Regulation Proves Fortuitous for Ontario’s Newest Casino Sites

Finding Safety in New Online Casinos Ontario

The entire crew behind this website has been gambling online for more than 10 years; some of us since the turn of the millennium. There’s a golden rule we veterans learned along the way. It’s the longest-standing rule of iGaming safety – ‘Stick to what you know‘.

The idea was simple. Only play at older sites with longstanding reputations for honesty and integrity. It’s a flawless scripture our team has been preaching throughout Canada for years.

Now, thanks to Ontario’s regulation of an expansive market – not just a single, home-grown, government-monopoly website, but a vast market of operations competing for your business – players can finally feel safe enough to test the waters.

And test them they are.

Searches for Ontario’s Newest Casino Sites on the Rise

According to media research, the prevalence of online searches for internationally-acclaimed gambling operators has declined since April 2022. This statistic applies not just to established operators, but those accepting Canadian players for years. At the same time, searches for new sportsbook and casino brands operating in Ontario for the first time are rising.

In the first year of iGO regulation, sites like DraftKings, FanDuel and theScore saw significant interest. The biggest boost goes to the latter. Research indicates the term ‘theScore bet‘ saw a 380.37% increase in search volume among Ontarians.

Why is theScore Getting So Much Attention?

Everyone in North America knows the names DraftKings and FanDuel. They’re very popular brands in the region, building on a foundation of daily fantasy sports. More recently, both have evolved into full-scale sports betting applications. But theScore has one thing they don’t – a local following.

Ontario is already familiar with theScore. As a Canadian sports media brand, it’s already a household name. That existing reputation as a hometown hero of sporting news is drawing loyal fans to its newly authorized betting platform.

Less Exciting News for Caesars

Another company that’s been operating in Ontario since the 1990s is Caesars. A globally iconic brand in the gambling industry, the company operates Ontario’s Caesars Windsor Casino.

Unlike theScore, news that Caesars would operate an online sportsbook and casino in the province didn’t have a positive impact. In fact, search volume for phrases like ‘Caesars sportsbook’ saw the largest decline of all, dropping 95% post-regulation.

There’s no delineable explanation for it. We could speculate that Caesars gets less attention as an international operator, as opposed to the native-born brand, theScore. Perhaps it’s Caesars’ lack of experience in the sports betting arena that diminishes its appeal. Caesars is universally renowned for its casinos and hosting of the World Series of Poker, but expanding laws in the sports betting market are giving this vertical priority in terms of iGaming. 

Tried & True Gambling Sites Still Beating the New Guys

As good as all that data sounds for new online casinos, Ontario players are still exhibiting more loyalty to tried-and-true operators. Research indicates long-time favorites like Bet365 and Betway are seeing less search volume overall. However, they are still generating higher search volume compared to their newer rivals.

Prior to regulation, Bet365 was the most searched sports betting site in the region. Following regulation, Bet365 remains the most searched-for sports gambling site in Ontario, despite a 25% decline in search volume. Similarly, we find that well-established names like LeoVegas Canada and JackpotCity Canada continue to garner their fair share in Ontario’s regulated market.

Expert Analyst Hypothesizes the Situation in Ontario

“Betway & Bet365 are two world leaders in iGaming, with significant followings in Canada,” explains Alex Goldstein of Leadstar Media. He believes the search data “indicates a willingness of Canadians to support local with homegrown brands, as Sports Interaction and Bet99 are also very popular.”

In his group’s opinion, Goldstein says the drop-offs are likely the result of new brand availability in Ontario, combined with greater assurance in a legal and regulated market.

Prior to the launch of iGaming Ontario, players were more inclined to search for brands with “trusted reputations”, said Goldstein. “The assurance of iGaming Ontario inspires more people to try brands that may have never heard of before the launch.”