Flutter Entertainment, the parent company behind FanDuel and PokerStars, has unveiled plans to fund an independent two-year research project led by the Responsible Gambling Council (RGC), focused on the marketing strategies and advertising practices within the online gambling sector.
One of the criticisms of theOntario sports betting Upon its introduction to the Ontario market in April, there was a significant surge in advertisements spanning various channels. Given that legal operators in Ontario are emphasizing responsible gaming, Flutter's initiative to take a leading role in this effort was anticipated.
The primary aims of this research encompass examining the global marketing and advertising landscape to formulate policy recommendations relevant to the industry's evolving environment, evaluating best practices for responsible marketing, based on research findings, and incorporating perspectives from both operators and regulators to enhance quality.
Shelley White, the CEO of RGC, remarked: 'This research gives us the power to influence necessary modifications to our marketing and advertising standards within Ontario and can potentially impact harm reduction strategies worldwide. This in-depth study underscores the cultural transformation the industry is experiencing, and together with our research partners, we can make a significant difference in safeguarding players and communities.'
OntarioBets I had a conversation with Dale Hooper, who manages FanDuel Group’s operations in Canada, to hear his insights regarding the research and its implications.Ontario online casino and sports betting markets.
"This Is A Massive Market\"
OntarioBets: How is the market growth in Ontario progressing so far?
Dale Hooper: We're witnessing the emergence of a large market, and we are just starting to grasp its full potential. There has been remarkable advancement, yet the industry remains in a phase of growth, with new partnerships being formed, fresh operators joining the market, and exciting experiences being offered to sports enthusiasts. Overall, the industry is rapidly transforming, and we eagerly anticipate future developments.
OntarioBets: What do you believe justifies the need for this study?
Hooper: This industry is brand new in Ontario, and it’s crucial that we prioritize player safety. The research is designed to help both current and prospective markets better understand how marketing and advertising influence consumers and to devise enhanced policies and practices for ensuring their safety.
Although the outcomes of the RGC’s study are yet to be revealed, I am optimistic that the findings will pave the way for a safer environment within the industry and lead to solutions that will bring about positive changes for sports fans and iGaming players alike.
FanDuel Initiated Its Operations With a Focus on Responsible Gaming Advertisements.
OntarioBets: There has been considerable critique regarding the volume of advertisements in Ontario post-April 4 launch. In your opinion, has there been an excess? What risks does this pose for players?
Hooper: Advertising serves as an effective means to educate individuals about iGaming and responsible gambling practices and resources. FanDuel's exclusive launch in Ontario with a focus on Responsible Gaming ads was a significant and groundbreaking choice that underscores our continued commitment to consumer education and protection.
OntarioBets: How do you regard the media companies' perspective, which have welcomed the influx of sports betting advertisement revenues in Ontario?
Hooper: In our media collaborations, it’s essential that all parties aim to prioritize the interests of consumers — everything we present should enrich the audience's experience. We collaborate with TSN to produce content that is engaging, entertaining, and informative, putting our viewers first.
What About Self-Policing?
OntarioBets: Should the responsibility of managing exposure to excessive advertising lie with the individual consumer?
Hooper: Sports fans will watch television, and they deserve content that is both enjoyable and informative. Our partnership with TSN guarantees that viewers receive the ultimate experience, highlighting fun, creative, and secure sports betting opportunities.
OntarioBets: I knowFanDuel Sportsbook Ontario In addition to being committed to responsible gaming initiatives, how does this research align with those efforts?
Hooper: As a leader in the industry, it's vital for us to continually innovate, particularly with respect to responsible gaming, which sits at the heart of our operations. Our goal is to enhance consumer safety, and the insights gathered from this study will assist us in achieving that objective.
