Discourse on iGaming: Challenges in Advertising Casinos in Ontario's Strict Legal Market – Insights from Christoffer Ødegaard
Revamped Article:
Let's dive into Ontario's regulated iGaming landscape, post the introduction of the AGCO-controlled framework in 2022. It's drastically reshaped the way operators approach marketing and growth, pressing them to move away from traditional acquisition tactics towards product-centric, compliance-driven strategies.
We chatted with Christoffer Ødegården, the marketing guru behind Bojoko, to discuss the ever-evolving Ontario market, differentiation techniques within the hardly-bonus scene, and the reasons why Canada's most regulated market remains an attractive prospect.
The Gamblest: Let's get straight to the point. How has Ontario's regulatory approach transformed the way operators handle marketing?
Christoffer Ødegården: AGCO's regulations force a complete overhaul of the acquisition approach. You can't bank on bonus-driven headlines or in your face marketing campaigns anymore. This change impacts everything, from messaging to media spend to funnel structuring.
Operators that are playing their cards right have shifted their focus towards highlighting platform quality and building trust more. In Ontario, where public advertising of bonuses is banned, the platform becomes the primary marketing tool. This calls for operators to focus on site speed, UX, quality support, and responsible gambling features.
I've observed some operators redirecting their spend from display advertising to improving in-platform experiences, such as real-time payout tracking, loyalty dashboards, or streamlined registration processes. These improvements might be subtle, but they convert.
It also stirs up a stronger push towards owned media and data-driven strategies - things like email, in-app messaging, and user-triggered notifications become significantly more valuable. In Ontario, post-registration communication is no longer just a retention tactic; it's an integral part of the acquisition funnel itself.
The Gamblest: And what about affiliates like Bojoko? What's our move?
Christoffer Ødegården: We've had to adapt, just like the operators. Bojoko thrives on transparency, so we're well-prepared for a market like Ontario, where players are encouraged to make informed decisions without being lured by splashy promotions. However, AGCO's regulations mean we can't publicly display offers like we do in other markets.
Without the AGCO restrictions, our approach would be significantly different. We could help players find casino bonus offers quickly through our platform. Instead, based on our research, we've provided an overview of where players can find online casino bonus offers in Ontario. The catch is that we can't reveal offer details. Instead, players must sign up to do the additional research themselves.
In my opinion, this means players are losing out on a valuable service and end up making uninformed decisions. I get Ontario's reasoning, but it's the players who suffer here. While we can still provide our users with a lot of value, such as highlighting positive attributes, offering comparison tools, and providing player education, the rules are definitely different from the rest of Canada.
The Gamblest: So, without public bonuses, how can operators rise above the competition?**
Christoffer Ødegården: It's a more delicate game today. In the rest of Canada, you can grab attention with certain bonuses like free spins or high percentage bonus offers. But those are off the table here. However, when every operator is following the same promotional regulations, brand perception and trust become even more valuable.
But it's not just bonuses that sway players. Available payment options are important, especially for players preferring niche methods. Players also seek specific game providers, such as deposit limits and swift withdrawal speeds.
Moreover, I'd argue that affiliate partnerships are more crucial than ever. When players discover a casino through Bojoko in Ontario, they're already in research mode. That means they're closer to converting and more likely to stick around if the experience matches their expectations. By partnering with affiliates, players see our ratings and rankings, and gain a comprehensive picture of almost everything a brand offers in one place.
The Gamblest: So, even considering all the restrictions, would you still say Ontario is a worthwhile market?
Christoffer Ødegården: Heck yes! It demands a different mindset, but it rewards operators who build long-term value. You don't conquer Ontario by outspending your competitors on bonuses. You win it by crafting a superior product, gaining players' trust, and offering reasons for them to stay. That's not just sound advice for Ontario; it's smart iGaming advice, period.
- https://www.oigw.ca/casino/standards/
- https://thepaycheck.ca/ignition-casino-review-best-sites-on-the-web/
- https://onlinecasinoiq.ca/blog/n1-partners-specializes-in-white-label-platforms-so-that-casinos-can-quickly-launch/
- https://www.interaktivrodukter.net/
- https://www.lasvegas-magazine.com/top-online-casino-bonuses-and-promo-codes/
- Christoffer Ødegården discussed how AGCO's regulations have forced a shift in marketing tactics for operators in Ontario, pressing them to move away from traditional acquisition tactics towards product-centric, compliance-driven strategies.
- Despite the ban on public advertising of bonuses, Christoffer observed some operators redirecting their spend from display advertising to improving in-platform experiences, such as real-time payout tracking, loyalty dashboards, or streamlined registration processes.
- Christoffer Ødegården also emphasized the value of affiliate partnerships in Ontario's market, as players who discover a casino through affiliates are already in research mode and closer to converting.
- Despite the restrictions in Ontario's market, Christoffer Ødega
