Most recently, FanDuel, one of the first operators to go live in Ontario’s competitive online gaming market, shared some of its marketing plans for the province. In a recent statement, the leading sportsbook indicated that it intends to base all of its marketing in the province around responsible gambling. This is an entirely new approach to advertising that is quite rare among gambling companies.
FanDuel debuted in the market on the first day of the opening, April 4, 2022, Barclays Equity Research the sportsbook had a 20% share of the total app downloads for the first 10 days. The company was only surpassed by theScore Bet and bet365, as both had 24% of the downloads. However, the two had an advantage as they previously operated in the local grey market.
Testing an Innovative Approach
Dale Hooper, General Manager at FanDuel Canada, has recently said that Ontarians were probably not aware that single-event wagering was not legal or that they have been playing in the grey market before this April. He stated that the company takes gambling as a very serious topic. And that is why the sportsbook plans to prioritize player safety, as well as sustainability in the market.
The executive said that the betting firm has opted to approach the market with a completely different strategy. He explained that for the first five days the company aired its responsible gaming ad on TV. Also, the sportsbook intends on doing some extensive research on responsible gambling in the province and that it will continue to be one of its top priorities in the future.
In addition to that, Mr. Hooper shared that the company has had a tremendous start to its Ontario operations. He elaborated that, locals were ready and excited to give new brands a try and that is something the company values. He also adds that Ontarians are quite fond of the NBA and that prop bets around basketball have been a huge hit among bettors.
The General Manager also commented that the MLB, NBA, and NHL are among the most popular choices in the company’s sportsbook. However, fans also demonstrate a huge interest in global sports such as tennis and soccer. Bettors have also left some positive feedback on the app for its quick payouts, as they can cash out within two hours.
Securing Local Partnerships
Shortly, after the opening of Ontario’s market, FanDuel announced a partnership with Maple Leaf Sports & Entertainment. MLSE is the owner of several local sports teams, and the agreement will provide the sportsbook with exclusive marketing opportunities and become their official partner. However, there is still no information about FanDuel betting kiosks at MLSE venues as of yet.
This is not all, as the leading betting company has also inked a collaboration with the TSN sports network. Through the deal, the sports network is looking into adding wagering options on individual sports games and events. The sportsbook will also provide sports odds and original content for its tv channels and digital assets to the broadcasting company.
Source: Warren, Greg “Responsible Gambling An Important Part Of FanDuel’s Ontario Launch”, SportsHandle, May 17, 2022