Atlantic Lottery Corporation (ALC) and British Columbia Lottery Corporation (BCLC) have landed on Kambi as the company they want to power their shared multi-province sportsbook.
Kambi announced on Wednesday that ALC and BCLC selected the firm to provide the technology and services for a new PROLINE sportsbook solution. Via the east-coast and west-coast crown corporations, Kambi will deliver its multi-channel Turnkey Sportsbook product at scale across both online and retail channels for the government-run sportsbooks of:
- British Columbia
- Manitoba (via BCLC)
- New Brunswick (via ALC)
- Newfoundland and Labrador (via ALC)
- Nova Scotia (via ALC)
- Prince Edward Island (via ALC)
- Saskatchewan (via BCLC)
Given that Kambi took over the Ontario Lottery and Gaming (OLG) version of PROLINE in late January, the Swedish-rooted company will soon provide sports betting technology in eight of the 10 provinces. OLG PROLINE will remain separate from the ALC/BCLC shared sportsbook.
Kambi stood out from crowd in lengthy RFP process
ALC and BCLC had been hunting for a technology provider to power what they described as a “National Sports Betting Solution” since early 2025.
United under the PROLINE brand already used by several crown corporations for sports betting, the idea is that all involved provinces will offer a consistent sports betting experience that is powered by the same tech partner. While the lotteries will share Kambi’s technology and trading foundation, each governmental operator will deliver the service in its respective jurisdiction.
“This collaboration represents an important step forward in how provincial lotteries work together to deliver a consistent, high-quality sports betting experience for players, while maintaining strong governance within each jurisdiction,” said ALC Director of Sports Betting Scott Eagles. “Through this collective approach, we are focused on prioritizing trust, integrity and player protection.”
Kambi’s proven sportsbook technology and omnichannel capabilities, plus its experience supporting global lotteries and U.S. state-owned operators, made it stand out as the strongest of all proposals received, Eagles added in an email to Canadian Gaming Business.
The next step will involve integrating Kambi’s Turnkey Sportsbook platform into the lotteries’ system. Eagles and BCLC each said in separate emails that a target timeline for rolling out the new sportsbook will be determined as that work progresses.
Kambi extends pan-Canadian footprint
Kambi CEO Werner Becher said on an earnings call on Wednesday that the Canadian lotteries deal proves his company has a good reputation among publicly owned organizations and highlights that Kambi is “undoubtedly the industry’s trusted sports betting partner”.
The CEO also suggested that it shows that Kambi’s strategic decision to focus fully on regulated markets only is paying off.
“We would have no chance to win this deal having still a big grey-market footprint,” Becher said. “This is definitely something which is very important for us going forward, that we have done our homework already.”
Becher added that, “when taking into account other planned launches across the Kambi network”, his company’s footprint in Canada stands to reach nine out of 10 provinces. That was likely a reference to Alberta, where Kambi is expected to have some kind of footprint in the province’s upcoming regulated iGaming market. Kambi already works as a B2C supplier in Ontario’s commercial market.
Could Loto-Québec join the shared Canadian sportsbook?
Could it eventually become 10?
ALC and BCLC’s initial RFP, which closed almost one year ago in early May 2025, noted that “additional provincial Operators will have the right, if and when they choose, to join the collective in the future.” It specifically added that “Loto-Québec, at its option, will be able to enter into an Agreement with the Supplier.”
Loto-Québec told Canadian Gaming Business last year that it would be “willing to consider” joining a multiprovincial sports betting platform.
“It remains an option for Loto-Québec to join but there’s no update at the moment,” the crown corporation’s Director of Media Relations Renaud Dugas told Canadian Gaming Business on Wednesday.
