Driving Success in Canada's
iGaming Industry
Canada - A competitive market, but still a big opportunity!
We have been operating in Canada since 2009 and our expertise has grown and evolved alongside the market as it switched from grey to regulated.
Over that time, we've acquired a huge amount of knowledge and understanding of how the market works and how to scale cost efficiently.
This page is a snapshot of some of those learnings. If you'd like to find out more, simply contact us for more information.
Breaking & growing in the Canadian market.
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CHALLENGE
Following successful TV launch in the UK, PlayOJO tasked GTVE with pushing activity internationally.
Primarily in the new Canadian market, with a view to expansion if successful.
GOAL
100% test across all networks that allowed casino advertising.
Monthly budget increasing every month following positive results.
SOLUTION
GTVE approached with a core, test & evolve strategy.
Tied in with a flexible and nimble strategy, adapted to regional changes as online gambling laws evolved.
GTVE also helped with FOC copy approval, delivery and commercial advice. Delivering a stress free and seamless experience for the client.
Radio
Regional radio & outdoor tests trialled in 2023, rolled out as core media in 2024.
Sponsorship
Radio & TV Sponsorships also tested in 2023, rolled out in 2024
Results
Since regulation we have significantly increased FTD volume and ATL spend every year
Growth through
optimisations.
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CHALLENGE
Launched in Ontario (as licensed operator) in April 2023, with TV as primary media.
Struggled to increase volume without adding unprofitable inefficiencies.
The feeling was incumbent agency (Mindshare Canada) had insufficient knowledge of iGaming and lacked a coherent TV growth strategy.
GOAL
To dominate the ATL market, while remaining on the correct side of the legal line.
Maximise reach through TV, Radio and OOH. With a dominant share, this directly translated into results.
SOLUTION
Introduced spot attribution to fine tune TV campaigns, reporting on a weekly basis - TV effect on brand PPC, Direct & Organic traffic.
Monthly reviews allowed us to marry both viewpoints and suggest meaningful optimisations to drive a hugely positive change for the business.
Station Categories
Graded stations under core, boost & reach to ensure a station mix that was balanced & delivered on client KPIs
New Tests
New tests delivered significant gains; French Quebec campaign & Ethnic stations
Results
Budgets increased from an initial test of $150k USD to $600k a month.
The team at Global TV Experts took the time to thoroughly understand our brand values and objectives, translating them into creative and impactful advertising concepts that resonated powerfully with potential players in diverse cultural landscapes.
- Online Casino Owner
From the outset, Global TV Experts demonstrated a deep understanding of our industry, target audience, and the unique challenges and opportunities within the online gaming sector.
- Casino Chief Marketing Officer
The team at Global TV Experts were a pleasure to work with. They were responsive, collaborative, and consistently went above and beyond to ensure our needs were met.
- Online Casino Marketing Director
Working with Global TV Experts was seamless from start to finish. Their professionalism, industry knowledge, and ability to deliver exactly what we needed made a huge impact.
I would highly recommend them!
- Online Casino Owner
How we protect clients: Station Exclusivity
Some stations work better than others at driving response, once we have a winner we push hard for agency exclusivity.
This ring fences that station for our clients & stops competitors stealing SOV/response on our top performers. We currently have over 45 under our umbrella.
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Canada is insanely competitive, how do we grow our clients?
We always follow the data, using spot attribution & our extensive learnings, we can help a new advertiser hit the ground running or instantly improve an established operator’s profitability and conversion.
In our monthly reviews we cover consumer intent, competitor spend & creative, your analytics and our attributed data to ensure you have a 360 degree view of the market.
And it's not just about TV.....
TV will always be the engine, but if you are serious about growth then a multimedia approach is always best. We have extensive experience of buying radio (linear & sponsorship), OOH, Cinema & brand partnerships.
We know how and crucially, when you should bring these media into play to maximise brand awareness and performance.
