The British Columbia Lottery Corporation (BCLC) is making a major move in sports betting, unveiling the province’s first retail sportsbook lounges. With the launch of PROLINE-branded locations at casinos in Kelowna and Vancouver, British Columbia is stepping into a new era of in-person sports wagering.
Kelowna to Get First Sportsbook Lounge with Super Bowl Sneak Peek
Chances Casino Kelowna will take the lead, rolling out B.C.’s first in-person sportsbook lounge just in time for one of the biggest betting events of the year—Super Bowl Sunday. While the official grand opening is set for February 10, visitors will get a first look at the lounge during the big game.
The setup isn’t just about placing bets; it’s about the experience. A massive 25-foot screen will anchor the space, giving fans a stadium-like feel while watching the action. Guests can also enjoy food and drinks while using PROLINE betting terminals to place their wagers.
Kelowna is the test site, but it won’t be alone for long.
Vancouver’s Parq Casino to Follow in March
Not far behind, Vancouver’s Parq Casino is set to introduce its own sportsbook lounge in March. This will mark the expansion of BCLC’s retail sports betting efforts, giving more fans the opportunity to engage with PROLINE in a dedicated space.
The move signals a shift toward a more immersive sports betting experience. Unlike traditional kiosks or online platforms, these lounges aim to create a community-driven atmosphere where fans can watch, bet, and celebrate (or commiserate) together.
More Sportsbook Lounges on the Way
The Kelowna and Vancouver launches are just the beginning. BCLC has plans to introduce sportsbook lounges in other casinos across the province. While details on future locations remain under wraps, the expansion aligns with the corporation’s broader modernization strategy.
A spokesperson for BCLC emphasized that these spaces are not just for bettors but for all sports fans:
“The sportsbook lounge is not just for sports betting; it’s a go-to viewing destination for both regular gamedays and the biggest sporting events of the year, where B.C. sports fans and sports bettors can watch their favorite teams together.”
A New Era for PROLINE in B.C.
BCLC has been making steady changes to its sports betting offerings, starting with a revamp of PROLINE last year. The updated platform replaced the long-standing Sports Action sportsbook, bringing in several key upgrades:
- Fully digital bet slips for a smoother betting process
- A broader range of betting markets, including more local teams
- Expanded bet types, making it more competitive with private sportsbooks
One of the standout features of the new PROLINE is in-play retail betting, something that has never been available through a Canadian lottery before.
Brett Hanson, BCLC’s Manager of Retail Sports, confirmed in September that live odds had already been integrated into PROLINE retail locations. The sportsbook lounges will showcase this feature, allowing bettors to place wagers in real time with dynamic odds.
The Big Picture
With the legal landscape of sports betting shifting across North America, B.C. is now catching up with markets like Ontario, which has seen a surge in retail sportsbooks. The move to introduce dedicated lounges follows the wider trend of enhancing the sports betting experience beyond just placing wagers.
While BCLC has yet to announce specific future locations, the success of these first two lounges could determine how quickly the concept spreads. With Super Bowl Sunday as the unofficial launch pad, the province is about to get a front-row seat to its next big gaming evolution.
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