FanDuel, and Sky Bet. Now, we can distribute our games via Light & Wonder, an exceptional aggregator that we trust will handle our games with care.”
Steve Mayes, Senior Director of Partners at Light & Wonder, said: “We are excited to work with Incentive Games, a leader in gamification solutions. We look forward to leveraging their innovative platform and bringing their customisable crash and fast game content to all major regulated markets.”
The post INCENTIVE GAMES SIGNS EXCLUSIVE DISTRIBUTION DEAL FOR NORTH AMERICA, EUROPE, SOUTH AFRICA AND UK WITH LIGHT & WONDER appeared first on European Gaming Industry News.
With the Ottawa Senators securing a playoff spot in the NHL, ToonieBet will be there every step of the way, engaging fans with exclusive giveaways, premium entertainment, and a casino experience that mirrors the team’s energy and excitement.
The Ottawa Senators and Tooniebet, an online casino for players across Ontario, announced a partnership that will make Tooniebet the NHL team’s Official Online Casino Partner.
Tooniebet, which launched in 2024 is part of Soft2Bet – one of the world’s fastest growing iGaming turnkey solutions providers with iGaming brands around the world with a portfolio of 19 global licenses, including Ontario.
Additional highlights of the Ottawa Senators and TonnieBet partnership will include:
- In-Arena & Broadcast Branding: Digitally enhanced dashboards for home and away games
- In-rink board signage for home games
- Virtual slot signage for various games
- Digital inventory throughout the Ottawa Senators site on NHL.com
- Direct Fan Engagement: Social contests and promotions hosted on Senators’ digital platforms
- Television Broadcast Branding: Digitally enhanced rink boards for home and away games
- In-arena rink board signage for home games
Martin Ballard, VP Corporate Partnerships, Ottawa Senators stated: “We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators. Cooperating with a brand that shares our commitment to providing fans with an exceptional and trusted experience is incredibly exciting. Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”
Oksana Tsyhankova, Chief Marketing Officer at Soft2Bet, commented: “Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario. In a short period, we have achieved impressive performance and retention results, with a primary focus on localised, engaging experiences for Canadian players, which makes ToonieBet truly set itself apart.”
By tapping into the Senators’ digital platforms and in-arena presence, ToonieBet will stay close to the action and connect with fans in real, engaging ways while continuing to offer a top-quality online casino experience.
ToonieBet offers a fast, localised online casino experience for players in Ottawa and across Ontario. Through this partnership, fans will have the chance to win Senators merchandise and tickets while ToonieBet grows its presence in a competitive Ontario market. With in-arena branding, regional broadcast coverage, and digital promotions, ToonieBet will be highly visible to the team’s loyal supporters.
The post Soft2Bet’s ToonieBet Partners with the Ottawa Senators as Official Online Casino Partner appeared first on Gaming and Gambling Industry in the Americas.
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