Government-owned lotto corporations in Atlantic Canada and British Columbia are evaluating bids from business looking for to supply a "nationwide" sports wagering platform that will contend with offshore and uncontrolled online betting operators.
- Lottery corporations in Atlantic Canada and British Columbia released an RFP in March seeking a "national" technology platform for sports betting
- The lottos are now examining bids to provide that platform and strategy to announce the winner at a later date
- The winning bidder will be called on to power a single brand, PROLINE, that lotteries will utilize to offer in-person and online sports betting, the latter in competition versus overseas and unregulated operators
The Atlantic Lottery Corporation (ALC) and the British Columbia Lottery Corporation (BCLC) published an ask for propositions (RFP) in March for a "National Sports Betting Solution."
That innovation is being sought to power a single, familiar sportsbook brand name - PROLINE - that the lottery games can utilize to use in-person and online sports betting.
Bettors could then anticipate a consistent level of service from this PROLINE, whether they're in British Columbia or Prince Edward Island. ALC currently uses the PROLINE branding for its online sports wagering efforts, while BCLC uses its PlayNow platform, which is likewise utilized in Manitoba and Saskatchewan.
An ALC representative confirmed to Covers on Tuesday that the RFP closed on May 5 which submissions are now being reviewed.
"The outcomes of the RFP process will be openly posted when a successful supporter has actually been determined," they included an e-mail.
The winning bidder will supply ALC and BCLC, along with Loto-Québec (LQ) and possibly other interested lotteries, with sportsbook technology the government-owned corporations can utilize to contend with the offshore and uncontrolled operators that continue to be popular in Canada.
Those "grey market" operators have been a thorn in the side of government-owned lottery game corporations for many years, as they account for a big piece of all online gambling in Canada. On Monday, Manitoba's lotto was even given an injunction versus one of those overseas operators, the Antigua and Barbuda-based Bodog.
Looks like a Manitoba court has actually granted the regional lottery and gaming corporation an injunction against offshore sportsbook Bodog. Potentially precedent-setting advancement in Canada, which has a large "grey market" for online betting: pic.twitter.com/052Js8ZBzf
Having a single sportsbook brand in numerous jurisdictions might also make it much easier for the lottos to hammer home the point that PROLINE is the only authorized website in their respective provinces.
Here's the circumstance
Trying to make that point today can be difficult, as overseas operators are easily accessible in jurisdictions where they are not licensed to do organization. Bettors may not understand or might not care about the legal status of a website.
Complicating matters further is Ontario's launch of a competitive iGaming market in 2022 that licensed lots of private-sector sports wagering and casino betting sites to run. Advertising by those websites can overflow into other provinces, such as B.C., where the sites are not authorized. Alberta is preparing to introduce a comparable iGaming market.
BCLC has actually voiced concerns about Ontario-licensed brands advertising themselves outside of the latter province, and is fretted about what an Alberta launch will do. It's likewise been alleged Ontario-licensed websites are pushing players from outside the province toward affiliated websites that are based abroad.
What ALC and BCLC are looking for might allow them, and others, to point customers to a single authorized brand name, PROLINE.
"The Operators are collaborating to pick a single Supplier with which they will each work out an agreement to supply a technology platform in addition to the trading and liability management services that will allow each of the Operators to offer sports betting through the Supplier; collectively deemed the National Sports Betting Solution," the RFP launched in March said. "This collaboration aims to provide a best-in-class national sports wagering product under one brand name 'PROLINE,' which different Canadian Lottery Corporations have used considering that 1992."
The government-owned Ontario Lottery and Gaming Corp., which went from being the province's only authorized sports wagering and iGaming operator to one of 50, is getting a brand-new sportsbook tech provider: Kambi.
OLG's shift from FDJ to Kambi expected to be carried out in H2 of 2025. pic.twitter.com/rPzyyh3tE0
The RFP includes that extra provincial operators will have the right to join the "collective," if and when they so choose.
Notably, Ontario's government-owned lotto and gaming corporation already utilizes the PROLINE brand name for its retail and online sports betting efforts.
Kambi? Could be!
Kambi Group PLC stated in February that it is taking over as the sportsbook tech service provider for the Ontario Lottery and Gaming Corp. (OLG) from FDJ Group.
