Pragmatic Play, a global leader in iGaming content development, has reinforced its position in the Canadian market through a high-profile partnership with Ontario-based operator BET99. The deal introduces five of Pragmatic Play’s premium live casino titles to BET99's platform and integrates the company's proprietary Smart Studio technology to deliver a branded, immersive experience for Canadian users. This move underscores Pragmatic Play's strategic intent to expand its Live Casino footprint across regulated North American markets while continuing to innovate in both its live and slot verticals.

Live Casino Expansion in Ontario: A Strategic Partnership

In a move that further cements its role as a dominant content supplier in regulated markets, Pragmatic Play has launched a curated selection of live dealer games for BET99, one of Ontario’s most prominent iGaming operators.

The games introduced include:

Roulette

Auto Mega Roulette

Speed Roulette

Speed Baccarat

Blackjack X

This diversified suite blends traditional table experiences with faster-paced, modernized gameplay, aligning with player preferences in Canada’s fast-growing online casino landscape.

Smart Studio Technology Enhances Brand Customization

A key differentiator in this partnership is the deployment of Smart Studio, Pragmatic Play’s advanced customization platform. The technology enables operators like BET99 to localize and brand their tables, offering a tailored player journey that enhances engagement and loyalty.

"We’re thrilled to provide BET99 with access to our premium Live Casino games and Smart Studio customization suite," said Irina Cornides, Chief Operating Officer at Pragmatic Play.
"This technology allows our partners to localize content at scale, reinforcing their unique identity in a crowded marketplace."

Smart Studio also allows operators to manage visual themes, branding, and user experience in real-time—paving the way for deeply personalized entertainment at scale.

BET99’s Response: Custom Branded Experience Launched

BET99 has already leveraged the deal by launching six fully branded Live Casino tables, covering staples like Blackjack, Roulette, and Baccarat. This move allows the operator to provide an experience that mirrors the luxury and personalization of high-end physical casinos.

BET99 CEO Jared Beber emphasized the strategic value of this collaboration:
"We’re excited to grow our partnership with Pragmatic Play. Their premium content and flexible tech stack have enabled us to deliver branded, immersive casino experiences tailored for our players in Ontario."

The Ontario market, regulated since 2022, continues to evolve as a competitive arena for both local and global gaming operators. BET99's continued investment in content and customization signals a clear commitment to maintaining a leadership position.

Ongoing Slot Portfolio Growth: Gates of Hades and Beyond

While doubling down on Live Casino, Pragmatic Play has also been active in expanding its slot offerings. Among its latest launches is Gates of Hades, a dark and mythologically inspired spin-off of the widely successful Gates of Olympus. This new release highlights the developer’s agility in content creation, capitalizing on familiar mechanics while introducing fresh visual and thematic narratives.

The company’s recent roadmap showcases its dual focus: pushing boundaries in both live dealer formats and slot-based entertainment to capture diverse player segments across geographies.

Implications for the Canadian iGaming Landscape

This partnership reflects broader trends in the Canadian online gaming market:

Demand for localized, branded content continues to rise.

Live Casino offerings are becoming core differentiators for operators.

Technology-driven personalization is now essential for player retention.

With Ontario emerging as a regulated and highly lucrative iGaming jurisdiction, the Pragmatic Play–BET99 tie-up is likely to serve as a model for future collaborations in the region.

Bottomline: Pragmatic Play’s Dual Vertical Strategy Shows Market Savvy

The partnership between Pragmatic Play and BET99 is more than just a content distribution deal—it’s a showcase of what modern iGaming collaboration should look like. With live casino integration, branded table rollout, and technological empowerment via Smart Studio, the move offers a blueprint for operators aiming to stand out in competitive regulated markets.

As Pragmatic Play continues to evolve its product lines across both live casino and slot formats, the Canadian market—particularly Ontario—appears poised to play a central role in its North American growth strategy.