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Greentube’s Michael Bauer talks keys to Canadian success

Greentube has established a strong foothold in the Canadian online gaming market, and Chief Financial Officer and Chief Games Officer Michael Bauer shed some light on the company’s approach across the country.

Speaking with SBC Media at ICE in Barcelona in January, Bauer noted how the Canadian market differs from the U.S., where Greentube is live with a range of operator partners in key iGaming states such as Michigan, New Jersey and Pennsylvania.

In Ontario’s regulated market, Greentube content is live with numerous major commercial online casinos such as Entain brands BetMGM and Party Casino as well as Caesars Digital and Betway.

“Ontario is  a very interesting market for us, and because it’s kind of a mixture of Europe and U.S. we see a mix of games working there that are Europe and U.S. style,” Bauer explained. “This is good for us because we have both.”

Greentube also works with provincial lotteries such as the British Columbia Lottery Corporation (BCLC) and Loto-Quebec and Bauer said the firm wants “to achieve the same thing in Ontario” with the Ontario Lottery and Gaming Corporation (OLG).

“Canada in general works really well for us,” he added. “Whatever new province comes next, we want to get a licence. Alberta is on the top of our list.”

Personalized offerings for specific brands and players

Greentube has a mix of experience from its work as a games supplier in both Europe and the U.S.

That extensive experience has taught the company a lot about how to manage partnerships from operator-to-operator, Bauer explained.

“It’s a really interesting aspect, forming long-term partnerships especially with the big operators in the U.S. What we try to do first is understand what the player base is of the operator, from operator to operator.

“It differs a bit from operator to operator, some are more higher roller focused some are not, some are more casino first some are sportsbook first – it makes a difference in the player base, that’s step one to understand what players they have.

“Secondly when we look at our portfolio of games and what we have in the pipeline, we select them for the player base we have. What we try to do is have marketing campaigns together to try and formulate a marketing campaign so it hits the nerve with the player base.”

You can watch the full chat with SBC via the video above.

4 Nations takes hockey betting to new levels in Canada

Canada loves hockey. That’s not a new conclusion, but it was illustrated in both the viewing numbers and the sports betting figures that have emerged since Connor McDavid’s overtime goal gave Team Canada the win over Team USA in the 4 Nations Face-Off championship game last Thursday.

Sportsnet, which aired the NHL-organized tournament, reported that 10.7 million people across Canada watched the final at Boston’s TD Garden, around  a quarter of the nation’s population.

On the wagering front, even in a market that loves hockey betting like Canada does, it set new hockey betting benchmarks.

10 times as busy as NBA All-Star Game

Ontario Lottery and Gaming Corporation (OLG) told Canadian Gaming Business that, overall, the 4-Nations brought in over 10 times the betting activity that was seen around the NBA All-Star Game. When Canada faced the USA, that rose to a 20-fold increase.

Next door to Ontario, Loto-Québec told CGB that the 4 Nations final generated “unprecedented interest,” surpassing last year’s Stanley Cup Final. That echoes what commercial sportsbooks have reported south of the border in the U.S.

Alberta Gaming, Liquor and Cannabis’ (AGLC) Play Alberta saw 10 times the volume of a typical NHL regular season game night. Some 84% of bets and 86% of total handle for the championship game was wagered on the Canadians to win. In B.C., the final was not only the most bet-on hockey game of the year on BCLC’s PlayNow online sportsbook, it was the third most popular hockey game ever on the platform.

Commercial sportsbooks also saw huge surges in hockey betting.

FanDuel Canada told CGB that the 4 Nations final game was the most-bet hockey game in Ontario ever on FanDuel Sportsbook, with Ontario bettors laying money on same-game parlays, live betting options and  novelty markets such as the official time of puck drop and the jersey number of the first goalscorer.

On PointsBet Canada, both Canada vs. USA matchups garnered about five times the activity of a typical NHL game, while a Betway spokesperson added to CGB that the tournament exceeded all expectations for the Super Group-owned sportsbook, “proving far more popular than the NHL All-Star Week it replaced.”

4 Nations games accounted for the four highest-handle hockey games so far this NHL season on both the U.S.-facing ESPN Bet and the Canadian theScore Bet. On the former, the top four betting games were Team USA’s tilts; on the latter, the quartet were all Team Canada clashes.

Sportsbooks cash in down south, pay up north of border

How commercial sportsbooks fared depends on location.

BetMGM reported that in the U.S., 64% of the bets and 58% of the money were on the USA. As trading manager Halvor Egeland noted, “Canada winning was a good outcome for the sportsbook.”

In Ontario, the outcome was starkly different, as illustrated by PENN Entertainment’s dual-sportsbook model.

For the final showdown, on ESPN BET, 79% of moneyline bets and 77% of moneyline handle were on Team USA. In Ontario on theScore Bet, as many as 84% of moneyline wagers and 87% of moneyline handle was laid down on Team Canada. ESPN Bet’s Director of North American Sports Trading, Adrian Horton, noted that total handle for the 4 Nations final surpassed last year’s World Series games and was on par with Sunday NFL games.

Ontario sportsbooks enjoy most profitable betting month ever

Ontario set its latest monthly record for gaming activity to kick off 2025, including the most profitable month of regulated sports betting in the province’s history.

iGaming Ontario’s (iGO) numbers for January 2025 show that Ontarians bet $7.84 billion on sports, online casino games and online poker last month. That is a tiny uptick of 0.24% from the record that had been set last month, and a handsome 31% year-over-year increase.

Gross gaming revenue, meanwhile, smashed the previous ceiling of $291 million taken in November 2024 by climbing to $328 million. Operators’ collective gross revenue has grown by 36% in one year and the January total was nearly 13% higher than the previous record high mark.

 

iGO reported there were 1.1 million active player accounts last month, the most ever and up from approximately 877,0000 this time last year.  Those players yielded an average revenue of almost $300, the highest since September 2024.

Ontario sports betting has never been so lucrative

Ontario’s market is heavily dominated by online casino in terms of both wagering activity and revenue, but January was the biggest month ever for licensed sportsbooks in the province.

After December’s results saw sports wagering handle climb 9% to $1.1 billion but sports betting GGR fall 28% to $39 million, betting platforms made a combined $91.9 million in sports betting GGR in January. That was up 133.8% month over month and 32.2% year over year and is 17.1% higher than the previous all time record for sports wagering revenue, set in November 2024.

That $91.9 in sports betting GGR came from just less than $1.2 billion in handle, up 20.7% year over year and just 3.6% month over month.

It will be interesting to see how Super Bowl LIX, which seems to have been highly profitable for sportsbooks compared to years past, will be reflected in Ontario’s February numbers.

Online casino still rules the roost, with 83% of total online gaming handle and 70% of total GGR, but sports betting’s revenue share grew from just 15% in December to 28% in January.

All-time, Ontario regulated online gaming has produced total GGR of more than $6.5 billion, around $4.7 billion of which has come from online casinos.

iGO now shares market performance reports every month, rather than just once a quarter, as well as historical data for every month back to when the market opened in April 2022. It told Canadian Gaming Business that the change “is the result of our decision to be more transparent by sharing aggregate revenue and market insight figures more frequently, and in a format that is easier to ingest and analyze.”

Bragg Gaming expands into second province with Loto-Québec deal

Bragg Gaming Group is expanding into a second Canadian province.

The Toronto-based gaming supplier has been operational in Ontario’s regulated market since that province opened its doors in April 2022.

On Thursday, it announced that it has struck an online casino content agreement with Loto-Québec, giving it access to the province via Québec’s only recognized regulated online casino site. The lottery’s CEO Jean-Francois Bergeron estimates that it currently holds 60% of the province’s total iGaming and online sports betting market, although H2 Gambling Capital data suggests its share is more like 44%.

Through the Bragg deal, Loto-Québec will benefit from access to exclusive titles from Bragg’s in-house content studios such as Atomic Slot Lab,Wild Streak Gaming and Indigo Magic. Players will also be able to access titles from multiple content partners under the Powered By Bragg program, including King Show Games, Bluberi, Incredible Technologies and Sega Sammy Creation.

“Loto-Québec is a strategic partner, and we are excited to see our proprietary games as well as exclusive content from our partners live and available to Loto-Québec players,” said Bragg Gaming SVP of Commercial for the U.S. and Canada, Garrick Morris. “We look forward to developing our relationship as a key supplier to Loto-Québec as we continue the roll-out with regular new game releases planned.”

“We’ve enjoyed strong growth in North America over the past 12 months and I am pleased to further support this momentum with this successful launch in Québec. I would like to thank the Loto-Québec and Bragg teams for making this happen.”

“At Loto-Québec, we are always looking for new and exciting ways to entertain our players,” added Loto-Québec Senior Director of Product and Innovation, François Hardy. “Bragg perfectly aligns with this vision, enabling us to provide a refreshing and dynamic experience to our players.”

Bragg continues to take strides in Americas

Bragg said the deal with Loto-Québec supports its strategic goals by adding another market for its exclusive and proprietary content, and the diversification of revenue through expansion into North American markets.

The company is licensed, certified or otherwise approved and operational as a supplier in over 30 regulated online casino markets around the world.

In Ontario, Bragg Gaming can boast of major operator partners including Caesars Digital’s various digital casino brands and bet365, and it also works with the likes of BetMGM, FanDuel and Golden Nugget Online Gaming in multiple U.S. markets. It entered Delaware with that state’s sole iGaming provider BetRivers in November and will add West Virginia to its U.S. reach this year.

It also holds an international distribution deal with Light & Wonder that it signed last spring.

Bragg has also established a firm footprint in Brazil’s new regulated online gaming market. As of mid-January, it was providing its services to roughly one-third of the licensed iGaming operators in the country and the company said it expects that Latin American market to make up approximately 10% of its total revenue in 2025.

In an update in December, CEO Matevž Mazij said the company expects double-digit revenue growth in 2025 and remains committed to exploring strategic M&A moves to fuel its progress.

Hard Rock partners with Ottawa Charge hockey team ahead of casino opening

Hard Rock has teamed up with the Ottawa Charge of the Professional Women’s Hockey League (PWHL).

The deal makes the upcoming Hard Rock Hotel & Casino Ottawa the official bricks-and-mortar casino partner of the hockey team in the Canadian capital. Hard Rock will be visible through in-arena experiences at Charge games, featuring interactive activations, branding opportunities and social media contests for fans.

“Hard Rock Hotel & Casino Ottawa and the Ottawa Charge are two dynamic brands in our nation’s capital, and we are thrilled to partner with the team to offer premier entertainment options for thrill-seekers in eastern Ontario and beyond,” said Hard Rock Hotel & Casino Ottawa President, Christine Crump in a release.

The PWHL already has an online sportsbook and streaming partner in Canada in U.S. market leader FanDuel.

The six-team pro women’s hockey league launched last year. As well as Ottawa, the league has teams in Montréal and Toronto as well as American teams in Boston, Minnesota and New York. In its first year, it twice broke the all-time attendance record for a women’s hockey game, both times at games held in Canada.

Canada’s only Hard Rock casino to bring revenue into capital

The venue will be Canada’s only Hard Rock-branded casino after Hard Rock Casino Vancouver rebranded as Great Canadian Casino Vancouver in late 2023. It is currently in the final phase of a $350 million construction project at the site of the Rideau Carleton Casino.

Hard Rock International took over the existing operations of the casino in late 2017 as part of a service agreement with Ontario Lottery and Gaming Corporation (OLG). Once open, the rebranded and expanded casino will feature 1,500 slot machines, 40 live-action table games, high-limit gaming and more.

The company predicts that the new hospitality hub will create more than 4,500 direct and indirect construction and ongoing employment opportunities in the City of Ottawa, as well as over 700 employment opportunities at the facility once the expansion is complete. The project is also expected to generate more than $206 million in tax revenue once fully complete.

Hard Rock expects the development, which is being entirely funded by Hard Rock and Rideau Carleton Casino, will recapture spending from Ontario residents and tourists who are currently traveling to Quebec for gaming and entertainment. The operator cited estimates that suggest that nearly $60 million is currently being lost to the neighboring province on an annual basis.

How big is the unregulated slice of Canadian online gaming?

A sizeable chunk of online gaming activity in Canada continues to be done in the grey market.

This is nothing new, of course. Ontario now hosts more than 50 licensed and regulated iGaming and online betting operators, many of which already boasted significant recognition and visibility by the time they officially came to market when the province opened its doors on April 4, 2022. Even now, after nearly three years of lucrative licensed business, others continue to operate without a license.

In other provinces, the lottery corporations run the only government-sanctioned gambling platforms, but most of them openly acknowledge that business is being lost to unlicensed providers. 

How the lotteries assess their own success varies. Alberta Gaming, Liquor and Cannabis (AGLC) suggested last year that its Play Alberta platform has captured around 45% of Alberta’s online gambling market. The Atlantic Lottery Corporation (ALC) stated in its full-year report that its online gambling operations hold a 22% market share.

Whether or not you take those numbers at face value, it’s clear that a large amount of business goes elsewhere.

So, what really does go on in the shadows? We may never know for sure, but experts at H2 Gambling Capital shared with CGB online betting and gaming data as of October 2024 about the apparent state of play across Canada.

Ontario channelization may be higher than thought

The core argument for regulating online gaming in Ontario was channelling as much activity as possible through regulated sites in order to achieve secondary aims of revenue capture, player protection, and increased competition.

On balance, you’d have to say the first two years of the province’s market were hugely successful in this regard. iGaming Ontario (iGO) vaunted an 86% channelization rate as of April 2024 and has publicly outlined that its goal is to achieve 90% within five years. The H2 data provided to CGB suggests that, including the Ontario Lottery and Gaming Corporation’s (OLG) operations, the province may already be thereabouts.

Per H2, as of the fiscal year ending March 2024 (FY24), total gross win across online betting and gaming in Ontario was $3.17 billion, of which $2.96 billion came through regulated sites including OLG’s platforms. That would suggest 93% of Ontario online gaming is regulated, up from what H2 data says was 83% in FY23.

H2 projects that rate will be 95% in FY25. Pre-regulation, offshore gambling made up more like 75%, although, of course, the total market itself was far smaller ($1.02 billion GGR in FY21 vs. $2.27 billion in FY23 and $3.17 billion in FY24).

H2’s data suggests that, accounting for the unregulated share, OLG holds around 16% of Ontario’s online gambling market, not including lottery. As commercial operators’ pooled market share increased from 63% to 77% from FY23 to FY24, the crown corporation’s slice thinned from 20% to 16%, although not to the same extent as the grey market, which fell from 17% to 7%.

Alberta picture is mostly grey

So, that’s Ontario. What about the other provinces?

In Québec, where Loto-Québec’s monopoly on regulated gaming has faced opposition from the operator-led Québec Online Gaming Coalition, H2 pegs the lottery’s market share at 44% as of the end of FY24. H2’s analysis since FY21 suggests that has not wavered much over the last four years, constantly sitting between 42% and 46%.

The British Columbia Lottery Corporation (BCLC) also holds close to half of B.C.’s online gaming market. However, its share has purportedly slid somewhat over the last few years, dipping from 59% in FY21 to 49% in FY24 per H2. This has come as the unregulated online gaming market has grown post-pandemic, although H2 also noted that the numbers reflect that BCLC’s online business grew strongly in FY21 and has largely remained flat since.

Given the ongoing conversations around Alberta, the data from that province makes for particularly interesting reading. The grey market appears more dominant than has been touted.

Alberta launched regulated online casino towards the end of 2020 and has grown from a low base since then. While Play Alberta’s market capture has grown significantly since 2021, H2 found that the platform has never held more than 30% of Alberta’s total online gambling market. As of FY24, it sits at 28%.

CGB was not shown data from the Atlantics or other provinces, but Alberta’s lower market share was the clear outlier from the three lottery corporation-run provincial markets.

There has been plenty of talk — including from AGLC itself — about the fact that Alberta has a robust and mature grey market. Judging from H2’s data, it may be much larger than previous public estimates have suggested. 

Where do individual brands sit in the grey market?

The data H2 provided to CGB also shines a light on some of the brands who hold a significant share in the unregulated market.

The data suggested that the biggest slice is held by Super Group. That company has five brands that are licensed in Ontario’s market —Betway, Spin, Jackpot City, Royal Vegas and Ruby Fortune — and also offers a combination of those platforms in other provinces. H2 pins Super Group’s total share of the unregulated market across Canada at 35%, by some distance the largest cut.

Stake, which has long benefited from an ambassadorial partnership with Drake and has been making headlines recently in the UK, purportedly holds at 10% share of the unregulated market, followed by Ontario-licensed brands bet365 (9%), Sports Interaction (6%) and 888 (5%). Numerous others combine for the remaining 35% of the grey market.

Online betting and gaming data courtesy H2 Gambling Capital, October 2024, unless otherwise noted. Online betting and gaming includes sports betting, iCasino, online poker, and online bingo but not lottery. Regulated and unregulated market percentages were calculated by H2 using a mixture of reported regulated GGR and forecast estimates, commercial operator reports, web traffic, affiliate traffic and search engine data.

A version of this article first appeared in the January 2025 issue of Canadian Gaming Business magazine.

France’s North Star Network acquires iGaming affiliate Bojoko

Paris-based North Star Network has acquired Maltese iGaming affiliate Bojoko.

Bojoko provides casino and sports betting insights to gamblers in Canada via bojoko.ca and the UK via bojoko.com.

North Star Network was founded in 2017 and mostly houses sports betting affiliate brands across Europe, Latin America and other jurisdictions. Its sports media network purportedly attracts 30 million visitors and includes the likes of SportsMole, DailyMercato and WeSport.com.

Bringing Bojoko on board gives it a footing in the casino affiliate space.

North Star said in a release that the acquisition will allow both platforms to expand their reach, enhance their services and provide more value to users in those key markets, as well as opening up room for further market expansion.

“We are thrilled to welcome Bojoko into the North Star Network,” said North Star Network CEO and co-founder Julien Josset. “Bojoko has built an excellent reputation in the industry for its user-driven approach, commitment to true quality, and innovative platform.

“This acquisition aligns perfectly with our vision to expand our influence in the iGaming industry, giving us an instant footing in the casino vertical.

“Bojoko’s casino knowledge is almost unparalleled, and we could not be more excited about the future. Together, we plan to expand Bojoko’s reach internationally, creating even more value for players and partners alike.”

Bojoko co-founder and CEO Joonas Karhu will continue to lead the brand. He called the acquisition “a monumental step forward” for the company.

“Since day one, our goal has been to empower players with expert insights and easy tools that allow them to make informed choices,” he added. “With North Star Network backing us, we’re now in a position to enhance our solutions, expand, and bring our expertise in the online gambling space to new audiences worldwide.

“This partnership opens the door for unprecedented growth and innovation.”

How Canadians wagered and sportsbooks fared on Super Bowl LIX

Everyone knows the Super Bowl is big business, and so it proved again for Super Bowl LIX last weekend.

In the U.S., multiple states smashed their Super Bowl betting records for activity and net win as the Philadelphia Eagles beat the Kansas City Chiefs, while the likes of FanDuel, BetMGM and Caesars reported big revenue returns after a run of “customer-friendly” results earlier in the NFL season.

What about Canadian bettors and operators? Public Canada-specific numbers have been virtually non-existent, so Canadian Gaming Business reached out to various parties to get some insights.

PointsBet Canada hails “fantastic result”

The PointsBet trading team told CGB that Super Bowl LIX was “overall a fantastic result for us” as the underdog Eagles prevailed. The vast majority of money wagered on PointsBet’s sportsbook in Ontario was on the Chiefs and many bettors with SGPs missed their lines.

For example, the ultimately unsuccessful “Saquon Barkley to score a touchdown anytime” market generated more than double the betting volume of any other non-moneyline wager. Patrick Mahomes to win Super Bowl MVP was the most popular singles bet not including core markets, another that didn’t land.

That doesn’t mean customers didn’t win. One bettor hit a 10-leg parlay at +6,500 on a $100 bet and another correctly laid down $4,000 on Eagles QB Jalen Hurts to win the game’s MVP award.

PointsBet’s Ontario sportsbook turnover and unique users were roughly eight to 10 times what they were for a random regular season game.

Ontarians were BetMGM’s 8th-biggest Super Bowl bettors

Senior Trading Manager Christian Cipollini noted that Super Bowl LIX was “the single biggest betting event in the history of BetMGM” as well as one of the best single-game results in company history.

BetMGM told CGB that the eighth-most bets it received on the Super Bowl from any jurisdiction were from Ontario. No. 1? The Eagles’ Pennsylvania. Bettors in Ontario tended towards betting on the under for points total, whereas BetMGM’s U.S. gamblers mostly wagered on the over.

Another Ontario-licensed operator, BetVictor Canada, reported a 42% year-over-year increase in Super Bowl bets and a 72% increase in active users.

Lotteries report Big Game gains

It was also a strong result for provincial lotteries’ sportsbook offerings.

An Alberta Gaming Liquor and Cannabis (AGLC) spokesperson told CGB that its Play Alberta, the province’s only regulated online sportsbook, saw total betting volume and value increase vs. last year’s Super Bowl. That was likely boosted by the fact it launched its very first mobile app early this NFL season.

The most significant action on Play Alberta included a market predicting a “Super Bowl LVII Correct Score Repeat” (Chiefs 38 – Eagles 35) and “either team to score on their first offensive play.”

British Columbia Lottery Corporation’s (BCLC) PlayNow also set a new benchmark with what was described to CGB as a slight increase on last year in both bets and handle.

In Ontario, per Dave Briggs in the Gaming News Canada newsletter,  52% of Ontario Lottery and Gaming’s PROLINE bettors backed the losing Chiefs, but 72% correctly took the “over” prop of 48.5 points.

One bettor made a big profit by wagering that a player would record 150 receiving yards, netting a $1,980 payout from a $180 stake. In a much more lucrative win, a lucky gambler won $38,871 by getting all 14 selections correct on a PROLINE Super Bowl pool.

Canadians like a novelty bet

Canadians also seem to enjoy a novelty wager or two.

OLG reported that 41% of PROLINE bettors who bet on the coin toss correctly picked tails. Remarkably, PointsBet told us they recorded the exact same number of wagers on heads and tails. What are the odds of that?

Another popular punt was which colour of Gatorade would be poured on the winning head coach. Play Alberta users went most frequently for orange, while OLG’s PROLINE saw the highest percentage of bettors (25%) correctly pick yellow/lime green.

AGLC bettors thought Jon Batiste’s national anthem would go over on length, while nearly four in five (79%) of OLG’s users correctly said it would come in at under 122 seconds.

Finally, new this year on BCLC’s PlayNow was a market on whether a player or coach would be seen crying on the broadcast during the national anthem. And, speaking of music, FanDuel Canada told CGB its top-three novelty markets by betting volume in the lead-up to the game all related to who would appear at the half-time show and what they might sing.

BCLC secures partnership with international marketing agency VML

The British Columbia Lottery Corporation (BCLC) has landed a deal with one of the world’s largest marketing and communications agencies.

New York-based agency VML has announced a new partnership with the BCLC to promote personalized gaming experiences across Canada’s third-most populous province. As part of the pact, the BCLC will leverage VML’s expertise in data, communications and CRM to connect players to the slew of gaming experiences that are offered across British Columbia.

The connectivity is aimed at driving business growth opportunities for Canada’s gaming industry.

“We’re excited to work with VML, leveraging their brand and customer experience to deepen our connection with our players, to help develop new and innovative strategies for safer gambling experiences, and drive positive community impact throughout the province,” said BCLC Director of Marketing Emily McDonald.

The BCLC is poised to benefit from VML’s expertise as the agency has collaborated with iconic brands including Coca-Cola, Ford, Colgate and Intel. The agency, a merger of VMLY&R and Wunderman Thompson, has a workforce of more than 26,000 employees.

As of February 2025, it owns over 150 offices with locations in more than 60 markets.

BCLC bolsters marketing efforts

The BCLC has partnered with VML after hiring marketing firms Cossette and Visionnaire.

Two months ago, the BCLC announced partnerships with the two agencies, which both operate under the Plus Company Canada umbrella. The crown corporation has hired the two firms to drive growth in the province while promoting innovation in gambling entertainment.

The agencies are also poised to enhance the BCLC’s equity and inclusion efforts.

BCLC told Canadian Gaming Business in a statement that it now works with VML, Visionnaire and Cossette Creative, FCB and We First on its targeted marketing campaigns, “including in the areas of player health, multicultural marketing and social purpose, to continue to provide exceptional player experiences.”

MLB extends partnership with data supplier Sportradar

Major League Baseball (MLB) has acquired an equity stake in Sportradar as part of an expansion of the two parties’ long-term partnership.

Sportradar has been an official partner of MLB since 2019. Under the new enhanced terms, it will exclusively distribute MLB’s ultra-low latency official data, media content including MLB Statcast Data and AV content across its global client network, which spans 800 sportsbook clients and 900 media companies.

Sportradar will also continue to provide integrity services including its Universal Fraud Detection System to monitor global MLB betting activity and the partners will collaborate on AI-driven products powered by player tracking data to create “immersive, hyper-personalized fan experiences.”

“We are thrilled to continue our long-standing partnership with MLB, and this agreement represents a new, exciting chapter in our journey together,” said Sportradar CEO Carsten Koerl. “Our collaboration is not only about leveraging cutting edge technology and content but also working together to create innovative products that enhance fan engagement and bring fans closer to the game.

“Sportradar has been a great partner to MLB, particularly helping us navigate the legalization and continued evolution of the global sports betting landscape,” added MLB EVP of Media & Business Development, Kenny Gersh. “Over the course of our partnership, Sportradar has consistently developed great products utilizing MLB’s best-in-class data. MLB is delighted to continue innovating with Sportradar to create engaging products and services for MLB fans globally.”

“By combining our strengths, we can unlock new opportunities and reach more sports fans around the globe to shape the future of sports entertainment. This deal, which is immediately accretive to our business, will drive value for our shareholders as we continue to expand margins and generate strong cash flow.”

MLB’s sports betting partners in Canada include Ontario Lottery and Gaming Corporation and FanDuel.

Canada’s only Major League Baseball team, the Toronto Blue Jays, has had an exclusive sportsbook partnership since 2022 with made-in-Ontario brand theScore Bet, owned by PENN Entertainment.