Bet99 inks multi-year NHL partnership to launch F2P game


Bet99 has formed an alliance with the National Hockey League to sign a multi-year partnership to become its official partner. 

As part of the partnership, Bet99 will launch its free-to-play game, titled ‘NFL PrePlay’, which Canadian fans can currently access. 

In addition, the Canada-based firm will also receive broadcast exposure for its various brands through Digitally Enhanced Dasherboards throughout the US-based NHL regular season and Stanley Cup Playoffs broadcast on Rogers Sportsnet throughout the agreement’s term.

“This partnership is groundbreaking for Canadian hockey and sports fans,” said Jared Beber, CEO of BET99. “NHL PrePlay will amplify fan engagement and excitement around NHL games, especially the prizes, which include access to once-in-a-lifetime experiences. 

“Designed to support our focus on education within the gaming space, the game offers opportunities for players to explore the space and become more knowledgeable without making real-money wagers. 

“Not only is the NHL PrePlay program innovative and a great access point for new and potential bettors, but the educational aspect also fits well with our focus on responsible gaming. We’ll also leverage our partnership with NHL star Auston Matthews, taking this agreement to the next level.”

Each game day during the NHL season, fans will be provided a set of predictive outcome-based questions. These will include “Who will win tonight’s game?”, as well as queries using NHL Edge (Puck & Player Tracking) data, such as “Which of these players will have the hardest shot?” 

Fans will be awarded points based on correct answers and the top points recipient for the 2022-23 NHL season will be crowned the Grand Prize winner and receive CA$100,000.

Additional prizes include NHL Shop gift cards, weekly ticket giveaways and a monthly trip giveaway to an NHL tentpole event (e.g., NHL Winter Classic) of the winner’s choice.

The new agreement also provides an array of exclusive marketing rights and designations that will connect Bet99’s brands with NHL fans through the NHL’s vast marketing, digital, and social media channels.

“We’re thrilled to partner with BET99 and to promote and on this unique and innovative free-to-play platform,” added Jason Jazayeri, NHL Vice President, Business Development. 

“This collaborative partnership has allowed us to create an entirely new free-to-play game that will focus on delivering a fun and immersive game to our fans, while also providing a level of access and prizing that we haven’t seen before in our sport.”