Playtech has agreed to strengthen NorthStar Ontario’s marketing and player acquisition strategy in a bid to support the rapid growth and expansion of the NorthStar Bets brand.

The agreement was announced today by NorthStar Gaming, which confirmed Playtech will make an initial contribution of up to $1.5m to its subsidiary.

Consequently, NorthStar Ontario will ‘accelerate’ its player acquisition strategy beginning in the fourth quarter of 2023 – when many North American professional sports leagues resume regular season play – and potentially also the first quarter of 2024.

Michael Moskowitz, Chief Executive Officer and a Founding Partner of NorthStar, commented: “This investment by Playtech further strengthens our strategic partnership and will immediately fuel growth and further expansion of the NorthStar Bets brand across Ontario.

“The global expertise with player acquisition and retention that Playtech provides, further enhances the growth of our business and active user base.”

Under the terms of the deal, Playtech can increase its contribution up to $4m, with the software firm standing to gain through a share of revenue from the income generated in connection with the marketing initiatives to which it contributed.

The transaction is in addition to the previously announced $12.25m strategic investment received from Playtech in connection with NorthStar’s reverse takeover of Baden Resources, which was completed in March.

NorthStar, meanwhile, has been trading on the TSX Venture Exchange since March, and entered into an agreement to acquire Slapshot Media a month later.