Discussion with Christoffer Ødegården Reveals Challenges in Advertising Casinos amid Ontario's Strict Regulatory Environment
Revised Article:
Ontario's iGaming regulations, now governed by AGCO, have forced a seismic shift in how operators market and grow their brands. The new regulatory landscape has moved the focus from traditional acquisition tactics to product-centric, compliance-driven strategies.
We caught up with Christoffer Ødegården, the marketing maven behind Bojoko, to talk about how operators and affiliates are adapting in the Canadian province, what sets them apart when bonuses are off the table, and why the heavily regulated market may still be a lucrative venture.
The Gamblest: Let's dive right in. What's the deal with how the Ontario regulatory approach changes the way operators approach marketing?
Christoffer Ødegården: The AGCO framework demands a complete revamp of acquisition strategies. You can't bank on bonus-heavy headlines or blanket campaigns anymore. That changes everything – from messaging to media spend to how you structure your funnels.
Smart operators are focusing more on product experience and brand trust. In a market like Ontario, where public bonus advertising is restricted, the platform becomes the primary marketing tool. This means operators need to invest in site speed, UX, support quality, and responsible gambling tools to attract and retain players.
We've observed many operators reallocating budget from display advertising to improving in-platform experiences, such as instant payout tracking, loyalty programs, and simplified registration processes. While these enhancements might seem subtle, they make a difference in terms of user engagement and conversion rates.
It also sparks greater emphasis on owned media and first-party data strategies – strategies like email, in-app messaging, and user-initiated notifications become more important given the limitations on public bonus promotions. In Ontario, post-registration communication isn't just a retention tactic – it's now a critical part of the user acquisition funnel.
The Gamblest: And what about affiliates like Bojoko? How do you navigate within these constraints?
Christoffer Ødegården: We've had to adjust our approach just like the operators have. At Bojoko, we pride ourselves on transparency, making us well-suited for a market like Ontario, where players are encouraged to make informed decisions based on more than just flashing bonuses. Of course, AGCO regulations mean we can't display offers openly like we do in other markets.
Without AGCO restrictions, our approach would be vastly different, as we could easily help players compare bonuses through our platform. Instead, based on research, we've created a guide on where players can find casino bonus offers in Ontario. However, we can't reveal the offers themselves; players must sign up and do the additional research themselves.
In my opinion, this shift effectively leaves players making less-informed decisions. I understand Ontario's reasoning, but it's the players who ultimately suffer from these regulations. Even though we can't refrain from offering our users as much value as possible – like comparison tools, educational content, and player recommendations – the rules are undeniably different from the rest of Canada.
The Gamblest: Without public bonuses, how can operators stand out in a meaningful way?
Christoffer Ødegården: It's a more nuanced game now indeed. While bonuses have traditionally caught players' attention, heavily regulated markets call for a more understated approach. Brand reputation and trust become an even more critical element in an operator's currency.
Yet, bonuses are not the be-all and end-all of player decision-making. Available payment options are essential, especially for users relying on niche payment methods. Players also place value on specific game providers, deposit limits, and rapid withdrawal times.
Partnerships with affiliates like Bojoko are more important than ever. When players discover a casino via Bojoko in Ontario, they're already in research mode – meaning they're closer to converting and likelier to stick around if the experience matches their expectations. Through our platform, they can see our ratings and rankings, as well as breakdowns of nearly every aspect of a brand's offerings in one place.
The Gamblest: So, even with all these restrictions, is Ontario still a worthwhile market?
Christoffer Ødegården: Absolutely, and without hesitation. It requires a different mindset, but it pays off for operators willing to invest in long-term value.
In a market like Ontario, you don't win by overspending on bonuses. You win by building a superior product, fostering trust, and giving players a reason to keep coming back. That's not just a solid Ontario strategy – it's a smart approach to iGaming overall.
- The regulatory shift in Ontario, governed by AGCO, necessitated a change in the tactics used by operators to market and grow their brands, moving from traditional acquisition strategies to product-centric, compliance-driven ones.
- In discussion with Christoffer Ødegården, the marketing expert behind Bojoko, it was revealed that smart operators are focusing more on product experience and brand trust to attract and retain players, as the platform becomes the primary marketing tool.
- Operators are reallocating their budget from display advertising towards improving in-platform experiences, such as instant payout tracking, loyalty programs, and simplified registration processes in the Ontario market.
- Affiliates like Bojoko are adapting to the regulatory constraints by focusing on transparency and creating guides on where players can find casino bonus offers in Ontario, while user-initiated notifications and email communication have become more important given the limitations on public bonus promotions.
