All the Buzz Around the Launch of Ontario’s iGaming Market

Ontarian punters count down the days to 4 April when the online gambling industry in the region becomes regulated and open to private operators. Set to become one of the largest regulated markets in North America, the Canadian region’s Alcohol and Gaming Commission (AGCO) already announced more than a dozen licensed operators.

The AGCO detailed a list of 16 licensed operators to go live on 4 April 2022, with more awaiting their approvals. Among others, LeoVegas, WSOP.CA, Royal Panda, and 888 have iGaming Ontario licences and they registered 41 suppliers for the region’s launch.

Find some of the latest developments in this exciting up-and-coming igaming market, as well as in Canada as a whole.

 Google Ads for Ontarian Licensed Platforms

Jumping on the bandwagon for the highly anticipated Ontarian regulated igaming launch is the leading internet search engine, Google. They adjusted advertising rules for their Canadian business to allow gambling advertisements for legal online operators.

With the updated advertising policies in place, online sportsbooks, casinos, and fantasy sports may promote their products on Google if they meet certain criteria. The updated policy specifies that operators who wish to place ads on the popular search engine must have a valid iGaming Ontario licence and obtain certification from Google itself.

Providers of online games of chance apply for a licence through the Alcohol and Gaming Council of Ontario and iGaming Ontario. Licensed operators must apply marketing standards according to the Registrar’s Standards for Internet Gaming to remain in good standing with AGCO and compliant with the region’s laws.

The countdown is underway for D-day and, as the only region of the Great White North to regulate igaming, Ontario’s regulated market launch may surpass all expectations.

 Kindred and Light & Wonder Join List of Top Operators Licensed in Ontario

Maltese online gambling giant, Kindred, recently joined the list of operators licensed to provide remote gambling services to Ontarians. The group launches on the official opening day with their flagship sportsbook, Unibet. Other licensed sports betting operators to launch in Ontario include FanDuel and BetMGM.

Kindred’s Country Manager, Amanda Brewer, commented on the approval, saying:

“This is an exciting day and a significant milestone for both Kindred and Unibet. The igaming market in Ontario is expected to be one of the largest in North America, which makes it a truly interesting proposition for Kindred."

Another operator to join the AGCO’s list of approved providers is Light & Wonder, formerly known as Scientific Games. The software provider and aggregator offer an exceptional library of content and, through their third-party collaborations, punters have over 2,500 gambling titles to look forward to. Robert Hays, Light & Wonder Managing Director, commented:

“We can’t begin to overstate how excited we are to be operating in Ontario, this is a market where our games have resonated with players for years and now to expand to the private sector is an incredible opportunity and fantastic milestone for the company.”

Light & Wonder received licensing as an igaming supplier and, apart from providing gaming content, the company aids platforms with integration services, responsible gambling tools, and marketing.

 Ontario’s Economic Boost Through Job Creation in Online Gambling

Contrary to the worries of land-based casino supporters and stakeholders, an informal survey by PlayCanada found that the new igaming industry creates at least 1,295 vacancies for Ontarians. Local companies like Pointsbet Canada announced a new office in Toronto with 100 positions to fill. theScore opened 400 vacancies to Ontarians thanks to a company expansion.

Other igaming companies offer a further 250 positions open to locals in the online gambling industry. A spokesperson for the Score commented:

“As a homegrown Toronto-based company, we are proud to be investing heavily right in our own backyard as we prepare for this exciting opportunity.”

According to PlayCanada, these vacancies are only the beginning and many more will follow as the market expands. Their findings support the fact that the idea of igaming cannibalising land-based casinos is a myth. The platform points out that the market assessment from Great Canadian Gaming, released early in 2022, excludes crucial data in their findings. PlayCanada rightly points toward the existing offshore and illegal gambling revenues flowing out of the region.

PlayCanada believes these numbers are modest and the reality will show countless more opportunities for locals. Channelization of online gamblers to regulated sites will boost revenues and online operators’ investment in Ontarian talent may turn some concerns into praise. 

 Loto-Quebec Debut for Red Tiger

Other Canadian regions have varying levels of online gambling regulation, where most only permit state-owned operators in their regions. This week, Loto-Quebec announced its first-in-Canada partnership with the software provider, Red Tiger. The content partnership opens an exciting slot variety for locals with top-tier titles from the Evolution subsidiary.

Punters in Quebec now have access to fan-favourite online slots like Gonzo’s Quest Megaways, Piggy Riches Megaways, Get the Gold, and their latest release, Narcos Mexico. The Loto-Quebec deal includes Red Tiger’s unique jackpot mechanics with hourly, daily, and progressive jackpots. Jeff Millar, Commercial Director North America at Evolution, said:

“We’re thrilled that Loto Quebec has chosen to partner with us and launch Red Tiger games. We’re excited to build on this relationship and hope that this is just the beginning of a long and fruitful partnership and that Loto Quebec will be able to benefit from our innovative new titles as we continue to grow.”

As the first lottery in Canada to offer Red Tiger titles, Loto-Quebec follows the shift toward offering igaming content from private regulated companies. Founded in 1969 and owned by Quebec’s government, Loto-Quebec commits to responsible commercialisation and offering its citizens innovative and competitive gambling content.