NorthStar Gaming is looking to boost its brand and capitalize on what it believes is its USP through a new betting content website called The Boost.
The gaming operator already provides original casino and sports betting content tailored to Canadian gaming enthusiasts through its NorthStar Bets site and now does so at theboostbet.ca, a new dedicated off-platform website.
The company said in a release that a motivation for the shift is to make its content more widely accessible through search and social media and provide it with an additional customer acquisition pipeline to grow its customer base. Content published on The Boost will continue to be available to NorthStar Bets customers through the Sports Insights content vertical on its main betting site, and Sports Insights will be re-branded as The Boost.
NorthStar has built out its sports content offering piecemeal since establishing itself as a localized, Canadian-focused betting and gaming operator. The aim is to provide bettors with insights to better inform their wagering.
The Boost-branded content is provided by NorthStar’s team of local staff writers and includes:
- Original articles on upcoming sports events, betting strategies and predictions
- Casino content including tips, strategies, game reviews and casino lifestyle articles
- Team and player statistics for major sports including football, baseball, hockey and basketball, and dedicated injury and player news feeds for NFL, MLB, NBA and NHL
- A library of responsible gaming resources
Chair and CEO Michael Moskowitz has repeatedly spoken of how the company believes offering gaming content alongside its casino games and sportsbook is a value-add for its users.
“Premium, locally relevant betting content has always been a core differentiator for us,” said Moskowitz in the new announcement. “We are excited to provide more Canadians with greater access to the valuable content our team produces each day.”
Eyes on Alberta advantage
Toronto-based NorthStar Gaming runs the Ontario-facing northstarbets.ca, licensed as a iGaming platform by the Alcohol and Gaming Commission of Ontario (AGCO) and also runs northstarbets.com, a rest-of-Canada site owned and operated by the Conseil des Abénakis de Wôlinak and licensed by the Kahnawake Gaming Commission. The company also provides managed services to partners as well as offering iGaming and content.
Through the first half of 2025, the company’s total revenue was up 23% year over year on 2024 to $16.4 million, while its gross margin of $6.5 million was a 39% annual year-to-date increase. The company posted record levels of customer retention in both Q1 and Q2 2025, which it said was driven by repeat engagement of recent first-time depositors, boosted by its gaming platform and product offering as well as improvements to its Sports Insight vertical.
On multiple investor update calls this year, Moskowitz suggested that the presence and strength of the NorthStar brand outside Ontario will give it a headstart in Alberta when that province launches iGaming.
“Alberta is a very exciting opportunity,” he said on the company’s last call in August. Aug. 14 call on Aug. 14. “The healthier our business becomes in Ontario and the rest of Canada, the more fuel we have for launching and creating demand in the exciting market of Alberta. We’ve always made it clear that NorthStar is a Canadian brand, starting from the name itself, and we believe we have greater knowledge of local markets compared to many international competitors.”
Moskowitz said in the announcement of The Boost that the new content site will help the company to acquire new customers and further build its brand awareness in Alberta.
