Kambi Group Taking Over as OLG’s Sportsbook Partner

Posted on: February 24, 2025, 05:03h. 

Last updated on: February 25, 2025, 07:12h.

Mark Keast Read More

Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.

• Kambi Group assumes OLG contract through 2032
• OLG has 16% market share in Ontario, according to H2 data
• 100% OLG proceeds go back to province

The Ontario Lottery and Gaming Corporation (OLG) has a new sportsbook partner, with the news Monday that Kambi Group, the B2B sportsbook technology provider, is assuming Française des Jeux’s (FDJ Group’s) OLG contract.

Kambi Takes Over OLG Proline Platform

FDJ, which has been going through a strategic refocus, identified Kambi Group as its preferred assignee, with OLG’s consent “pending certain conditions”. Kambi Group expects the multi-channel migration to be completed in the second half of 2025. The contract with OLG runs through 2032.

OLG is a crown corporation owned by the government of Ontario, conducting and managing gaming facilities and charitable gaming in the province, the sale of province-wide lottery products, as well as running online sports betting and igaming via its Proline brand as well as at approximately 10,000 retailers. As a crown corporation, 100% of proceeds are reinvested into the province.

16% Market Share for OLG in Ontario

A commercial, competitive igaming market opened in Ontario in April of 2022. According to iGaming Ontario there are now 50 licensed operators in the province, including most the major brands, like FanDuel, BetMGM and DraftKings. 

OLG reports its own total gross online casino and sports betting revenue – in FY 2023-24 they reported $630 million, up from $561 in 2022-23. The Ontario private market, not including OLG, saw $64 billion in total wagers in FY 2023-24, $2.4 billion in gaming revenue.

According to H2 Gambling Capital – the global specialist gambling sector market data provider – OLG has been holding their ground. Commercial operators in Ontario have a 78% market share, while OLG has 16%, and offshore platforms have 5%.

H2 utilizes sources like web traffic, affiliate traffic and search volume data to estimate market size and growth rates in regulated markets where there is no official data. Their data shows bet365 with a 15% market share in FY 2024, followed by FanDuel (13%) and Betano (9%). Super Group comes in at 8%, followed by BetMGM, Entain and BetRivers, at 7% each.

Kambi Looks to “Raise the Bar” for OLG

OLG wasn’t available for comment on the deal – because the province is in the middle of an election campaign, the crown corporation goes into “caretaker mode”. In a statement Monday, Kambi believes the combination of OLG’s local market position, the Proline brand, along with Kambi’s “high quality sportsbook” will enable OLG to further develop its market position 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.”