Two years after Ontario transitioned to an open, regulated online gaming market, the majority of gamblers in the province have moved to regulated sites and platforms, according to a new study commissioned by the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario.
The study was conducted by IPSOS and points to how successful the changes have been in curbing the use of underground and unregulated online gaming sites. IPSOS found that 86% of players are now participating on regulated sites.
“This is another pivotal milestone in our ongoing work to provide players and businesses with a strong, competitive and safer online gaming environment that meets consumer expectations,” Attorney General Doug Downey said. “We look forward to iGaming Ontario’s continued success as a global innovator, as a job creator that sustained more than 12,000 jobs in its first year of operation, and as a leader in the online gaming space.”
Details on the Survey
The survey noted that males were the bigger online gamblers, with 64.5% reporting that they used regulated iGaming sites in the past three months compared to 35.5% of females. The 35-54 age category reported the highest percentage of online gaming consumers at 42.5%. The 19-34 age category was second with 38.7% and those over 55 checked in at 18.8%.
As far as educational levels, 38.1% of those with a university degree reported engaging in online gambling in the past three months. Those with a high school degree or less was 31.9% and with some university education was 30%.
From an income standpoint, 52.5% of those with an income of below $75,000 used online gaming sites over the last three months. For those above $75,000, 47.5% reported using online gaming platforms. Here’s a look at how often Ontario residents gambled online:
- 35.2% have gambled online in the past year.
- 29.5% have gambled online in the past three months.
- 20.3% have gambled online in the past month.
The efforts have not only paid off for the province, but have also moved Ontario to one of the largest regulated online gaming markets in the world. Vixio, a leading global regulatory intelligence company, reported in November that in 2023 the Ontario iGaming market had jumped to sixth in the world by gross gaming revenue, ahead of markets like Michigan and New York.
Vixio also recognized iGaming Ontario as the firm’s 2023 Regulatory Initiative of the Year. Ontario gaming officials said the honor was also a testament to the operators that have launched in Ontario and the players that have chosen the regulated market.
“When talking about Ontario’s igaming market, the numbers tell us a lot, but what I’m most proud of are the countless ways that our government partners, operators, responsible gambling experts, players and employees have worked together to help us create a world-class market that is Ontario-made for Ontarians,” iGaming Ontario Board Chair Heidi Reinhart said.
Insights on Betting Preferences
Along with the release of the study, iGaming Ontario also offered a look at customers’ gaming preferences over the last fiscal year. The province offers a broad game catalog that includes sports betting, casino games, and poker.
Ontario’s overall online sports betting market ranks in the top five in total wagers in North America. Among the 27 operators offering sports betting this year, basketball has proven to be the most popular option. There are also more than 60 other sports markets in Ontario today, from curling to sumo wrestling.
The casino category, which includes slots, live and computer-based table games, and peer-to-peer bingo, continues to be the largest segment by wagers at about 82% in the market’s second year. With 47 operators offering games in the casino category this year, this segment also has the broadest range of game choices, with more than 5,000 certified games.
Blackjack was the most popular table game this year with more than a fourth of the total table game wagers (combining live and computer-based versions of each game).
Online poker may be the smallest of iGaming Ontario operators’ three major igaming segments, but the province’s five operators saw more than $1.5 billion wagered this year. This has made Ontario the largest ring-in online poker market by gaming revenue in North America, “which is testament to the strong interest Ontarians have in the game,” iGaming Ontario reported.
“With 24 months behind us, we are starting to see a clearer picture of the Ontario player landscape in all three segments, betting, casino and poker,” iGaming Ontario executive director Martha Otton said. “I am looking forward to what comes next as we work with our operators to invest in Ontario and better understand Ontario players’ interests.”
