Posted on: March 3, 2026, 06:40h.
Last updated on: March 3, 2026, 06:40h.
- Casino.org interviews Kambi Group Chief Commercial Officer Sarah Robertson
- Ontario Lottery and Gaming Corporation launched new Proline+ sportsbetting platform in January
- OLG looking to get an edge in uber-competitive Ontario igaming market
Kambi Group is a over month into its partnership with Ontario Lottery and Gaming Corporation, having formally assumed responsibilities for OLG’s multi-channel sportsbook, knowing Kambi’s sportsbook technology enables OLG to craft and go-live with team-centric market specials in an uber competitive igaming market.
Interview with Kambi Executive
Casino.org spoke with Kambi Group Chief Commercial Officer Sarah Robertson about how the relationship has gone so far, and where the OLG platform is improving, in a market where the crown corporation is competing with 48 licensed private operators.
OLG has had to improve its operation since the private igaming market went live in April 2022.
Executives there will tell you that the competition has made them better at what they do. OLG launched its Proline+ single event sports betting platform in August 2021.
Partnering with Kambi has put their sports betting production at par with heavy hitters licensed and live in Ontario, operators like BetMGM and DraftKings.
Busy Marketplace
Robertson was asked how the new Kambi-OLG partnership sets the Proline product apart in such as busy marketplace. According to iGaming Ontario, the Ontario market generated $4 billion in gross gaming revenue in 2025. That doesn’t include revenues generated by OLG’s platform, which OLG projects to hit $1 billion in revenue by 2028.
“Kambi’s role in Ontario is to provide Proline and Proline+ with a premium, highly flexible sportsbook that’s tailored to the preferences of OLG and its players,” she said.
“Our focus is on delivering a seamless, intuitive user interface and an expansive range of betting markets with vast combinability thanks to a robust Bet Builder, keeping fans engaged across the sports they care about most.
“A key point of differentiation is the integration between digital and retail. Through OLG’s extensive retail network, players can easily move between channels, creating a more accessible and cohesive betting experience.
Bede Gaming Partnership
Combined with Kambi’s AI-powered trading, advanced risk management and market-leading product and UX, the result is a sportsbook designed to offer bettors in Ontario a depth and quality of experience at the cutting edge of what is possible today.”
Kambi’s integration with Bede Gaming has provided a player account management system that supports the Proline+ experience for users. Kambi has a long-time partnership with Bede – which has delivered a scalable, API-first platform that will give OLG the flexibility to evolve its offering over time. PAM helps create a more personalized experience for players by leveraging real-time data and adaptable promotional capabilities, she added.
“Combined with Kambi’s end-to-end sportsbook technology, this ensures that players benefit from a smooth, responsive and feature-rich betting experience across the platform,” she said
Regulatory Compliance
Regulatory compliance around areas like problem gambling and data privacy in a market as strict as Ontario has been another big factor in the Proline+ launch. Robertson’s pointed to Kambi’s regulatory compliance team, working with business partners and regulator. Ninety-eight per cent of Kambi’s revenue has been derived from locally regulated markets.
In Ontario, Kambi supports numerous partners, including OLG, which means we bring extensive local experience and a deep understanding of the competitive and compliance landscape in the province,” she said. “That know-how helps ensure a smooth, compliant rollout and ongoing operations that align with the regulatory framework.
“More broadly, Kambi’s role is to provide a fully compliant, secure and scalable sportsbook platform with robust controls around areas such as data handling, reporting and operational integrity. Player protection measures are delivered in close collaboration with our partners and in accordance with each market’s regulatory requirements, ensuring a responsible and compliant experience for players.”
Passion for Local Teams
Ontarians are very loyal to local teams when it comes to betting – big betting support for the NHL’s Toronto Maple Leafs and MLB’s Toronto Blue Jays, for example. We saw that on full display during the Jays’ World Series run against the Los Angeles Dodgers last fall.
A differentiator in the Ontario market comes down to how well the operator caters to that passion – team-centric acquisition offers that tap into that excitement, such as targeted odds or profit boosts during major moments throughout the season. OLG has been working with Kambi technology to craft and go-live with specials that tap into that.
“From a product perspective, we’re also expanding player prop markets and increasing combinability within an already robust Bet Builder offering,” said Robertson. “This gives fans more ways to engage with the players and teams that matter most to them, particularly in high-interest sports like hockey and basketball.
“Retention is just as important, so we’re focused on building seasonality bridges that keep players engaged throughout the year. For example, cross-sport promotions can reward bettors who place wagers on a hockey game with a free bet on baseball or basketball, helping to maintain momentum as different sports move in and out of season.”
Big Early Wins
It’s early in the game, she added, so the focus in the Kambi-OLG partnership so far has been on ensuring stability and working with players so they become more familiar with the new experience, around navigation and layout.
With that said, one of the key improvements has been the significant expansion of the overall bet offering,” she said. “Players now have access to more sports, markets and a broader range of bet types that were previously available – with combinability across events and sports catering to the creation of genuine odds on-demand – representing a major step forward in terms of choice and engagement.
“Over time, as players become increasingly familiar with the updated platform and start to take advantage of the expanded offering, we expect that experience and retention metrics will continue to improve.”
