After its official transition into Ontario’s regulated market, Bet99 is now exploring additional expansion opportunities in the country. Just this week, the sports betting platform announced that it has partnered up with the NHL, allowing it to introduce a brand-new free-to-play game named NHL PrePlay for its hockey enthusiasts in the country.
Founded in 2020, Bet99 transitioned into the Ontario provincially-run private market in November 2022. And thanks to its heavy marketing of a free-to-play game and partnerships with professional athletes, the sportsbook has managed to take a massive share of the country’s market. According to estimations, the platform handles more than CA$1.2 billion in bets.
Details on the Game and More
As part of the recent agreement with the hockey league, Bet99 will now launch a free-to-play title branded NHL PrePlay. This is a game which allows fans to answer predictive outcome-based questions and awards them points for each correctly answered question. At the end of the NFL season, the top scorer will win a massive jackpot worth CA$100,000.
In addition to the main prize, players of the game will be in contention for numerous other prizes and giveaways throughout the season. There will also be NHL Shop gift cards, weekly ticket giveaways, as well as a trip giveaway to an NHL tentpole event every month. It is also expected that the game will spark fan engagement and excitement around hockey games.
The sportsbook has already secured some important partnerships in the country, such as the one with Auston Matthews, and its NHL one will provide it with an immense opportunity to reach the sport’s enormous fan base. Its brand will be promoted via digital marketing on the Digitally Enhanced Dasherboard throughout the season and Stanley Cup playoff games wired on Rogers Sportsnet.
In addition to that, Bet99 touts numerous other important collaborations across the country. It has also partnered up with UFC Hall of Famer George St-Pierre, Olympian Alysha Newman, and former Toronto FC star Sebastian Giovinco. Additionally, it has also teamed up with the Ottawa Senators, CF Montreal, and the Montreal Alouettes.
It should be mentioned that at the start of this month, the sportsbook also announced a brand-new licensing agreement with Genius Sports Limited. Via the deal, the bookmaker will be allowed to distribute live video streams of NFL games to its Canadian player base. This is powered by Genius Sports, which is the exclusive distributor of official NFL data and live video streams to sportsbooks
Joining the Legal Sector
Bet99 become part of Ontario’s regulated sector for third-party betting companies just at the start of November 2022. From now on for Ontarians, the company’s online offerings will be available under Bet99.ca. Meanwhile, in other Canadian jurisdictions, the brand continues to operate as a grey-market operator and its online content is available on its official website.
Source: Rice, Michael “Bet99 Becomes the Latest Official Canadian Sports Betting Partner of the NHL” Covers, December 20, 2022