Ontario has become one of North America’s most competitive regulated iGaming markets, pushing suppliers to sharpen their content and local strategy.
As it prepares to enter the province, Air Dice is focusing on alternative game formats and closer operator partnerships. Chief Business Development Officer Erkki Nikunen spoke with Canadian Gaming Business to outline the firm’s plans, player insights and how it aims to stand out in a crowded market.
Canadian Gaming Business: What are Air Dice’s plans for the Ontario market?
Erkki Nikunen: We plan to bring a fresh wave of alternative, high-performing game content to operators who want something genuinely different for their players. We will be rolling out a targeted portfolio of our strongest titles, not just focusing on slots but offering differentiation with our Dice Placement games and Shifters.
From there, we intend to build a long-term presence by working closely with operators, understanding their needs, and supporting them with data-driven insights and tailored content.
CGB: What makes Ontario such an enticing market for you to enter next?
Nikunen: Ontario is one of the most dynamic and well-regulated markets in North America. The combination of strong player engagement, a diverse mix of operators and a mature regulatory framework creates a fantastic opportunity for a game provider like us.
It’s a market where quality content and innovation are rewarded, and that aligns perfectly with our values and strengths.
CGB: In such a saturated market, what makes Air Dice’s games stand out from the crowd for a Canadian audience?
Nikunen: Our games stand out because they don’t follow the standard formula. We specialize in alternative, feature-rich content that leans heavily into strategy, anticipation, and emotion — not just spinning reels.
Canadian players have shown a strong appetite for fresh mechanics and differentiated gameplay, and our portfolio fills that gap beautifully. Our Dice Placement games and shifter slots allow players an element of interaction and choice, and the quality and realism of our themed game graphics really draw you into the experience.
We also bring a proven track record in markets such as Belgium, where players value depth, volatility range, and storytelling.
CGB: What have you noticed about the player behavioural trends in Ontario as you plan to enter the province?
Nikunen: Research has shown a strong mix of traditional slot players and those looking for something more experience-led. Players in Ontario appreciate innovation, but they also value trust and clarity in gameplay. Features that enhance control, transparency, and session engagement tend to resonate well.
Branded content performs strongly but so do unique game types, which is encouraging for us, as our portfolio naturally leans into originality and alternative mechanics.
CGB: How will you tailor your content to suit Canadian audiences as opposed to European players?
Nikunen: While our core game DNA translates well globally, as we gain more insight, we’ll be refining themes, maths models, and user experiences based on local player insights. Canadian players tend to respond well to mechanics that offer both entertainment and meaningful win potential.
Our roadmap will include themes, features, and volatility profiles that will suit Canadian preferences, whilst still keeping the Air Dice signature style.
CGB: Do you have any partnerships lined up in Ontario to kick off your launch?
Nikunen: Many of our existing customers operate in Ontario, and part of our commitment to entering the market is to support them.
We’re also in promising discussions with several other major operators in the region. The interest has been extremely encouraging. Our goal is to go live with a mix of established Tier-1 brands and agile, fast-growing operators who are looking to differentiate their content offer.
CGB: Are you using Ontario as a launchpad for further North American markets?
EN: Right now, our focus remains in Ontario. However, its regulatory structure, player base, and mature ecosystem would make it the ideal gateway into North America in the future.
