NorthStar Gaming has its eye on the sky.
The company, which bills itself as the newest Canadian online casino and sportsbook, recently announced its partnership with a leading global internet gambling software supplier, Playtech.
NorthStar, which is also partnered with Toronto Star parent company Torstar Corporation, is a homegrown brand that will be one to watch for consumers and industry observers at the Ontario online gambling market launch later this year.
Playtech now has its entry point into huge Ontario market
And with its platform powering NorthStar’s upcoming Ontario launch, Playtech will gain entry to Canada’s online gambling ecosystem.
“In the coming months, gaming enthusiasts will have more options and choices than ever before,” Michael Moskowitz, NorthStar Gaming’s CEO (and founding partner) told PlayCanada.
“Playtech’s best-in-class technology will ensure we’re able to provide consumers with an unmatched experience that separates us from the competition. We’re excited to get our platform experience in the hands of consumers and provide them with a localized experience.”
Under the terms of the contract, Playtech will provide its information management solution platform for use across all NorthStar’s gaming platforms.
After completing the licensing process and receiving regulatory approvals, NorthStar will be ready to launch Playtech’s tech stack to Ontarians. This includes casino, live casino, poker and bingo games, in addition to its IMS Platform.
Partnership the way forward for Playtech, NorthStar Gaming
NorthStar Gaming is the way to go for Playtech.
This deal comes after the launch of Playtech’s live casino facilities in two US states – Michigan and New Jersey. Now the Isle of Man-based gambling software company is interested in expanding into other major markets like Canada.
“We are delighted to announce our partnership with NorthStar Gaming as it prepares to launch its market-leading online gaming business in Canada,” said Mor Weizer, Playtech’s CEO in a media release.
“Our success is driven by strategic partnerships with industry-leading operators around the world and we are excited to partner with a leading entertainment company like NorthStar Gaming. At Playtech, we are driven to deliver a sustainable, commercially viable and engaging entertainment experience – for the benefit of all stakeholders.”
Playtech’s IMS platform allows full visibility and control of the entire player lifecycle from one centralized point.
IMS works with Playtech Protect bringing together Playtech’s safer and responsible gambling technology, tools and services, helping address player risk.
The tool will enable NorthStar Gaming to customize the look of its products. It also allows NSG to configure and select their communication channels and define a risk strategy according to internal policies.
Apart from partnering with NorthStar, Playtech is in the process of finalizing an agreement with Australian slot machine manufacturer, Aristocrat Leisure, for $4.63B.
Online casino and sportsbook branding still under wraps
An exclusive deal with one of the world’s biggest gaming providers shows NorthStar means business.
And the company’s landmark advertising and marketing services agreement with Torstar sets NSG’s business up for success.
As NorthStar told PlayCanada:
“NorthStar Gaming will leverage premium exposure amid Torstar’s network and properties to drive customer acquisition and reduce player acquisition costs. Because Torstar is an Ontario-based omni-channel media company, it will help gaming enthusiasts find legal betting hubs and gaming content via its digital news platform.”
However, NSG has yet to share the branding of its Ontario online casino and sportsbook offering.
“The official app name has not yet been released,” the company told PlayCanada.
Toronto Star (or even Torstar) branding could bring name recognition. But “NorthStar Casino” and “NorthStar Sportsbook” could be just as effective in communicating that brand.
Keeping it all in the family
Back in early 2021, Torstar Corporation announced it would launch an online casino and sportsbook brand.
The announcement came less than a year after NordStar Capital LP, purchased the media company for $52 million. The purchase gave NordStar control over Torstar Corp’s many publications including namesake and flagship, the Toronto Star, the nation’s second-most circulated newspaper.
NordStar Capital, Torstar’s new owner, is led by Jordan Bitlove and Paul Rivett. Before becoming chair and co-owner of Torstar, Rivett was president of the global insurance and investment firm, Fairfax Financial.
Bitlove, a veteran of the real estate, hospitality and marketing industries, was part of the consortium that led the SkyDome (Rogers Centre) build. Additionally, the Toronto Star’s newest publisher helped launch the Toronto Raptors.
Both Rivett and Bitlove hold board positions (chair and director, respectively) at NorthStar Gaming. Established in 2021, NSG’s deal with TorStar Corp will set them apart from other operators heading to Ontario.
Tuesday’s announcement of the Playtech deal verified NSG isn’t coming just to play — the Canadian upstart is here to win.