Online sportsbook and gaming platform Betway has secured the services of No Fixed Address as its integrated AOR as it seeks to form a foothold in Ontario’s competitive legalized gambling market.

Selected follow a competitive review process, the agency will handle both creative and PR for the brand. NFA has begun work on a campaign focused on Betway’s launch and services that will run across TV, digital and OOH, while NFA PR is working on an influencer-led strategy to drive awareness in Ontario. A full brand campaign is set to follow in 2023.

Owned by Super Group and based in the U.K., Betway operates an online sportsbook, casino and poker. In addition to its home country, it is licensed to operate in countries including Italy, Spain, Germany, Mexico, South Africa, Portugal, Ireland and France, as well as several U.S. states where its services are legalized. Globally, it has more than sixty brand partnerships with various teams and sports leagues, including a deal as the official sportsbook of the NHL and several of its teams in the U.S. (OLG is the league’s official sports betting partner in Canada).

Betway had its license to operate in Ontario approved in April after single-game sports betting was legalized and the regulated online gaming market launched in the province. That kicked off a flurry of activity from both home-grown and other international brands – Betway will compete with the likes of TheScore Bet, Proline, Pointsbet, DraftKings, Bet365 and FanDuel for market position in Ontario.

“This is one of those rare opportunities to work in an extremely dynamic and highly competitive market category,” says Mark Carpenter, president at No Fixed Address. “We are very excited to address those opportunities and to grow together with Betway as their agency partner.”

Other wins for NFA this year include Telefilm, the Canadian Real Estate Association and Ivey Business School.