HeadsUp Entertainment International Inc has announced its strategic plan to enter the regulated sports betting market in Canada.

Last month, the Canadian federal government introduced a bill (C-218) to the House of Commons that, if passed by both House and Senate, would legalize single-game sports wagering within the country’s ten provinces and three territories. It is anticipated that this bill will pass in the spring of next year.

The upcoming legislation and subsequent changes to the Criminal Code of Canada will allow for HeadsUp to be positioned for rapid growth, taking to market platforms in sports betting, into an industry estimated to be over $14bn in annual gross gaming revenue as estimated by the Canadian Gaming Association.

The company is currently negotiating with two sportsbook software providers, as well as a strategic media partner as a potential merger candidate or addition to create unique market access and lower than industry standard costs for player acquisition.

HeadsUp President and CEO, Doug Wilson, said: “The rapidly evolving opportunities in the Canadian market, as well as in other countries, are very encouraging and our team has been anticipating licensing and government regulation that we are strategically poised to take advantage of.”

The company will be launching its media content delivery platforms in the first week of January which is designed to target viewers and build its base of players in anticipation of the launch of its online gaming products once the path to legalization and licensing in Canada is complete.