The launch of Bally's Interactive's new sports betting and casino app in Ontario raises questions about market saturation in Canada's largest igaming market. With 50 licensed operators and 81 gaming websites already operating in Ontario since April 2022, industry experts are divided on whether there's room for more.

The Ontario market has shown significant financial strength, with:

• $64 billion in total wagers (FY 2023-24)
• $2.4 billion in gaming revenue
• OLG reporting $630 million in gross online revenue (up from $561 million in 2022-23)

Bally's new integrated platform, powered by White Hat Gaming, combines their sportsbook and casino offerings into a single app with a universal wallet. While some industry observers question whether Bally's can gain significant market share in the crowded Ontario market, others see potential for success with the right strategy.

According to Aly Lalani, an iGaming marketing consultant, success in Ontario requires:

• A clearly defined market entry strategy
• Adequate marketing budget
• Focused niche targeting
• Differentiated marketing approach
• Clear understanding of target customers

Paul Burns, Canadian Gaming Association president and CEO, maintains that market saturation concerns are overblown, emphasizing that customer choice will ultimately determine success. The key for new entrants lies in offering superior products and services while maintaining competitive differentiation in this mature market.

Current market leaders include Bet365, FanDuel, Betano, Super Group, Entain, and BetRivers, suggesting that new operators must bring unique value propositions to compete effectively in Ontario's established igaming landscape.

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