Rivalry, the Toronto-based sports betting and online gaming platform has introduced a loyalty program designed to reward its most dedicated users.

Launched on January 1, 2025, and announced officially via LinkedIn, the Rivalry VIP program is structured around all the unique selling points of the platform—meaning it caters to a younger audience of sports bettors and casino games enthusiasts, offering cryptocurrency perks. 

Launch of Rivalry VIP program

Rivalry is a Toronto-based online betting operator that has established itself as a prominent player in the digital crypto gambling sector. The company offers regulated betting on sports, esports, and casino games in Ontario and internationally through its Isle of Man license.

In March 2023, Rivalry launched its proprietary interactive casino platform, Casino.exe, in Ontario, introducing eight casino games to the market. 

This strategic move was designed to expand its customer base and revenue opportunities within the province.

Emphasizing the company’s dedication to cater to a younger public, Rivalry integrates advanced technology and cryptocurrency into its platform, aiming to enhance the gaming experience for a younger demographic. Notably, approximately 80% of its active users are under the age of 30.

Through the company’s focus on offering esports expertise mixed with traditional gaming options, Rivalry offers a comprehensive experience tailored to modern players’ needs. 

The platform supports both fiat and cryptocurrency transactions, providing flexibility and secure payment options for its users.

How it works

The Rivalry VIP Program is a loyalty system that lets players earn rewards as they engage with the platform. 

Users gain Experience Points (XP) and NUTZ—the platform’s native crypto token, symbolized by a small peanut drawing—as they place bets on sports and casino games. The more they play, the higher they climb through the program’s eight tiers, unlocking perks such as cashback, deposit bonuses, and free spins.

The program uses XP progression to determine player advancement. All registered Rivalry users are automatically enrolled at Level 0 upon account verification, with existing players starting based on prior activity. 

Players earn XP and NUTZ through all betting activities, allowing them to progress through creative tier names such as NutJob, NutWhisper, NutLord, and finally, NutBot9000. 

A simple structure

Even though the nomenclature is quite modern, as are the casino’s visuals, the functioning of the program is very similar to usual loyalty programs in other casinos.

Each bet placed on Rivalry generates XP, which builds a player’s progress bar, simulating a videogame. Players can track their progression through a clear interface that details how close they are to unlocking their next reward. 

The innovative NUTZ, meanwhile, serves as a supplemental currency that integrates into the program’s entire reward system. Players can use NUTZ to enhance wagers, enter platform-exclusive lotteries, or retain them for future perks. 

The NutLord level, the second-to-last on the Rivalry VIP Program scale, introduces a personalized VIP Manager who is available to provide tailored support and reward recommendations.

Perks and rewards for a younger public

The Rivalry VIP Program delivers immediate rewards upon reaching new levels. At lower tiers, players can expect incremental bonuses such as deposit matches and free spins. 

As they progress, they unlock additional benefits like cashback and exclusive tournaments. Every level includes distinct rewards, with benefits scaling up the more involved players become in gaming.

One standout feature is the inclusion of tailored VIP Missions. These interactive challenges allow players to complete specific tasks for bonus payouts, introducing a competitive and rewarding dynamic. 

Players who progress further into the program also gain access to larger monthly and weekly bonuses, cementing the sense of exclusivity. By the time players reach NutBot9000, Rivalry ensures their loyalty is met with premier service and high-value returns.

Proprietary cryptocurrency: how does it work?

NUTZ is Rivalry’s proprietary cryptocurrency and is central to the Rivalry VIP program. 

Beyond serving as a reward token, NUTZ carries monetary value similar to major cryptocurrencies like Bitcoin and Ethereum. Players can earn, spend, or hold onto NUTZ, which offers flexibility based on their preferences. 

The token is versatile, with potential applications across Rivalry’s entire product suite, from traditional sportsbooks to modern casino games.

NUTZ stands apart because of its multifaceted utility. Players can use NUTZ to boost bets, participate in unique lotteries, or simply retain it as an investment for potential gains. 

Rivalry’s emphasis on integrating cryptocurrency into the gaming ecosystem reflects its commitment to creating future-ready opportunities for its players, possibly opening the path for new Canadian crypto casinos.

Secure payment options

The Rivalry VIP program experience includes seamless payment integration, with Rivalry supporting fiat and cryptocurrency transactions. 

Players can access reliable fiat options such as Visa, Mastercard, and various prepaid solutions. 

For crypto enthusiasts, Rivalry accepts major tokens like Bitcoin (BTC), Ethereum (ETH), and Tether (USDT). Over 400 crypto wallets, including MetaMask and Coinbase, are compatible with Rivalry’s platform, offering flexibility and security.

These payment options—paired with fast processing speeds and minimal transaction fees—make Rivalry an optimal choice for global users.

Comprehensive game selection

Rivalry’s expansive gaming catalogue includes over 400 online casino games, all sourced from award-winning providers such as Pragmatic Play, Evolution, and NetEnt. 

The games range from vibrant slots to immersive live dealer experiences, ensuring variety for players of all preferences.

For sports and esports enthusiasts, Rivalry has curated a robust sportsbook covering traditional matches and popular esports titles such as League of Legends, DOTA 2, and Counter-Strike. 

Embedded streams, real-time stats, and diverse betting markets make Rivalry’s sportsbook experience a standout feature of the platform.

This combination of gaming variety and dynamic options ensures players remain engaged regardless of their preferences. Rivalry continuously adds new games, keeping the platform fresh and up to date.

A new frontier for VIP programs in Canada

The Rivalry VIP Program represents a shift in how loyalty initiatives can enhance online gaming when aiming towards a younger public, which makes up for the immense majority of the company’s total user base. 

Although this program follows a tried-and-true method to boost player engagement, which is combining accessible tiers and tailored rewards, the use of a self-structured cryptocurrency makes it all the more interesting.

And, considering the company’s already-declared objectives, the Rivalry VIP Program is poised to ripen. CEO Steven Salz has outlined plans to integrate more cryptocurrency innovations, expand gaming partnerships, and increase mission-based challenges for players. 

The platform’s focus remains on customer engagement and delivering meaningful rewards that reflect user activity.

With a reported $79.9 million betting handle from Q3 2024, players can be assured of Rivalry’s growing prominence in the gaming world.