February 25, 2025 23493p
The Ontario Lottery and Gaming Corporation (OLG) has announced a significant transition in its sportsbook operations, selecting Kambi Group as its new multi-channel sportsbook provider. Kambi will assume the existing contract from FDJ Group, with the transition expected to be finalized in the latter half of 2025, pending regulatory approvals and contractual conditions.
This move is aimed at strengthening OLG’s PROLINE brand, which provides both retail and online sports betting services in Ontario. Kambi, recognized for its advanced sportsbook technology and risk management expertise, will work to enhance the Proline+ offering, positioning it more competitively in Ontario’s regulated sports betting market.
The shift comes as FDJ Group refocuses its international business strategy, leading to the selection of Kambi as its preferred successor for the OLG contract. Kambi CEO Werner Becher highlighted the strategic importance of the partnership, emphasizing the opportunity to enhance OLG’s digital and retail sportsbook offerings through Kambi’s expertise.
Kambi’s technology is regarded as a major step up for OLG’s PROLINE customers, providing an advanced and data-driven sportsbook experience. The platform leverages artificial intelligence and machine learning through Kambi’s AI division, Tzeract, to deliver highly accurate odds compilation and risk management. Additionally, Kambi’s comprehensive sportsbook platform is known for its flexibility, allowing operators to tailor the betting experience with customized front-end solutions and dynamic pricing models. Features such as Bet Builder and Odds Feed+ ensure that s have access to an expansive and interactive betting environment, enhancing both in-play and pre-game betting options.
Security and compliance are also key strengths of the Kambi platform, ensuring that OLG remains aligned with regulatory requirements while protecting s from fraudulent activities. The platform’s integrity-focused algorithms and security protocols will help maintain a fair and transparent betting experience for Ontario residents.
While some consumers that play across a wide array of Ontario sports betting operators may be disappointed to see another Ontario gaming brand on the Kambi platform, which shares odds & lines across brands (Casumo, BetRivers, NorthStar Bets, LeoVegas, BallyBet etc), OLG has made a positive step that will be seen as a big improvement by the majority of its customer base, which largely consists of recreational bettors. Most of its players just want a clean, quick, safe, intuitive experience with decent odds value, even if it's on par with other operators. With a growing number of private operators in the market, OLG’s partnership with Kambi is expected to enhance its technological capabilities and customer experience, ensuring it remains a competitive force within Ontario’s sports betting industry.
As the transition progresses through 2025, both OLG and Kambi will work to integrate the new platform, ensuring as smooth a shift for customers as possible. At the time of writing, it was unclear how Kambi would deal with long-term outright winner bets that originated on the FDJ platform, but would settle only after the Kambi platform has been implemented. Will these long-term bets migrate over to the new platform, or will the bets need to be voided? Beyond this practical issue for players, industry stakeholders will be watching the overall situation closely to see how the adoption of Kambi’s sportsbook technology impacts the Proline+ presence in the Ontario market.
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