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More and more European online gambling firms are looking towards Canada as a means of breaking into a North American market that does not include the U.S.
Sportingbet.com has been among the biggest beneficiaries of the focus on Canada through its agreement with Vancouver-based marketing firm, Big Juice Media.
"Sportingbet has amassed a rather substantial Canadian following through its presence on both the Alberta-based gambling news site, Gambling911.com, and the Halifax-based Covers.com," says Payton O'Brien, who acts as Senior Editor for the Gambling911 website.
Canada is mostly an English-speaking country with a population of just over 33 million.
Some betting companies, like Sportingbet, offer special incentives exclusive to Canadians for these individuals to join.
"Place a CD$50 bet and receive a CD$50 bet free is one such offer," O'Brien said. That is in addition to the generous 20 percent added to initial deposits.
Of the money tracked through parimutuel gambling in the country, a total of $13.6 billion was lost by Canadian gamblers in 2007. Compare that to only $2.7 billion in 1992. This number does not include online gambling. That same study showed that the average Canadian spent $524 gambling in 2007, ranging from a low of $121 in the territories to a high of $890 in Canada's wealthiest province, Alberta, followed by Saskatchewan and Manitoba.
"It makes perfect sense why these online gambling establishments are starting to hone in on Canada," O'Brien stated. "One in seven men and women living alone said they gambled at one of the country's land-based casinos, with men getting nearly four times that of women."
Online sports betting sites the likes of Sportingbet will be hoping for Canadian National Hockey League teams to make it deep into the Playoffs as well. A few years back, Calgary Flames fan sites crashed when that team ended up in the Stanley Cup Final. Calgary, Montreal, Vancouver and Edmonton each have legitimate shots of making it into the post season.
It's not just the European online gambling companies though. BodogLife.com, which has offices in Canada, has long shied away from accepting business from Canadian gamblers. Reports have surfaced that Bodog may begin taking bets from Canadians before year's end.
Ean Lamb, Gambling911.com
