With less than two weeks to go before the commercial launch of Ontario sports betting, a Canada-based sportsbook is open for pre-registration.
Toronto-based theScore announced this week its mobile sportsbook app is available for download on the iOS App Store. Ontario bettors can pre-register on the app in preparation for the April 4 launch of ON sports betting.
“Millions of Ontarians already know and love theScore, and we are excited to introduce them to theScore Bet as part of our pre-registration rollout,” theScore CEO John Levy said in a statement. “We are ready and eager for the legal market to open on April 4 and look forward to showcasing our fully integrated media and betting experience.”
theScore launch plans for Ontario sports betting
Ahead of the provincial launch, theScore will host a “Home Opener” party in Toronto April 2-4. The operator plans to begin taking bets on the first day of commercial sports betting in Ontario.
A pre-registration bonus option is a T-shirt from the Barstool Sports hockey podcast Spittin’ Chiclets. Penn National Gaming purchased theScore last year and owns more than a third of Barstool Sports.
On Wednesday, the company launched a new marketing campaign, “Get Into Bet Mode,” with a trio of comedians: Gerry Dee, Susie Essman and Rex Lee.
“These video spots are an extension of how we serve fans, eliminating all the friction points for a streamlined betting experience,” theScore SVP of Marketing and Content Aubrey Levy said in a statement.
Growing Canada partnerships
Since Canada changed its criminal code to allow provinces to regulate single-event sports betting last year, theScore has worked to position itself before launch.
In August, theScore partnered with Canlan Sports and its six Ontario sports complexes.
The same month, the company announced its status as the official gaming partner of Golf Canada.
Ontario sports betting first mover
Executives from theScore have said their place in the Canadian sports media landscape could help control market share in Canada sports betting.
In January, the sportsbook was one of the first to receive a license from the Alcohol and Gaming Commission of Ontario.
The AGCO has awarded another 15 licenses, with the list growing nearly every day. This week, the AGCO approved both Kambi as a supplier and BetMGM as an operator.
Commercial Ontario operators still trail lottery
Ontario Lottery and Gaming’s ProLine+ was the first sportsbook taking single-event bets in Ontario. It launched with several other provincial lotteries in August 2021.
The lottery also rolled out new single-event products to more than 10,000 retailers.
With commercial sportsbooks yet to launch, ProLine+ became the first Canadian partner for the NFL and NHL earlier this year.
