Canada’s iGaming landscape is one of contrasts. While Ontario has implemented a regulated framework, the rest of the country operates in a grey market, creating unique challenges and opportunities for new casinos. Players in Canada are keen to explore fresh platforms, yet concerns about trust and legitimacy linger, especially in the grey market areas where new operators emerge in large numbers.
To better understand how new casinos can stand out and succeed in this dynamic environment, we spoke with Christoffer Ødegården, Head of Marketing at Bojoko.ca. As a leading affiliate platform, Bojoko not only lists new casinos but also vets them rigorously, building trust for players and helping operators gain visibility. Ødegården shares his insights into what it takes for new casinos to thrive in Canada and how affiliate partnerships can play a critical role.
What’s the current state of new casinos in the Canadian market?
“In 2024, our team at Bojoko reviewed 56 new Canadian casinos, and we expect similar numbers in 2025. This volume speaks to the immense interest in the Canadian market, especially in the grey areas outside of Ontario’s regulated framework.
“However, for every casino we review, there are several we don’t. The reasons vary—some lack proper licensing or trustworthiness, while others fail to meet basic quality standards. It is easy to see why players get frustrated, as the number of brands trying to capture their attention is astronomical and unmanageable.”
What challenges do new casinos face when trying to stand out?
“The biggest challenge is differentiation. With so many new casinos launching every year, players have plenty of options. To stand out, a casino needs to offer something extra. Something that grabs attention immediately.
“Exciting bonuses are a great way to do this—players are always looking for the best value, and unique offers like high-percentage deposit bonuses or free spins can make a huge difference. As you likely know, many new casinos on a tight budget get concerned about offering many bonuses as they fear it can hurt their bottom line. There are easy ways to get around this, mind you, from lowering the bonus amount to increasing the wagering and several other tweaks.
“Beyond bonuses, niche features can set a casino apart. Instant withdrawals are a major draw for players who value convenience, and low deposit limits allow more casual players to get involved without significant financial commitments. Niche payment methods, like paying via your phone bill, cryptocurrency, or prepaid cards, also appeal to specific player segments.”
How is Canada’s iGaming market different from other countries, and what challenges do new casinos face?
“Canada is unique because it operates on two levels. Ontario has a fully regulated market, which makes it structured and more competitive for operators due to stricter licensing requirements. Meanwhile, the rest of Canada remains a grey market where international casinos can operate without local regulation.
“The grey market dynamic offers many opportunities, as it is easy to enter. However, players can be wary of newer platforms due to concerns about trustworthiness. This is where affiliate platforms like Bojoko come in—we review and vet casinos carefully, ensuring players have reliable information to make informed choices. Being reviewed on Bojoko.ca is an instant sign of trust.”
How does Bojoko help new casinos build trust with Canadian players?
“We have already built a name for ourselves as a trustworthy review site, and Canadians come to us knowing that the brands they compare are safe. We review new casinos thoroughly, looking at everything from licensing and security measures to reputation and more. This vetting process helps players feel confident that the casinos listed on Bojoko are legitimate.
“We also provide detailed reviews written by experts, covering everything from bonuses to payment methods, and have feedback from real users. This transparency is key for new casinos trying to build credibility in a market where trust can be hard to come by.”
How important would you say affiliate marketing is for new casinos in Canada?
“Affiliate platforms like Bojoko are essential because they provide a direct channel to players who are actively searching for new casinos. Our “New Casinos” page is one of the most visited sections of our site, attracting thousands of players each month. Being listed there gives new operators immediate visibility to an audience already interested in what they offer.
“Affiliates also help new casinos compete against bigger brands. With the right positioning and marketing, even a small operator can gain traction by being featured prominently on affiliate platforms. It’s about standing out where players are already looking.”
What advice would you give to new casinos trying to succeed in Canada?
“First, focus on what can help you stand out. Find your edges and emphasize them, whether it’s an innovative bonus structure, fast withdrawals, or a niche game selection.
“Second, prioritize trust. Players are more likely to try a new casino if it’s clear that you’re transparent about your terms and genuinely committed to fair play. Partnering with trusted affiliates like Bojoko can help establish credibility.
“Thirdly, speak with your affiliate partners. Find out which features bring in the most FTDs and what pages and lists on their websites generate the most traffic, and then see what you can do to capitalize on this knowledge.
“Finally, don’t ignore the basics. A smooth user experience, responsive customer support, and mobile-friendly design are non-negotiable. You also need to ensure you have a substantial game library, put a big emphasis on your live casino offering, and ensure that you cater to all or at least most player segments. Even the most exciting bonuses won’t compensate for a poor overall experience.”
