Betting Across Borders: Advertising Strategy in the US and Canada

Betting across borders: Advertising strategy in the US and Canada

Published 29 September, 2025

Shukmei Wong, SVP Omnichannel Media at Involved Media, explores best practices in marketing and how to approach media across the US and Canada.

As the gambling industry continues to expand in North America, it faces a unique challenge when crafting media campaigns across two countries with different regulatory and media landscapes.

Online gambling, inclusive of iGaming and online sports betting, is growing rapidly in both the US and Canada. In the US, online gaming revenue increased 24% year-on-year in Q2 to US$6.44bn. Meanwhile, Canada is expected to hit CA$5.5bn (US$3.95bn) in revenue this year, driven primarily by Ontario’s regulated market, which is seeing a 32% year-on-year growth. While both countries are seeing strong momentum, marketers are navigating two very different advertising environments. The path to reaching consumers is shaped by distinct regulatory frameworks, media dynamics and audience behaviours.

Regulatory realities: Fragmentation vs centralisation

In the United States, gambling regulation is handled at the state level, meaning what’s permissible in New Jersey might be entirely off-limits in Pennsylvania. This fragmentation extends to media campaigns. From platform approvals to geo-targeting and compliance by state, managing regulation is an always-on endeavor. Even the terminology used in the commercials is controlled, with terms like ‘risk-free’ or ‘guaranteed win’ often flagged or outright prohibited, depending upon the state. Advertisers should be prepared with multiple edits of the same creative to meet varying media platform requirements, from specific terminology required per platform to font sizes to ensure disclaimers are legible. If an offer is shown in the advertisement, graphics may be rejected if the representation is misleading or inconsistent with the terms and conditions, yet those same graphics might be approved elsewhere.

Canada, while also regulated provincially, offers a slightly more centralised opportunity especially with Ontario's regulated iGaming market. The Alcohol and Gaming Commission of Ontario (AGCO) established strict advertising standards; no inducement-based language, no celebrity endorsements targeting minors and mandatory responsible gambling messaging. While fewer regions in Canada are open to private operators compared to the US, the consistency in Ontario allows for more streamlined campaign planning.

The media landscape: Planning for precision

Because of these regulations, media buying strategies must reflect the differences between the two countries. Effective media planning for gambling audiences in the US begins with understanding how these consumers are engaging with media and identifying the type of gambling audience being targeted. In Pennsylvania, reaching Eagles and Steelers fans is key for online sports betting. In contrast, slots players in New Jersey may be less interested in sports and more likely to watch daytime television and FAST channels.

The buying approach is rarely a binary choice between direct insertion orders (DIO) and programmatic placements. Instead, it’s a hybrid model. Most publishers favor DIO or managed service to maintain control over ad placements due to category restrictions. On the programmatic side, success hinges on curated Private Marketplaces (PMP) or Programmatic Guaranteed (PG) deals to effectively target the right audience while maintaining compliance. Insider knowledge of how different media platforms operate can provide a strategic advantage, enabling advertisers to tailor their approach, ensuring the campaigns reach the right audience through the most effective channels.

In Canada, we have more room for broader national efforts. Ontario is currently the only province with a fully regulated and open online gaming market, with Alberta expected to follow as its regulatory framework develops. Other provinces continue to operate under government-run monopolies. Advertisers can effectively reach all provinces through national campaigns, provided that disclaimers are tailored to meet Ontario’s stricter standards and the requirements of other provinces. Local campaigns can also be efficient when leveraging a mix of channels such as CTV, radio and out-of-home.

Viewership trends: Follow the fans

Across both countries, CTV and live sports streaming are battlegrounds for gambling brands.

Sports remain the strongest context for gambling advertising.

This is particularly applicable to the NFL, NHL, NBA and MLB. In Canada, hockey dominates; in the US, football still reigns supreme. There is a surge in cross-platform strategies, where campaigns follow the user from linear TV to streaming to mobile, ensuring consistent exposure and messaging.

With cord-cutting continuing on both sides of the border, CTV and digital video are growing rapidly as preferred channels, offering both scale and targeting. The challenge, and opportunity, is to ensure that these channels are used in a way that’s both personalised and legally sound.

The payout

Success in gambling advertising across the US and Canada demands a deep understanding of regulation, culture, and consumer behaviour. By understanding the nuances of each country, from compliance requirements to media consumption habits, advertisers can craft campaigns that reach the right audience effectively. The reward for navigating these complexities is a smarter, more impactful media strategy that drives measurable results and positions brands for long-term growth in a highly competitive space.