A version of this story first appeared in the Summer 2026 issue of Canadian Gaming Business magazine.
For Ontario Lottery and Gaming Corporation (OLG), it was time for a change. Enter Kambi.
At the end of January, OLG launched the new version of its sportsbook after Kambi took over as the crown corporation’s omnichannel sports betting platform provider from La Française des Jeux’s FDJ Gaming Solutions.
The new PROLINE and digital PROLINE+ product launched online and across 10,000 retail locations in the province using Kambi’s turnkey sportsbook, in what the company’s CEO Werner Becher called “a major undertaking and a fantastic achievement by everyone involved.”
It gives Kambi a firmer strategic foothold in one of the world’s most competitive regulated markets, and it’s also a clear signal of how Ontario’s governmental operator is evolving to compete in an increasingly crowded digital sports betting landscape.
OLG and Kambi felt like natural teammates
As both parties tell Canadian Gaming Business, it feels like a perfect fit.
“It created a natural opportunity for us to align with an operator whose ambitions and strengths closely match our own,” says Kambi’s Chief Commercial Officer Sarah Robertson. “OLG operates one of the largest retail sportsbook networks on the continent, and the ability to support both retail and online channels is a core area of Kambi’s expertise.”
Though it is Swedish by heritage and maintains a strong European focus in regulated markets much older than Ontario’s, Kambi also has a long‑established presence in North America, where it powers many leading operators with its turnkey sportsbook or its OddsFeed+ betting odds technology.
The chance to do the same for Ontario’s longest-running regulated online sportsbook was too good to pass up.
“Ontario is clearly a very competitive market, but OLG’s unique ability to seamlessly integrate digital and retail experiences gives players a cohesive environment that few competitors can match,” adds Robertson. “We saw an organization ready to elevate its sportsbook with greater choice, more flexibility and a smoother, more intuitive experience across both retail and online. That’s exactly where Kambi shines.”
A whole new ballgame for PROLINE
With great business comes great responsibility. Kambi is now contracted to work with OLG until 2032, and the partners will push to maintain and build upon a leading position in the province.
On the digital side of things, PROLINE+ competes with dozens of licensed online sportsbooks in Ontario. Giving bettors what they want is vital, and the move to Kambi’s flagship turnkey solution made an immediate difference, says OLG.
“It gives players more of what they asked for – a better playing experience with more choice and more ways to play,” explains OLG’s Senior Director of iSports Greg Sindall. “We heard the feedback of our player base and all the work was guided by our player feedback.”
That comprises a more intuitive user experience across all platforms and a major expansion of the betting options, including more leagues and many more markets in categories such as player props and same game-parlay options.
Sindall described Kambi’s approach as flexible, noting that the company worked with the lottery to tailor its offering to the preferences of PROLINE players.
“Our learnings re-emphasized our customers’ desire for a personalized, localized offering and nothing made that clearer than the fandom around the Toronto Blue Jays during their World Series run,” he adds. “Kambi’s flexible platform is going to help us lean into that further in the future.”
Robertson, too, says this is only the beginning, as Kambi will continue working closely with OLG “to continue enhancing their sportsbook offering with additional market depth, expanded personalization and further localization.”
In addition to the expanded offering, she sees the omnichannel nature of the product as a decisive edge in Ontario’s competitive landscape.
“Kambi’s technology strengthens OLG’s retail advantage by creating a cohesive, integrated experience across in‑store and online channels,” Robertson adds. “Players can move seamlessly between both environments, with consistent markets, pricing and user experience.”
A power hitter in Ontario’s lineup — and across Canada?
Sindall said that the enhanced Kambi-powered product “repositions PROLINE in the competitive landscape”. That echoes comments made by representatives from both companies last year. The hope is that the move to Kambi’s technology can improve PROLINE’s standing in the crowded Ontario market.
“With a sportsbook of Kambi’s quality, combined with OLG’s local market knowledge and reputation, OLG can grow its online market share,” Becher said on an earnings call in early 2025, after the collaboration was first announced.
While OLG looks to not only keep pace with the commercial brand-name competitors, Kambi is still looking for more growth opportunities. Robertson, Canadian herself, describes Canada as an exciting market for the company.
“With 98% of our revenue coming from regulated jurisdictions, we’ve long had a strategic focus on markets where compliance and integrity are front and centre,” she adds. “As our success with OLG shows, Kambi is well‑positioned to support other provincial lotteries as and when the opportunity arises with a proven, scalable compliance‑ready sportsbook solution.”
Indeed, three months after the Kambi version of PROLINE hit the Ontario market, it was announced that the Atlantic Lottery Corporation (ALC) and British Columbia Lottery Corporation (BCLC) jointly selected Kambi’s bid to power a new multi-province sportsbook that will be used by the provincial lottery corporations in seven provinces:
- B.C.
- Manitoba (via BCLC)
- New Brunswick (via ALC)
- Newfoundland and Labrador (via ALC)
- Nova Scotia (via ALC)
- Prince Edward Island (via ALC)
- Saskatchewan (via BCLC)
OLG’s PROLINE will remain separate from the ALC/BCLC shared sportsbook.
Ultimately, in Ontario, the Kambi-OLG partnership is indicative of where the provincial market sits right now, early in its fifth year of business. OLG has managed its transition from regulated market monopolist to one option in a sea of choices for Ontarians. As regulated markets mature, competition intensifies, and innovations continue, all operators must continue to evolve to remain relevant.
OLG is seeking to do more than keep pace; with Kambi on board, it may have redefined what a crown corporation-run sportsbook can achieve in a modern, omnichannel environment. Can it lead to OLG capturing greater market share in one of the world’s most dynamic betting landscapes?
Find much more Canadian gaming content in the full digital Summer 2026 issue of Canadian Gaming Business magazine.
