No Longer Gaming in the Grey
In April 2022 the Ontario iGaming market opened up and over the past 12 months, the Canadian territory has seen an abundance of buzz around the size and scope of the market.
iGaming Ontario (iGO) figures from Q3 alone showed total wagers of $11.53 billion represented a 91% increase over Q2 and over 910,000 active player accounts, proving the punters right that Ontario would fast become one of the largest iGaming jurisdictions in North America, not only in size but also in number of operators and number of B2C brands.
As of March, there were 44 operator licenses, offering an array of verticals, from casino, live casino and sports betting. Resident lottery Ontario Lottery Group (OLG) also plays a key role in bringing real-money gaming to the region.
So, what have been the key takeaways since the market changed?
Invest in a Digital Product Strategy
Players in Ontario have long been used to the world of sports betting and iGaming. Although previously available only through the regulated lottery or via the grey market, these players are well educated on what makes an entertaining product they want to come back to again and again.
Operators can no longer rely on the best odds to attract customers. They should go further to prioritise frictionless user journeys and elevate UX/UI to allow players to login, navigate, and bet as simply as possible. For example, intuitive and streamlined UI can create hierarchical order to an operator’s apps and websites, directing players to the features and games they’re most likely to engage with – ultimately improving player retention.
Even the slightest frustrations for a player can lead to poor retention rates. So, from intuitive UX and UI, personalisation and even leveraging analytics, investing in a digital, mobile-first product is fool-proof way for operators to stand out in an already heavily diluted iGaming market.
Focus on a Mobile-First Experience
Without a doubt, one of the best ways to provide players with a superior UX is through a native app. In several recent reports on mobile phone usage, native apps account for roughly 90% of smartphone usage, which isn’t surprising. If an operator intends to use their app as one of the central tools for interacting with their players, then without question, they must deliver an excellent UX that supports mobile app retention.
The same can be said for web, and investing in a mobile-first web product that takes into consideration screen size, particularly on Android and the myriad of different hardware offerings there are for this OS platform. Players are busy, and often using their mobile phones quickly to interact with an operator’s brand, and so want to do so as efficiently as possible.
Geolocation is Superior
The population of Ontario is predominantly based in cities close to territory borders, so accurately pinpointing players is key. While IP has often been used to estimate a user’s location, it’s fast becoming an outmoded and inaccurate way to position a person's location. Geolocation, on the other hand, uses a variety of technologies to pinpoint a user's location with greater accuracy. By using geolocation technology, such as GeoLocs, iGaming operators in Ontario are able to verify the exact location of their users in real-time to ensure that they are not offering their services to players who are outside of their authorised jurisdiction.
Overlooking Accessibility is Risky
If your goal is to reach and retain players, accessibility should be a priority. iGaming operators should consider the ability, context, and situation of their players to make any digital offering inclusive. Making an app or website accessible will positively impact player retention, as users will recognise the effort made to reach them and to meet their needs, thus becoming loyal to a brand.
mkodo supports a range of operators and platforms with their digital product strategy in Ontario. Want to know how we can support your iGaming needs? Email hello@mkodo.com