A new study conducted by Ipsos has revealed that more than 90% of Ontario’s online casino players are now choosing regulated platforms. The research was commissioned by iGaming Ontario and the Alcohol and Gaming Association of Ontario, which together oversee the province’s regulated online gambling market.
91.1% of the study’s respondents who gambled online said that they do so on regulated Ontario online casino sites, like those collated at Casino.ca. That figure has risen by 7.4% since the last time participants were asked, last year. Consequently, respondents who reported that they gambled only on regulated sites fell significantly to 8.9%, down from 16.3% the previous year.
The latest figures are good news for all parties concerned. As the only Canadian province to operate its own open and competitive iGaming market, it is something of an experiment. Ipsos carries out studies every year on where Ontarians are choosing to play online, in order to monitor the market’s health.
The gambit appears to be paying off, though. Amongst those to breathe a welcome sigh of relief was iGaming Ontario President and CEO Joseph Hillier. He took up the role last September, bringing valuable experience from stints at the AGCO and as Chief of Staff to Ontario Attorney General Hon. Doug Downey. Commenting on the results of the Ipsos study, he stated:
Today’s findings are further proof that Ontario continues to strike the right balance of providing players the choice and protection they need to have confidence in the regulated iGaming market. iGaming Ontario is committed to building a safe and robust marketplace for players and operators alike.
Ontario launched its ambitious market back in April 2022. This was the first time that a Canadian province had opened up its online casino and sports betting operations to private operators. Many months of preparation took place ahead of the launch, in which a framework was created. This required operators to register with the AGCO and sign agreements with iGO before going live.
At market launch, local players gained access to more than a dozen approved operators. These included several well-known and trusted brands, like bet365, FanDuel, BetMGM, and LeoVegas. These operators, and more, began offering games to Ontarians under strict standards for fairness, safety, and anti-money laundering compliance.
It’s worth noting that many players were already familiar with these brands and had been playing at their platforms regularly before the market opened up. Many of the operators now licensed in Ontario were then offshore operators. While they held valid licenses from other jurisdictions, players in Ontario did not benefit from the same consumer protections that they do now.
Before the launch of the competitive market, it was estimated that around 70% of online gambling was taking place on offshore sites. When players use offshore casinos, revenue leaks out of the country instead of contributing to the local economy. Under Ontario’s new market model, it has plugged that leak. It now takes a 20% cut of operators’ tax revenue, which is fed into local services.
Ontario is now home to 44 operators, which together offer residents entertainment at 77 betting and gaming sites. During its fourth year of operations, the market has generated more than C$4.2 billion in gaming revenue from over C$103 billion in wagering activity.
One question is at the forefront of everyone’s mind. How exactly has Ontario managed this? Players have been attracted to the regulated iGaming market by its safety, abundance of choice, and transparency. These were all things that the previous online gambling ecosystem fell short on. Consumers had struggled to navigate the plethora of offshore casinos, where marketing noise can be deafening, and the potential of a scam is cause for concern.
Now Ontarians can choose platforms easily. Those that are regulated are listed on the iGO website, which lets users filter by the type of platform. The strict oversight of iGO with the AGCO has bolstered consumer protections, giving players peace of mind and confidence. Mandatory safeguards and responsible gambling tools are pillars of any regulated gambling market, which are key in building trust and keeping players safe.
This increased level of safety has, in turn, raised trust and shifted consumer behaviour. This shift is most evident in the latest figures collected by Ipsos. As the province’s market matures, iGaming Ontario has continued its efforts to offer players even wider choice and further protections. Most recently, it unveiled BetGuard, a player support tool that allows individuals to opt out of all locally regulated platforms through one convenient online portal.
The tool, which is available to Ontarians aged 19 and over, prevents users from accessing existing accounts, creating new accounts, and receiving marketing communications from locally regulated iGaming sites. It comes as part of the Ontario government’s commitment to protect players from gambling harms through robust safeguards.
Executive Director of ConnexOntario, Nerin Kaur, welcomed the reinforcement of the province’s safer gambling tools. The free, confidential service is funded by the Government of Ontario and is focused on signposting callers to mental health, addiction, and problem gambling support services across the province. Commenting on the launch of BetGuard, Kaur said:
As Ontario’s 24/7 helpline for mental health and addictions, ConnexOntario sees every day how important timely support options are. BetGuard adds a valuable new resource for anyone 19+ who wants to step back from regulated online gambling. We support efforts like BetGuard that can help people make changes earlier and reach the right help at the right time.
The dozens of global operators that have been attracted to the province are giving players more game variety, better mobile experiences, and localized offerings. Ontario’s emphasis on transparency, including monthly performance reporting and a public directory of licensed operators, further reassures players that they’re engaging in a safe, accountable environment. It is now easier than ever for players living in the province to enjoy safe, secure, fair, and fun online gambling experiences.
The latest study from Ipsos adds to mounting evidence in favour of the competitive market model. Pressure is growing for other provinces to modernize their respective markets. While Alberta is in the final weeks of preparations ahead of its own market launch on July 13th, no other province has confirmed that it will do the same.
Québec is keen to hold onto its crown monopoly, despite evidence that residents are choosing unregulated sites. BC is attempting to bridge the gap by introducing industry reforms. Time will tell whether these will be enough to secure the longevity of its market, or if such steps are delaying the inevitable.