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Soft2Bet is expanding its presence in Ontario, launching Betinia while also securing a new partnership between one of its platforms, ToonieBet, and the CFL’s Ottawa Redblacks. The moves highlight the company’s growth in the province, with a focus on using ToonieBet to carve out a niche in Ontario’s crowded gambling market through a partnership with a CFL team.
Soft2Bet added another brand to its existing Ontario platforms earlier this month with the launch of Betinia. The new site offers both online casino games and sports betting, giving the company another way to compete in the busiest regulated gambling market in the country.
Betinia is operated by Canadix Limited and is now registered to operate in Ontario. Its launch gives Soft2Bet three active brands in the province, also including Swiper and ToonieBet.
The timing is notable given how crowded the Ontario market has become. Dozens of operators are competing for the same users, making brand recognition and differentiation even more important.
The market could become even more crowded in the coming months. Fanatics Sportsbook recently received an Ontario licence from the Alcohol and Gaming Commission of Ontario, putting another major operator closer to entering the province. Fanatics would bring another established U.S. brand into a market that already includes FanDuel, DraftKings, and bet365.
To stay afloat among these industry giants, Soft2Bet will have to get creative with its platforms as a way to differentiate from the competition.
ToonieBet appears to be taking that approach by building its presence around Canadian sports, with the CFL becoming a major part of its strategy. The Soft2Bet brand has now been named the exclusive sportsbook partner of the Ottawa Redblacks, giving it another direct connection to football fans in Ontario.
The agreement gives ToonieBet a significant presence around the Redblacks, including branding on all three team jerseys, TV and LED signage at TD Place, and sponsorship of the Sideline Club. The partnership will also feature social media integrations and three pregame street parties with games and giveaways.
This isn’t ToonieBet’s first move into the CFL. The brand became an official sportsbook and online casino partner of the league in 2025. It has also added a partnership with the Hamilton Tiger-Cats, another team based in Ontario.
That growing CFL presence gives ToonieBet a way to stand out without trying to compete with larger sportsbooks solely on brand recognition. By partnering with a league and teams with established local fan bases, ToonieBet can build awareness among Ontario bettors while developing a more Canadian identity.
The move makes a lot of sense because CFL betting is just starting to get more popular, so ToonieBet will have a chance to establish itself as a go-to platform within that market. To that end, ToonieBet’s focus on the CFL provides a more specific path for the brand to differentiate itself in a market filled with larger operators.
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