Driving Success in Canada's
iGaming Industry
Global TV Experts has been at the forefront of Canada’s iGaming industry since 2009, long before regulation reshaped the landscape. In that time we’ve evolved with the market, developing deep expertise in iGaming advertising, media strategy, and data-driven growth for operators navigating one of the most competitive environments in the world.
Our experience spans every stage of the journey; from launching new brands to scaling established operators efficiently and compliantly. We understand what drives player acquisition, how to optimize media spend, and how to deliver measurable ROI across TV, radio, OOH, and digital channels.
This page highlights key insights from our work in the regulated Canadian iGaming marketing.
To discover how our expertise can help your brand grow and thrive, contact Global TV Experts today.
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.
Play OJO
Case Study: Expanding Across Canada
Challenge
Following a successful television launch in the UK, PlayOJO tasked the team with extending activity internationally, beginning with the newly regulated Canadian market.
The challenge was to build on the brand’s existing success and test across all networks that allowed casino advertising, while managing a carefully controlled budget that would scale with performance.
Goal
To establish a strong above-the-line presence in Canada, testing every viable network and scaling investment month by month in response to results.
The ultimate aim was to create a foundation for international growth that could later expand into additional markets once success was proven.
Solution
The solution was to adopt a core, test and evolve approach — a strategy built on flexibility, adaptability and continuous learning. As online gambling regulations developed across different regions, activity was adjusted in real time to stay compliant while maximising efficiency.
Support also extended beyond planning and buying, with assistance on copy approval, delivery and commercial advice, ensuring a smooth and stress-free process for the client.
Strategic Actions
1. Radio Expansion
Regional radio and outdoor activity were trialled in 2023, both performing strongly and subsequently becoming core media channels in 2024.
2. Sponsorship Opportunities
Radio and television sponsorships were tested in 2023, then rolled out as part of the wider strategy in 2024 following proven results.
Results
Since regulation, PlayOJO has seen a consistent increase in first-time deposit volume and above-the-line investment, with performance and brand presence growing year on year.
How we protect our clients: Station Exclusivity in Canadian iGaming TV advertising
In the fast moving world of Canadian TV Advertising, not all stations perform equally. When we identify a channel that consistently drives strong response and ROI, we act fast to secure exclusive media buying rights.
By securing agency exclusivity, we protect our clients’ share of voice and stop competitors from piggybacking on our top performers.
Through our data-driven media buying strategy, we’ve built an exclusive portfolio of over 45 high-performing TV stations across Canada; each one optimized to deliver maximum brand awareness, lead generation, and campaign performance.
Our station exclusivity model ensures every client benefits from protected airtime, strategic placement, and long-term competitive advantage in a crowded marketplace.
Discover how our exclusive TV partnerships can boost your brand performance in the Canadian market. Contact our media experts today.
Outpacing the Competition in Canada’s iGaming Advertising Market.
Canada’s advertising landscape is one of the most competitive in the world. Only data-driven media strategies succeed. That’s why we follow the data—always. Using advanced TV attribution, media analytics, and over a decade of experience in the Canadian advertising market, we help new advertisers scale quickly and established operators maximize profitability and conversion rates.
Every month, our performance reviews break down consumer intent, competitor media spend, creative strategy, and attributed campaign data. The result is clear, actionable direction and a complete 360-degree marketing view of your position in the market.
TV will always be the foundation of brand growth—but sustainable success demands a multimedia advertising strategy. We plan and buy across radio advertising, out-of-home (OOH), cinema marketing, and brand partnerships, knowing exactly how and when to activate each channel to build brand awareness, reach, and measurable marketing performance.
Let’s create your next big project together.
Get in touch today!
You can also reach us at info@globaltvexperts.com
