Kambi Strengthens Its Position in Canada Through Government-Run Betting

Swedish provider Kambi has secured one of the most notable contracts in Canada’s betting market. Crown lottery corporations ALC and BCLC have selected the company as the technology partner for the updated PROLINE platform, which will support sports betting across eight provinces at once.

Effectively, Kambi will become the technology backbone for a major share of Canadian betting. This is not just about British Columbia and Manitoba, but also all of the Atlantic provinces. For the company itself, this is a serious strengthening of its position in North America, where competition between platform suppliers is only getting tougher.

Canada’s online gambling market is going through a very active phase overall. By the end of 2025, the industry had generated about $1.9 billion, and analysts expect further growth in the coming years — by 2033, the market could approach $5.7 billion.

The main catalyst was the legalization of single-event sports betting in 2021. After that, betting started growing much faster than other gambling verticals. Before the legal change, Canadian players were limited in the types of bets they could place, and the market long looked noticeably weaker than the U.S. market.

The situation is different now. Sportsbooks have become one of the key iGaming segments, and the battle is no longer just between government-run platforms, but also between major private operators. This is especially visible in Ontario, where DraftKings and FanDuel continue to compete aggressively for players.

At the same time, retaining players is becoming more difficult. Canadian players are fairly quick to switch platforms if better bonuses, free bets, or promotions appear elsewhere. Loyalty in betting does not carry as much weight now as it did a few years ago, and operators have to keep players interested with new offers all the time.

Against this backdrop, Crown corporations’ decision to lean on Kambi looks entirely logical. For them, the priorities now are platform stability, fast updates, and the ability to compete with private brands not just through name recognition, but through the quality of the product itself.