The Impact of Betting Operator Diversity in Ontario on Player Habits

The online betting market in Ontario has experienced significant growth since the sector was legalized and regulated in 2021. With the emergence of numerous licensed operators, players now have unprecedented choices, which has, in turn, affected their habits and preferences. Two recent studies – the Paysafe report “All The Way Players Pay” and the Responsible Gambling Council (RGC) survey – shed light on how the diversity of bookmakers shapes bettor behaviour in Ontario.

Ontario: a market with a wide range and high expectations

The Paysafe study involved 4,300 active and potential bettors from various countries and regions, including the UK, France, Italy, Spain, Romania, Argentina, Colombia, Ecuador, Mexico, Peru, and others. Of these, 300 participants were residents of Ontario. One of the most striking findings was that Ontarians tend to stick with one bookmaker and bet with their “favourite” operator. 52% of respondents in Ontario stated that they have a preferred betting platform. However, compared to global figures, Ontarians are more likely to use services from different bookmakers. For example, in Peru, Mexico, and Romania, players tend to place bets with just one sportsbook (65%, 62%, and 62%, respectively).

This trend can be attributed to the wide variety of regulated bookmakers in the province. As of this writing, there are 33 licensed operators providing online wagering services registered with iGaming Ontario, not counting the Ontario Lottery and Gaming Corporation and offshore platforms. This abundance of options allows players to be more selective.

Reputation and trust as key factors

For Ontarians, trust in a brand is the most essential criterion when selecting a bookmaker. 40% of respondents in the province cited the reliability of the brand as the primary factor, which is 7% higher than the global average. This focus on reputation can be explained by market saturation: with many options available, players are more likely to choose established and well-known platforms.

Interestingly, in Ontario, trust in the brand is valued more than the speed of receiving winnings. However, payment convenience remains an essential factor: 35% of respondents identified fast and easy withdrawals as the second most important criterion.

Payment method preferences

Regarding transaction options, the preferred choice in Ontario is debit cards (40%). Credit cards, which have historically dominated Canadian online commerce, hold the third position (32%). E-wallets (34%) and direct bank transactions (24%) are also commonly utilized. Additionally, 14% of users opt for regional payment solutions like Interac e-Transfer.

The role of loyalty programs and promotions

Loyalty programs remain a crucial mechanism for keeping players engaged on platforms. More than 38% of Ontarians ranked reward schemes as among the three most desirable extra options of betting platforms, which is above the global norm of 33%. This indicates that ongoing benefits and incentives play a key role in attracting new bettors and retaining existing ones.

Despite the ban on advertising registration bonuses, good promotions remain a crucial factor for 27% of respondents in Ontario, which is above the global average of 24%. This suggests that control mechanisms are not working effectively, or that information about advantageous offers spreads through word of mouth and other channels. We have already written about how betting marketing is regulated in Ontario. You can read more here.

The Super Bowl and the rise of betting popularity

The Responsible Gambling Council survey also revealed interesting trends. In 2024, 50% of respondents said they planned to place bets through legal bookmaker platforms, such as Bet365. This is an increase compared to previous years (44% in 2023 and 41% in 2022). By the way, we have discussed legal bookmakers in Canada in this article.

The rise in betting popularity is accompanied by concerning trends. This year, 27% of respondents said they would bet $100 or more on the Super Bowl. This is 8% higher than in the 2023 survey. At the same time, fewer people said they would bet less than $100, with this percentage dropping from 80% to 56%. This could be both a positive signal for operators and a cause for concern for Ontario’s social policies. If the increase in betting is not coupled with responsible gambling practices, it could lead to harm, the rise of gambling addiction, and other issues.

Responsibility and possible risks

The RGC survey also revealed that 36% of respondents admitted to betting more than they could afford, which is higher than the 2023 figure of 24%. This raises concerns, especially considering that 33% of players have no intention of utilizing the responsible gambling features offered by operators. Furthermore, 67% of respondents still assume their expertise in sports grants them an edge, which is a sign of potential gambling problems.

Other notable results from this year’s survey include:

• 35% placed a wager after encountering a gambling advertisement on the internet or TV
• 30% will gamble with companions and/or relatives (a decrease from 44% in 2024)
• 20% will participate in a betting pool (dropping from 23% in 2024, 29% in 2023, and 40% in 2022)
• 55% will place a one-time stake on the game’s result
• 25% will make multiple wagers during the match using a single sportsbook platform
• 15% will utilize multiple sportsbook platforms

The legalization of online betting in Ontario has led to significant changes in player habits. Players have moved to legal platforms, trusted brands more, and adopted modern payment methods. However, the rise in bet amounts and insufficient use of responsible gambling tools highlight the need for further regulation and educational efforts. Overall, the regulated market has created a safer and more convenient environment for players, but it is important to continue monitoring potential risks and take measures to mitigate them.

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