By Ross Young
Are you seeking professional, high-quality iGaming content for an Ontario-regulated gambling website or affiliate site?
At Magic Word Media, we work with operators and affiliates to produce exceptional iGaming content that's highly engaging, accurate, and in line with the requirements set out by iGaming Ontario.
Here, we share our experiences creating compliant copy in Ontario, explain what you should and should not include in such copy, and how we can help you produce and publish excellent iGaming content for Ontario bettors.
The role of iGaming Ontario and the Alcohol and Gaming Commission of Ontario
Under the framework of the Alcohol and Gaming Commission of Ontario (ACGO), iGaming Ontario (iGO) regulates all gambling websites in the province.
This makes Ontario unique in the Canadian iGaming market as the only province with a regulatory framework for state-specific online gambling.
The other regulatory body in Canada, the Kahnawake Gaming Commission, regulates land-based venues in the Mohawk Territory of Kahnawake and an unspecified number of iGaming sites and sports betting sites operating in Canada.
The roles of the ACGO and iGO are intertwined. Both agencies work together to promote safe, secure, and legal online gambling in Ontario.
Therefore, as we explain below, there are numerous things to be aware of when creating content for Ontario-licensed casinos and affiliate sites.
iGO-compliant content – key things to understand
Ontario is the only Canadian province with a specific regulatory body to license and regulate online casinos. Below is the critical information you should be aware of before creating written content for Ontario-licensed sites:
The legality of online gambling in Ontario
Online gambling is legal in Ontario. It is the first Canadian province with a dedicated internet gaming market to license and regulate online gambling activities.
At the time of writing, 51 operators and 83 gambling websites are legally available to players in Ontario. Sites like Magic Red, Caesars, Bally Bet, and BetMGM are all available in the province.
To legally gamble at online casinos in Ontario, you must be 19 or older, though lottery and bingo games at land-based venues are open to players 18+.
While players in other Canadian territories can sign up for and play at casinos regulated offshore, Ontario-based players are only permitted to play at sites with an iGO license. This is the most significant difference between Ontario and Canadian casinos, and you must be aware of this before proceeding with any type of content creation.
As such, the target market for content is different. When we write for Ontario casinos, we’re targeting players in the state. When we write for offshore casinos, we can target a broader Canadian audience.
No bonus marketing
The fundamental difference between creating content for Ontario-based casinos and other platforms is the strict advertising rules laid out by the ACGO. Specifically:
“Advertising and marketing materials that communicate gambling inducements and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving player consent.”
This is crucial for affiliates to understand.
When you write about online casinos in Ontario, you are not permitted to promote welcome bonuses, ongoing promotions, cashback offers, or any other type of bonus to entice players to play at the site.
While most copy for affiliate sites in other regulated markets contains bonus comparisons and key details of such offers, this copy is prohibited in Ontario. If you include it, your site may be flagged.
Responsible gambling messaging
iGO, like other online gambling regulators, is strict when it comes to responsible gambling measures. All iGO sites must maintain accreditation through the RG Check Program while providing self-exclusion programs and sharing player data to support future responsible gambling research.
As such, iGaming content must reflect this focus on responsible gambling in Ontario and avoid overpromising and promoting irresponsible gambling.
If you run an affiliate site, you must be careful to encourage safe and responsible gambling, striking the right balance between encouraging people to gamble while staying in control.
At Magic Word Media, we’re experienced when it comes to responsible gambling messaging and can help you get the tone right. Check out our recent article about the importance of responsible gambling messaging in iGaming content here.
How Magic Word Media provides iGaming content for iGO betting sites
Sourcing high-quality iGaming content for your Ontario-licensed betting site or affiliate platform will give you the edge. It will help you attract viewers, readers, or customers to your site while ensuring compliance with the rules and regulations mandated by iGaming Ontario.
Over the past few months, we’ve helped numerous Ontario casinos produce bespoke content for their sites, and we’d love to share our expertise with you.
If you’re seeking a competent and highly-skilled content team to work on your iGO-regulated betting site, Magic Word Media is here to help you. Contact us today to learn about our iGaming services for clients in Ontario.
See also:
Do you also operate casinos, sportsbooks, or affiliate sites in the United Kingdom? Learn about how Magic Word Media can create UKGC-regulated content for your target audience.