How PowerPlay Is Challenging Bigger Brands in Canada
Many operators try to compete through bigger budgets, aggressive promotions, and global scale. But in highly competitive regulated markets, growth often comes from sharper positioning, smarter execution, and a stronger understanding of local players.
That is the strategy PowerPlay is pursuing in Canada.
In an exclusive interview with iGaming News Today, Thomas Vermeulen shared how the company is building a Canadian-first brand, using AI to improve efficiency, and competing against much larger operators through smarter marketing and product alignment.
From lean team execution to World Cup opportunities and future expansion plans, Thomas offers valuable insight into what modern challenger growth looks like in 2026.
Q. Your career journey is quite unique, moving from law and banking into sports data and now leading marketing at PowerPlay. How has this evolution shaped your approach to growth today?
Thomas Vermeulen:
My background taught me to be critical towards the status quo, in a constructive way. It trained my eye for detail and negotiation skills. At the same time, I’m deeply driven by the psychological side of marketing: understanding what makes people engage and convincing them they’re buying into something genuinely worth their time. I keep my background in the back of my mind. It means I get energized by digging in rules where others switch off, and it keeps our growth strategy sharp: cost-efficient, compliant and focused on innovating rather than just following what everyone else does.
That works well in Canada, where provinces operate differently and most operators treat regulation as a headache. If we understand the framework better than our competitors, it becomes an edge.
Q. PowerPlay operates in the highly competitive Canadian market. What is your vision for strengthening the brand’s position against much larger, well-funded operators?
Thomas Vermeulen:
While Ontario is stacked with big, stock-listed operators running identical playbooks with similar bonuses, we see a massive opportunity in the gap they leave behind. Our vision is to be a brand that truly knows the player. Our tagline, “Raise Your Game,” reflects a relationship that is less transactional and more identity-driven. Most international operators build for a global audience where the player happens to be Canadian; at PowerPlay, we are built specifically for the Canadian player.
Q. You’ve had extensive experience in market expansion. What are the primary factors you evaluate when deciding whether a new market is worth entering?
Thomas Vermeulen:
It’s a mix of factors. Beyond Total Addressable Market (TAM), we look at brand-market fit. A massive market means nothing if the player profile doesn’t match who we’re building for. We look at regulatory stability, tax rates and competition matters a lot. A smaller market with seven serious operators is often more interesting than a big one with a hundred, because you can actually build a relationship with the player rather than just fighting for attention in a sea of identical offers. Finally, operational factors like payment methods and whether the local government allows “above the line” advertising are deal-breakers. If you can’t reach players the right way, the market math doesn’t work regardless of the opportunity on paper. Right now we’re deep in Canada where we plan to grow. One market done properly beats three markets done poorly.
Q. As a leader of a lean marketing team, how do you balance the need for constant innovation with the pressure of maintaining high ROI?
Thomas Vermeulen:
In a market like Ontario, if you don’t innovate, you die. Innovation and performance go hand-in-hand because we don’t have the same budgets as the giants; we must use different taglines and creative strategies to perform. I focus on trusting my team and avoiding micromanagement. The key is ensuring the entire funnel is connected – if the acquisition team and CRM team don’t communicate, you leak ROI through the back door. We have to be brutally honest and prioritize; you can’t do 20 things perfectly, so we focus on executing the most impactful tasks.
Q. AI is moving incredibly fast. How are you currently integrating AI into your marketing workflows, and where do you see it going?
Thomas Vermeulen:
We use it to move from exploring to doing-taking repetitive tasks and completing them ten times faster. It’s great for kickstarting creative projects and brainstorming so we aren’t staring at a blank sheet. However, I believe there will be a counter-movement toward “authentic content”. As a human, I want to protect the balance between AI-generated efficiency and the authenticity that players trust. AI will eventually allow smaller operators to do what used to require 500 people.
Q. If you were to launch a brand today with a limited budget, what would be your top marketing priorities?
Thomas Vermeulen:
The Brand: Build something players actually feel connected to, not just a platform they use to play on. The brands that win are the ones players talk about without being asked. That’s the cheapest acquisition you’ll ever get.
Traffic Control: Most operators are entirely dependent on paid channels and affiliates. The moment they cut spend, they vanish. I’d look for a model where I own at least part of my acquisition. Something that keeps working even when budgets get tight.
Product/Marketing Balance: Good marketing can carry a mediocre product for a while, but it costs more than it should and it doesn’t last. Get the product right first, then put money behind it.
Q. Looking ahead to the rest of 2026, what are the biggest milestones on the horizon for PowerPlay?
Thomas Vermeulen:
2026 is a massive year for us. We are significantly increasing our marketing spend to build up toward the World Cup in June. Since it’s being held partly in Canada, with host cities like Toronto and Vancouver, it’s a unique opportunity for a Canadian brand like ours to excel. We are also preparing for the upcoming Alberta regulation. My goal is to see my team develop and use AI to keep “punching above our weight” as we move from a challenger to being the reference point for what a Canadian-first operator looks like.
About PowerPlay
PowerPlay is an online casino and sportsbook operator focused on serving Canadian players through localized positioning, efficient growth strategy, and strong brand identity.
The company continues investing in marketing innovation, AI-driven efficiency, and market expansion opportunities while aiming to become a leading Canadian-first operator in the evolving iGaming sector.
