The Ontario Lottery and Gaming Corporation also inked a deal with the NHL, as did PokerStars.īettors will soon be able to gamble on when Auston Matthews will score his next goal. Evolving fan experienceįanDuel recently signed partnership agreements with the NHL and Maple Leaf Sports and Entertainment (MLSE), which owns the Maple Leafs, Raptors, Argonauts, Marlies and TFC.

Where does he score them from? What time of the game does he score them at? What's the score at when he scores those goals? If we can tell those narratives, you don't have to be a bettor to make the game experience improved,' Hooper said. 'All of these conversations of Auston Matthews on his way to 60 goals, it's really interesting stuff. Hooper said the information enriches the fan experience, regardless of whether there's any money at stake. But there's no certainty that that's going to lead to the conversion that they're looking to achieve,' Setlur said. 'He's right when it comes to the heightened storytelling which improves fan engagement. Vijay Setlur, a marketing instructor at York University's business school, added the part that Hooper didn't: the point of the extra information is to convert fans into gamblers.

THE BUZZER How sports gambling changes now that it's fully legal in Ontario

Online casinos like betfair casino