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Bonusfinder: Ontario could be North America’s biggest market


Affiliate Bonusfinder claims the Canadian province of Ontario will become the most attractive online gambling market in all of North America when it launches next year.

Ontario is expected to launch its regulated igaming market in the first quarter of next year, following the approval of regulatory standards in September.

“Our research shows the formula for success for any state or province is a high population, highly competitive market, sizable player volumes and high bonus offers,” managing director Fintan Costello explained.

“Allowing more licenses and more competition encourages all operators to try harder and this is far better for consumers with consistently attractive bonuses and more reasons to play and enjoy playing.” said that Ontario, which in August saw the launch of a new sports betting offering from provincial lottery operator Ontario Lottery and Gaming (OLG), would surpass New Jersey with its Bonus Index score.

The Bonus Index takes into account the number of brands active in the market, as well as the population and legal product range. It also considers the size of the welcome offers available to players, and the accompanying terms and conditions. From this it works out an overall market score.

“Our Bonus Index accurately plots and tracks how successful every North American state and province is month-on-month across sports betting and casino and Ontario will blow everyone out of the water as soon as it’s given the greenlight in early 2022,” Costello said.

Bonusfinder claims around 70 brands will look to secure a license in the market, and estimates that around 45 will ultimately be successful. The province has 14.8 million residents, making it the second largest market in North America after New York.

The number of licensees appears likely to ramp up acquisition offers. While Ontario’s expected average sportsbook bonus is expected to be lower than many US states at $395, the average casino bonus of $866 tops the market.

Despite this lower sportsbook bonus, Bonusfinder believes the province could still break records when private operators join OLG in the betting market, and could even surpass New Jersey’s record handle of $1.3bn. This figure was recorded in November this year, more than three years since the market launched.

“New Jersey, although second on our list and punching above its weight, will look like it’s spitting out loose change from a slot machine compared to what we’re about to see from Canada’s largest province,” Costello added.

“It may have six million fewer people than states such as New York but its large number of licences across both sportsbook and casino will see it become North America’s largest gaming and betting market.”