Online sports betting and casino provider PowerPlay took a strategic approach in 2024, focusing on the Canadian market and successfully migrating its operations to the GiG platform.
While many operators pursued new markets like Brazil, PowerPlay doubled down on its presence in Canada, emphasizing sustainable growth and local market differentiation. Key milestones included expanding its footprint in Ontario and strengthening its brand identity through community-driven initiatives like sponsoring the Ottawa Black Bears Lacrosse team.
In an interview with Yogonet, Dean Serrao, Chief Executive Officer of PowerPlay, reflects on the company's strategic approach in 2024, the growing role of AI in online gaming, and PowerPlay's plans for 2025. He also discusses industry-wide challenges, including the rise of unregulated crypto casinos, and how PowerPlay aims to maintain its commitment to player protection and responsible gaming.
How would you describe 2024 for PowerPlay? Was this year in line with your expectations?
Looking back at 2024, it has been a year of consolidation for our business and one that has positioned us to continue on a strong growth trajectory in our core Canadian market. While many industry players focused on the "gold rush" into new markets like Brazil, we made the strategic decision to double down on Canada as the key driver of our long-term success. This approach has allowed us to avoid the challenges of entering highly saturated markets with significant barriers to entry and instead concentrate on building a sustainable and differentiated presence in a region where we see considerable opportunity.
In Ontario, we've seen encouraging growth throughout the year. Although we entered the market slightly later than others—having only received our license in Spring 2023—we've worked diligently to fine-tune our product offering, and the results have been promising. Additionally, we successfully migrated the majority of our customers to the GiG platform, a critical milestone that has provided us with greater flexibility and functionality to enhance the user experience.
This year has also been about strengthening our identity as a "local hero" brand in Canada, exemplified by our sponsorship of the Ottawa Black Bears Lacrosse team. This partnership has allowed us to deepen our connection with local communities and distinguish ourselves in the highly competitive landscape.
Overall, 2024 has laid a solid foundation for the future. By prioritizing focus over expansion for its own sake, we've solidified our presence in Canada and positioned the business for sustained success in the years to come.
Which issues and trends would you say dominated the conversation this year?
One of the most pressing concerns has been the growing polarization between regulated operators and those in the "grey" or "black" market. The rise of anonymous crypto casinos, which operate outside regulatory frameworks and offer little to no customer protection, is particularly troubling. These platforms not only expose players to significant risks but also undermine the integrity of the industry.
As a company, we firmly stand on the side of regulation, both to safeguard players and to drive sustainable commercial growth. Our strong relationship with Ontario regulators reflects this commitment, and we are enthusiastic about securing licenses as other provinces introduce regulations.
Within online gaming specifically, the integration of artificial intelligence into various aspects of the business has been an especially exciting trend to witness. AI is proving to be a game-changer in areas like customer service and marketing. For example, we've implemented an AI-driven tool that quality-assures every single interaction we have with customers, eliminating the reliance on small samples and ensuring consistently high standards.
Additionally, AI is playing a crucial role in our brand marketing, helping us maintain a cohesive tone and feel across all communications. These advancements are just the beginning of how technology is reshaping the industry and driving innovation at every level.
What can we expect from PowerPlay, and the wider online gaming industry, in 2025?
In 2025, PowerPlay is poised for an exciting year of growth and innovation, with a clear focus on enhancing player experiences and expanding our footprint in the Canadian market. A key priority is transitioning our Ontario business to the GiG platform, a move that will significantly improve our ability to deliver seamless, engaging, and personalized experiences to our players, setting a new benchmark for what they can expect from us.
Building on this enhanced platform, we are thrilled to relaunch our native app, which will elevate the mobile gaming experience for our players. With faster performance, intuitive navigation, and a sleek design tailored to their needs, the app will make gaming on the go smoother and more enjoyable than ever.
At the same time, we're planning to introduce innovative new products that blend the thrill of live sports with the gamified, interactive elements of casino games. Positioned at the intersection of Sportsbook and casino, these offerings aim to attract a broad audience by delivering unique and immersive experiences.
We also anticipate that service will emerge as a defining trend in 2025. While technology, including AI, will continue to transform the way we interact with players, we firmly believe the human element remains irreplaceable. Our focus will be on leveraging AI to enhance efficiency while ensuring our service emphasizes fairness, transparency, and the personal connections that foster trust and loyalty.
The Canadian market itself remains a major opportunity, and we're excited about its ongoing growth. With more provinces expected to regulate gaming, we see significant potential to expand while ensuring that player protection is always prioritized. 2025 promises to be a year of both challenge and opportunity, and we are confident that PowerPlay is ready to lead the way in this evolving landscape.