Ontario regulators continue a steady pace of adding to the list of approved operators for commercial sports betting launch.
FanDuel Sportsbook, Unibet and Coolbet received approval from the Alcohol and Gaming Commission of Ontario last week, according to the AGCO website. The license is a significant step for operators, but they still need to sign an agreement with iGaming Ontario, a subsidiary of the AGCO that will oversee the industry.
The three operators join a growing list of companies readying for the April 4 launch of commercial iGaming and sports betting in Ontario.
Sportsbooks prepare for Ontario
Last week, the AGCO also added BetRivers and 888 Sportsbook to the list of approved operators. BetRivers’ parent, Rush Street Interactive, launched a free-to-play game for Canada sports betting in October 2021.
The AGCO issued its first licenses in January, with PointsBet and theScore receiving approval. Rivalry Corp. will focus on esports betting.
Several other iGaming operators are approved, including WSOP and Royal Panda.
FanDuel plan for Ontario sports betting
Last year, FanDuel hired Dale Hooper as general manager of its Canada operation. Prior to FanDuel, Hooper led Deloitte Canada‘s cannabis division.
FanDuel executives have said they plan to treat sports betting in the Great White North differently than the US, localizing sportsbook offerings for Canadian bettors.
That approach could be vital in capturing market share in Ontario, which has approximately 35% of the Canadian population and would be the fifth-largest state in the US.
Lottery product pushes forward
Ontario Lottery and Gaming‘s ProLine+ launched its expanded online sports betting product in August 2021. Multiple provincial lotteries launched that month when provinces were allowed to begin regulating single-event sports wagering.
Since then, ProLine+ has secured official sportsbook partnerships with the NFL and NHL. ProLine recorded its highest NHL sales to date in February, according to PlayCanada.
The lottery also rolled out new retail sports betting products to more than 10,000 retailers across the province.