Amazon Not Opening Sportsbook, But Here’s What New MLSE Deal Means

• Maple Leaf Sports & Entertainment (MLSE) agrees to partnership with Amazon Web Services (AWS)
• MLSE will use AWS artificial intelligence and machine learning to support MLSE teams and business
• Partnership will work to enhance Canadian fan experiences through free-to-play gaming and future sports betting opportunities

Maple Leaf Sports and Entertainment (MLSE) announced a partnership with Amazon Web Services (AWS) earlier this week. MLSE 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 business.

Amazon’s technology will also be used to enhance Canadian fan experiences through free-to-play gaming and future Canada sports betting opportunities, according to a press release.

No Planned Amazon Sportsbook in Canada

Future sports betting opportunities likely does not mean Amazon or MLSE is planning to open its own sportsbook. The partnership could allow for existing sportsbooks to provide new and enhanced experiences for its customers, MLSE Manager of Corporate Communications Charzie Abendanio told Sports Betting Dime. 

“The partnership will work on enhancing fan experiences. this will includes areas such as: mixed reality and advanced analytics, that has an intersection with free-to-play gaming 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 video and data streams in real time, effectively improving in-game decisions for its teams.

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

Look For These Canadian Online Sportsbooks Coming Soon

As Ontario prepares to welcome private sportsbooks into its provincial borders come April 4, 2022, there are plenty of sports betting apps expected to make a big splash in the Great White North.

Canadian Sports Betting Apps Expected on April 4, 2022