The Ontario Lottery and Gaming Corporation (OLG) has a new sportsbook partner. On Monday, it was announced that Kambi Group, a B2B sportsbook technology provider, will assume the OLG contract previously held by Française des Jeux (FDJ Group).
Kambi Assumes OLG Contract Through 2032
FDJ, undergoing 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.
16% Market Share for OLG in Ontario
OLG, a crown corporation owned by the government of Ontario, conducts and manages gaming facilities, charitable gaming, province-wide lottery products, and 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.
A commercial and competitive igaming market opened in Ontario in April 2022. According to iGaming Ontario, there are now 50 licensed operators in the province, including major brands like FanDuel, BetMGM, and DraftKings.
OLG reported $630 million in total gross online casino and sports betting revenue for FY 2023-24, up from $561 million in 2022-23. The Ontario private market, excluding OLG, saw $64 billion in total wagers and $2.4 billion in gaming revenue for FY 2023-24.
Market Analysis
According to H2 Gambling Capital, a global specialist in gambling sector market data, OLG holds a 16% market share in Ontario, while commercial operators have 78%, and offshore platforms have 5%.
H2 uses 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 holds 8%, with BetMGM, Entain, and BetRivers each at 7%.
Kambi’s Vision for OLG
OLG was not available for comment on the deal due to the province being in the midst of an election campaign, during which the crown corporation enters “caretaker mode.” On Monday, Kambi expressed its belief that the combination of OLG’s local market position, the Proline brand, and Kambi’s “high-quality sportsbook” will enable OLG to further develop its market position in the province.
“The prospect of partnering with an organization 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.”
