OLG & The Hive bolster partnership with digital lottery decision

OLG selects The Hive as agency of record for digital sports and betting
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The Ontario Lottery and Gaming Corporation (OLG) has selected The Hive as its agency of record for all digital sports and betting.

As reported by LBB Online, this expanded remit covers all retail and digital sports properties, digital casino and digital lottery.

The move builds on the pre-existing relationship between the two companies after their collaboration on OLG’s Proline and Proline+.

Maxine Chapman, VP Brand and Marketing Officer at OLG, commented: “The Hive continued to impress us both in the work they did to launch our Proline+ digital sport betting platform, along with their deep understanding of the evolving digital gaming platforms and new regulated gaming market in Ontario.”

OLG’s Proline and Proline+ both gained significant partners earlier this year with the NBA and MLB respectively.

“OLG has been an incredible partner of The Hive through the work we have done together on Proline,” said The Hive President and CEO Jared Stein.

“To be awarded assignments in new, digital growth areas for OLG is both humbling and confirming for our agency’s position in the market.”

The Hive has further stated that it is currently working on new campaigns for Proline, Proline+ and sport partnerships, which will be launching later this year, while on-boarding is also underway for new assignments across digital lottery and digital casino.

“The work we’ve seen come out of The Hive over the past year and half has been nothing short of astounding. It only reaffirmed our decision to continue to grow with our partner,” added Yvonne Leung, OLG Director of Marketing Communications.

“As creative partners they’ve been incredibly open to being pushed into new and challenging territories.