The Ontario Lottery and Gaming Corporation (OLG) has announced a new sportsbook partner, revealing on Monday that Kambi Group, the B2B sportsbook technology provider, is taking over the OLG contract from Française des Jeux (FDJ Group).
Kambi Acquires OLG Proline Platform
FDJ, currently undergoing a strategic realignment, has selected Kambi Group as its favored assignee, with OLG’s approval “subject to certain conditions.” Kambi Group anticipates that the multi-channel transition will be finalized in the latter half of 2025. The agreement with OLG extends until 2032.
OLG is a crown corporation that belongs to the Ontario government, overseeing and managing gaming facilities and charitable gaming in the province, offering lottery products across the province, and operating online sports betting and igaming through its Proline brand and around 10,000 retailers. As a crown corporation, all proceeds are fully reinvested into the province.
OLG Holds 16% Share of the Market in Ontario
A competitive, commercial igaming market was launched in Ontario in April 2022. As per iGaming Ontario, there are currently 50 licensed operators in the province, which include many of the leading brands such as FanDuel, BetMGM, and DraftKings.
OLG shares its overall gross revenue from online casinos and sports betting – for FY 2023-24, they reported $630 million, an increase from $561 million in 2022-23. In FY 2023-24, the Ontario private market, excluding OLG, recorded total wagers of $64 billion and generated $2.4 billion in gaming revenue.
As per H2 Gambling Capital – the worldwide expert in gambling sector market data – OLG has been maintaining its position. In Ontario, commercial operators hold a 78% market share, whereas OLG possesses 16%, and offshore platforms account for 5%.
H2 employs sources such as website traffic, affiliate traffic, and search volume information to gauge market size and growth rates in regulated markets lacking official data. Their data indicates that bet365 holds a 15% market share in FY 2024, with FanDuel at 13% and Betano at 9%. Super Group stands at 8%, with BetMGM, Entain, and BetRivers each at 7%.
Kambi Aims to "Set a New Standard" for OLG
OLG could not provide comments on the agreement – due to the province being in an election campaign, the crown corporation enters "caretaker mode." In a statement on Monday, Kambi is confident that the integration of OLG’s local market presence, the Proline brand, and Kambi’s “high-quality sportsbook” will allow OLG to enhance its market standing in the province.
"The prospect of partnering with an organisation of the size and stature of OLG is an exciting one for Kambi and we are working diligently to complete the novation process with FDJ and launch later this year,” said Werner Becher, Kambi Group Chief Executive Officer. “Ontario has a competitive online market, but I believe a combination of OLG and Kambi will see PROLINE rightly compete with market leaders while continuing to raise the bar of its retail product.”
