Interview with Jemma McColgan
Anyone with more than a passing interest in iGaming will be very aware of the UK and Ontario markets. The UK’s because it is the original success story of running a regulated gambling market – you could say that all other regulated markets flow from here. Ontario is the poster child of the modern era and is upheld as a success story in transitioning players from offshore to regulated commercial operators. Both genuine success stories:
- The UK’s most recent GGR reported by the UK Gambling Commission stands at £16.8 billion.
- In its third year of operation, Ontario’s GGR was $3.2billion
Independent review company, Casino.org, has been watching, rating and reviewing gambling operators for the entire time. We wanted to understand more about how the Ontario iGaming ecosystem works, so we invited Casino.org’s Jemma McColgan to come and share her expertise on everything to do with online casino Ontario. Jemma is a Senior Content Editor with over a decade of experience.
Hi Jemma, welcome to iBusinessNews. Just how successful is the Ontario market, and what makes it stand out?
While we are waiting for the latest figures, it is clear that in its first years of business, the market has continued to mature, with nearly $83 billion wagered in the third year. It is a dynamic iGaming market with a wide range of operators and a selection of world-class games available to its players. To put it in numbers, there are 49 operators offering 84 gaming sites. This means that Ontarians do not need to wander off into the unregulated sector to find what they are looking for. When Ontario launched its commercial market, it did so in one fell swoop, regulated everything, everywhere, all at once.
Is that the same all over Canada?
No, gambling is regulated at a provincial level in Canada. Other provinces chose different models. For example, Montreal has a state-operated monopoly. Alberta started with a state-operated monopoly but is now moving toward a model akin to Ontario’s market.
So how does it work in Ontario?
Gambling in Ontario comes under the jurisdiction of the Ontario Alcohol and Gaming Commission, with iGaming Ontario (iGO) establishing the online gaming market. Private gaming operators must register with the AGCO and enter into an operating agreement with iGO. To be licensed, operators have to adhere to the regulator’s strict framework, with particular attention to security and the prevention of gambling harms.
All operators must hold an iGO license to operate legally in the province. It is a very clear and straightforward system, meaning that Ontarians know exactly where they stand.
While there is no arguing with the figures, has Ontario’s approach achieved what it set out to do?
When Ontario announced its intention to set up a commercial iGaming market, the aim was to bring players from the grey market onside. Gambling has long been a popular activity in Canada. Before the creation of the regulated market, Ontarians were gambling online. According to the most recent research, around 84% of the population who have gambled online did so on a regulated site. While this is a high figure, the AGCO is still working hard to address illegal gambling sites in Ontario and increase public awareness of the benefits of choosing regulated iGaming sites.
So, it has done a very good job of setting out to achieve what it wanted to, but it still has some way to go. Truth be told, there will probably always be illegal and fake sites trying to lure players.
Where does Casino.org fit into the picture?
As the headline figures tell you, there are 85 licensed platforms. While choice is great, it can also be overwhelming. At Casino.org, we aim to help guide players to the best ones. We do the background work so that players can play with confidence.
Isn’t that what the regulator does?
No, the regulator’s job is to ensure that the sites are safe and comply with provincial law. They are not really interested in the fun. iGaming is an entertainment choice, and we believe that it should be fun! Safe and fun. Our twenty-five-step review process is designed to create data-driven reviews that cover all aspects of the equation, from background checks to user interface, customer service, available games, best bonuses, payment options and withdrawal speeds. While both the regulator and the reviewer have the players’ best interests at heart, we approach it from different perspectives.
Looking at specifics, how are technological advances shaping the market?
Without wishing to state the obvious, without the tech, there would be no market – technology is the engine that drives the iGaming business. It is a digital-first industry reliant on cloud-based gaming servers, digital payments, real-time odds engines, and scalable content delivery networks that allow operators to handle millions of interactions a day with maximum reliability and low latency.
The mobile gaming sector is driving the market growth, and that would not be possible without the latest, most powerful smartphones and 5G networks. Everything now appears to happen in real time, and no one expects to wait around for deposits, withdrawals or game resolution. When a player presses the button, they expect an instant reaction. Biometric logins via Face ID or fingerprint help deliver a seamless experience.
Are there any particularly exciting innovations?
When I started in the industry, I was not sure that I would have believed how much could be achieved on a device like an Apple iPhone. Everyone dreamed of interactive live gambling, but I think we thought it would happen using VR peripheries. However, that is not necessary. Anyone in Ontario can access the most exciting live-dealer games directly from their smartphone or device. No special glasses or headsets required – just a stable internet connection, and they are facing a live dealer and playing alongside real humans.
The slots have always been one of my favourites, but I have to say the new gameshow-style live dealer experiences are equally engaging and easy to follow. They are just so much fun, and we even have streams set up so that people can just watch!
If Ontario has been so successful, why are the other provinces not doing the same?
Alberta is about to launch its own version! It has been in the making for a couple of years, and its launch was complicated by its existing state-run iGaming platform, but it is keen to cash in on the proven success.
