BetMGM Partners With Minnesota Vikings in Canada

BetMGM has announced a deal with the Minnesota Vikings to become their official online casino and sportsbook in Canada. The deal is just for regulated markets over the border where both Ontario and Alberta have online casino legislation.

As part of the deal, BetMGM’s online casino and sportsbook will feature Minnesota Vikings branding. Team-specific promotions will also be offered in Ontario and Alberta.

To celebrate the deal, BetMGM Casino has also launched an exclusive branded slot, ‘Vikings Big Kick Lucky Tap’.

BetMGM: Viking Fans ‘Bring Passion and Loyalty’

The Minnesota Vikings play just over the Canadian border but have a dedicated following from fans in Manitoba and Ontario.

BetMGM went live in Ontario in 2022 with online sports betting and casino games. The Vikings-BetMGM deal takes full advantage of the regulated Ontario iGaming market.

Conversely, Minnesota is one of the firmest anti-online gambling states in the U.S. Despite concerted legal efforts, Minnesota lags behind other states in offering even the most limited licensed sports betting.

Promoting the new deal, BetMGM’s Matt Prevost praised Vikings fans for the “level of passion and loyalty” they bring, which he said, “extends well beyond game day.”

The timing of the deal is no accident, as BetMGM expands its reach into the Canadian iGaming market. The U.S. gambling brand was one of the first to go live in Alberta following the market’s summer launch.

Exclusive ‘Vikings Big Kick LuckyTap’ Slot to Go Live

In addition to tailored Vikings branding, BetMGM has also launched an exclusive Minnesota online slot for Canadian customers.

‘Vikings Big Kick LuckyTap’ is a sports-themed online slot available only in Ontario and Alberta.

It’s been developed by Design Works Gaming, the software provider behind other NFL-themed slots like ‘Big Kick LuckyTap’.

‘Vikings Big Kick LuckyTap’ offers similar game mechanics where players can win up to 18 cash prizes by hitting a football through the posts.

Ontario iGaming Up After World Cup

iGaming in Ontario has not hit its fifth birthday yet. However, it’s enjoying a surge in revenues, thanks to good regulation and healthy World Cup returns.

iGaming Ontario reported a monthly wagering record in July, with nearly CA$10 billion taken in bets. That figure is sure to increase as big brands like Fanatics and Hard Rock Bet get added to the list of licensed operators in the province.

Online casino is still king in Ontario, however. There was a 30% year-over-year increase in wagers this summer to nearly CA$9 billion. In fact, casino play accounted for nearly 90% of all gambling spend online.

Alberta iGaming Space Filling Up Fast

Ontario isn’t the only province to enjoy regulated online gambling in Canada.

Alberta went live in July with nearly 50 approved providers, and the number is set to increase. Online poker brands like GG Poker have also gone live in the newly-regulated arena.

Along with Fanatics Sportsbook, BetMGM was one of the earliest U.S. brands to go live in Alberta. The Alberta BetMGM site will also carry Vikings branding for its customers there.

Meanwhile, Manitoba – where the Minnesota Vikings would be sure to appeal to casino gamblers – drags its heels over betting regulation.

So far, there is just one state-run gambling site – PlayNow – which offers a limited number of slots and sports betting.

However, should Manitoba ever take the plunge, expect a similar level of Minnesota Vikings coverage as U.S. sports brands try to take advantage.