NorthStar Gaming (NSG), an Ontario-based online casino and sportsbook operator, has entered into a partnership with gaming technology supplier Playtech Software Limited to enhance its marketing and player acquisition strategy. The agreement involves Playtech’s financial contribution to support specific marketing initiatives undertaken by NorthStar Ontario.
Financial Contribution and Strategy:
Playtech will make an initial investment of up to C$1.5 million, with the potential to increase it to C$4 million, to directly aid NorthStar Ontario’s player acquisition strategy. The investment is scheduled to commence in the second half of 2023 and may extend into the first quarter of 2024. Playtech’s reimbursement and compensation will be linked to a share of revenue generated from the contributed marketing initiatives.
Strategic Partnership:
This agreement solidifies the strategic partnership between NorthStar Gaming and Playtech, leveraging Playtech’s global expertise in player acquisition and retention. The infusion of funds is anticipated to significantly enhance NorthStar Ontario’s marketing budget for the remainder of 2023, with a particular focus on accelerating player acquisition during the fourth quarter coinciding with the resumption of regular season play in North American professional sports leagues.
CEO’s Perspective:
Michael Moskowitz, CEO and founding partner of NorthStar, expressed enthusiasm about Playtech’s investment, emphasizing that it would fuel immediate growth and expansion of the NorthStar Bets brand across Ontario. The collaboration aims to capitalize on Playtech’s experience to boost NorthStar’s business and active user base.
Previous Collaboration:
In March, NorthStar Gaming announced a strategic investment of C$12.2 million by Playtech, positioning Playtech as a strategic investor and advisor to the operator. The current financial contribution further cements the collaboration’s commitment to NorthStar Ontario’s growth and success.
Recent Acquisition:
In April, NorthStar Gaming acquired Slapshot Media, a Canadian sports betting marketing company that provides managed services to the igaming site Spreads.ca. This acquisition complements NorthStar’s existing online casino and sportsbook offerings, with a focus on enhancing its market presence.
Playtech’s strategic investment in NorthStar Ontario signifies a significant step in fortifying the online gaming operator’s position in the Ontario market. The collaboration is expected to drive marketing initiatives, accelerate player acquisition, and contribute to the overall expansion of NorthStar Bets, setting the stage for a dynamic future in the Canadian online gaming landscape.