Back in early 2020, when everything from hockey nights to grabbing a Double-Double at Tim’s took a hit, online casino loyalty programs faced a crisis that few in the industry saw coming. It wasn’t just about players dropping off; the whole rhythm of promotions, comp points, and VIP perks broke down overnight. For Canadian punters coast to coast, the impact was obvious—you’d log in and see the same stale offers, or find your tier status frozen. The thing is, those loyalty programs weren’t built for a world where everyone’s stuck inside with unpredictable incomes. That shift is where the most valuable lessons sit today, and it links directly to how we understand modern rewards systems post-pandemic.
Before the pandemic, casinos thrived by offering tiered rewards that encouraged in-person events and hybrid gaming. But lockdowns meant no physical meetups, no travel-based perks, and for many in Ontario’s regulated iGaming space, reduced deposit limits paired with stricter KYC checks right when they needed flexibility. Players from Vancouver to Halifax found their VIP benefits losing practical value—free hotel stays in Las Vegas didn’t matter if the border was closed. This disconnect forced operators to rethink the very core of comp structures, which is what led to the revival strategies we’re now seeing.
Strangely enough, one of the first revival steps was integrating more locally relevant incentives—paid out in CAD, compatible with Interac e-Transfer, and usable across both online and mobile platforms. For example, shifting rewards toward free spins on Mega Moolah or offers for popular titles like 9 Masks of Fire resonated more with Canucks who wanted instant, home-based value. When physical perks couldn’t be used, digital bonuses became the lifeline, and casinos learned quickly that timing and game relevance mattered more than ever. This adaptation is still shaping how loyalty schemes operate in 2025, and it connects to the bigger conversation about sustainable reward ecosystems.
From my own perspective, I remember logging into jackpotcity during the height of restrictions and seeing a lineup of promos optimized for at-home play. Gone were the vague “travel credits” and long-expiry point systems; instead, it was straight-up free spins, CAD cashbacks, and faster e-wallet withdrawals. This shift was intentional, catering to the Canadian preference for immediate, usable rewards in favourite games like Book of Dead and Wolf Gold. It’s a reminder that loyalty isn’t just about the perks—it’s about making those perks fit into a player’s real-life circumstances. But before we celebrate the revival, we should look closely at the mistakes that almost sank these programs in the first place.
Why Loyalty Programs Fell Flat in the Early Pandemic
The sudden drop in on-site events and in-person spenders was a blow, but the deeper issue was the lack of flexibility. Most programs couldn’t pivot quickly enough to reward mobile play or adapt to reduced wagering activity. For Canadian players using Interac Online, that meant fewer points earned per transaction and limited multipliers on games actually being played during lockdown. The inability to redeem rewards in a timely, relevant way eroded trust—especially when redemption options favoured physical experiences over digital value. That trust gap matters, because loyalty programs are built entirely on the idea that perks will motivate return visits. If perks go stale, motivation collapses.
This period also highlighted technology gaps. Operators tied to outdated loyalty point tracking found themselves days—sometimes weeks—behind in updating player tiers. In the Ontario market, where AGCO and iGaming Ontario oversight requires transparent reporting, that lag created compliance issues. The failure to modernize became painfully obvious, and those who did invest in real-time reward systems are now leading the revival trend. Understanding how they managed it gives us insight into the future of Canadian gaming rewards.
The Revival: Digital-First and Canada-Focused
The turnaround started when casinos replaced old-school perks with instantly redeemable, CAD-friendly options. We’re talking free spins and match bonuses on Canadian favourites like Big Bass Bonanza, much faster cashbacks via Instadebit, and targeted daily offers visible right from your phone. For mobile-heavy cities like Toronto and Vancouver, integrating with Rogers and Bell network-friendly apps meant smoother play and more loyalty engagement. Long story short—making the program fit the player’s reality redefined what “loyalty” meant coming out of the pandemic.
Operators realized that context is king. A C$20 cashback available instantly via Interac e-Transfer during Victoria Day weekend resonates far more than a long-term goal of reaching a VIP trip abroad. By timing rewards with local holidays like Canada Day and Thanksgiving, casinos created cultural touchpoints that were missed during the pandemic slump. This isn’t just marketing—it’s active engagement tied to life here in the True North. That shift toward hyper-local personalization is now the core of competitive loyalty offerings.
Brands like jackpotcity leaned heavily into these changes, introducing seasonal promos tied to Canadian events and streamlining their point systems so tiers could be reached faster by playing popular local games. Faster tiers meant quicker access to premium rewards, and by keeping those rewards digital (free plays, cashback, entry into online tournaments), they maintained relevance even in unpredictable times. This formula appears to be the blueprint moving forward for loyalty program resilience.
Quick Checklist for Sustainable Loyalty Programs (Canadian Context)
- Offer instant, CAD-based rewards redeemable via local payment methods (Interac, Instadebit).
- Ensure both mobile and desktop access with full game parity for favourites like Mega Moolah and Wolf Gold.
- Tie promotions to Canadian holidays/events for maximum cultural relevance.
- Enable real-time tier tracking through secure, regulator-compliant systems.
- Maintain flexible redemption options that don’t rely on travel or physical attendance.
Common Mistakes and How to Avoid Them
- Relying on physical perks during travel restrictions.
- Failing to update point tracking systems for real-time engagement.
- Ignoring local payment preferences (e.g., Interac e-Transfer over credit cards).
- Delaying redemption availability, causing points to lose perceived value.
- Neglecting mobile optimisation for major Canadian telecoms like Bell and Telus.
Comparison: Pre- vs Post-Pandemic Loyalty Strategies in Canada
| Feature | Pre-Pandemic | Post-Pandemic Revival |
|---|---|---|
| Reward Format | Travel, hotel stays, physical perks | Instant free spins, CAD cashbacks |
| Payment Methods | Credit/Debit focus | Interac e-Transfer, Instadebit preferred |
| Game Tie-In | General slots mix | Canadian favourites like Book of Dead, Mega Moolah |
| Tier Tracking | Delayed updates | Real-time, mobile-accessible |
| Cultural Integration | Minimal | Holiday/event-linked promos (Canada Day, Thanksgiving) |
Mini-FAQ
Are loyalty program rewards in Canada tax-free?
Yes. In Canada, gambling winnings and rewards are considered windfalls for recreational players and are not taxed. Exceptions may apply for professional gamblers.
Which payment methods work best for instant rewards?
Interac e-Transfer and Instadebit are top choices as they offer instant, CAD-based transactions widely accepted by Canadian casinos.
How do Canadian-regulated casinos ensure fair loyalty tiers?
In Ontario, iGaming Ontario mandates transparent tracking, while Kahnawake Gaming Commission for other provinces oversees fair play policies.
Looking Ahead: Loyalty Post-Revival
The revival of loyalty programs reflects an industry-wide recalibration—one that balances cultural familiarity with technological agility. For Canadian players, this means perks that actually fit daily life, from quick CAD cashbacks to free spins during the Stanley Cup finals buzz. The days of irrelevant perks are mostly behind us, replaced by engagement strategies that thrive whether players are enjoying a quiet evening in The 6ix or catching a Leafs game. That adaptability is exactly what will keep loyalty programs resilient in whatever comes next.
Ultimately, the pandemic crisis stripped loyalty programs down to their core promises—access, recognition, and reward. The revival is built on delivering those promises faster, more locally, and more meaningfully than ever before. Players who once drifted away are coming back, drawn by offers that connect directly with how and when they play. And if there’s one takeaway from all this, it’s that loyalty is earned one practical perk at a time—something the new wave of Canadian casino platforms, like jackpotcity, seem to understand deeply.
19+ only in most provinces (18+ in Quebec, Alberta, Manitoba). Play responsibly. For help, contact ConnexOntario at 1-866-531-2600 or visit playsmart.ca.
Sources
- AGCO / iGaming Ontario regulatory updates, 2024–2025
- Kahnawake Gaming Commission guidelines, 2023 revision
- Canadian Gambling Market Behaviour Post-COVID, Maple Gaming Insights, 2024
About the Author
Chris Murray is a Canadian gambling industry analyst based in Toronto with over a decade of experience in casino player behaviour research. He specialises in loyalty program design and regulatory compliance within the iGaming Ontario framework.