The Hive has expanded its role with the Ontario Lottery and Gaming Corporation as the newly named agency of record for all retail and digital sports properties, digital casino and digital lottery.

The Toronto-based creative agency had previously worked on the sports betting brand Proline, but sports betting and digital gaming has taken on greater importance for OLG in the past year, as the province legalized online betting and opened the market up to new players.

“The Hive continued to impress us both in the work they did to launch our Proline+ digital sport betting platform, along with their deep understanding of the evolving digital gaming platforms and new regulated gaming market in Ontario,” said Maxine Chapman, VP brand and marketing officer, in a release.

Along with The Hive, OLG works with Taxi, BBDO, and FCB on other parts of its portfolio.

“OLG has been an incredible partner of The Hive through the work we have done together on Proline,” said The Hive’s CEO, Jared Stein. “To be awarded assignments in new, digital growth areas for OLG is both humbling and confirming for our agency’s position in the market.”

In the past year, The Hive has produced campaigns for Proline’s digital sports betting platform Proline+, and for the expanded offering from Proline earlier this year.

“As creative partners they’ve been incredibly open to being pushed into new and challenging territories,” said The Hive’s partner and chief strategic officer, Dustin Rideout. “This is a huge vote of confidence and one that signals a deep desire to continue to push boundaries.”

The Hive is working on new campaigns for Proline, Proline+ for the fall, and on-boarding for OLG’s digital casino and digital lottery.