Research: Over half of Ontario sports bettors used grey market apps previously

Home » Research: Over half of Ontario sports bettors used grey market apps previously

According to a survey conducted by affiliate Betting Hero, 51% of Ontario sports bettors used a grey market mobile sportsbook before the province legalized and regulated sports betting in April 2022.
Grey market apps/websites are betting platforms that are not regulated by the government.
According to the study, 25% of Ontario bettors are interested in new sports betting apps because of ongoing promotions, and 31% of them stated that the most difficult issue they encountered was funding their accounts, as well as the long withdrawal times.

“Betting Hero’s latest sports betting and iGaming assessment reveals that Ontario is understandably still grappling with its grey market past,” said Betting Hero President Jai Maw. Canadian sports bettors behave noticeably differently than their American counterparts. They appear to be more loyal to their preferred sportsbook and are less attracted to, and in many cases are unaware of, available promotions.

“Unfortunately for new entrants to Ontario’s emerging legal sports betting market, that loyalty appears to be heavily weighted in favor of companies that previously operated in the province’s grey market.” Legacy US and European sports betting companies entering Ontario could benefit greatly from tailoring their marketing and retention strategies to meet the unique consumer and regulatory needs of the Canadian market.”

Although there are differences in betting preferences, the study found that Canadian and US consumers share an interest in certain sports, with 61% of Ontario bettors and 94% of New Jersey bettors expressing interest in NFL, 57% of Ontario bettors and 74% of New Jersey bettors expressing interest in NBA, and 44% of Ontario bettors and 50% of New Jersey bettors expressing interest in NHL hockey.