Casino Days

Case Study: Ontario iGaming Launch

Challenge

When our client launched as a licensed operator in Ontario in April 2023, television served as the primary media channel. Despite early traction, growth began to plateau, with increasing spend leading to diminishing returns.

The incumbent agency lacked a deep understanding of the iGaming market and struggled to build a coherent TV growth strategy capable of driving sustainable performance.

Goal

To establish dominance across above-the-line channels while maintaining strict compliance within legal boundaries.

The objective was to maximise reach through TV, radio and out-of-home activity, securing a market-leading share of voice that would directly translate into results.

Solution

The solution was to introduce a spot attribution model to fine-tune TV activity and measure its direct impact on key metrics, including brand PPC, direct traffic and organic search.

Weekly performance reports and monthly reviews brought together data and insight to identify opportunities and implement meaningful optimisations, driving a substantial improvement in campaign efficiency and overall performance.

Strategic Actions

1. Station Categorisation
Stations were graded into core, boost and reach segments to ensure a balanced mix that delivered consistently against KPIs.

2. Market Testing
New initiatives, including a French-language campaign in Quebec and targeted ethnic-audience activity, generated significant gains and expanded the campaign’s reach.

Results

The campaign’s success led to rapid budget growth, scaling from an initial test spend of $150,000 USD to $600,000 USD per month.