The latest casino and sportsbook platform to go live in Ontario is NorthStar Bets and the launch has been accompanied by the promise of a home-grown experience thanks to a content-centric approach and an advertising arrangement with Toronto-based newspaper, The Star.
NorthStar Bets, owned by NorthStar Gaming, is a slick website and mobile experience with a wide selection of casino games, including slots and live tables, and hundreds of live sports markets for gamblers to bet on.
And in what is shaping up to be a very crowded marketplace, NorthStar Bets aims to establish a point of difference through its focus on content with a high volume of data-driven analysis and insight to help inform the betting experience.
Content on the NorthStar Bets platform is both in-depth and bespoke, with the opportunity for users to tailor what they see to their own interests.
Chief Executive Office and Founding Partner at NorthStar Gaming, Michael Moskowtiz, said: “NorthStar Bets was designed and built for Ontarians and as an Ontario-based company, we’re excited to launch in our home province.
“We hope to inspire a sense of home team pride amongst our customers as they discover and engage with our platform and NorthStar Bets content. We’re confident Ontarians will enjoy the unmatched user experience that NorthStar Bets’ immersive betting and gaming platform provides.”
NorthStar Gaming’s content-led approach is also reflected in an advertising arrangement with Toronto’s The Star newspaper in which readers, as well as users of NorthStar Bets can access stories, analysis, and data useful for their betting choices, on a URL on The Star site, here: thestar.com/sports/sports-betting.
The operator hopes that this partnership, in which NorthStar Bet’s team provide content for the local newspaper, they hope, will enforce the idea of NorhStar as the best betting experience for Ontarians.
In reference to the partnership, Moskowitz described NorthStar Bets position as ‘a convergence leader in the intersection of sports media and sports wagering’. He believes that this will put the platform in a unique position to become a go-to betting option for Ontarians.
In their press released, NorthStar Gaming also highlight their commitment to high responsible gaming standards and keeping the money wagered in Ontario within the province.
Media Partnerships Are a Feature of New Market
With just over a month of wagering in Ontario we are already seeing a pattern of media partnerships between betting operators and media and sports franchises.
These include an agreement between Flutter subsidiaries, Fan Duel and Poker Stars, and Maple Leaf Sports Entertainment (MLSE), owners of the Toronto Maple Leafs in NHL and the Toronto Raptors in NBA. BetMGM and Fan Duel have also extended their relationship with NHL into Canada allowing them to publish unique content like odds tickers at NHL events and on their website.