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“ Ontario I would definitely place similar to the more advanced and more mature European markets , similar to the UK , maybe even similar to New Jersey ” we ’ ll be using it for above-the-line and through all of the harvesting digital channels , whether it ’ s PPC , programmatic , native , and definitely will have a big focus on apps .”
However , a seven-figure marketing budget may still be dwarfed by that of some of the biggest names in the market .
“ For us being a private company , competing with those operators with very deep pockets , and maybe not always an eye on the bottom line , that can create a challenging environment for us .”
As a result , Narkis says the business will focus on reaching a type of player distinct from those targeted by large operators known for their sports betting offerings .
“ We try to build a brand that companies who might be in igaming and sports betting would not necessarily target ,” he says . “ So we ’ re not really trying to get the 25 to 45-year-old sports punters because we can ’ t really compete for share of voice on those ad breaks on TV . We ’ re looking for softer entertainment , maybe reality-type entertainment .”
A key part of SkillOnNet ’ s marketing strategy for Ontario , as it has been in other markets , is the use of multiple brands . The operator received approval to launch three different brands – PlayOjo , SpinGenie and SlotsMagic – in May , before then being approved to launch a fourth .
“ Overall , from a SkillOnNet point of view , the company usually has more than one brand , and then usually has a leading brand . It then invests in media and marketing to build that brand ,” Narkis says . “ So here , SpinGenie and SlotsMagic kind of target the classic casino players , whereas PlayOjo is more of a challenger brand , a mass-market , softer brand . It targets the casual player .
“ We have very aggressive plans for this market . We believe that it ’ s a very lucrative market , and we believe that we have a good standing point to be successful ,” he says . “ The fact that we are very focused – we just do casino in Ontario – helps us to focus on providing the best product . We believe that this could be a very substantial market and we would like to be one of the leading brands in that market .”
Again , Narkis stresses that this ties back to his view of Ontario as a more mature market . This means that customers will understand the different places that different brands can hold in an overall ecosystem .
“ We believe that in Ontario , given that it is a mature market , players will be able to appreciate and understand the differentiation ,” he says .
October 2022