Ontario is the province everyone has heard about since its launch in April 2022. What’s the secret to success as an international betting operator looking to join this betting giant?
Some bettors are attracted to bonuses and other offers. Others find it stands out technology. It’s an amalgamation of both the above and a highly personalized experience for those who enjoy a good flutter.
Mayfair-based operator, was one of the first to receive an iGaming Operator Registry from the Alcohol and Gaming Commission of Ontario. Plans to make it live in the summer of 2022.
The SBC Racing Sportsbook of the Year 2020 is similar to the Irish and UK offerings. It has set its sights to offer a luxurious experience for gamblers from the other end of the Atlantic. But how, you might ask?
Fitzdares CEO William Woodhams stated that the AGCO license is an important achievement in the company’s history. Fitzdares, despite the fierce competition, is putting customer service at its core of Canadian operations.
His opening statement was: “We are delighted to be able offer a premium gambling experience for the Canadian market. Since betting was legalized in Canada, we’ve witnessed some very negative consumer experiences. We hope to provide a luxurious experience for those who are looking for one.
The business’s landmark accomplishment is receiving its AGCO license. Although there will be a lot of competition, we believe our customer-focused and premium experience will make this market a great one.
We are working hard to deliver our promises – and we do so with style. Thank you to the AGCO as well as iGaming Ontario teams for their support in our launch preparations and application.
Woodhams said that the Ontario market offers both appealing licensing conditions and a forward-thinking marketing approach. Not to mention an “exceptional” pool of bettors.
Fitzdares chose Ontario because of its favorable environment. Woodhams answered a question about what makes this market unique. “Firstly, the regulator has attractive licensing conditions. It’s then the audience, who are well-off and have a deep understanding and knowledge of sports. They’re also brilliant.
We are also based in the UK so the time zone is convenient for us. We love the forward-looking marketing limitations. There are no sign-up bonuses of $1,000 advertised through affiliates.
Fitzdares will launch its first North American launch in North America next year. The Fitzdares Club will complement it. Woodhams says this addition will bring a new “je ne sais quois” to Canada’s betting market. Fitzdares has already established clubs in London’s Mayfair, and in the Cotswolds of South West England.
However, the location is still to be determined. The bookmaker will test out several venues and hold pop-up events to determine the best home for the club. We can however confirm that Toronto and Ottawa are likely to be the most suitable candidates.
The conversation quickly turned to Fitzdares European experiences and more specifically its associations with traditional sports like horse racing, soccer and football. Pricing such sports, however, can be difficult because Canadians tend to prefer hockey and cross-country.
Woodhams said: “We’re a small business, and horse racing is our main trading activity in the UK. Although we hired North American experts in sports to help us with our trading strategy, we are confident in the way that FSB Tech, our main technology partner has built its business in Canada to serve both Canada and America.
We are thrilled to be their first digital partner to launch in North America this summer when they open in Ontario.
What does all this mean for UK customers? They may be interested in learning more about North American sports. Woodhams stated that Canadian favourites could start to appear more often in the UK offer.
He told SBC Leaders that while we offer these sports, their turnover is clearly low… at the moment.” We’ll be offering special pricing for Canadian customers, and we don’t see any reason to not offer them in the UK.
We are also exploring streaming alternatives to horse racing, which would be an easy gateway for customers into Canadian sports.”
Pricing new sports is not an easy task. However, Fitzdares CEO had to ensure that the correct name was given when applying for an AGCO license.
For Canadians based in the UK it seems that “ice hockey” refers to something that is a serious offense in Canada. Woodhams realized this after hearing from the regulator.
I was told by the regulator that my use of ‘Ice’ was offensive and it could even threaten our license. I was eventually forgiven by them and it’s unlikely that anyone will ever call this ‘Ice Hockey.
Fitzdares is looking forward to exciting times as it places its flag on the North American market. As we move further into 2022 the CEO encouraged SBC Leaders “watch this space” for new developments.
Woodhams gave us an insight into the future by saying: “Market access and operations are very difficult in the US. We’ll get there if more Canadian provinces and, indeed, US States adopt the Ontario model.
If market access is tethered by bricks and mortar it’s likely we would partner with an operator to provide the experience side of our business rather than operating ourselves. We are excited about this time in our company’s history, and we will be careful to make the right moves.
