Canada Sports Gambling Market Report 2025
"Canada's sports betting thrives on Gen Z, Millennials and multicultural growth, driven by mobile-first tech, live betting and inclusive engagement strategies."
Michael Lloy - Research Analyst
A remarkable 85% of Canadian men aged 20-34 plan to bet within six months, underscoring just how central this demographic has become to the category’s future. Ontario has solidified its status as the “Mecca” for sportsbooks and bettors, capturing over 50% of legal sports betting handle in the country. This is fuelled by private operators like BetMGM, FanDuel and DraftKings, who drive innovation and engagement through competitive features, partnerships and live-betting tools tailored to young, digitally native audiences.
Canada’s regulatory fragmentation is a double-edged sword: Ontario’s open-market model attracts investment and innovation, but government-run monopolies elsewhere limit product offerings and allow the grey market to persist. The challenge of transitioning bettors from unregulated platforms remains critical outside Ontario. Yet with easing inflation and improving consumer confidence, disposable income and demand for entertainment may rebound, positioning sports betting as a favoured leisure activity – particularly among optimistic Millennials, Gen Z and newcomer Canadians.
The biggest opportunity ahead is for operators and broadcasters to build immersive, real-time live-betting ecosystems, both in broadcasts and stadiums. Features like integrated odds, on-site incentives and interactive commentary deepen engagement, especially with fans under 35. However, a major threat looms: over 60% of Canadians now report ad fatigue from betting promotions, risking a regulatory crackdown and diminishing enjoyment if operators do not pivot to less intrusive, value-led integrations. Success will demand a careful balance of innovation, moderation and responsible gambling tools.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for the Canadian sports betting market
- Opportunities
- Own the micro-moment with real-time engagement
- Multicultural growth engines: authentic inclusion
- Bridge screen to seat: omnichannel loyalty and perks
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THE MARKET
- Consumers and the economic outlook: the Canadian sports betting market
- Ontario: Canada’s “Mecca” for sportsbooks and bettors
- Everywhere else: the “Grey Market” persists
- Costs remain elevated for Canadians
- Graph 1: consumer price index, 2025
- Rising costs and consumer trends shape opportunities for Canada’s sports betting industry
- The face of Canada will look very different in the near future
- Graph 2: population aged 0-14 and 65+, 2000-2040 (projected)
- Graph 3: proportion of visible minority in Canada, 1981-2036
- Canada’s changing demographics reshape sports fandom and betting opportunities
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THE CONSUMER
- Understanding the landscape: fandom and viewership
- Men dominate sports viewership
- Graph 4: regularly watched men and/or women’s sports, by age and gender, 2025
- Hockey viewership skews older
- Graph 5: regularly watch hockey, by age and gender, 2025
- Basketball and soccer capture younger audiences
- Graph 6: basketball and soccer viewership, by age, 2025
- Engaging a new generation: strategies to attract younger women while sustaining male sports fandom
- Graph 7: sports fandom, by age and gender, 2025
- “Hardcore fans” are younger and engaged
- Graph 8: self-described hardcore sports fans, by age and gender, 2025
- The betting market: who, what and how
- Modern strategies in sports betting: engaging over Gen Z and Millennials
- Graph 9: any sports betting in the past 12 months, by generation, 2025
- Bettors are, for the most part, betting more often when compared to previous years, with younger men leading the charge
- Graph 10: “I have bet on sports more often in the past 12 months compared to the previous 12 months” (% agree), by age and gender, 2025
- Ontario leads the nation in betting
- Graph 11: sports betting frequency, by region, 2025
- Younger men are the core betters
- Graph 12: sports betting frequency (at least once per week), by age and gender, 2025
- Engaging diverse Canadian bettors: strategies for inclusive outreach
- Graph 13: sports betting frequency, by race and those who have been in Canada for less than five years, 2025
- As one might expect, hardcore fans are frequent betters
- Graph 14: sports betting frequency, hardcore vs moderate sports fans, 2025
- Engaging the next generation: how sportsbooks leverage real-time interaction to convert fandom into betting
- Graph 15: sports betting frequency, by sport followed, 2025
- Future betting intentions remain strong and young
- Graph 16: interest in sports betting in the next six months (NET), by age and gender, 2025
- Online is the dominant betting channel
- Graph 17: sports betting plans in the next six months by channel, by age, 2025
- Events and venues could potentially increase attendance by having dedicated betting resources
- Bet365 leads the market, especially with younger betters
- Graph 18: sports platforms used in the past 12 months, by age, 2025
- Key drivers and preferences
- Ease of use is important to the highest percentage of Canadians when choosing a sportsbook
- Graph 19: top reasons for choosing a specific sportsbook (% any rank), 2025
- Social influence matters
- Bettors actively watch the games they wager on
- Graph 20: “I actively watch, listen to or follow the majority of the sporting events I bet on,” by age and gender, 2025
- Opportunities for integration and growth
- Broadcast integration enhances viewing for younger bettors
- Graph 21: “seeing sports betting content integrated into live broadcasts improves my viewing experience” (% agree), by age and gender, 2025
- Fans want betting insights in commentary, not ads
- Graph 22: “I prefer betting odds and insights to be presented as part of the commentary, not in standalone ads” (% agree), by age and gender, 2025
- Caution: betting ad fatigue is real
- Graph 23: “I find sports broadcasts less enjoyable when there are too many betting-related segments or ad” (% agree), by age, 2025
- Exclusive team perks drive engagement
- Graph 24: “I would be more likely to engage with a sportsbook that offers exclusive content or perks tied to my favourite sports team or league” (% agree), by age and gender, 2025
- Endorsements can be lucrative if permitted by regulations
- Live in-game betting is a major opportunity
- Graph 25: “I would place a sports bet onsite while attending a live sporting event” (% agree), by age and gender, 2025
- In-stadium incentives boost the live experience
- Graph 26: “In-stadium/arena betting incentives (eg free bet credits or food discounts) would enhance my experience” (% agree), by age and gender, 2025
- Enhanced in-app tools will increase live usage
- Graph 27: “If betting apps offered better insights, stats and tools, I’d be more likely to use them during live games” (% agree), by age and gender, 2025
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PRODUCT, INNOVATION AND MARKETING
- Micro-betting takes centre stage in Canadian sportsbooks
- BetMGM Canada leads the way with omnichannel betting strategies
- NorthStar gaming launches “The Boost” to empower Canadian bettors
- GiG and PowerPlay revolutionize Ontario’s sportsbook market
- ToonieBet becomes official betting partner of the CFL
- OLG “Let’s Hit The Track” targets multi-cultural Canadians with multi-lingual rap campaign
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Abbreviations and terms (cont’d)
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