Rolling the dice on the Roaring Game

The normally staid world of curling — a sport where the in-arena experience is perhaps best described as sedate — should soon get a boost on and off the ice.

Ontario’s fledgling sports-betting industry has curling in its sights, a development that could inject energy in bonspiel venues next season and provide bettors with plenty of options for a sport loaded with gambling potential.

“We want to make curling cool,” said Nic Sulsky, chief commercial officer for PointsBet Canada.

PointsBet Canada was named the official sports betting partner of Curling Canada last fall. The promotional push has been on through the spring now that Ontario’s sports betting market is open to major gaming operators.

Commercial spots featuring the Trailer Park Boys comedy group and members of Team Kerri Einarson and Team Kevin Koe were in heavy rotation during the recent Season of Champions events.

Curling Canada has said PointsBet will offer “exciting and innovative ways for fans to engage with Curling Canada events.” Specific details weren’t provided but Sulsky said plans are in the works on several fronts ahead of a full rollout next season. The chance to bet live on teams, scores and prop bets — in a much livelier setting — may help curling finally attract more of that coveted younger audience.

The gambling component is already a prominent fixture at Ontario pro sports events. Some fans keep one eye on the play and the other on their mobile device to check their bets or take advantage of in-game gambling action.