Ontario Welcomes Betting and Limits Ads

TheScore will unveil its ScoreBet app at its ancestral home this week.

As prospective punters in what is now the second most populous legal sports betting market in North America, decide which bookmaker to try first this week, they will be approached very differently from their American counterparts, who have been bombarded with non-stop offers risk-free betting.

While Ontario regulators will allow sportsbooks to offer these hardship deals on their apps and market them directly to those who sign up, they won’t be allowed to advertise them, creating unprecedented momentum in the United States. United.

The “deal” – hundreds or even thousands of dollars in risk-free bets for those opening new accounts – has become the primary marketing currency for many top US sportsbooks. Even Caesars, which has spent heavily on a brand campaign, often marks these spots with generous sign-up offers in the markets in which it operates.

Viewers will not see those in Toronto.

“Ontario is…very aware of this aggressive amount of spending and promotion that has happened south of the border, and they don’t want this,” said Aubrey Levy, senior vice president of marketing and content. for theScore, a deeply rooted Canadian sport. media brand that is unveiling its ScoreBet app at its ancestral home this week. “So if you’re going to talk to consumers, you’re going to have to do it in a much more brand-centric way. You’re going to have to resonate beyond just pitching promotions to users all over TV, which, I think, sets the playing field for brands that have an affinity and connection with fans.

Ontario’s betting heritage also makes it different from the US markets. While U.S. regulators have refused to allow offshore sportsbooks that took U.S. wagers when it was illegal, the province will welcome sites already taking Canadian dollars, allowing them to retain previous customer accounts.

The rolling of this “grey” market could give sites such as Bet365 and Betway an early advantage similar to those FanDuel and DraftKings have in the United States. Sixteen sportsbooks have been approved so far, with at least as many expectations. With an adult population of about 12 million, Ontario could quickly approach $1 billion a month.

“It will undoubtedly be the most competitive market in North America,” said BetMGM chief revenue officer Matt Prevost, whose company has won the backing of Canadian hockey royalty yesterday and today. today: Wayne Gretzky and Connor McDavid. “Not only do you have the usual suspects in the United States, but you have another 30 to 40, at least, who operated in the gray market. As a new brand in this market, we wanted to align ourselves with someone very well known in Canada.

ScoreBet has no such obstacle. He hopes his brand familiarity and the betslips that can be created on theScore app and easily migrated to the sports betting app will prove to be winning differentiators.

“I think it makes a big difference that you can’t be out there putting up a banner that says, ‘Join now and get $1,000,'” Levy said. “You have to say: Join now because – why? When there are 15, 20 or 30 books on the market, you have to accept more than your offer to sign up. It’s a game that most don’t haven’t had to play yet.

About William G.

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