A trip to a sports bar may seem like a nice time to make a couple of wagers on that night’s hockey matchup or key football games while sampling some wings and beer. That’s the thinking behind a multi-year partnership announced on Oct. 26 between Aegis Brands and the Canadian digital sportsbook and casino brand, Sports Interaction.
The deal brings the “Wings and Wagers” feature to Aegis’s St. Louis Bar & Grill chain, allowing diners across Ontario to bet on sports at the company’s restaurants. The agreement also marks the first alignment of its kind between a Canadian restaurant chain and a leader in Canadian online betting. St. Louis guests can now access customized betting options through the Sports Interaction wagering app.
“Fans watching the game and wagering on sports inside St. Louis restaurants can now enjoy an enhanced experience with our new partnership with Sports Interaction,” said Royal Nasager, the chain’s vice president of marketing.
Also in Canadian gambling news, a major online slot developer recently announced a deal with BetMGM focused on the Ontario market.
Hot Wings and Making Bets
While this may be a first for Canada, the new partnership between Aegis and Hacksaw Gaming adds to a trend of gaming companies incorporating sports bars and restaurants into its gaming option portfolio. BetMGM also has betting deals with Buffalo WIld WiIngs and Top Golf in the U.S. In Washington D.C., some sports bars and restaurants have also added wagering kiosks incorporating the city’s sole betting platform.
Sports betting and sports bars may seem like a natural combination. Fans looking for some gridiron, hard court, and ice rink action may also be eager to plunk down a few dollars on the outcome as well. That appears to be a winning combo for the two Canadian groups, Aegis and Sports Interaction.
“We believe this is a terrific way to drive excitement and differentiate ourselves from our competitors,” St. Louis Bar & Grill President Steven Pelton said. “Standing out as the best choice to watch a game when a wager is involved will further drive topline sales growth and profitability for our franchise network.”
Over the coming months, St. Louis and Sports Interaction will focus on providing new innovations to give guests “exciting ways to engage on the platform and elevate the in-restaurant and betting experience,” the companies note.
Toronto-based St. Louis Bar & Grill offers 76 locations across Canada, serving signature chicken wings and numerous beer options since opening the first location in 1992. In Ontario alone, the company has more than 60 locations, meaning diners at the restaurants across the province can take advantage of the new “Wings and Wagers” promotion.
Canada-based Sports Interaction offers wagering options for bettors across the regulated market of Ontario. Company officials believe the deal with Aegis offers an option to reach players where they actually view sports and give the brand a chance to grow even more.
“Sports Interaction is redefining how Canadians engage with sports,” CEO Leon Thomas said. “We’re on the ground, have been around for 25 years and understand the local markets unlike anyone else. We are thrilled to partner with St. Louis Bar & Grill to bring its guests sports, teams and players that matter to them. We offer thousands of Canadian, U.S., and global leagues at all levels and types to make sure all fans are covered.”
Hacksaw Gaming Teams Up With BetMGM in Ontario
In other Canadian gaming news, international slot and iGaming developer Hacksaw Gaming recently announced a deal with BetMGM. The agreement is meant to expand Hacksaw’s presence in Ontario and bring some of its gaming portfolio to the MGM platform.
Hacksaw already has a footprint in the province through seven other partnerships with operators licensed by the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario.
“We’re super excited to strike up a relationship with a true industry mainstay,” Hacksaw Chief Commercial Officer Gabrielle Star said. “BetMGM is a household name boasting a rich heritage in both land-based and digital igaming arenas, and this partnership will help us reach new audiences through our award-winning content that has already proved a hit with casino fans in Ontario.”
Hacksaw is based in Malta and specializes in the mobile gaming space. Along with growth in Ontario, Hacksaw hopes to expand to other areas across the country as well.
“We continue to aim high with plans to expand into even more more regulated territories as part of our overarching global strategy this year and beyond,” Star said.
Some Hacksaw Gaming titles are already available on the BetMGM platform includingWanted Dead or a Wild and R.I.P. City. The company promises additional titles hitting the platform in the coming months.
