Why Offline Betting Is Winning Back Canadian Bettors

Digital technology has transformed everyday life beyond recognition. Today, you can buy groceries or watch movie premieres – all with just an app. Everything has become simpler, faster, and more convenient. The betting industry has gone through a similar shift: mobile platforms and websites have replaced paper slips, queues, and even conversations with cashiers.

But with those changes, something important has disappeared – atmosphere. What once made betting part of a shared, in-person experience is now missing. Online platforms offer a wide range of options, but they don’t create a sense of immersion. By the way, you can read more about legal online bookmakers in Canada here.

Placing a bet and closing the app isn’t the same as sitting in a lounge, discussing the game with fellow fans, and feeling every minute of the match together. Sure, online betting is convenient. But more and more people are craving emotion. This is why players are returning to spaces where placing a bet comes with a full, engaging experience.

Retail sportsbooks, which not long ago seemed to be a thing of the past, are stepping back into the spotlight. The reason is simple: they offer something no app can. It’s not an alternative to digital betting, but a complement that fulfills a different kind of need. Online betting wins on speed and convenience. Physical venues win on atmosphere and emotional connection.

That’s exactly what the British Columbia Lottery Corporation set its sights on. When relaunching its PROLINE platform, BCLC invested not only in technology, but also in a deeper understanding of what draws people to sportsbooks in the first place.

What has the launch of BCLC sports betting lounges in Canada led to?

The PROLINE project isn’t just a rebranding of an old product. It’s a new way of looking at what a sportsbook can mean for visitors. Instead of the usual terminals with minimal interaction, BCLC introduced a new format: a space where betting becomes part of the overall experience. In addition, PROLINE now offers single bets, which weren’t available before. The range of markets has expanded, and there’s a new in-play option – letting users bet while the match is in progress.

But the biggest change isn’t in the types of bets – it’s in the concept. The new sportsbook zones are designed as lounges, with screens, couches, bars, and live sports broadcasts. They feel more like fan zones or sports bars than traditional betting counters. You can meet friends, watch the game, talk about the plays – and place a bet.

In January, just before the Super Bowl, the first two sportsbooks opened at Parq Casino (Vancouver) and Chances Casino Kelowna. We wrote about the Super Bowl phenomenon in this article. One launch was by invitation only, the other was open to all. In both cases, the results exceeded expectations. According to organizers, Parq saw traffic the night before the game increase sixfold compared to a regular Saturday. Kelowna had packed rooms.

The third lounge opened in Maple Ridge on May 24. Guests were invited to enter prize draws and enjoy live broadcasts of all NHL and NBA playoff games. And this is just the beginning – another venue is scheduled to open this summer in Cranbrook.

The trend of visiting physical locations to place a bet is gaining momentum. It mirrors the shift seen in modern movie theaters, fitness clubs, and gastro bars: people aren’t just paying for a service – they’re paying for the experience that comes with it.

Where is the offline betting trend headed?

Since the launch of PROLINE at retail locations, betting activity has grown – even though the offline product had been entirely unavailable for the previous four months. This shows not only that demand has returned, but that it’s stronger than expected. BCLC predicts that the new system will generate significant revenue this fiscal year.

Interestingly, the format has appealed not just to hardcore sports fans. In tourist areas like the Rockies, tailoring sportsbooks to the local crowd – for example, targeting golf players – has also shown good results. It all comes down to this: people don’t just want a place to place bets – they want a place they enjoy being in. A space to watch the game, chat, and unwind.

It’s also important that money spent on betting through PROLINE stays within the province. This was emphasized in the spring campaign under the slogan “What’s played here stays here.” The message resonated with the audience: instead of money flowing out to places like Atlantic City or Las Vegas, customers can now get a comparable experience close to home.

BCLC reports that interest in the new locations keeps growing. Plans are underway to open more sportsbook zones. At the same time, negotiations are ongoing with major provincial sports clubs, including the Vancouver Canucks and BC Lions, to strengthen the connection between these physical spaces and the action on the field.

If this model gains traction in other regions over the next few years, it shouldn’t come as a surprise. People are tired of being spectators alone. They want to be part of the action again – live, in person, and in real time. And that’s exactly where retail sports betting has a chance at a second life.

Relevant news