High Roller Eyes Ontario’s iGaming Market Next Despite Competition

High Roller Technologies, the company behind the High Roller and Fruta online casinos, will be expanding to the iGaming market in Ontario, bringing 5,000 games in tow and looking to carve out a share of one of the world’s most contested markets.

High Roller Brings “Elegance” to Ontario iGaming Market

Commenting on the decision to apply for a license in Ontario, High Roller CEO Ben Clemes had this to say:

The submission of our licensing application to access Ontario’s regulated online gambling market is an important milestone in our Company’s journey. Once our application is approved, we anticipate that we will have the opportunity to launch our online casino product into the market later this year.

High Roller CEO Ben Clemes

Confident in the success of what follows next, Clemes said that his company is going to vie for a sizeable operation in the local market.

However, there are challenges to consider, such as the fact that there are 49 licensed operators and 83 websites currently operating in Ontario, which also makes it one of the world’s most contested jurisdictions,iGaming-wise, despite the CA$3.2 billion gross gaming revenue reported during the first fiscal year.

Is the market beyond the reach of new entrants? Clemes is confident that it is not, especially if the brands that are entering are providing something different. In the case of High Roller, Clemes has called this “elegance,” which Ontario is currently missing.

Differentiation Is Key for Any New and Existing Brand

However, High Roller’s task, especially when it intends to brand and market two brands, will be even more challenging in the long run, as the company will have to avoid in-brand cannibalization while taking on an established heavyweight.

In the meantime, there have been more brands exploring a potential market entry, not least with Hard Rock, which could also be eyeing a purchase of PointsBet’s Canadian assets. Others, such as ToonieBet, have been investing despite the challenges, launching new products to ensure that they continue to compete with the existing operators.