Charitable Gaming. The Ontario Experience. OSAA Organization Effectiveness Review. Canada s Charitable Gaming Conference April 18, 2011

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Justin Wood
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1 Providing leadership. Providing value. Making a difference. Charitable Gaming Industry Project Development Proposal Funds OSAA Organization Effectiveness Review The Ontario Experience Canada s Charitable Gaming Conference April 18,

Funds OSAA Organization Effectiveness Review The Ontario

2 Format Overview presentation A few words from each panelist Questions from conference participants 2

3 The Funds OBDF Ontario Bingo Development Fund BOTDF Break kopen Ticket Development Fund 3

4 Panelists Kathy Klas Director, Sector Liaison Alcohol & Gaming Commission of Ontario Denis Sivret Boardwalk Gaming Board member, OBDF Sam Goodwin Policy Advisor Ontario Charitable Gaming Association 4

5 Overview Run by thecharitable gaming industry Centrally administered and planned Focus on province level initiatives Broad mandate dt Support growth and development 5

6 Overview Consumer and market research Training and toolkits Industry strategy Business analysis Brand ddevelopment Marketing materials Promotional contest Coordinated games Provincial mass media advert & promotion No lobbying 6

ddevelopment Marketing materials Promotional contest

7 Why created? Facing bigger challenges Need bigger strategies Need to work together, develop capacity Industry directed Take lead on business growth rather than look to regulatory/government lt t 7

8 BOTDF Comprised of charity funds Administered by OCGA as the provincial charity association Management committee that includes suppliers and retailers Provincial & municipal regulators as advisors 8

Management committee that includes suppliers and

9 OBDF Bingo centre operator and charity funds Administered by a non profit corporation Volunteer Board Charity and bingo centre operator directors Provincial and municipal regulators as advisors 9

10 Mandatory or Voluntary? BOTDF Not a membership fund OCGA as the governing body on behalf of all charities Contributions do not come directly from charities Manufacturers remit $.001 an amount for each ticket 10

11 Initially mandatory OBDF Started as mandatory Part of new revenue model Study: nextto to nothingspenton on marketing AGCO required 10% of net revenues for marketing 8% for local and 2% for OBDF 11

12 Became voluntary OBDF Mandatory opposed by a minority political issue Transition to voluntary was major step forward almost 2 years ago Currently have 28/63 bingo centres Most of the larger centres 12

13 Regulator Role OBDF Permits as reasonable & necessary Monitors the use of proceeds Provides advice BOTDF Collects from manufacturers Forwards to BOTDF Monitors use of proceeds Provides advice 13

14 Annual revenues OBDF: $840,000 BOTDF: $400,000 14

15 Major accomplishments BOTDF Comprehensive provincial market & consumer research Development of a provincial brand Sales kits re the new brand Geo demographic mapping Free branded POS materials Freebingo hall promotional kits 15

16 Major accomplishments BOTDF Deloitte strategy study led to regulatory changes Financial analysis supplier profitability, changes to the revenue model Retailer attitudes and incentives research $1 and $0.50 ticket research Merchandise prizes and couponing research 16

changes to the revenue model Retailer attitudes and incentives

17 Major accomplishments OBDF Market research: Ontario and border states Brand development Marketing toolkits and training i Bring a Buddy campaign 17

18 Major accomplishments OBDF Major promotions: Don Cherry Bingo Night in Ontario Rev Up the Fun car giveaway Gametime Big Win Bingo $100K monthly game Includes $1.55 million in provincial TV and radio 18

19 Major accomplishments 19

20 Major accomplishments 20

21 Major accomplishments 21

22 Major accomplishments 22

23 Major accomplishments 23

24 Major accomplishments 24

25 Major accomplishments 25

26 Benefits Bottom line impact Longer term foundations Supports regulatory change Enables bigger initiatives Developes capacity Builds relationships/working p/ together 26

27 Challenges Building consensus Provincial vs. local perspective Different levels of capacity Fragmentation Keeping it simple 27

28 Questions or comments? Sam Goodwin Policy Advisor Ontario Charitable Gaming Association

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