NorthStar Gaming Holdings announced last week that its subsidiary, NorthStar Gaming (Ontario), has extended its strategic marketing agreement with Playtech Software Ltd. Playtech is also providing CA$3 million (US$2.2 million) in short-term financing to NorthStar.
The objective of extending the marketing agreement first implemented last June is to accelerate NorthStar Ontario’s player-acquisition strategy in the hyper-competitive Ontario market. With this announcement, Playtech will provide similar marketing services, valued at up to CA$4 million, through October 2024.
Playtech will be compensated through a share of revenue from the income generated in connection with the marketing initiatives to which it contributes.
Playtech is a major player in the gambling-industry tech sphere, with more than 7,000 employees in 20 countries, delivering gambling software, content, and platform technology for casino, live casino, sports betting, virtual sports, bingo, and poker.
“Playtech’s ongoing support has been instrumental in helping us acquire new customers, provide a premium online gaming experience, and fund the expansion of our brand in Ontario and across Canada,” said Michael Moskowitz, chair and CEO of NorthStar.
NorthStar Gaming owns and operates NorthStar Bets, a made-in-Ontario casino and sportsbook platform. The sportsbook provides real-time news, stats, analysis, and scores directly in the betting environment, along with online-casino games.
Ontario’s sports-betting market ranks in the top five in North America in total wagers via 27 licensed operators.
Icasino continues to be the largest segment by wagers of licensed operators, about 82% in the market’s second year. Currently, 47 operators offer games in the casino category, which includes slots, live and computer-based table games, and peer-to-peer bingo (more than 5,000 certified games)
