11 the market ,” continues Gwilliam . “ This is an interesting one , because for them it ’ s the first time they ’ ve had to put their products head-to-head against mainstream mature products from other markets , and I think it ’ s good .”
“ It ’ s not just good for Canada because the products are going to improve , it ’ s also good for the American market because now those guys are really having to benchmark their products .”
BONUS BLUNDERS Although the initial outlook is bright , there has been a disquieting feeling regarding how Ontario ’ s market is being regulated .
The AGCO stipulates that marketing must not target those who are underage , high-risk or who have selfexcluded from the market – a standard principle across all regulated markets . But Ontario has taken it one step further by banning the promotion of gambling inducements , bonuses and credit anywhere apart from an operator ’ s website or directly to players that have consented to receiving the communication .
Those involved in the market have said that the requirements on bonuses in particular are too strict .
From an affiliate perspective , Gwilliam believes the bonus restrictions are making it extremely difficult to operate normally in the market .
“ Because the regulator has banned us in almost every way , shape and form from talking about bonuses , we can ’ t really answer the consumer properly ,” he says .
“ The consumer ’ s asking a question and our [ web ] pages look weird because we ’ re deliberately not answering it , which doesn ’ t make any sense to me .”
Gwilliam suggests the rules on bonus marketing have caused companycustomer relations to backfire .
“ Search queries relating to bonuses haven ’ t gone away ,” he says . “ So what this restrictive marketing has done , it ’ s not reduced the market for us as affiliates . What it ’ s done is made it extremely hard to actually serve the user , which is what we want to be doing .”
“ Even if we can ’ t promote the bonuses , fine , but let ’ s tell the customers why we can ’ t . I can go onto the regulator ’ s website and the regulations are there . It specifically states why they can ’ t do bonuses . And yet somehow , if an end consumer asks the same question , we are not allowed to answer it .”
DAMAGING THE CAUSE While the concern surrounding bonuses is palpable , Lali Odosashvili , head of business development North
October 2022