All about iGaming in Ontario: Affiliate Guide (Part 2)

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For affiliates looking to diversify their earnings in a popular market, Ontario’s upcoming launch of private gaming and gambling represents an exciting opportunity. Here is part 2 of our guide to iGaming in Ontario, where we explore key trends and takeaways for affiliates.This is the second part of our series on iGaming in Ontario. For part one, which focuses on operators, click here: The Current State of Affiliate Marketing in Ontario

Although iGaming regulations are starting to open up in Ontario, affiliate marketing is not a foreign concept there. In fact, for other markets such as fitness, fashion and electronics, affiliate marketing is a trusted method for acquiring new customers.

Affiliate marketing has also seen success in iGaming amongst non-Canadian operators who have Canadian players. One example of this is affiliate promotion for online casinos, which are licensed through other jurisdictions. However, as brands in Ontario begin to set up and player options like single-event sports betting become available, affiliates will have a multitude of new merchants to partner with and promote.

In 2017, Ontario accounted for 43% of Canada’s total gambling revenue, or nearly $7.5 billion CAD.

Important Aspects of the Canadian Market

As an iGaming affiliate in Canada, there are a few important aspects to keep in mind. Firstly, as mentioned for operators, Canadian regulations have strict advertising limits. As gaming brands ensure that their outreach promotes safe gambling and social responsibility toward players, affiliates will also be held to similar guidelines.Another aspect for affiliates to remember is that the Canadian market, and Ontario specifically, is not the same as other regions. Although affiliate marketing for iGaming is very well-known in Europe, Canadian players and their betting habits are different. From the sports they watch to the ways they bet, affiliate marketers will need to tailor their websites and platforms to the Canadian audience.

Steps for Success

Taking all of this into account, how can affiliates best prepare to promote private gaming brands in Ontario?

To begin with, it is crucial to understand that gaming and gambling are not new to Canada. With regulation changes coming in April, the key difference will mainly be that there are more options for players to choose from. Here, an affiliate’s value comes in to play by guiding player choice when they pick through these options.

Attracting and converting those players, however, requires some planning. Here are some essential tips to consider as an affiliate:

  • Get familiar with the player community and build relationships. Gain a deeper understanding of what players are looking for, what they like and dislike, and more. By doing so, you can better identify what motivates players to make deposits and cater your affiliate promotions for that (Hint: discussion boards, chat rooms, and merchant review sites are good places to get a feel for the community).
  • Be sure to provide learning and educational materials for your audience about responsible gaming and safe habits. Be a trusted advisor on these topics to maintain credibility and grow your reputation.
  • Research merchants and work with reputable brands. By directing your audience in this way, you can build a loyal player community that comes back for more.
  • Always make sure to have clear terms and conditions in your promotions. In this highly regulated environment, it is best to be credible and honest for long-term success.

"We truly believe affiliate business will be more licensed and monitored in the future. That is why we have taken a very strict approach to promoting brands on our website, with full details of the brand visible including any special terms."Tero Päivärinta - Head of Accounts at Cash Magnet Lt/Mr.


With the launch of private gaming and gambling in Ontario set for April, the space for affiliate marketing will soon see many changes. And as new merchants and offers start becoming available, affiliates also have a lot to look forward to.

Ontario is poised to be one of the most exciting hubs for North America and we cannot wait! We hope this article was insightful and will help you on you affiliate journey.