Published on: November 7, 2025, at 10:29 AM.
Updated on: November 7, 2025, at 10:33 AM.
- Exclusive Interview with Brooke Hilton, Casino Head, PointsBet Canada
- PointsBet Canada Prepares for Alberta Market Entry in Early 2026
- MIXI Focuses on Enhancing Canadian Operations
With the ownership uncertainty resolved, Brooke Hilton, Head of Casino for PointsBet Canada, believes it’s time to aggressively expand market presence in a competitive Ontario landscape while gearing up for the upcoming launch in Alberta.
The ongoing skirmish between MIXI Australia and Betr for dominance over PointsBet has captured public interest, with numerous offers and negotiations highlighted in the media.
A successful bid by Betr would have led to the acquisition of PointsBet Canada by Hard Rock Digital.
Considering the extended period of uncertainty, it’s understandable that maintaining optimal productivity was challenging for employees. This situation became a captivating spectacle for outsiders as well.
MIXI Takes Control
In September, MIXI Australia finalized its acquisition of PointsBet, securing 66.43% of the company’s shares and establishing its majority ownership.
For Hilton, who is based in Vancouver and joined PointsBet in October 2023, this development was a significant relief. Prior to joining PointsBet, she served as Director of Business Development at Ingenuity Gaming, worked with Bally’s Interactive on iGaming projects, and was associated with the British Columbia Lottery Corporation on the Play Now casino initiative.
Recently, Hilton earned recognition as part of The Innovation Group’s Emerging Leaders of Gaming (ELG) 40 Under 40 Class of 2026.
“The clarity we now have is truly empowering,” she remarked. “It’s essential for many of us. I’ve never witnessed such a visible rivalry between companies in pursuit of an acquisition. Nonetheless, our operations remained uninterrupted during that period. Our fiscal year 2026 began in July, and we’re currently in Q2, exceeding our financial targets.”
Leading Digital Casino in Ontario
PointsBet Canada has significantly invested in technology to ensure a smooth launch in Alberta while enhancing its casino-first acquisition strategies. The intense competition in Ontario has equipped them well for the new market, according to Hilton. To thrive in Ontario, operators must deliver exceptional service.
“We’ve focused on strengthening our technical foundations, enabling us to gradually integrate unique gamification features that set our brand apart,” she explained.
MIXI is exploring various investments across multiple sectors, and their primary focus is on learning and adaptation in this new venture.
“Japanese culture emphasizes long-term strategy and thoughtful planning,” she added.
This strategic mindset is essential in a competitive market like Ontario, which currently has 50 licensed iGaming operators and 77 active digital casino platforms. Hilton’s expertise in digital casinos, which holds an impressive 84% revenue market share, highlights the massive potential for growth.
The popularity of online casinos in Canada raises intriguing questions. PointsBet Canada is actively advancing its online casino offerings, now featuring approximately 1,400 games, with MIXI’s investment expected to foster further expansion.
The Popularity of Online Casinos Among Canadians
Canada’s landscape for sports betting and online casinos is evolving distinctively. In contrast to cultures in Asia, Australia, or the UK where live betting (such as on horse racing) has long been culturally ingrained, Canada does not have the same historical context,” Hilton noted.
“Consequently, the interaction is primarily online for all gaming products,” she explained. “In recent years, sports betting has increasingly gained acceptance, blending into entertainment rather than strictly gambling. Sportsbooks have shifted their public perception. Now that casino gaming is embracing more gamification, we’re seeing a similar transformation in its image.”
“Online casinos are engaging because they share similarities with sportsbooks, featuring skill-based games that draw in our sports-oriented audience. The crossover from sports betting to live casino variations like blackjack, baccarat, and roulette is significant, often featuring decision-based play and interactions, elevating the overall player experience.”
Blending Sports Betting and Casino Experiences
Online casinos serve as an exciting complement for individuals engaged in sports betting. As Hilton illustrated, if you place a bet on the Maple Leafs, you enjoy dinner and watch the game, then only check your results later.
“This approach can feel transactional,” she said. “In contrast, casino gaming is much more immersive, greatly enhancing the overall experience. You can check your sports bet and then dive into a game of blackjack or interact with fellow players, making it a rich, engaging experience.”
Catalyzing the success of cross-promoting casino games to existing sports bettors is what accounts for the impressive iGaming Ontario statistics we witness every month. The latest figures for September reveal a remarkable CAD$8.55 billion in total cash wagers, with CAD$7.343 billion attributed to online casino activities.
PointsBet Canada has established a solid presence in Ontario and is poised to launch in Alberta from Day 1, added Hilton. For FY 2025, PointsBet Canada reported a 26% year-over-year increase in revenue from sports betting and iGaming, totaling AU$42.9 million (approximately CA$39 million).