Discourse with iGaming Experts: Christoffer Ødegården Discusses Challenges in Advertising Casinos within Ontario's Rigorously Controlled Market
Revamped Take:
Lighting Up the Maple Leaf iGaming Scene: A Conversation with Christoffer Ødegården
We chatted with Christoffer Ødegården, the marketing lead at Bojoko, to dive into Ontario's regulated iGaming landscape and understand how operators and affiliates have adapted to survive in this transformed market.
The Gamblest: So, what's the deal with Ontario's regulatory approach and how it's reshaping the marketing playground?
Christoffer Ødegården: AGCO's regulatory framework turned the marketing game on its head. You can't base your strategies on bonuses and alluring promotions anymore. That's a major shift, affecting aspects like messaging, media spends, and funnel structure.
Smart operators recognize this and have ramped up their emphasis on product experience and building trust. With public displays of bonuses off-limits, the platform itself becomes a crucial marketing tool. That means prioritizing site speed, user experience, customer support quality, and robust responsible gambling measures.
Many operators have shifted their spending from display ads towards enhancing in-platform experiences like real-time payout tracking, loyalty programs, and streamlined registration processes. These changes are subtle but impact conversion rates, making them a worthwhile investment.
This shift also boosts the importance of owned media and first-party data strategies. Things like email, in-app messaging, and user-triggered notifications matter more because operators can no longer rely on flashy promotions to get players in the door. In Ontario, luring new players means active, personalized communication post-registration.
The Gamblest: Now, let's talk about affiliates like Bojoko. What's the secret sauce for staying afloat in this new market?
Christoffer Ødegården: Adopting to the new rules was a must for us too. At Bojoko, we pride ourselves on transparency, so even while AGCO restrictions limit what we can present publicly, we show players where they can find casino bonus offers in Ontario.
With AGCO's regulations, our approach couldn't be more different in other markets where we could highlight specific bonuses for comparison. Instead, players must proactively search for offers after signing up with us. It's not ideal, but it keeps us compliant and players intrigued.
The Gamblest: Without bonuses to flex, how can operators play hardball in the competition?
Christoffer Ødegården: It's all about fostering trust and quality products in this more subtle rivalry. Flashy bonuses capture attention in an instant, but they don't build long-lasting relationships.
Operators that succeed in Ontario will need to focus on factors like available payment options, specific game providers, deposit limits, and withdrawal speed to stand out. Additionally, affiliate partnerships become key to attracting and retaining players as they offer unparalleled visibility via ratings, rankings, and a centralized hub showcasing the brand's offerings.
The Gamblest: Ontario's regulated market comes with challenges, but is it still a juicy opportunity for operators?
Christoffer Ødegården: Absolutely! It requires a more strategic, long-term approach, but it's a rewarding market for operators ready to focus on building a strong brand, providing an exceptional product, and earning lasting trust from players.
Ontario isn't about outspending your competitors with bonuses. You win here by offering an unparalleled gaming experience, nurturing trust, and giving players a reason to stick around. That strategy is more than just smart for Ontario; it's smart for iGaming as a whole.
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Insights:- In Ontario, the focus has shifted from short-term, promotional campaigns towards a long-term, product-driven strategy.- Compliance is a key concern for operators and affiliates. Ensuring all marketing materials meet AGCO guidelines is essential.- Trust and player experience become vital factors in attracting and retaining players, moving away from the reliance on bonuses and promotions.- Affiliate partnerships offer significant advantages as they provide unparalleled visibility to players, like ratings, rankings, and centralized product information.
- Christoffer Ødegården suggests that operators in Ontario's regulated market are shifting their marketing tactics, moving away from relying on bonuses and promotions, due to AGCO's regulations.
- In the new market, the emphasis is on building trust and providing an exceptional product, as operators compete by offering unparalleled gaming experiences, deposit options, game providers, deposit limits, and withdrawal speed.
- Affiliate partnerships are valuable in this market, offering operators unparalleled visibility via ratings, rankings, and centralized hubs showcasing their offerings.
- Compliance with AGCO regulations is crucial, and operators and affiliates must ensure that their marketing materials adhere to the guidelines set by the regulatory body.
