Soft2Bet has added Betinia to Ontario’s regulated iGaming market, bringing its number of consumer-facing brands in the province to three.

Betinia began accepting bets in August 2026, according to an industry update published on August 26. Soft2Bet already operated ToonieBet and Swiper in Ontario.

The three brands are listed under Canadix Limited in iGaming Ontario’s operator directory. The directory was accurate as of August 6, 2026, and listed 48 operators and 83 gaming websites.

Soft2Bet’s expansion increases the number of brands competing for the same Ontario players, while the company remains subject to one provincial regulatory framework.

One company, three brands

Soft2Bet’s Ontario portfolio now includes Betinia, Swiper and ToonieBet. The brands offer casino games and sports betting through the province’s regulated commercial framework.

A multiple-brand strategy lets an operator separate marketing, product design and audience targeting across different websites. It also increases the number of consumer brands competing for market share without requiring a separate operating entity for each brand.

Canadian Gaming Business reported that Soft2Bet is now among several Ontario operators with at least three iGaming brands. Other examples include Apollo Entertainment, Caesars Entertainment, Entain, Skill On Net and Super Group.

How Ontario’s system works

Ontario’s private online gambling market operates under a provincial system. Operators must register with the Alcohol and Gaming Commission of Ontario and sign an operating agreement with iGaming Ontario before offering regulated games.

iGaming Ontario commercially manages internet gaming conducted through private operators. The Alcohol and Gaming Commission of Ontario oversees the regulatory framework and applies the Registrar’s Standards for Internet Gaming.

A listing in the iGaming Ontario directory indicates that a brand operates through a regulated operator arrangement. Players must also be physically located in Ontario when they place bets or play online games.

Sports partnerships add visibility

The Betinia launch follows increased visibility for Soft2Bet’s Ontario-facing ToonieBet brand. On August 26, the company announced that ToonieBet had become the Ottawa Redblacks’ exclusive sportsbook partner.

The agreement includes jersey branding, signage at TD Place and social media activity. ToonieBet also has a partnership with the Hamilton Tiger-Cats.

These agreements give Soft2Bet exposure beyond digital advertising. They also put gambling brands more directly in front of sports audiences across Ontario.

What changes for players

The arrival of another Soft2Bet brand does not change Ontario’s player-protection rules. Regulated operators must comply with requirements covering responsible gambling, game integrity, identity controls and complaints.

  • Ontario operators participate in BetGuard, the province-wide self-exclusion tool.
  • Each operator must maintain its own self-exclusion program.
  • Players must be physically located in Ontario to place bets or play online games.
  • Disputes can be raised through an operator’s complaint process and, where applicable, iGaming Ontario’s player-support system.

For Soft2Bet, the challenge is to attract distinct audiences across three brands while meeting the same provincial standards. The expansion also adds another layer of competition to an Ontario market with 83 listed gaming websites.