Kambi Takes Over Ontario Lottery’s PROLINE+ Platform

The Ontario sports betting market just added a new player.

The gambling giant has officially become the platform provider for the Ontario Lottery and Gaming Corporation’s online and retail PROLINE brand. The two sides began the process last February, which included an initial investment from Kambi. 

The new partnership will last until 2032.

“We are delighted to have officially completed this transition and to begin this next chapter of our partnership with OLG,” Kambi Group Chief Executive Werner Becher shared in a press release. “Having met the necessary conditions of the novation agreement, Kambi is excited to become the official sportsbook provider and to have launched with one of the world’s most respected lottery operators. We value our partnership with OLG and look forward to leveraging our proven technology to help them drive sustainable growth and provide a safe and entertaining betting product for their customers in Ontario.”

The OLG currently offers retail (PROLINE) and online sports betting (PROLINE+) in the province’s crowded market. 

Kambi had hoped to take over the OLG contract last year, but those plans were pushed to the first quarter of 2026. 

Kambi Hopes to Boost Online Platform

Unlike the rest of Ontario’s sports betting market, PROLINE+ reinvests 100% of its profits into the province. That includes schools, parks, infrastructure, and more. The hope was that this would incentivize bettors choose the local platform over commercial operators, but things haven’t gone as planned.

PROLINE+ launched five years ago but failed to meet expectations. While it had a head start on large commercial operators, bettors had numerous complaints about the platform. While bettors liked the platform’s layout, many reported issues when using it. 

Kambi hopes to win back bettors' trust. While the platform has received far better reviews since its launch, it is now competing in a much more competitive market. The company will bring years of industry experience and could help lead more Ontario residents to bet locally.