Hurdles to Sports Betting for Newcomers.


Forty percent of respondents cited the biggest hurdle to starting sports betting as having the knowledge to make an informed bet.

As Ontario's sports betting industry grows, more individuals are making their first sports bets. If you are a newcomer or have ever wondered what the most challenging part of getting into it is for others, here’s some insight.

450 Ontarians were surveyed using platforms such as SurveyMonkey and Pollfish. Both allow you to conduct targeted surveys for a fee. The respondents were given multiple-choice answers to this question. Responses were gathered in surveys conducted in February 2023, April 2023, May 2024, and September 2024. 

As part of a survey to get to know Ontarian sports bettors better, we found that 40% of sports bettors described having the knowledge to make an informed bet as the biggest hurdle to starting sports betting. This was followed by understanding how the odds are expressed (e.g., +150, 7-1, -400) at 32.8% and grasping sports betting terms (e.g., money line, spread, parlay, teaser, future) at 26.2%. One percent of respondents selected “Other,” which was included as a write-in option. These individuals identified hurdles related to money management for bets (i.e., tools or methods to help bettors stay within their budget) and finding the best odds.

Our take…

It is reasonable to think that if you are new to something, you will likely lack the knowledge to make an informed decision. However, I would like to explore what constitutes an informed bet. For instance, does it involve having a good understanding of the sport you are betting on, or is it related to sports betting itself, such as knowing where to find the best odds or capitalizing on the latest deals from a sportsbook? We will try to find out!

Additionally, another way to view the results is that nearly 60% of individuals found the most significant hurdles as something fundamental to how sports betting operates, namely its unique terminology and the presentation of odds. With Sportto, we aim to eliminate these hurdles by framing betting as a simple yes or no question. For example, will the Kansas City Chiefs win Super Bowl 59? Or will the Buffalo Bills beat the Kansas City Chiefs by more than 3 points in Week 11? On Sportto, bettors place "Sportto bets." A Sportto bet offers a fixed payout of $100, and the odds reflect the amount needed to wager to win $100. Let's say to bet “yes” that the Chiefs will win the Super Bowl, you need to spend $10. This amount implies the probability of them winning is 10%. If the amount is now $25.50, the odds have increased to a 25.5% chance of winning. Structuring a bet this way makes understanding the odds intuitive.

If you want to bet more money, increase the number of Sportto bets. Each Sportto bet has a payout of $100, so 10 bets will yield a total payout of $1,000 (10 bets * $100 payout). Since the odds change throughout the season, playoffs, or game, you can hold all your bets until the end or cash out some or all at the current odds to lock in a profit or loss. 

Sportto is currently in development with plans to launch in Ontario sometime this fall. Our primary focus until the end of April is to gauge interest, so if you're interested, join us at Sportto! Signing up is free, takes seconds, and we won't spam you. Plus, during this "gauging" period, we're offering perks like Zero-Fee Betting—make a bet, cash out of any winnings, and access all our features at no cost if you refer a friend after signing up. Get five or more friends to achieve Hall of Fame status on the platform, giving you early access and allowing you to be the first to explore new features and products.

If you decide to join in on the fun, please bet responsibly. Remember to only bet what you can afford to lose. If you or someone you know has a gambling problem? Please call the Ontario ConnexOntario Help Line at 1-866-531-2600 or find a gambling counsellor. 

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