Soft2Bet’s Ontario-licensed online casino ToonieBet is set to benefit from new visibility at one of Canada’s renowned NHL franchises.

The Ottawa Senators have signed up ToonieBet as its official online casino partner. The operator will have what the Sens described as “a strong presence” via in-arena experiences at Canadian Tire Centre such as digital dashboards, in-rink board signage and exclusive contests and premium giveaways for fans and gamblers, including the chance to win exclusive Sens merchandise and tickets.

ToonieBet branding will also be included on regional broadcasts with digitally enhanced dashboards and across the Senators’ social and digital platforms as well as NHL.com.

“We are thrilled to welcome ToonieBet as an official partner of the Ottawa Senators,” said Martin Ballard, VP of corporate partnerships for the Senators. “Cooperating with a brand that shares our commitment to providing fans with an exceptional experience is incredibly exciting. Together, we look forward to delivering memorable moments and engaging our passionate fanbase in new and innovative ways.”

ToonieBet focused on Ontario-centric approach

ToonieBet, whose Ontario license is owned by Canadix Limited, launched in the province last year after Soft2Bet was granted a Certificate of Registration by the Alcohol and Gaming Commission of Ontario (AGCO).

As you can tell from the name — “toonie” being slang for a two-dollar coin in Canada — the brand is specifically focused on the Canadian market. In Ontario, it offers only online casino, with no sports betting vertical.

It offers more than 3,300 games from a host of renowned game developers including Evolution, Playtech, Pragmatic Play and many more.

“Partnering Soft2Bet’s ToonieBet brand with the Ottawa Senators is a significant milestone that reinforces our strong brand presence in Ontario,” said Oksana Tsyhankova, chief marketing officer at Soft2Bet. “With our focus on localized, engaging experiences for Canadian players, this partnership helps us truly stand out in the Ontario market.”

Soft2Bet joined the International Betting Integrity Association (IBIA) last May as part of its ramp-up in Ontario. In the province, all regulated gaming operators are required to partner with a betting monitoring firm.

The Malta-based company intends to launch online gaming in New Jersey’s online casino market in the near future.