• Kambi has secured a major partnership with the Atlantic Lottery Corporation and British Columbia Lottery Corporation to power a new PROLINE sportsbook solution across multiple Canadian provinces, both online and at retail
• The agreement covers British Columbia, Manitoba and Saskatchewan via BCLC, alongside New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island via ALC, giving Kambi technology presence in eight of Canada's ten provinces
• The deal builds directly on Kambi's January takeover of the Ontario Lottery and Gaming Corporation's PROLINE sportsbook, though OLG's PROLINE will remain operationally separate from the new shared ALC and BCLC solution
• Canada's online gambling market generated approximately $1.9 billion in 2025, with sports betting representing the largest segment, and is projected to reach $5.7 billion by 2033 at an annual growth rate of 14.8%
• The deal positions Kambi as the technology partner of choice for Canada's government-run sportsbooks while private operators including Betway, DraftKings and FanDuel continue to compete aggressively in the Ontario market

Kambi Has Quietly Become Canada's Default Lottery Sportsbook Technology Partner

Kambi has secured one of the most commercially and strategically significant partnerships in North American sports betting this year, with Canada's Atlantic Lottery Corporation and British Columbia Lottery Corporation jointly selecting the Swedish provider to power a new shared PROLINE sportsbook solution. The deal will see Kambi's Turnkey Sportsbook deployed across both online and retail channels for government-run operators in a sweep of provinces that gives the company technology presence in eight of Canada's ten provincial jurisdictions.

The geographic reach of the agreement is substantial. Through BCLC, Kambi's technology will power sports betting in British Columbia, Manitoba and Saskatchewan. Through ALC, the solution will extend across New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. Combined with the company's January takeover of Ontario Lottery and Gaming Corporation's PROLINE sportsbook, the cumulative effect is a near-comprehensive footprint across Canadian lottery-run sports betting operations. OLG's PROLINE will continue to operate separately from the new shared ALC and BCLC solution, but the practical reality is that one supplier now sits at the heart of how Canada's government-run sportsbook ecosystem delivers its product to players.

The market context for this expansion is exceptional. Canada's online gambling sector generated approximately $1.9 billion in revenue during 2025, with sports betting representing the largest single segment. Industry projections place the total market at $5.7 billion by 2033, implying an annualised growth rate of 14.8% across the next eight years. That growth profile is among the most attractive of any regulated gambling market in the developed world, and it is being driven by structural factors including the 2021 legalisation of single-event sports betting, the ongoing opening of provincial iGaming markets to private competition and the strong mobile-first consumer behaviour that has come to define Canadian betting.

The Canadian regulatory landscape adds a distinctive layer of complexity that makes Kambi's value proposition particularly compelling. Each province operates within its own regulatory framework while sitting under an overarching set of national rules that include strict advertising restrictions, limits on celebrity endorsements, requirements for transparent odds presentation and active promotion of self-exclusion tools and deposit limits. A supplier capable of delivering a unified national solution across multiple provinces, each with its own governance arrangements and compliance requirements, offers genuine operational leverage to lottery corporations that would otherwise need to manage parallel relationships with separate providers.

The ALC and BCLC framing of the deal is significant in its own right. The two corporations jointly sought a provider capable of supporting what they described as a National Sports Betting Solution, with the explicit objective of uniting provincial lotteries under the PROLINE brand to deliver a consistent, high-quality betting experience while preserving the local governance and oversight that defines Canadian gambling regulation. That coordination between separate crown corporations is itself unusual, and the fact that Kambi was selected as the supplier capable of delivering against that joint specification reinforces the company's positioning as the trusted choice for publicly owned gambling operations.

ALC's director of sports betting Scott Eagles framed the partnership as an important step for provincial lotteries in delivering a consistent and high-quality sports betting experience while maintaining strong governance within each jurisdiction. Kambi's CEO Werner Becher pointed to the company's reputation among publicly owned organisations as a key element of its value proposition in this segment of the market.

The competitive backdrop in Canada's broader sports betting market remains intense. Ontario's private operator market is being contested aggressively by Betway, DraftKings and FanDuel, with each driving innovation in micro-betting, live streaming and mobile-first experiences. Betway in particular has emerged as a benchmark operator in the Canadian context, with strong reliability, market depth and technical capabilities cited as defining strengths. The fluidity of player loyalty in a still-developing market, with users frequently switching platforms during promotional periods, suggests that meaningful consolidation lies ahead as the industry matures and the strongest brands consolidate their positions.

Lottery-Run Sports Betting Has Become a Specialist Supplier Category

Servicing publicly owned gambling operators is a fundamentally different commercial proposition to servicing private operators. The procurement processes are more structured, the compliance requirements are more conservative, the governance scrutiny is more intensive and the reputational considerations cut differently. Suppliers that can credibly demonstrate experience and capability in this segment build a moat that is difficult for competitors to cross, because the references and relationships required to win these tenders cannot be acquired quickly. Kambi's progression from the OLG deal in January to the ALC and BCLC agreement now is not just commercial expansion. It is the establishment of a specialist position in a category of the global sports betting market that other technology providers will find increasingly hard to compete in without comparable track records.

The Eight-Province Footprint Creates Operational Leverage That Will Compound

Operating across eight provinces gives Kambi a scale of Canadian regulatory and operational expertise that no competing supplier can match. Every product enhancement, every compliance update, every customer experience improvement can be deployed across a larger footprint without proportional cost increases. That operational leverage is precisely the dynamic that builds durable competitive advantage in technology businesses, and it accumulates over time. As Canada's sports betting market grows toward its projected $5.7 billion size by 2033, Kambi's position as the dominant technology partner for the lottery-run portion of that market gives it a stable revenue base from which to compete for the more contested private operator opportunities in Ontario and Alberta.

The Private Versus Public Market Split Will Define Canada's Long-Term Structure

Canada is increasingly developing two parallel sports betting ecosystems, one built around government-run lottery operations in most provinces and another built around private operator competition in Ontario, with Alberta poised to add a second private market when it launches in July. How those two models perform competitively against each other will shape Canada's regulatory thinking for years to come. If the lottery-run model can deliver competitive products, strong consumer protection and meaningful revenue contribution to provincial treasuries, the case for opening additional provinces to private competition weakens. If the Ontario model continues to demonstrate clear superiority in product innovation and player acquisition, the pressure to follow that model in other provinces will grow. Kambi's position at the centre of the lottery-run side of that equation gives it a significant interest in ensuring the public model competes effectively, and the success or failure of the new PROLINE solution will be a meaningful data point in that broader policy debate.