The British Columbia Lottery Corporation (BCLC) has unveiled a new sports betting platform.

The BCLC has announced the launch of retail sportsbook PROLINE ahead of a new NFL season, which kicks off on Sept. 5 with a Thursday Night Football matchup between the Baltimore Ravens and Kansas City Chiefs. PROLINE provides bettors that use lottery terminals across B.C. with a first-of-its-kind digital retail sports betting experience.

PROLINE offers traditional betting markets along with previous options available on the BCLC’s Sports Action platform, which shuttered operations in May after 33 years. Sports Action shut down to make way for PROLINE to improve the quality of wagering in the region.

“This is an exciting evolution for BCLC and for sports bettors across the province,” said BCLC COO Dan Beebe. “PROLINE offers an updated and innovative sports betting experience and is the pivotal next step for BCLC in offering exciting new sports products to our valued players.”

BCLC digitizes the retail betting experience

Players of PROLINE are provided with a unique betting experience that allows users to create digital bet slips on their phones through the BCLC PROLINE app. Players then receive an app-generated QR code that can be redeemed for a printed ticket at any B.C. lottery retail location. In addition to cell phones, players can create bet slips on tablets and computers.

BCLC plans to bolster PROLINE with new offerings and experiences at bars and casinos.

BCLC says players across B.C. will be presented with an efficient gaming experience via PROLINE with the recent delivery of new lottery terminals in retail and hospitality locations across the province. The new terminals offer improved functionality and faster purchasing experience.

Meanwhile, also this week, BCLC launched a new omnichannel offering from IGT, Money Mania slots, on its PlayNow platform and at more than 20 BCLC-operated casinos across the province.