The Many Unique Nuances of the Canadian Sports Betting Market
- Canadian sports betting presents more unique landscape than American counterpart
- There are significant regional differences in what Canadian sports are popular
- Sports betting sites need to be aware of nuances in order to succeed in the Canadian market
The Canadian sports betting market is a completely different animal than its American counterpart. No matter where a bettor might be located in the US, whether it’s New York or Wyoming, the most popular sports betting markets are often quite similar. There will be action on the NFL, NBA, and MLB, as well as college football and basketball.
The landscape of sports betting in Canada, with the country’s more diverse and regional population, varies across the country as much as the geography present on a Canadian topographical map.
“There are unique features to every market,” said Paul Burns, President and CEO of the Canadian Gaming Association. “We’ve got a diverse population and a wide range of sports fans who love everything from European soccer, to cricket, to curling to rugby, to hockey. All of those things will be popular.”
For instance, curling will be a niche sport in terms of betting in provinces such as Ontario and Quebec. But across the prairie provinces of Manitoba, Saskatchewan, and Alberta, the sport owns a cult-like status. Every small town on the prairies has its own curling rink and just about everyone out there plays the game.
“It’s the same with the CFL,” Burns said. “There’s a massive following for the CFL in Western Canada.”
In parts of British Columbia, most prominently in the Victoria area, traditional British sports such as soccer and rugby hold places of prominence within the community.
Ontario Sports Betting: A Unique Market
While curling might not be as prominent in Ontario as it is in Western Canada, there are also unique nuances that populate the Ontario sports betting market. This is especially true in the Greater Toronto Area (GTA).
The large East Indian and Pakistani population in and around Toronto makes cricket a popular sport. Indeed, international matches between India and Pakistan have been held in Toronto. Basketball is the fastest-growing sport in Canada and the old home connection of many residents makes European soccer another prevalent play.
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“I think we’ll see a diverse offering,” says Burns. “I think that’s pretty important for operators coming into the Ontario marketplace to understand that wide diversity.”
“We’ve seen the start of that with the companies coming in creating authentic Canadian brands with the product they’re offering.”
Embracing The Collective: A Canadian Concept
Another twist that could impact Canadian sports betting is the culture of the country itself. While America is the land of the individual, Canadians tend to embrace the salad bowl approach that everyone is in this together.
That attitude tends to carry over into the way Canadians approach sports. There isn’t the superstar worship that envelops the USA market.
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“I think we’ve seen from Canadians that they’re more interested in betting on teams than on individuals,” Burns said. “They’re loyal to their teams.”
How will this impact betting lines? Will player prop wagers prove to be less popular in Canada than in other markets? These are questions that will be answered once private Ontario sports betting apps begin launching on April 4, 2022.
Where Will Canadians Be Betting?
The uniqueness of the Canadian betting market won’t be a foreign concept to some of the online sportsbooks expected to launch when Ontario opens up to privately-run sports betting sites on April 4.
Best Sports Betting Apps Coming To Canada
| Sportsbook Apps To Launch In Canada | Expected Province Approval | Expected Launch Date |
|---|---|---|
| FanDuel Sportsbook Canada | ON | April 4, 2022 |
| DraftKings Sportsbook Canada | ON | April 4, 2022 |
| BetMGM Canada | ON | April 4, 2022 |
| Caesars Sportsbook Canada | ON | April 4, 2022 |
| theScore Bet Canada | ON | April 4, 2022 |
| PointsBet Canada | ON | April 4, 2022 |
| BetRivers Canada | ON | April 4, 2022 |
| Unibet Canada | ON | April 4, 2022 |
Certainly, Canadian-operated companies such as theScoreBet and Toronto-based NorthStar Gaming are well familiar with Canada’s sporting endeavors.
Likewise, sites such as Betway and Bet365, which are transitioning from the grey market to the legal, regulated market, will benefit from having already dealt with the Canadian sports betting public.
“It’s not new for a lot of people,” Burns said. “For some it is, but I think we have this sort of semi-mature market, because Canadians are used to having access to any online gaming site they wanted.”
“A lot of those companies are coming into the marketplace.”
An industry veteran, Bob literally taught the course on the history of sports at Elder College. He has worked as a Sports Columnist for Postmedia, appeared as a guest on several radio stations, was the Vice President of the Society For International Hockey Research in Ontario, and written 25 books.
