Canada
Why US operators must improve their marketing tech
Paddy Casey, co-founder at leading product development and digital marketing supplier The Unit, chats to Gaming Americas about the importance of modernising the US product experience now sports-betting markets have settled
The challenges presented to US-facing sports-betting operators have changed considerably since markets began to open up following the overturning of the Professional and Amateur Sports Protection Act (PASPA) in 2018. The idea of exponentially high marketing spends is not so prominent in 2023, and the battleground is transitioning towards a fight for existing customers.
One of the key issues affecting operators is they have been forced to make redundancies in their tech teams. While it is still crucial to develop rapid-fire landing pages/products to meet the demand of sports events, marketing departments rarely received the support they needed for fast digital campaigns from the internal tech teams in the first place, and this issue has now been exacerbated.
When mobile sports betting began to open up in the US, the apps were based on European sportsbooks. This can be an adequate market-entry strategy, but it doesn’t necessarily work in the long-term. When William Hill US first launched as the second mobile sports betting app in New Jersey after DraftKings, the advertising agency behind the campaign had been briefed for three months on the launch. When the app was finally developed and presented to them, the overall reaction was: “Is that it?” They felt it was going to be a new, ground-breaking Silicon-Valley-style piece of new technology, but it was essentially the same William Hill app adapted for US bettors.
Launching based off European models was all the operators could think to do, but that was not necessarily right for the US audience. Now, everyone in the market has to think harder about maximising performance. There are many things you have to do to attract new sign-ups, and the idea of a strong design and the ability to make changes is paramount now, which it wasn’t in 2018.
Following FanDuel’s lead
With a 50% market share as of the end of 2022, FanDuel is the clear market leader in US sports betting, but what is key to remember is it is not necessarily run in the same vein as most other US-facing operators. Given it is owned by Flutter Entertainment, the same parent company that manages Paddy Power and Betfair, it can be guided with more of a European mindset.
FanDuel’s app wasn’t particularly stronger than that of any other operator, but it has taken the lead with product and marketing innovation. Specific products were marketed similarly to how they had been by Paddy Power. While Paddy Power’s advertising is, of course, associated with comedy and at times controversy, it is always focusing on a product release or something that particularly stands out in the mobile app; FanDuel replicated that very astutely. While all the other operators were enforcing generic messages about how enjoyable sports betting can be, FanDuel was actually mentioning products like single-game parlays, and this approach was always likely to be successful.
There is still one thing FanDuel, like all US operators, can improve on, and that’s marketing tech. Tracking marketing spend and player behaviour are still quite new concepts, even with various US markets now being close to five years’ old. We have heard examples of affiliates in the US who can’t work with certain operators because they are convinced the player tracking is so far behind where it needs to be that the operator can’t even track which players have been sent to it by the affiliate. In the early days of regulated US markets, some teams were so naïve in this area they were literally guessing click-through rates.
Working around the problem
In sports betting, there is often one C-level executive whose needs are never prioritised within the product roadmap by the operator, and that’s the chief marketing officer. As soon as someone pipes up about what they need to promote March Madness, for example, the usual response is: “We don’t have time for that.”
That is why it is vital to utilise the expertise of teams who are experienced in sports betting and able to take this matter off an operator’s to-do list. It requires a team who can spend time addressing the player behaviour issues mentioned above, while also building out designs and all the core digital marketing that takes place within the sports product. When operators are able to use resources that can help make their marketing experience better, this will undoubtedly give them an edge in competitive markets.
US consumers are becoming more educated. Their loyalty will be closely matched to the product experience and engagement. With state launches now slowing down with regards to sports betting, operators will now, and should now, focus on product improvements.
Paddy and The Unit’s senior team will be on site at SBC Summit North America this week at the Meadowlands, New Jersey
Powered by WPeMatico
Canada
What Canadian Slot Players Are Really Comparing in 2026: Payout Speed, Interac and RTP Transparency
Canadian online slot players are becoming more practical.
The old conversion model was simple: show a big welcome bonus, list a few popular games, and hope the player clicked through. That still has a place, but it no longer reflects how better-informed casino players compare sites in 2026.
The conversation has shifted.
Players are now asking sharper questions before they deposit. How fast can I cash out? Does the casino support Interac? Are the best games actually available in Canada? What happens after I win? Are the slot terms clear? Can I see RTP information without digging through a help centre?
For operators, affiliates and suppliers watching the Canadian market, this change matters. The slot player is not just bonus-led anymore. The player is becoming banking-led, payout-led and value-led.
Payout speed has become a decision factor
Withdrawal speed is one of the biggest practical differences between online casinos.
Many casinos still market themselves around welcome packages, but the post-win experience is where trust is won or lost. Players notice pending periods. They notice extra verification steps. They notice whether withdrawals are processed quickly or whether the process feels deliberately slow.
That is why comparison behaviour around fastest payout casinos in Canada has become more commercially important. A casino can have a large slot library and a generous bonus, but if the payout process is slow, many experienced players will look elsewhere.
This is especially true for slot players. Slots create quick sessions, frequent bonus rounds and unpredictable payout moments. A player who wins on a Friday night does not want to discover that the casino only starts reviewing cashouts on Monday.
Fast payout positioning is not just a payment feature. It is a trust signal.
Interac remains central to the Canadian player journey
Interac is still one of the most important payment expectations in Canada.
For many players, it feels familiar, local and practical. It connects online casino banking with everyday Canadian banking behaviour. That matters because casino payments are a high-friction moment. Players may be comfortable browsing games, comparing bonuses and reading reviews, but depositing money is where hesitation appears.
Clear information about Interac casino payments helps reduce that hesitation.
The most useful casino pages now explain more than whether Interac is accepted. They answer questions such as:
- Is Interac available for deposits only, or withdrawals too?
- Are there minimum and maximum limits?
- Does account verification affect payout speed?
- Are e-Transfer withdrawals supported?
- Are there fees? Is Interac treated differently by province or operator?
This level of detail is valuable because Canadian players are not just asking “Can I pay?” They are asking “Can I deposit, play, withdraw and trust the process?”
That is a much more commercial question.
RTP transparency is becoming part of player value
RTP has always existed as a technical concept, but it is becoming more visible in player decision-making.
A casual player may not calculate long-term return percentages before every spin. But more players now understand that slot choice matters. They know that some games are more volatile, some bonuses are harder to clear, and some titles publish better long-term return figures than others.
This is why content around high-RTP slots is becoming more useful when it is presented properly.
The weak version of RTP content is an educational glossary: “RTP means return to player.” That is not enough anymore.
The stronger version connects RTP to actual player behaviour:
- Which high-RTP games are worth knowing?
- Which casinos offer strong slot libraries?
- How does volatility affect the player experience?
- Does the bonus structure make a high-RTP game less valuable?
- Are high-RTP slots available on mobile?
- Can Canadian players access the games easily?
RTP transparency does not mean players expect to beat the casino. It means they want clearer information before choosing where and what to play.
Mobile play is raising expectations
Canadian slot players are heavily mobile-led.
That changes the comparison process. A player may research on desktop, but the actual deposit and session often happen on a phone. If the casino lobby is slow, payment forms are clunky, or game filters do not work well on mobile, the player experience suffers.
Mobile also puts more pressure on clarity. Players do not want to scroll through huge blocks of bonus terms. They want fast answers:
- Best casino for quick withdrawals
- Best Interac option
- Best slot lobby
- Best high-RTP games
- Best mobile experience
For affiliates and operators, this means page structure matters. Tables, verdict boxes, payment summaries and direct recommendations often outperform long, generic content.
The market is moving away from generic casino comparisons
The Canadian slots market is not short of casino lists.
The issue is that many lists look the same. Same bonus-first ranking. Same generic claims. Same vague “safe and secure” language. Same lack of useful payout or banking detail.
The better opportunity is to compare casinos around real player decisions.
For Canadian slot players, that often means:
- How fast can I withdraw?
- Can I use Interac?
- What games are actually worth playing?
- Is the casino reliable after I win?
- Does the site work properly on mobile?
- Are the terms clear enough to trust?
These questions are more practical than promotional. They also create stronger commercial intent.
A player searching for payout speed, Interac support or slot value is usually further along the decision journey than someone casually browsing a bonus list.
What this means for the industry
The Canadian slot player in 2026 is not necessarily less bonus-driven. But the bonus is no longer the whole story.
The market is becoming more mature, and mature players compare the full experience. They want payment confidence, game quality, mobile usability, transparent terms and fewer surprises after depositing.
For operators, this means the product experience has to support the marketing promise.
For affiliates, it means generic casino pages are losing their edge. The stronger play is to build content around the actual comparison points players care about.
Payout speed, Interac and RTP transparency are not side details anymore.
They are becoming part of the main decision.
The post What Canadian Slot Players Are Really Comparing in 2026: Payout Speed, Interac and RTP Transparency appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Alberta
Octoplay secures conditional Alberta iGaming supplier approval from AGLC
Octoplay has secured conditional licence approval from the Alberta Gaming, Liquor & Cannabis Commission (AGLC), allowing the supplier to begin the process of offering its games catalogue to operators in Alberta.
The company said the approval positions it to launch in Canada’s newest regulated iGaming market when it opens in July. Octoplay is already live in Ontario with BetMGM and PokerStars, and has also entered the US through New Jersey and Michigan, according to the company.
“Alberta is one of the most strategic market openings on our 2026 roadmap. Entering it with the performance data we’ve built in Ontario, New Jersey, and Michigan gives us a strong foundation to be one of the first suppliers to partner with local tier-one operators as soon as the market opens,” says Ralitsa Georgieva, CEO at Octoplay.
“We’ve worked closely with the AGLC throughout the licensing process, and clearing the conditional stage reflects the strength of our compliance infrastructure,” says Martina Borg Stevens, Chief Legal Officer at Octoplay. “Our team has built a process that allows us to enter new regulated jurisdictions efficiently without compromising on the technical standards each regulator requires.”
Octoplay said Alberta adds to its regulated footprint, which it stated includes 17 operational markets: the United Kingdom, New Jersey, Michigan, Ontario, Italy, Spain, Sweden, the Netherlands, Denmark, Belgium, Greece, Romania, Malta, Slovakia, Finland, Brazil, and Georgia.
The post Octoplay secures conditional Alberta iGaming supplier approval from AGLC appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Canada
Tonybet pays first $15,000 CAD prize in World Cup Card Collection Canada promo
Bronze card has been claimed during the group stage; silver and gold prizes remain available until 31 July.
Tonybet said it has paid out its first major prize in its World Cup Card Collection campaign for Canadian customers (excluding Ontario), after a player secured the promotion’s bronze card worth $15,000 CAD.
The operator said the World Cup Card Collection includes 51 cards to collect during the tournament: 48 digital cards tied to participating World Cup nations, plus three unique cards—gold, silver and bronze—linked to a $150,000 CAD total prize fund.
According to Tonybet, the bronze card has been available through the World Cup’s group stage and has now been claimed. The silver card is available during the knockout rounds up to the quarter-finals, while the gold card is held back for the closing semi-finals and final.
Tonybet Head of Product Kiryl Liudvikevich said: “With Canada co-hosting the World Cup for the first time, the tournament has felt closer to home than ever before for Canadians, and it has already delivered a moment most supporters could only dream about with the national team advancing to the knockout stages.
“For one lucky Canada supporter, it has now produced another story that will be worth retelling long after the final whistle has gone – with our lucky winner among the first Tonybet customers to win one of the unique cards in our World Cup Card Collection, taking home a cool $15,000 for managing to get his hands on bronze. Who will end up with silver and gold?”
Tonybet said the same three unique cards are also in circulation across its other markets, with varying outcomes so far. The World Cup Card Collection campaign runs until 31 July, with a $150,000 CAD prize pool for Canada and separate prize pools in other markets.
The post Tonybet pays first $15,000 CAD prize in World Cup Card Collection Canada promo appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
-
Bonusetu.com6 days agoFinland Sets Casino Gambling Risk Limits at 2% of Income, 4 Days, 2 Game Types
-
Compliance Updates5 days agoDutch Gambling Trade Association Sues Meta Over Illegal Gambling Ads
-
Acquisitions/Merger6 days agoSuper agrees to acquire Romania’s Crafting Technologies for new Cluj tech hub
-
30-0 Kongeserien6 days agoKongebonus launches 30-0 Kongeserien Eliteserien fantasy draft game
-
BetWarrior5 days agoKambi Group Extends its Partnership with BetWarrior
-
Latest News6 days agoPlay’n GO Releases its Latest Slot Game “Shark Feast”
-
Amusnet5 days agoAmusnet Strengthens its Position Among Bulgaria’s Leading Employers in ICAP CRIF Ranking
-
Alex Baliukonis Game Producer at BGaming6 days agoBGaming releases Frenzy Clusters slot with expanding grid feature



