Technology is changing the way Canadians discover, compare and choose online casinos. Recent trends in the Canadian market highlight new demands for mobile-first design, customization, and transparent online casino bonuses, with platforms such as Casino.ca providing insights into how these factors are shaping the player experience.
Liam Blackley, an expert on the Canadian iGaming market writing for Casino.ca, explains how review sites analyze local trends and guide players through new digital innovations.
CanadianGamingBusiness: Please could you explain your iGaming experience and how you became a Canadian market expert?
LB: I’ve been working in the iGaming industry for several years, working with top Canadian and US brands. Among these are Casino.ca, where I’ve published dozens of casino reviews, plus guides to Canadian gambling taxes, provincial regulations and market analyses.
I am based in Toronto and so was on-hand when Ontario launched its regulated iGaming market; when Alberta followed suit I published some of Canada’s first reports on the new market. My role is the boots-on-the-ground writer who sees firsthand how Canadians react to new developments in the iGaming industry.
CGB: In your opinion, is Canada eager to adopt new digital innovations in iGaming?
LB: Absolutely—to use Ontario as an example, in the 2024-25 financial year, classic offline lottery and land-based casino gambling revenues through the Ontario Lottery and Gaming Corporation (OLG) totaled around $4.8 billion.
Compare that to Ontario iGaming online gambling revenues of $2.9 billion in the same period. Considering Ontario only established its iGaming market in 2022, this shows a major demand for online, digital gambling options in the country.
Also take into account that Ontario iGaming will only licence well-made casino sites, boasting polished design and flush with features. This has created an expectation in players’ minds for a top-quality user experience.
CGB: What sort of recent developments in iGaming are seeing high adoption rates among Canadians?
LB: Mobile gaming is big. Canadians have high standards, seeking out polished casino apps with no performance issues. As such, many online casinos in the country have rolled out a Canadian-facing mobile app or mobile site. Casino apps have become a deciding factor for many players.
A customizable user experience is another popular feature. This is more of an umbrella category that can cover features like two-factor account authentication, biometric authentication, responsible gambling tools, or even integration of user-friendly payment methods like Apple Pay or Google Pay.
CGB: How are review sites, like Casino.ca, affecting the player experience?
LB: Review sites provide easy access to lots of reliable info about an online casino, formatted and organized for readability. It’s the same info a player can find on the casino site themselves. But reviews compile the info in one place, translate legal-ese into more accessible language, and compare statistics to other competing casinos for context.
In the Canadian market, review sites have existed as long as online gambling has been around. So players have always been able to research a platform before signing-up or wagering. The two are closely tied together in a symbiotic relationship.
This is especially useful in a fast-changing market like Ontario or Alberta, where new sites launch every month. Reviews can be a player’s first encounter with these new sites and define their first impression.
CGB: Are there any particulars about the Canadian market that affect how reviews are written?
LB: A number of regulations limit how bonuses and promotions are described. Ontario and Alberta’s regulated markets prohibit reviews from mentioning bonuses, and casino sites themselves can only lightly promote a bonus. For detailed info on bonuses, players must register an account and view the full bonus terms & conditions firsthand.
On the flipside, these regulations also demand bonus terms & conditions are extremely thorough. Casinos are obligated to provide accurate info on wagering requirements, expiry periods, and other key limitations of bonuses offered in Canada.
CGB: You’ve described a very tech-forward and heavily regulated market. Is that how you see iGaming in Canada, and do you think the country’s market will continue in that same direction?
LB: I would say that’s accurate. The Canadian market doesn’t tend to drive new trends—we’re too small in the global scheme of things — but Canada happily jumps on-board the latest trends when they do arrive.
Canadian players expect rigorous features from an online casino, from mobile compatibility to customization options. As well, I expect to see regulations stick around in the future. Alberta recently launched a regulated market based on Ontario’s regulatory model, and other provinces are considering the same. Regulation has proved very profitable for the provincial government in both Alberta and Ontario, in addition to protecting players from predatory online casinos.
At this point, players have come to expect regulations and play within the reasonable limits these regulations set out. But stiff competition within Canada means online casinos must continue to improve their offerings to impress Canadian players and win a share of the player base.
