Research paper · Markets
Comparing Funnels Across UK, US, Canada and Australia
Funnel rates from different markets measure different things, because each market changes which products exist, when verification happens, what a landing page may offer and how old a customer must be. Compare each market with itself first, and compare markets only stage by stage, with the rules beside the numbers.
Why a single benchmark misleads
A registration rate from Ontario and one from New Jersey can look comparable, but the products on offer, the age threshold, the verification steps and the permitted marketing all differ. A difference in the rates may reflect any of these rather than the quality of the landing pages. This is why the site does not publish market averages: without operator data measured the same way in every market, a single number would hide more than it shows.
If you do publish a rate, attach the six facts in how to publish funnel numbers honestly.
Stage-by-stage differences
| Stage | Great Britain | US states | Ontario | Australia |
|---|---|---|---|---|
| Products | Online casino and betting under Gambling Commission licenses | State by state; sports betting legal in 39 states plus Washington, D.C. at the close of 2025, per the AGA | iGaming market launched April 4, 2022; single-event betting legal in Canada since August 27, 2021 | Online casino-style games prohibited; licensed online wagering legal |
| Landing page offers | CAP Code: socially responsible, no strong appeal to under-18s; 10x wagering cap since January 19, 2026 | State rules plus the AGA code: no "risk free" language | Standard 2.05: no inducements outside the operator's site and consented direct marketing | Victoria bans incentives to open a betting account |
| Minimum age | 18 in most cases | Set by each state; the AGA code places ads only where at least 73.6% of the audience is reasonably expected to be 21 or older | 19 for iGaming sites | Set by state and territory law; check with your local regulator |
| Verification | Before the customer can gamble, since May 7, 2019 | Set by each state regulator | Age checks to 19 | Identification before an online gambling account is created, since September 29, 2024 (AUSTRAC, Australia's financial intelligence agency) |
| Marketing after sign-up | More customer control by product and channel since May 1, 2025 (remote operators); marketing stops on strong indicators of harm | State rules and operator policies | Inducements only on the operator's site or in direct marketing after active player consent | National Consumer Protection Framework measures, BetStop self-exclusion |
How to compare fairly
- Compare a market with itself. A month-over-month or year-over-year change within one market and one product is the most reliable signal.
- Compare stage by stage. If you must compare markets, compare one step rate at a time with the rule differences listed beside it, never the overall click-to-deposit rate.
- Match products. Compare sportsbook with sportsbook. An Australian wagering funnel and a British casino funnel are different products.
- Match definitions. Use the same registration, verification and deposit definitions in every market, as set out in the denominators guide.
- Exclude markets you cannot serve. Clicks from countries where you hold no license belong outside the funnel, as the traffic quality checks explain.
Using scenarios instead of benchmarks
When a team needs a starting point for a new market, a scenario is more honest than a borrowed benchmark. The scenario library lets you set cautious, middle and optimistic rates for each step and see the effect on first-time depositors, with every value labeled as your own assumption. Replace the assumptions with measured rates as soon as the market produces them.
Limits of this paper
This paper summarizes published rules on the dates shown. It does not cover every US state or Canadian province, and it is not legal advice. Industry figures, such as the number of states with legal sports betting, are attributed to the body that published them.
Questions
Can we publish an average registration rate across markets?
Only if you measured every market the same way and say so. Even then, report each market separately beside the average, because rule differences change each stage.
Which market should we use as the base case in a model?
The market where you have the most measured data for the same product. Treat other markets as scenarios until they produce their own figures.
Should an Australian funnel include casino pages?
No. Online casinos are banned services in Australia under the Interactive Gambling Act, so an Australian funnel should cover licensed wagering pages only.
Sources
Each source was read on October 27, 2026. How we choose sources is set out on the sources and reading list page.
- Gambling Commission, Gambling and young people, updated June 3, 2021.
- Gambling Commission, New age and identity verification rules: changes to the LCCP from Tuesday 7 May, published May 3, 2019, updated August 27, 2021.
- Gambling Commission, Executive summary: socially responsible incentives consultation response, updated October 14, 2025.
- Gambling Commission, Summary: improving customer choice on direct marketing, published May 1, 2024, updated August 1, 2025.
- Gambling Commission, LCCP social responsibility code provision 3.4.3: remote customer interaction, no date shown.
- Advertising Standards Authority, The CAP Code, Section 16: Gambling, no date shown.
- American Gaming Association, State of the States 2026: The AGA Analysis of the Commercial Casino Industry, May 2026.
- American Gaming Association, Responsible Marketing Code for Sports Wagering, updated March 28, 2023.
- Alcohol and Gaming Commission of Ontario, One year anniversary of Ontario's internet gaming market, April 4, 2023.
- Canada Gazette, Part II, SI/2021-56: Order fixing August 27, 2021 as the day on which the Act comes into force, September 1, 2021.
- Alcohol and Gaming Commission of Ontario, Gaming site access and minimum age requirements, no date shown.
- Alcohol and Gaming Commission of Ontario, AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers, March 26, 2025.
- Australian Communications and Media Authority, About the Interactive Gambling Act, no date shown.
- Australian Government, Department of Communications and the Arts, Protecting Australians from illegal online gambling services, August 2017.
- Victorian Gambling and Casino Control Commission, Online wagering and sports betting providers, updated October 13, 2025.
- AUSTRAC, Strengthened customer identification procedures for online gambling service providers, no date shown.
- Victorian Gambling and Casino Control Commission, National Consumer Protection Framework, updated June 12, 2026.