Operator Bet99 has signed a multi-year deal with the National Hockey League (NHL) in Canada.
The launch involves a free-to-play predictive game for the league, called NHL PrePlay.
The game will use NHL Edge data to generate predictions, offering experiences as prizes alongside a top prize of CA$100,000 ($73,450).
Bet99 CEO Jared Beber said: "This partnership is groundbreaking for Canadian hockey and sports fans. NHL PrePlay will amplify fan engagement and excitement around NHL games, especially the prizes, which include access to once-in-a-lifetime experiences.
“Designed to support our focus on education within the gaming space, the game offers opportunities for players to explore the space and become more knowledgeable without making real money wagers.
“Not only is the NHL PrePlay programme innovative and a great access point for new and potential bettors, but the educational aspect also fits well with our focus on responsible gaming."
Elsewhere, Postmedia is partnering with Bet99 in Canada to launch a new channel, named Betting Essentials.
Betting Essentials will run across Postmedia's news websites – with the aim of helping "the casual bettor or sports fan transition into an expert."
On this particular partnership, Beber further added: "We’re very pleased that Postmedia chose BET99 to partner with on the launch of Betting Essentials.
"Our expertise in betting in the Canadian market is a great fit for the new channel and the focus on educating bettors perfectly complements our corporate mission of creating engaging and entertaining, yet sensible and safe betting experiences for Canadians.”
