Assurance of iGO Regulation a Boost to New Online Casinos Ontario
Online gambling is not new to Ontario. Locals have been logging onto internet gaming websites for more than two decades. What is new is the province’s regulation of the industry.
After handing out a bevy of licenses, iGaming Ontario (iGO) launched its market in April 2022. The market has since grown from just under 20 authorized online casinos and sportsbooks to more than 70. The data that’s pouring in after a full year of regulation is most interesting.
Ontarians aren’t just pleased with local regulation. They’re taking full advantage. Not only that, they’re tossing nets beyond the safety of familiarity and into the light of formerly uncharted waters.
Finding Safety in New Online Casinos Ontario
The entire crew behind this website has been gambling online for no less than 10 years; some of us since the turn of the millennium. There’s a golden rule we veterans learned along the way. It’s the longest-standing rule of iGaming safety – ‘Stick to what you know‘.
The idea was simple. Only play at older sites with longstanding reputations for honesty and integrity. It’s a flawless scripture our team has been preaching throughout Canada for years.
Now, thanks to Ontario’s regulation of an expansive market – not just a single, home-grown, government-monopoly website, but a vast market of operations competing for your business – players can finally feel safe enough to test the waters.
And test them they are!
Searches for Ontario’s Newest Casino Sites on the Rise
According to media research, the prevalence of online searches for internationally acclaimed gambling operators has declined since April 2022. This statistic applies not just to established operators, but those accepting Canadian players for years. At the same time, searches for new sportsbook and casino brands operating in Ontario are rising for the first time.
In the first year of iGO regulation, sites like DraftKings, FanDuel, and theScore saw significant interest. The biggest boost goes to the latter. Research indicates the term ‘theScore bet‘ saw a 380.37% increase in search volume among Ontarians.
Why is theScore Getting So Much Attention?
Everyone in North America knows the names DraftKings and FanDuel. They’re very popular brands in the region, building on a foundation of daily fantasy sports. More recently, both have evolved into full-scale sports betting applications. But theScore has one thing they don’t – a local following.
Ontario is already familiar with theScore. As a Canadian sports media brand, it’s already a household name. That existing reputation as a hometown hero of sporting news is drawing loyal fans to its newly authorized betting platform.
Less Exciting News for Caesars
Another company that’s been operating in Ontario since the 1990s is Caesars. A globally iconic brand in the gambling industry, the company operates Ontario’s Caesars Windsor Casino.
Unlike theScore, news that Caesars would operate an online sportsbook and casino in the province didn’t have a positive impact. In fact, search volume for phrases like ‘Caesars sportsbook’ saw the largest decline of all, dropping 95% post-regulation.
There’s no delineable explanation for it. We could speculate that Caesars gets less attention as an international operator, as opposed to the native-born brand, theScore. Perhaps it’s Caesars’ lack of experience in the sports betting arena that diminishes its appeal. Caesars is universally renowned for its casinos and hosting of the World Series of Poker, but not for sports betting – at least not in Canada. Expanding laws in the sports betting market are giving this vertical priority in terms of iGaming.
Search for eCheck Casinos Still Prevalent in Ontario
As devotees of the ultimately secure Canadian-exclusive eCheck payment method, we took a moment to look into its relevant search volume, as well. Over the years, Canadians have consistently sought out safe eCheck casinos. Hundreds if not thousands of searches for “eCheck casinos” and similar phrases pass through Google all the time.
Since Ontario launched its iGaming market in 2022, search volume continues to flow for gambling sites that accept eCheck payments. The latest results indicate that nearly 15% of all relative search volume targets “eCheck casinos Ontario”, in particular. No, 15% may not sound like much, but that’s 15% of all searches across Canada, not just here in Ontario. Now that’s impressive.
We are especially excited by this news because it indicates that Ontarians are learning just how special eCheck deposits and withdrawals are. The level of security associated with an eCheck payment is unrivaled. These payments also happen to be free – something we can all appreciate!
Tried & True Gambling Sites Still Beating the New Guys
As good as all that data sounds for new online casinos, Ontario players are still exhibiting more loyalty to tried-and-true operators. Research indicates long-time favorites like Bet365 and Betway are seeing less search volume overall. However, they are still generating higher search volume compared to their newer rivals.
Prior to regulation, Bet365 was the most searched sports betting site in the region. Following regulation, Bet365 remains the most searched-for sports gambling site in Ontario, despite a 25% decline in search volume. Similarly, we find that well-established names like LeoVegas Canada and JackpotCity Canada continue to garner their fair share in Ontario’s regulated market.
Expert Analyst Hypothesizes the Situation in Ontario
“Betway & Bet365 are two world leaders in iGaming, with significant followings in Canada,” explains Alex Goldstein of Leadstar Media. He believes the search data “indicates a willingness of Canadians to support local with homegrown brands, as Sports Interaction and Bet99 are also very popular.”
In his group’s opinion, Goldstein says the drop-offs are likely the result of new brand availability in Ontario, combined with greater assurance in a legal and regulated market.
Prior to the launch of iGaming Ontario, players were more inclined to search for brands with “trusted reputations”, said Goldstein. “The assurance of iGaming Ontario inspires more people to try brands that may have never heard of before the launch.”
