The group announced its official approval from the Alcohol and Gaming Commission of Ontario (AGCO) in September.

“Pinnacle.ca customers will benefit from the brand’s responsible gaming commitment and fair deal approach to all bettors,” the operator noted. “Focusing on delivering better odds to bettors, the sportsbook gives Ontario customers the chance to bet with Pinnacle’s value-based odds.”

Betting content across major sports such as NFL, NHL, NBA, soccer and tennis is available with pre-match and live markets, with esports also catered for. The impending launch marks the operator’s entry onto a new continent, as well as its first gaming licence in a regulated North American jurisdiction.

Pinnacle.ca will go live initially with sports and esports betting available to qualified, registered bettors in the province, with casino gaming expected to follow shortly, along with further sports content.

“Wednesday’s launch is a major landmark for Pinnacle,” said Pinnacle CEO Paris Smith. “As a result of our AGCO approval, we’re delighted to launch our new Pinnacle.ca site to showcase to Ontario bettors what sports betting can and should look like.

“We want to give our customers a true and unique betting experience. At Pinnacle.ca, that means great odds on the sports Ontario bettors care about, a strong focus on responsible gambling, and the welcoming of both recreational customers and the sharpest professionals around.”