Considering that there are limited abilities to control unlicensed operators and getting a license commits the operator to serve a geo-locked player pool, there is an open question about why operators would launch a regulated online poker room in Ontario. While companies could, in theory, keep dealing poker to Ontario players without applying for a license, public-facing companies will be thinking twice about it.
One key advantage is marketing and advertising. Unlicensed operators serving poker in the grey market won’t be able to advertise their products to Ontario customers, and licensed operators will be able to cut sponsorship deals with local teams or entities and ambassadors.
Additionally, joining the regulated online poker market in Ontario will greatly help operators trying to get their mobile online poker apps into the official Apple and Google Play app stores. Equally, in the current environment of corporate responsibility, there is a business imperative for public companies to seek the appropriate licensing in the markets in which they operate.
Furthermore, being a licensed, regulated site means certain protections are in place for operators and players. Should problems arise, they have a regulator that can assist. And players can play with peace of mind, knowing that the licensed site is safe, secure, and trustworthy.
Ontario’s new regulated online poker market is the largest in North America, so all the major players are interested in it. The big names in the online poker game will all be doing their best to ensure they have all the access they can get to that market, so they will all be keen to get in with a fully licensed product, even if that means some short-term adverse effects.