Market Focus: Canada – Greentube perspective
David Bolas, Commercial Director at Greentube, speaks with Gaming America about all things Canadian gaming, including Ontario and Alberta, which is expected to be regulated soon.
How do you localize casino content for Canada and how does this vary from US states?
In terms of Canada, we have worked closely with the provincial operators in markets such as British Columbia and Quebec, which we successfully entered quite some time ago. We utilized this experience to engineer our most recent success as the newer states have become available under regulatory frameworks. As a content supplier, you need to listen to operator feedback regarding themes, successful mechanics, cultural nuances and sensitivities, and player trends. You then harness this knowledge to shape your content roadmap going forward. In terms of overall structure, Ontario is very similar to the US states but again you work closely with your partners to ensure the content is the right fit based on each market’s particular characteristics.
What particular themes resonate with Canadian players?
It’s an interesting question, there are nuances between states based on the player demographics, so you couldn’t definitively say one theme fits all. Traditionally, themes such as nature, Egypt and content that originated from the land-based casino arena have worked well, and it’s true that a strong and popular theme will attract and acquire players. But in our experience the game mechanic and statistical profile retains those players and is possibly more important in terms of adding value over the longer term.
Ontario is the most recent Canadian market launch, but Alberta looks like it will soon follow. Do you have any hopes for that market?
We are currently live in five states; British Columbia, Quebec, Manitoba, Saskatchewan and Ontario, adhering to the market specific regulatory framework within each. The announcement that Alberta will soon release its own regulatory framework, similar in structure to Ontario, is really exciting news. Now we will have the opportunity to add another chapter to our Canadian success story. As expected, many of our current key partners in Ontario plan to launch in Alberta and so I’m highly confident we can recreate the value add that we have generated in previous Canadian states.
What are Greentube’s best-performing titles in Ontario?
This year, we’ve had great success launching the first instalment of the Piggy Prizes franchise, and Piggy Prizes: Wand of Riches has been our number one game in the Canadian market year-to-date. In addition, Charmin Lady’s Boom and the Diamond Cash and Thunder Cash series of linked progressives have really delivered great numbers across all states.
Finally, where are you most looking to see growth in Ontario/Canada – and where can you take more market share?
In terms of overall growth, we obviously start with Alberta, but there is great potential to further grow in all Canadian states. We will achieve this through continuing our close collaboration with current key partners and provincial operators, launching new partners and consistently delivering new, innovative and compelling content.
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