Amazon isn’t opening sports betting, but here’s what the new MLSE deal means

Cole Caufield Calder Trophy

Montreal Canadiens right winger Cole Caufield celebrates after teammate Tyler Toffoli’s goal in the first period of Game 2 of an NHL Stanley Cup playoff series against the Vegas Golden Knights on Wednesday June 16, 2021, in Las Vegas. Caufield assisted on the goalscoring game. (AP Photo/John Locher)

  • Maple Leaf Sports & Entertainment (MLSE) partners with Amazon Web Services (AWS)
  • MLSE will use artificial intelligence and machine learning from AWS to support MLSE teams and businesses
  • The partnership will aim to improve the experience of Canadian fans through free games and future sports betting opportunities

Maple Leaf Sports and Entertainment (MLSE) announced a partnership with Amazon Web Services (AWS) earlier this week. MLSE has selected AWS as its official cloud provider, its official provider of artificial intelligence, machine learning and deep learning cloud services to support MLSE teams and activities.

Amazon’s technology will also be used to improve the experience for Canadian fans through free play and future sports betting opportunities in Canada, according to Press release.

No Amazon Sportsbook planned in Canada

Future sports betting opportunities probably don’t mean that Amazon or MLSE are planning to open their own bookmaker. The partnership will enable existing sportsbooks to offer new and improved experiences to their customers, Charzie Abendanio, MLSE Corporate Communications Manager Recount Dime on sports betting.

“The partnership will work to improve fan experiences. this will include areas such as: mixed reality and advanced analytics, which have an intersection with free games and sports betting in the future,” she said.

Teams under the MLSE umbrella include the Toronto Raptors, Toronto Maple Leafs, Toronto Argonauts and Toronto FC. The company plans to use Amazon’s artificial intelligence and machine learning capabilities to process real-time video and data streams, effectively improving its teams’ in-game decisions.

MLSE also plans to use augmented reality and virtual reality applications through Amazon Kinesis to power its digital “game-in-game” experience for fans. Fans will be able to follow their favorite players and access real-time in-game information, according to a press release.

Look For These Upcoming Canadian Online Sportsbooks

As Ontario prepares to welcome private sports betting to its provincial borders on April 4, 2022, many sports betting apps are expected to cause a stir in the Great White North.

Canadian Sports Betting Apps Expected April 4, 2022

There are other Canadian brands, such as NordStar Capital, which also plan to open their own sportsbooks in the coming months as the Ontario sportsbook market opens up in April.

For the latest news and updates on sports betting in Canada and the upcoming launch of private sports betting in Ontario, keep it locked to SBD for everything you need to know.

Robert Linnehan

Regulatory Writer and Editor

Regulatory Writer and Editor


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