Discussion on iGaming: Christoffer Ødegården Discusses Challenges in Advertising Casinos in Ontario's Strictly Regulated Market
Revamped Discourse:
In the highly regulated iGaming landscape of Ontario, under the AGCO's watchful eye, operators have been compelled to overhaul their marketing strategies, shifting from bonus-centered tactics to product-focused, compliance-driven approaches. We chatted with Christoffer Ødegården, head honcho at Bojoko, to uncover how operators and affiliates are adapting in Ontario, exploring perspectives on differentiation, the new importance of trust, and why this strictly governed market still entices players and operators alike.
TheGamblingGuru: Kick it off, man! Explain how operators are coping in Ontario's regulatory arena.
Christoffer Ødegården: AGCO's framework is a game-changer. Old-school acquisition tactics, based on bonuses and possible misleading campaigns, are out of the equation. This forces a complete overhaul, from messaging to media budgets to funnel structures.
Smart operators are placing more emphasis on platform quality, brand trust, and responsible gambling tools. In a market like Ontario, where you can't broadcast bonuses publicly, your platform becomes pivotal. That means operators need to prioritize site speed, UX design, stellar support, and robust gaming safety features.
We've seen some operators adjusting their budgets, moving ad spend from display marketing toward enhancing in-platform experiences, such as real-time payout tracking, user-friendly loyalty dashboards, or streamlined registration processes. Subtle changes like these convert players effectively.
Their focus is also shifting toward owned media and first-party data strategies - email, in-app messaging, and user-triggered alerts become precious assets. With public bonuses gone, operators have to concentrate on post-registration communication; in Ontario, this isn't just about retention - it's crucial for acquisition as well.
TheGamblingGuru: And what about you, Christoffer, how are affiliates like Bojoko managing?
Christoffer Ødegården: The new landscape necessitates modifications in our approach too. Being transparent is key to our identity, so we were well-positioned for a market like Ontario, where players have more incentives to make informed decisions. However, the restrictions imposed by the AGCO mean we can't publicly display offers as we usually do in other markets.
Absent the AGCO guidelines, our approach would be quite different, as we could guide players right away to the best bonuses via our platform. In Ontario, we've provided a rundown on where players can find casino bonus offers, but we can't disclose the specific details or offer any information - players must sign up and do this additional research themselves.
In my opinion, this means that players are missing out on valuable guidance and are left making uninformed decisions. I get the reasoning behind Ontario's approach, but it's ultimately the players that lose out. We're still able to deliver value to our users by highlighting various attributes and offering comparison tools and education, but the rules are indeed different from the rest of Canada.
TheGamblingGuru: With public bonuses off the table, how can operators distinguish themselves meaningfully?
Christoffer Ødegården: It's a more understated battle now. In other parts of Canada, you can capture attention with certain bonuses, like free spins or high percentage offers. But that's a no-go in Ontario. However, when everyone is working within the same promotional limitations, brand perception and trust become even more valuable commodities.
It's not just bonuses that make players choose a casino. Availability of diverse payment options, such as cryptocurrency or Interac, is significant, particularly for players using niche methods. Players also look for specific game providers or providers that require deposit limits and maintain swift withdrawal speeds.
Affiliate collaborations are essential now more than ever. When players discover a casino through Bojoko in Ontario, they're already in research mode, meaning they're closer to signing up – and more likely to stay if the experience meets their expectations. By partnering with affiliates, players can see our ratings and rankings, receiving a comprehensive breakdown of virtually everything the brand offers in one place.
TheGamblingGuru: So, despite all the regulations, is Ontario still a desirable market?
Christoffer Ødegården: Absolutely! It necessitates a different way of thinking, but it also recompenses operators who focus on building long-term value.
The path to success in Ontario isn't about outspending competitors on bonuses. It's about crafting a superior product, earning trust, and giving players a reason to stick around. That's a smart iGaming strategy, in general, not just an Ontario one.
- Operators are relying heavily on technology and finance to enhance in-platform experiences, such as real-time payout tracking, user-friendly loyalty dashboards, or streamlined registration processes, as they shift their marketing budgets away from display marketing.
- In the AGCO-regulated market of Ontario, affiliates like Bojoko are navigating the restrictions by providing clear information on where players can find casino bonus offers and relying more on comparison tools and education to deliver value to their users.
- Despite the strict regulatory environment, operators are keen on entering the Ontario market due to the potential of building long-term value by crafting superior products, earning player trust, and offering a unique selling proposition beyond promotional offers.
