With just over a month to go before the regulation of the iGaming market in Ontario, a need emerges that should not be underestimated that affects Canadian gamers. In fact, a recent study done on sports betting activities indicates the need to inform and educate potential gamers and bettors in Canada.
In its study called “Bettor Perspectives,” Deloitte Canada recently highlighted the world of Canadian sports betting. The research was conducted via online survey. The time period in which the data was collected was in the interval between September 22, 2021 to October 2021. More than 1000 Canadian consumers over the age of 18 were surveyed during this period. Potential bettors from different geographic areas and financial situations were included in the sample.
It is important to note that Canada legalized single-event sports betting in August, which is about a month before the study. According to Deloitte Canada, single-event sports betting could reach approximately $28 billion in legal wagers within five years of legalization.
According to the study on potential bettors in Canada, there would be important differences and for this reason, there is no one-size-fits-all solution to get customers. Simplifying, we can say that for the purposes of the research, potential bettors have been divided into three groups: let’s find out them together.
1) Ardent bettors
Ardent (i.e. avid and regular) bettors would be about 8.5% of the Canadian betting community. Their profile indicates individuals that place larger bets, averaging $50 or more on a single bet. These types of players are among those who have wagered $1,000 or more in the last 12 months. They are mostly male players (56.3%) and are predominantly 44 years of age or younger (68.9%). Ardent bettors are likely to have slightly higher incomes than the other two study groups.
2) Occasional bettors
Occasional bettors, on the other hand, represent 33% of the betting sector. These are people who typically bet less frequently than ardent bettors and have lower average stakes. Occasional bettors wager amounts less than $50 on average on a single bet for a total over a 12-month period of less than $1000. 58% of casual bettors are male, somewhat older than ardent bettors and 51% are 44 years of age or younger and target o catch bonus casino or any promo in Canadian casino online.
3) Potential bettors
As for potential bettors, these are individuals who have not placed any bets in the previous 12 months, however, they may be willing to do so given the current sports betting regulations. These individuals make up 58.5% of the sports betting community. They are mostly women, (57%), young or middle-aged, or between the ages of 25-64. Their income tends to be slightly lower than the groups we mentioned earlier.
Interesting findings from the “Bettor Perspectives” research
The “Bettor Perspectives” research highlighted that nearly 38% of respondents have placed sports bets in the past 12 months, or are actually interested in doing so.
The data shows that only one in five adults in Canada knew that single-event sports betting is currently legal in the country. In practice, nearly 67% of respondents are interested in making single-game bets now that the game is legal. Only 37% of respondents said they would place legal bets on sporting events, but are unsure if they would do so because there is a lack of information about how betting works under the new rules. In addition, only one in three (32.8%) want to place micro-bets (in-game type bets, for example). Other data reveal that 50% of those interviewed want to turn to a reliable brand; while 41.7% look for quick payouts for winnings and 34.8% look for the best betting odds.
Regarding the channels where to place bets, 49% want to turn to online bookmakers, while 45.4% would like to place bets in the classic outlets of casino games or sports betting. Finally, 5.6% would like to place bets through other channels.
The scenario in which the research should be placed
Across Canada, and in Ontario in particular, several sports betting-themed advertising campaigns are captivating cable and online TV audiences.
The study we presented comes one month after the legalization of single-event betting in Canada. As a result, at the time of the research, several provinces had not yet launched government-run online bookmakers.
The sports betting scenario in Canada has changed dramatically since the beginning of October. This is following the launch of its regulated iGaming marketplace on April 4 in Ontario, which effectively sanctioned the end of the Ontario Lottery and Gaming Corporation’s monopoly on sports betting in this area.
The study we mentioned, while helpful, was only made up of 1000 people in an online survey. Those familiar with statistics know that such a small sample size is not ideal, and it would have been interesting to see a breakdown tied to the provinces where the research respondents reside. While in fact, most of the sample of respondents reside in Ontario – which is the most populous province in Canada – the results could be misleading. In fact, with approximately 15 million people, an analysis done on this area would not be an accurate representation of sports betting enthusiasts across Canada.
With this in mind, it would be important for both bookmakers and lotteries to invest heavily in educational programs to better inform the public of potential bettors.
In addition, solutions with Welcome Bonuses, free-to-play contests and other promotions will be key to attracting new players. In this regard, the industry’s leading companies – PointsBet and FanDuel – are implementing their strategies to conquer the new niche of Ontario bettors, while also placing an emphasis on increasing awareness of responsible gaming practices.