Canadian sportsbook Sports Interaction has announced its migration to a new sports betting and igaming platform, nearly 18 months after its owner Avid Gaming was acquired by Entain.

The $300m deal completed in February 2022 saw the operator and its brand join the Entain ranks in a move designed to enhance the company’s presence in Canada.

Speaking at the time, Entain CEO Jette Nygaard-Andersen paid tribute to Sports Interaction’s “powerful platform” which would help the firm’s own ambitious growth plans.

But, earlier this week, Sports Interaction confirmed it had completed its migration with Entain to launch its ‘2.0’ sports betting and igaming platform.

“While it is sentimental to say goodbye to our homegrown platform that’s been built up over two decades, we’re thrilled to introduce Canadians to Entain’s world-class sportsbook that provides a broader and deeper selection of betting opportunities they will enjoy,” said Leon Thomas, Entain’s Managing Director, Canada.

“Customers will be getting the best of both worlds with new features like same-game parlays while retaining the unique promotions, free-to-play contests, and localized props that we’ve become known for.”

Sports Interaction also revealed a number of upgrades to its betting app, ensuring new betting options across the board and enhanced reward types for loyal customers, as well as “major improvements” to the site’s casino.

“One of the most exciting additions is the best-in-class casino, offering thousands of games for Canadians to choose from, plus live 24/7 dealers – a true game-changer,” added Thomas.

Meanwhile, Sports Interaction, which went live in the regulated Ontario market in August 2022, announced it had brought on board several new brand ambassadors including NHL legends Mitch Marner, Leon Draisaitl, and Chris Pronger.

New Canadian content is also expected to appear across the brand and social media channels.

“The future of media consumption is becoming more bite-sized and fractured, so pursuing a content strategy seems smart,” Thomas told Gaming News Canada. “We will have a new (product) feature that will enable people to view us whilst they’re viewing the game.

“Our investment in a studio that can speak with Canadian fans is something that in time will pay off for us.”