Downtown Toronto, specifically the Queen St. W. and John St. area, seems a popular spot for companies in the igaming market to base their operations.
PointsBet Canada has their space there – a contemporary, spacious, three-level, head office. Now Betty has moved into the area, according to Riona Mohan, the company’s director of marketing, who is leading the charge at the new office.
Betty is a female-focused online-casino platform, going hard at the Ontario market. They went live in Ontario in February 2023. Betty is based in New York and the new Toronto office has a staff of five. Growth strategy for 2024 will be focused on user acquisition and building out their inhouse platform.
CDC Gaming asked Mohan a few questions.
What are some of the primary characteristics of the female gambler in Ontario and how do you better plan to target that market?
“Our female players are typical hardworking Ontarians; we over-index with shift workers and trades as these jobs don’t always afford extended amounts of time off for leisure. The way Betty was built (slots only, low minimum deposits) enables women to play casually during their morning coffee or afternoon work break. We also have a lot of moms who play — again, not a lot of time away or time off. So they use Betty as their evening entertainment.
“Regarding targeting the female market, social media and search have been our main acquisition channels, but we plan to roll out more traditional initiatives.”
Will Betty be doing more advertising on the Ontario front? If so, have the new AGCO Ad Standards tied your hands at all?
“Yes! We’re entirely focused on the Ontario market, so we’ll be looking at running some larger-scale campaigns here (think transit, OOH, etc). We also have plans in the works for community events. The new standards haven’t hindered us. We support any initiative to keep gambling safe and fun, so we feel the restrictions are warranted.”
Are there more sponsorship announcements/partnership announcements coming down the line soon?
“Absolutely. We’re excited about some of the additional features we’re working on within Betty and new gaming partnerships. More to come here!”
Is there a sports-betting component in the cards for Betty at some point?
“We don’t plan on adding sports betting; our singular focus on slots is a strong differentiator from other operators.”
Keeping that female focus market in mind, another priority will be the brand experience, how the platform looks visually, making Betty more female-friendly. The Betty platform is built for the Ontario market only; it’s custom for the market.
