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Ontario’s NorthStar Gaming Receives Strategic Marketing Contribution from Playtech

Posted on June 30, 2023 | 7:39 am

NorthStar Gaming, the Canadian online casino and sportsbook operator based in Toronto, has announced that it will receive a strategic marketing contribution from Playtech, the global gaming giant which supplies technology, slot games and live casino content to online casinos.

The agreement between the two sides will allow NorthStar Gaming to strengthen its marketing and player acquisition strategy in Ontario as Playtech will help finance some of the operator’s marketing initiatives.

The initial agreed contribution from Playtech will be of up to 1.5 million Canadian dollars, but the figure can be increased to up to 4 million Canadian dollars. That money will be invested directly into NorthStar Gaming’s marketing efforts in Ontario, boosting their player acquisition strategy in the second half of 2023 and the start of 2024.

Playtech will be compensated for their financial effort through a share of revenue from the income generated following the respective initiatives, along with being fully reimbursed at some point in the future.

With the contribution offered by Playtech, the marketing budget at the disposal of NorthStar Gaming in Ontario received a significant boost, allowing the company to accelerate its player acquisition strategy in the final months of 2023, exactly when most North American professional sports leagues return to action.

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Further Strengthening the Strategic Partnership

Michael Moskowitz, Chief Executive Officer and founding partner at NorthStar Gaming, explained that the investment “further strengthens” the strategic partnership between the two companies “and will immediately fuel growth and further expansion of the NorthStar Bets brand across Ontario.”

In fact, the two companies announced their strategic partnership in February 2023, when Playtech agreed to invest 12.25 million Canadian dollars into NorthStar Gaming. The investment was made in the form of a convertible debenture, which will later convert into equity and warrants as NorthStar has agreed a reverse takeover of Baden Resources Inc.

When that proposed reverse takeover was completed, Playtech ended up owning around 16 percent of the common shares belonging to NorthStar Gaming, along with warrants that would grant it the right to get that stake up to over 20 percent.

NorthStar Gaming launched in March 2021 as a made-in-Ontario online betting brand, based in Toronto. At the end of April 2022 NorthStar Gaming received a license to operate in Ontario as the market in Canada’s most populous province became open to private casino and sports betting operators.


“NorthStar Gaming Announces Strategic Marketing Contribution from Playtech Software Limited“,, June 26, 2023.

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