iGaming solutions provider Soft2Bet now operates three separate B2C operator brands in Ontario, as its Betinia platform began taking bets in the province earlier in August.
The supplier already operated the Canada-focused ToonieBet sportsbook and casino in the province, as well as the Swiper platform that it offers in multiple European countries. Now, it has added Betinia, another brand that it runs on its home continent.
It means that Soft2Bet is now one of several operator firms that offer at least three iGaming brands in Ontario’s regulated market, along with the likes of:
- Apollo Entertainment
- Caesars Entertainment
- Entain
- Skill On Net
- Super Group
ToonieBet partners with CFL’s Ottawa Redblacks
Meanwhile, Soft2Bet announced on Aug. 26 that ToonieBet is now the exclusive sportsbook partner of the Ottawa Redblacks of the Canadian Football League (CFL).
ToonieBet’s logo will be displayed on all three Redblacks jerseys, as well as throughout the team’s TD Place stadium via in-person activations, high-visibility TV and LED signage. The gaming brand also becomes the official sponsor of the field-level Sideline Club seating, and ToonieBet will also benefit from social media integrations on Redblacks channels.
The partners will host three pre-game street parties for fans in Ottawa on game days, with a live DJ, games, and giveaways.
“We are thrilled to welcome ToonieBet into the Redblacks family as a sportsbook partner,” said the team’s VP of Corporate Partnerships, Matthew Bennett. “This partnership is all about taking that fan experience to the next level. From the high-stakes atmosphere of the new ToonieBet Sideline Club to the vibrant pregame street parties, we are excited to collaborate on unique activations that celebrate our fans and the great tradition of Canadian football.”
Daniel Madmon, head of ToonieBet Canada, said that partnering with the Redblacks is an exciting milestone as Soft2Bet continues to expand ToonieBet’s footprint in Canada.
The operator said the partnership reflects ToonieBet’s commitment to Canadian sports fans and to providing the highest quality experiences for players. The brand has prominent connections with the CFL already, having been partnered with the league since last summer. Since June, it has also been the exclusive iGaming partner of the Hamilton Tigers-Cats.
The Redblacks have had gaming partners before, and previously held a deal with PointsBet Canada.
ToonieBet may pursue Alberta sports deals once live
ToonieBet is also registered with Alberta Gaming, Liquor, and Cannabis (AGLC) as Soft2Bet’s operator brand for Alberta’s regulated market, although it has yet to begin taking bets in that province.
Soft2Bet General Counsel David Yatom Hay told Canadian Gaming Business in March that partnering with local Canadian teams and leagues is part of the company’s strategy to localize its offering and appeal to Canadian players. He suggested that the operator may look for similar sponsorship opportunities in Alberta.
“If we identify the right partnerships, we will pursue them,” Yatom Hay said at the time. “The objective is not simply visibility, but relevance, ensuring that the experience we offer feels tailored to Alberta players and connected to the sports they care about. These types of partnerships are important for building trust and familiarity in a new market.”
