With a launch date set for early April, the regulated betting market is on the horizon.Ontario online sportsbooks One of the key concerns is how well private operators can attract and retain new customers.
This week, Deloitte Canada’s sports business division unveiled its latest report titled 'Bettor Perspectives: Strategies for Success in the New Canadian Sports Betting Landscape.'
In a prior 2021 report, Deloitte Canada projected that a legalized sports betting framework across the nation could yield $28 billion in legal wagers over the next five years. The newly released study focuses on gaining a nuanced understanding of bettors’ opinions and behaviors, particularly in the competitive Ontario marketplace.
"There has been significant progress since our initial report on sports betting reform released last February, and as the landscape shifts, we believed it was crucial to incorporate the customers' viewpoints,\" remarked Jeff Harris, head of Deloitte’s sports business advisory. \"Our aim with this report is to encourage action among provincial governments, lottery and gaming boards, casinos, private operators, media entities, and sports organizations to engage more thoughtfully; benefiting not just their own interests, but also the various bettor personas and the broader sports and entertainment sectors.\"
Ontario's online sports betting and casino platforms are slated for a launch on April 4.
The Alcohol and Gaming Commission of Ontario was established to oversee the operators entering the online sports betting space.gave approval Deloitte conducted a survey of over 1,000 Canadian adults from September 22 to October 1, gathering insights on their past betting experiences, future intentions, and consumer preferences in gaming and sports fandom. This research highlights the expectations and behaviors of bettors just as the market is about to launch.
Details of the Deloitte Survey
Currently, the only legal avenue for sports betting available to Ontarians is through OLG’s PROLINE.
The analysis reveals that there are distinct segments within the Canadian betting community, indicating that a uniform marketing strategy will likely fall short in engaging bettors effectively. Private operators should strive to understand the diverse motivations that drive different sections of Canadian sports bettors, including their preferences for specific events and betting styles, and craft experiences that cater to these unique demands, according to Deloitte.
A significant number of Canadians are unaware that they can now legally place bets on single sporting events — only about 19.2% of Canadian adults are informed.
Highlights of the Deloitte Study
Report highlights include:
- On the other hand, almost 38% of survey respondents expressed an interest in placing legal sports bets in the future. Among those who were hesitant, many pointed to a lack of information about the new regulations as a barrier. This illustrates a clear need for organizations and governmental bodies to enhance communication regarding the legal status of sports betting and its mechanics.
- A large portion of respondents (66.8%) who showed interest in sports betting were particularly attracted to single-event wagers, with many also interested in alternative betting methods. Approximately one-third (32.8%) indicated they would consider making micro bets, such as wagers on specific in-game occurrences, while roughly a quarter (24.9%) expressed interest in parlay betting.
- Casual bettors, who represent around 33% of the sports betting market according to the study (betting less frequently and at lower amounts compared to high-stakes bettors who wager $50 or more per bet), are particularly inclined to try single-event betting (77.5%), outpacing ardent bettors (74.1%) and those yet undecided (60.1%).
- Ardent bettors show a higher propensity to engage in parlay and micro-prop bets (48.2% and 58.8%, respectively). Factors such as brand reputation, promptness of payouts, and competitive odds will be crucial in attracting bettors. The report indicates that 50% prioritize a reputable brand, 41.7% desire quick payouts, and 34.8% are on the lookout for the best odds.
- For those involved with the CFL, especially in Toronto where enthusiasm for the sport appears to be declining, this insight could be telling. The legalization of single-event sports betting seems to spark greater interest in sports overall — 32% of respondents indicated they would be more inclined to follow sports. Among them, 51.8% of ardent bettors said they would increase their sports viewing by an additional three hours per week following legalization.
- Online casino games in Ontario offer a variety of experiences including Huff, Puff, and much more.
