"The gradual expansion of PowerPlay's market share attests to our emphasis on meticulous testing"

December wasn't just another month for PowerPlay. The Ontario iGaming and sportsbook operator celebrated its fifth-anniversary last month, inviting players to a range of birthday festivities that included promotions and offers for different sporting events and casino games.

Registered to provide gaming via iGO and AGCO, the company was launched in 2018 and has been registered for an Ontario license since 2022, the year in which the Canadian province left its gray-market status behind. The platform provides payment processing via Interac, 24/7 customer support, and a wide range of betting options across both sports and casino.

Yogonet held an exclusive interview with PowerPlay's CEO Dean Serrao to discuss what these first five years in the market have been like, in addition to how the operator's offerings have adapted throughout the period. Moreover, Serrao discusses the company's plans for the future, and provides insights on how Ontario evolved since PowerPlay's launch in 2018.

PowerPlay recently celebrated its fifth anniversary in the Ontario market. What are the main takeaways from these first years of operation in the Canadian province?

Reflecting on 5 years of delivering online sportsbook and casino services to Canadian players, our strategic insights have played a pivotal role in fostering our growth. Notably, our recognition of payment preferences has positioned Interac as a preferred payment solution, streamlining deposits and withdrawals in contrast to the complexities associated with credit cards and cryptocurrencies in other markets. 

In the realm of sportsbook offerings, our soccer product has demonstrated strong resonance among players, featuring up to 150 markets per game, both pre-match and live. Surprisingly, there has been a notable inclination towards soccer betting compared to the North American sports that were initially anticipated to garner heavier engagement from Canadian players. 

Within the casino segment, our portfolio balancing slots and table games has revealed a discernible preference for live games over comparable markets. The Free Spins Tuesday promotion has effectively fostered consistent weekly engagement, offering players an incentive to return each Tuesday. 

The gradual expansion of PowerPlay's market share attests to our emphasis on meticulous testing, encompassing product offerings, marketing channels, and bonus structures. While this deliberate approach may result in a measured growth rate, it instills confidence in our decision-making processes, ensuring sustained success. 

As we navigate this trajectory of success, we remain open to potential B2B collaborations that align with our strategic objectives. We appreciate the opportunity to share our insights and explore avenues for mutual growth and innovation. 

How have PowerPlay’s offerings evolved since first launching five years ago? What features and products set PowerPlay apart from its Ontario competitors? 

The offerings have developed with numerous customizations for the Canadian market. As well as using player activity and industry trends, we have been able to continually improve our offerings via player feedback. With 24/7 Customer Support, we are able to engage with our players to help them immediately. We then review aggregate comments to make improvements to the business based on that feedback.  

Payments are obviously key for our players, and we spend a lot of time optimizing and improving the process to allow for instant deposits and withdrawals. And when something is not instant, we have smoothed processes and communications to ensure payments are as quick as possible and players clearly understand the steps in that process.  

In the coming months, we will be moving to a new platform to increase our sportsbook props markets. This has been a key request from our players and one we’re keen to provide to further enhance player experience. 

What are your main takeaways from how Ontario has developed over the past five years, and as the province ended its gray-market status with 2022’s launch?

The Ontario market has seen a huge influx of competitors looking to grow market share with large ATL marketing budgets and player offers to match. With 5 years of historical data on the market, PowerPlay is able to still grow market share without spending large amounts on brand awareness.

However, we have seen that our players are more likely to have multiple online gambling accounts now, more than they would have pre-2022.  

A range of promotions and festivities were launched in celebration of the fifth-anniversary milestone. What did they encompass? 

We kept things pretty simple, we gave all our players $20 to play with. This ensured every single player had a way to celebrate with us. Over the weekend, we had additional promotions and offers for different sporting events and casino games, with tiers based on players' depositing and betting patterns.  

Looking ahead, what should we expect from PowerPlay’s operations in Ontario? How does the company plan to expand its market presence, and what new features and technologies will be leveraged? 

Looking ahead, we're excited to solidify our market presence in Ontario with a focus on swift payouts, attractive bonuses, competitive odds, and an extensive range of markets and games. Our ongoing efforts include refining our mobile site and apps, and incorporating additional features to ensure seamless access to the PowerPlay experience for our users. 

As mentioned, a significant move is in the pipeline. In the coming months, we'll be transitioning to a new platform, amplifying our props markets, and elevating the overall player experience. We're eager to explore potential B2B collaborations that align with our growth strategy and enhance our offerings. Join us in this exciting phase as we redefine the PowerPlay experience together.