Toronto-based betting company NorthStar Gaming has teamed up with software provider Tallysight Inc. for March Madness.

The partnership, announced on March 20, will see Tallysight provide dynamic betting content such as odds widgets and graphics for NorthStar‘s editorial sports and betting content.

The new visual tools will be used on NorthStar’s in-app Sports Insights content vertical which provides players on the company’s betting platform, NorthStar Bets, with analysis, stats and trends, staff picks, and tips from NorthStar’s Ontario-based staff writer team. Tallysight’s dynamic odds widgets will offer Northstar Bets users the ability to click on latest odds directly within articles and place wagers without leaving the page.

“The enhancement of Sports Insights is an important initiative for us this year, supporting our positioning as a premium brand that offers unique content to our customers,” said Michael Moskowitz, CEO and founding partner of NorthStar. “Tallysight’s tools will help make Sports Insights content more dynamic and even more closely integrated with our sportsbook to improve the overall user experience.”

Matt Peterson, co-founder and CEO of Tallysight, which provides no-code content and wagering platform for its partners, called the union with NorthStar “a significant milestone for our company.”

“NorthStar’s vision for a deeply integrated sports media and betting experience aligns perfectly with our goal of revolutionizing content delivery in the gaming industry,” added Peterson. “We’re excited to bring our technology to the table, enhancing the way NorthStar’s customers engage with its content and place wagers through our innovative, real-time audience engagement solutions.”

NorthStar Bets, a made-in-Ontario casino and sportsbook gaming platform, focuses on local content and odds within the regulated Ontario sports betting market, providing real-time news and analysis as well as real-time betting content.

NorthStar continues to push after US listing

It’s the latest move from NorthStar in the brand’s continued push forward in the Canadian market.

The company launched its NorthStar Bets platform in Ontario in May 2022, soon after the province’s regulated online gaming and betting market opened, and has since extended to other regions of Canada.

Northstar’s common shares have traded on the TSX Venture Exchange since March last year and it was approved to commence trading in the U.S. on the OTCQB Venture Market earlier this month.

It holds partnerships with the likes of Playtech and Kambi in the Canadian market, as well as innovative deals such as a union with BettorView, which works with bars and restaurants to provide customizable sports and sports betting advertisements.