iGaming Talks: Christoffer Ødegården on the difficulties of marketing casinos in Ontario’s highly regulated market

Ontario’s regulated iGaming framework, introduced in 2022 under AGCO oversight, has fundamentally reshaped how operators market and grow their brands. It has forced a shift from traditional acquisition tactics toward product-first, compliance-driven strategies.

We sat down with Christoffer Ødegården, who leads the marketing team at Bojoko, to explore how operators and affiliates are adapting in Ontario, what differentiation looks like when bonuses are off-limits, and why Canada’s most regulated market may still be worth pursuing.

TheGamblest: Let’s start with the basics. How has Ontario’s regulatory approach changed the way operators think about marketing?

Christoffer Ødegården: AGCO’s framework forces a complete rethinking of acquisition. You can’t rely on bonus-driven headlines or blanket campaigns. That changes everything, from messaging to media spend to how you structure your funnels.

The smart operators have responded by emphasizing product experience and brand trust more. In a market like Ontario, where you can’t publicly advertise bonuses, your platform becomes your primary marketing tool. That means operators need to double down on site speed, UX, support quality, and responsible gambling tools.

We’ve seen some operators reallocate spend from display advertising to improving in-platform experiences, like real-time payout tracking, loyalty dashboards, or simplifying registration flows. These improvements are subtle, but they convert.

It also creates a stronger push toward owned media and first-party data strategies — things like email, in-app messaging, and user-triggered notifications become far more valuable. With bonuses off-limits in public-facing campaigns, operators must focus on what happens after a player signs up. In Ontario, post-registration communication isn’t just a retention tactic — it’s a vital part of the acquisition funnel itself.

TheGamblest: And what about affiliates like Bojoko? How do you work within those boundaries

Christoffer Ødegården: We’ve had to evolve our approach just like the operators have. Bojoko is built around transparency, so we were well-positioned for a market like Ontario, where players are encouraged to make informed choices without being lured by flashy promotions. However, AGCO’s standards also mean we can’t publicly display offers the way we do in other markets.

Without the AGCO restrictions, our approach would be very different, as we could help players immediately compare bonuses through our platform. Instead, based on our research, we have created an overview of where players can find casino bonus offers in Ontario. The hitch is that we can’t tell payers what these offers are or give any info about them; instead, they need to sign up and do this additional research themselves. 

In my view, this means that players are losing a valuable service and are left needing to make more uninformed choices. I understand Ontario’s reasoning, but players are the ones losing out here. We are still able to offer our users quite a bit of value, as we can highlight most other positive and negative attributes, and offer comparison tools and player education, but the rules truly are different from the rest of Canada. 

TheGamblest: Without public bonuses, how can operators differentiate themselves in a meaningful way?

Christoffer Ødegården: It’s definitely a more subtle game now. In the rest of Canada, you can get instant attention with certain bonuses, such as free spins or a high percentage bonus offer, but that’s out the window here. However, when everyone’s operating within the same promotional limitations, brand perception and trust become an even bigger part of your currency.

However, it’s not just bonuses that make players choose a casino. Available payment options are huge, especially for players using more niche methods. Players also look for specific game providers, such as deposit limits and withdrawal speed.

I would also say affiliate partnerships are more important than ever. When players discover a casino through Bojoko in Ontario, they’re already in research mode. That means they’re closer to converting — and more likely to stick around if the experience matches their expectations. When they use affiliates, they see our ratings and rankings, and can get a full breakdown of almost everything your brand offers in one place.

TheGamblest: So, even with all the restrictions, would you say Ontario is a worthwhile market?

Christoffer Ødegården: Yes, without a question. It requires a different mindset, but it also rewards operators willing to build long-term value.

You don’t win Ontario by outspending your competitors on bonuses. You win it by building a better product, earning trust, and giving players a reason to stick around. That’s not just a smart Ontario strategy — a smart iGaming strategy, full stop.