Betway, a notable presence in Alberta, is closely monitoring the province’s move towards a regulated market. Super Group CEO Neal Menashe expressed the company’s preparedness for this shift during a recent Q2 earnings call. Drawing on experiences from Ontario, Betway’s teams are set to optimize their operations once Alberta’s regulations come into effect.
Super Group reported significant growth in its strongest quarter to date, with revenues reaching €415 million ($622 million CAD), driven largely by iGaming. Notably, Betway’s revenue rose by 7.6% year-on-year, credited to the African and North American markets. While Betway is ceasing its U.S. sports betting operations, Canadian activities continue to expand, underscoring the company’s robust positioning in North America.
Betway Already Visible in Alberta
Betway, although not yet legally permitted to operate in Alberta, is certainly not an unfamiliar name in the province. The company has been laying the groundwork for its presence through strategic advertising and partnerships. This preemptive visibility could be a significant advantage when the province eventually opens its market for regulated online gaming.
The brand has cleverly leveraged its association with the NHL to increase its presence in Alberta. Ads for betway.net have been a regular feature at Rogers Place during Edmonton Oilers games for several years. These advertisements were particularly noticeable during the recent Stanley Cup Final. The betway.net site, as stated by the company, serves as a global platform focusing on sports news and brand awareness without any gambling content.
Meanwhile, betway.ca is the platform accessible in Ontario for betting purposes. This strategy allows Betway to maintain a connection with Alberta sports enthusiasts, even without offering direct betting services.
Exposure Through NHL and Stanley Cup
Rogers reported significant viewership statistics from the Stanley Cup Playoffs broadcasts on Sportsnet, which ran from April 20 to June 24. The broadcasts reached 25.4 million Canadians, accounting for 66% of the national population. The Stanley Cup Final Game 7 achieved historic viewership numbers, being the most-watched broadcast on Sportsnet with an average audience of 7.55 million people. It reached 15 million Canadians, translating to 39% of the total population.
This massive exposure provided Betway with an unrivaled platform to showcase its brand, potentially familiarizing a large portion of the Canadian audience with its offerings. Such visibility could play a crucial role in driving sign-ups if and when Betway enters Alberta’s open market.
Alberta’s Current Market Dynamics
Currently, Alberta’s gaming market is under the monopoly of Alberta Gaming, Liquor and Cannabis’ Play Alberta platform regarding regulated online gaming. Despite this, Betway’s extensive advertising in Alberta suggests a calculated move to establish brand recognition ahead of potential regulatory changes.
The brand’s significant presence and strategic marketing efforts in Ontario demonstrate that having a well-known brand can lead to impressive results once the market opens. Data from Wells Fargo showed that Betway had the second-highest number of daily active users in Ontario shortly after the market was regulated. Additionally, Morgan Stanley estimated that Betway led in iGaming and sports betting app downloads in Ontario for the entirety of 2021.
In conclusion, Betway’s proactive approach in Alberta, similar to its strategy in Ontario, positions it well for future opportunities. The brand’s extensive advertising, particularly through high-profile NHL partnerships, ensures that when Alberta’s market opens, Betway will not be a newcomer but a recognized and trusted name among potential betting enthusiasts.
