How Land-Based Giants Are Dominating the iGaming Space in Ontario
Many iGamers are converted into the digital casino world after getting their first taste for the thrill of casino games at live casinos. The same is true for online players who enjoy playing games like poker and once they have honed their skills, they want to explore the feeling of competing against other poker players in the exciting real casino environment.
The advantage that land-based giants have over online-only providers is that they can build on the back of their established reputation. Physical casinos with chains in Ontario have seized the opportunity provided by the legalization of online casino gambling in 2022.
With the online gambling market generating CA$3.2 billion in revenue for the 2024-25 financial year and strong signs of continued future growth, land based casinos can tap into a lucrative additional market by offering online casino games too.
One example of a land based casino that has branched into the online casino industry is Fallsview Casino. The iconic Niagara Fallsview Casino Resort is a 24-hour casino overlooking the famous Horseshoe Falls. Since it opened its doors in 2004, the casino has become a prominent entertainment hub in Ontario, with the successful addition of the OLG Stage, where global music sensations such as Billy Joel and Sir Rod Stewart have performed.
The casino floor boasts over 140 gaming tables, as well as over 3,500 spot machines and the impressive casino is one of the most recognizable buildings in the Niagara skyline. The Fallsview Casino has become an established name in the casino industry and now has joined the online casino Canada space.
Their digital platform Play Fallsview offers iGamers in Ontario the chance to play their favorite spots and table games from the comfort of their own home, using the website or mobile app. Due to the trust that has already been built through the much-loved land based casino in Niagara Falls, the provider has been able to tap straight into the market.
Whereas new online casinos with no affiliated land based casinos have to invest heavily into marketing efforts to raise their profile and to build trust, with over 20 years in the casino industry, Fallsview had a ready-made reputation in the market.
As the company had all the necessary foundations to operate in the casino industry, such as meeting regulatory standards and an in-depth understanding of the business processes, less work was involved in setting up the iGaming infrastructure compared to a new-to-market online casino.
Another effective way that Fallsview Casino has been able to claim a large market share of online gamers in Ontario is by offering cross-channel promotions. They have loyalty programs that bridge across both their land and online casinos, helping to retain existing customers and attract new ones.
Many people who visit the land based Fallsview Casino resort also enjoy playing casino games on their mobile or other devices. By promoting their online Play Fallsview platform within the casino and to members, they have driven a high number of players over to the digital platform.
By developing a dedicated app to play their games, Fallsview is catering for all types of casino playing experiences. They are also leveraging personalized marketing, based on the playing behaviours and preferences that the players have already played in the casino.
As well as optimising the opportunities presented by cross-channel marketing, Fallsview are competing with rival casinos by offering generous welcome offers and other promotions. For example, they offer a 100% instant deposit match up to $100.
Fallsview land based casino players are accustomed to having a huge range of game choices so the online casino had to make sure it met expectations. You can see when you visit their homepage that there is a great selection of table games including multiple variations of Baccarat, Blackjack, Craps, Roulette and Poker.
They also offer a sportsbook with betting markets for sports events all around the world such as MLB, soccer, baseball, tennis and golf. By offering the full gambling repertoire across land casino games, online casino games and sports betting, players in Ontario don't need to venture anywhere else to get their gaming fix.
With the iGaming industry in Ontario and beyond currently experiencing great success, Fallsview Casino is leading the way in mastering the domination of the combined markets.
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