iGB Ontario Report October 2022 iGB Ontario Report October 2022 | Page 13

13 experience , branding is very important on all regulated markets . Combine that with quality product and you should be fine .”

PROHIBITED TACTICS Jesko has an optimistic outlook on the market . Alongside bonuses , he regards the current rules as logical .
“ All the rules are , arguably , sensible , which is not always the case – look at the deposit limits and turnover tax in Germany ,” he says . “ So far , it seems that it will become a competitive market with plenty of good operators to choose from .”
Elsewhere , operators and affiliates are attempting to navigate how to advertise in line with restrictions , while still remaining profitable .
Odosashvili says this could be achieved through a greater focus on customer relationship management ( CRM ).
“ For the marketing part , the best way to do it [ is ] the moment you have the players converted , it ’ s all about CRM and increasing the players ’ lifetime value ,” she says . “ Correct marketing strategy is to advertise to customers while they ’ re still playing . In order to stand out and ensure you generate the highest possible lifetime value , work your CRM in real time , while the players are still engaged .”
Gwilliam agrees , adding that this is reflected in the current state of the market .
“ They [ the operators ] are focusing much more on their CRM and retention ,” he says . “ And we are seeing that in the player values .”
“ We are seeing the players become worth more money and nothing else has changed in the market . So to my mind , that fundamentally must be because brands are retaining better and they ’ re actively working on this .”
But the ways in which Ontario is being regulated currently has led some to reevaluate the effort . Gwilliam views the regulation as confusing from an affiliate perspective and urges affiliates to speak up .
“ We all did six months of work , or longer , getting ready for this market launch and we have different guidance from different operators ,” he says . “ We really are at the point where affiliates especially have to get involved in the regulatory conversations . We can ’ t absent ourselves from it any more , we ’ ve got to be more proactive . We ’ ve got to have more personal responsibility .”
Speaking out in regards to regulation has the potential to shape the market , or at the very least , impact how it is viewed in the future . The first few months of Ontario ’ s online gaming market are indicative of most markets in their infancy . However , continued communication with all stakeholders will be necessary to fulfil the province ’ s objective – to create a regulated market , not black market alternatives .
October 2022