The Canadian Player Journey: How Affiliates Build Trust in a Competitive Regulated Market

The Canadian iGaming market is quickly growing. Ontario’s decision to legalize online casinos a few years back has proven to be the correct one. With the success of iGaming, we’ve seen a growing interest in affiliate websites. And there is no better person to discuss that topic than Sebastian Jarosch.

Sebastian Jarosch is the founder of Mithrillium Media Ltd. Throughout the years he has been on a dedicated mission to revolutionize the gambling industry. To do so, he has devoted his career to moving affiliate programs towards a user experience focus and away from SEO chasing. We are happy to report that he has been successful in his mission.

For his contribution to the iGaming market, Mr. Jarosch has won several awards; including the EGR Nordics Award and the SBC Award for best Affiliate Program of the Year.

Interview Questions:

How has the introduction of regulated iGaming markets in Canada (particularly Ontario) reshaped the role of affiliates?

Regulation in Ontario has pushed affiliates to operate with much higher standards of transparency and compliance. Affiliates are required to follow strict advertising guidelines when promoting gambling and acquisition offers. The focus has shifted from showcasing welcome bonuses to providing educational content and promoting responsible marketing practices.

What are the main differences between Canadian players’ expectations and those in other regulated jurisdictions?

Canadian players are looking for online casinos that are licensed, transparent, reliable, and offer outstanding customer service. They are very savvy and tend to do their research before signing up with a casino. Compared to other regions, Canadian players prefer factual reviews with valuable advice from industry experts rather than aggressive promotional content.

What signals of trust do Canadian players look for most when engaging with affiliate content?

Players look for visible licensing, responsible gaming logos, and clear ratings. They want to see that casinos are regulated by local authorities and that the operators are trustworthy. Responsible gambling links and player feedback also help to build trust.

How do you balance the competitive nature of Canada’s affiliate market with the need for long-term credibility and transparency?

To be successful in a highly competitive market like Canada, you have to be in it for the long game. Affiliates must understand their audience and focus on accuracy, fairness, and compliance rather than chasing quick conversions. Building trust with your audience leads to loyalty and repeat visits, driving sustainable growth.

Do you find Canadian players prioritize clear information about payments, bonuses, or licensing more than flashy promotions?

Promoting bonus offers is highly restricted in markets like Ontario, as is overly promotional content. Affiliates need to address other player concerns, such as payment speed, game mechanics, accepted payment methods, and operator reliability. Players in Canada appreciate educational content as well as information about responsible gaming.

How has compliance changed the way affiliates present comparisons, rankings, and reviews for the Canadian audience?

Compliance in Canada has forced affiliates to be much more responsible and transparent. Rankings must be based on objective criteria and supported by clear disclaimers. This has made the iGaming industry more professional overall and encouraged affiliates to think outside the box when promoting online casinos.

What challenges do affiliates face when tailoring content for bilingual audiences (English and French) in Canada?

In countries like Canada, where you have bilingual audiences, it’s important to have proper localization in place. Localization is not only about having translations by native speakers but also about respecting specific cultural nuances in the content. Managing both languages while keeping the messaging consistent adds complexity to content production and SEO.

Are Canadian players more skeptical of affiliate content, and how do you work to overcome that skepticism?

Canadian players are often very experienced and can tell when a review sounds too good to be true. Affiliates like Casino Groups build authenticity through expert reviewers that players can relate to. Honest reviews that include real pros and cons, as well as player feedback, build trust with the audience and help overcome skepticism.

What role do responsible gambling practices play in building stronger trust with Canadian users?

Responsible gambling is very important for credibility in Canada, especially in regulated markets like Ontario. Players expect affiliates to promote safe play and refrain from publishing content that encourages excessive gambling. Emphasizing these values not only meets compliance standards but also strengthens player loyalty.

Looking ahead, how do you see affiliates helping shape the long-term sustainability of Canada’s regulated iGaming ecosystem?

Affiliates in Canada will play an important role in education and player protection. By guiding users toward licensed operators and responsible gaming practices, affiliates can help build a sustainable market based on trust and authenticity. Long-term success will come from transparency, innovation, and genuine reviews that add real value for players.