Canadian gaming company NorthStar Gaming has unveiled the brand it hopes to take live in Ontario’s new iGaming and sports betting market, NorthStar Bets.

The online casino and sportsbook platform aims to provide players with a “uniquely local, premier” user experience that CEO Michael Moskowitz says will pay tribute to “our local roots”. Players will be able to play games as well as enjoy sports betting insights and content every time they visit the platform.

“As a proudly Canadian-owned and operated brand, we take great pride in providing Ontarians with a hyperlocal gaming experience,” said Moskowitz in a news release. “We hope to inspire a sense of home team pride in our players as they discover our platform and unique NorthStar Bets content.”

Additionally, as part of an omnichannel advertising and marketing services arrangement with Torstar Corporation, readers of thestar.com will have the opportunity to enjoy sports betting and wagering content created by the NorthStar Bets content team.

Visitors to the site will be able to access this material in a dedicated section at thestar.com/sports/sports-betting.

Following the launch of the NorthStar Bets gaming platform, thestar.com will feature additional betting content, including daily picks and videos of the events, teams and players that matter most to Canadians.

“We’re very excited to work with NorthStar Gaming as they prepare to launch a market-leading online gaming business in Ontario,” said Lorenzo DeMarchi, Interim CEO of Torstar. “With Ontario’s regulated online gaming and sports betting market set to open this spring, we’re sure there will be strong interest from our Toronto Star readers, particularly our sports readers, in the growing popularity of wagering content. Now, with the NorthStar Bets integration, readers will have access to gaming-related insights and storylines at their fingertips.”

In preparation for its launch in Ontario, NorthStar has been forging partnerships with prominent names in the Canadian market in recent weeks.

In January, it was announced that leading gambling tech company Playtech will power NorthStar through its IMS platform. The company has also partnered with Kambi to fuel its sportsbook and related technology, as well as striking a deal to become the exclusive and official sportsbook and casino affiliate partner of Parleh Media Group and its owned and operated digital channels in Ontario.