PowerPlay: "Player behavior in Ontario has shifted toward more interactive experiences, particularly live betting"

Ontario’s regulated sports betting market has entered a more stable phase after its initial surge, but beneath the surface, the forces driving growth, competition, and player engagement continue to evolve. Four years after the province officially launched its legal online gambling market on April 4, 2022, the framework overseen by iGaming Ontario (iGO) and the Alcohol and Gaming Commission of Ontario (AGCO) remains one of the most closely watched in North America.

From the rise of live betting to the increasing role of data and automation in pricing, the sector is evolving into a tightly managed environment shaped by both technology and regulation. At the same time, operators are dealing with mounting expectations around responsible gambling, while competing in a crowded marketplace that leaves little room for error.

To explore what has changed since 2022, Bill O’Brien, Sportsbook Product Manager at PowerPlay, spoke with Yogonet about how wagering patterns have evolved, what goes into setting odds today, and the broader economic and operational realities of running a sportsbook in one of North America’s major betting markets.

Over the past few years, how has wagering activity in Ontario evolved in terms of volume, the types of sports dominating, and any other noticeable changes in player behavior?

Over the past four years, Ontario's wagering market has seen strong growth as more players have moved into the regulated environment.

The main North American Major Leagues continue to see very strong engagement, but there is also a notable growth in the interest in soccer. We expect this interest to grow, especially with this summer's World Cup that is sure to be a huge betting event.

At the same time, player behavior has shifted toward more interactive experiences—particularly live betting and same-game parlays. It's a much more mature, well-informed market today.

Can you walk us through how odds are actually set in practice today, and the role that data, algorithms, or AI now play in that process?

Today, odds-setting is a blend of data science and human expertise. Operators use large volumes of historical and real-time data—covering team performance, player metrics, and situational factors—fed into sophisticated algorithms to generate baseline prices.

From there, trading teams refine those odds based on market dynamics, liability, and betting patterns. AI and machine learning are playing an increasing role, particularly in powering real-time updates and identifying pricing inefficiencies, which is essential for fast-moving in-play markets.

These models also allow operators to offer derivative markets at scale for thousands of events globally, which wouldn't be possible if being done manually. Ultimately, it's a balance—technology drives speed and precision, while human traders provide oversight and risk management.

We often see different odds across sportsbooks for the same event. What typically drives those differences?

Small differences in odds across sportsbooks for the same event are quite common, and they're driven by a few key factors. Each operator has its own pricing models and risk tolerance, so even with similar data inputs, the baseline odds can vary slightly. These differences are probably not as great as they would have been in the past, as there is now more of a consensus on what the 'correct' odds should be.

After the baseline odds are created, market dynamics play a big role—sportsbooks will adjust prices based on where the money is coming in to manage their exposure, which can lead to divergence.

Promotional strategies and margin targets also influence pricing, as some operators may price more aggressively to attract customers. Ultimately, while the underlying data is often similar, it's the combination of models, trading decisions, and customer behavior that creates variation across the market.

From your perspective, what has been the broader economic impact of Ontario's regulated betting market, in terms of jobs, business activity, and overall growth?

Ontario's regulated betting market has delivered strong economic benefits, including job creation, increased investment, and growth across a wider ecosystem of partners and suppliers.

Operators have built out local teams across tech, marketing, and compliance, while also driving spend in media and sports partnerships. At the same time, the framework under iGaming Ontario and the Alcohol and Gaming Commission of Ontario has generated meaningful tax revenue and ensured that growth is both sustainable and responsible.

Overall, it's been a positive contributor to the province's economy, while also offering strong consumer protections.

Responsible gambling is a key focus in regulated markets. What specific tools or approaches are you using to help players set limits and maintain control over their activity?

Responsible gambling is central to the regulated market, and we take a proactive, multi-layered approach. Players have access to tools like deposit, loss, and time limits, as well as self-exclusion options and reality checks to help them stay in control. We also use data and behavioral monitoring to identify potential risk patterns early and provide targeted interventions or prompts where appropriate.

Education is another key focus—ensuring players understand the tools available and how to use them effectively. All of this sits within the broader framework set by iGaming Ontario and the Alcohol and Gaming Commission of Ontario, helping ensure a safe and sustainable environment for players.

Looking at your own journey in Ontario, what has been the most challenging part of operating in this market that people outside the industry may not fully understand?

One of the biggest challenges for PowerPlay—often underestimated from the outside—is the sheer complexity of operating in a highly regulated and competitive market at the same time. Compliance requirements are rightly rigorous, which means constant investment in processes, reporting, and responsible gambling measures.

At the same time, competition in Ontario is intense, with many well-established global operators all vying for the same customers. Balancing regulatory obligations, customer experience, and sustainable growth isn't straightforward. It's a market that rewards long-term discipline, but success requires significant operational focus behind the scenes that isn't always visible externally.