NorthStar Gaming strikes Ontario deals with Kambi and Parleh Media

Nascent Canadian gaming brand NorthStar Gaming’s sports betting launch in the Ontario market will be powered by Kambi, the leading independent provider of premium sports betting and technology services.

A press release states that NorthStar Gaming’s collaboration with Kambi will provide customers with a high-quality entertainment and betting experience, starting with Ontario’s regulated online gaming and sports betting market which is expected to launch on April 4, 2022.

NorthStar Gaming and Canadian Gaming Association member Kambi are both committed to growing the Canadian sports betting market sustainably and responsibly following the legalization of single-event sports wagering, adds the release.

“Kambi’s data-driven sportsbook and flexible technology, along with our proprietary UX approach, will give us access to the market’s most innovative and differentiated sportsbook experience,” said Michael Moskowitz, Chief Executive Officer of NorthStar Gaming. “With valued partners like Kambi, our best-in-class online casino and local sportsbook brand will provide consumers with an engaging and frictionless experience.”

Kambi was selected as NorthStar Gaming’s sportsbook provider after a thorough evaluation process. It has already partnered with more than 35 operators around the world and is recognized for delivering highly tailored and customizable sports betting experiences via its data-driven sportsbook and flexible technology.

“Our partnership with NorthStar Gaming marks an important strategic milestone for Kambi as we expand into Canada’s sports betting market,” said Kristian Nylén, Chief Executive Officer and Co-Founder, Kambi. “NorthStar Gaming is on a mission to create the most engaging online gaming and sports betting product in Canada. Thanks to our premium technology and service offering, NorthStar Gaming will be able to deliver a bespoke online sports betting experience to Canadian players and we are excited about the pending launch in Ontario and additional provinces.”

In addition, NorthStar announced on February 8 an exclusive partnership with Parleh Media Group that will see it become the exclusive and official sportsbook and casino affiliate partner for Parleh’s owned and operated digital channels in Ontario.

Specifically, NorthStar will utilize targeted video, audio, and social content to engage, attract, and retain sports bettors and entertain sports fans. The brand will syndicate the content across its own properties and with third-party platforms, including the digital and social platforms of Torstar Corporation, with which it entered a landmark omnichannel advertising and marketing services agreement late last year.

A release says that partnership “advances NorthStar’s position as a convergence leader in media and regulated online sports wagering across Canada”. Moskowitz said that video and other captivating multi-platform content “will really differentiate NorthStar Gaming in the market as we maximize the consumer impact of our syndication agreement with media partners”.

“It was clear from our earliest conversations with NorthStar’s leadership team that they understood how our videos will fill a sports-betting content void left by the major sports networks and the few U.S.-focused sports betting broadcasters,” said Mark Silver, CEO and founder of Parleh. “We’re delighted to have NorthStar as our first sportsbook partner and to work with the company to deliver a ubiquitous digital and social media experience.”

NorthStar Gaming, born out of a Canadian media business and news organization has been gearing up to hit the ground running with its betting offerings. The link-ups with Kambi and Parleh are just the latest in its string of partnerships with reputable and established industry players.

In January, it was announced the company had teamed up with Playtech, the world’s largest and most trusted online gaming software supplier, for its iGaming offerings. Utilizing Kambi’s software for its sportsbook means NorthStar now has two major global industry powers on its side.

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