Bitcasino joins forces with the new hockey league 3Ice.

The collaboration will be leveraged by the crypto-focused online casino firm to increase brand awareness through various promotions, gameday activations, web series video content, free-to-play games, and gift card giveaways.

Customers will have the opportunity to win a "VIP experience" at 3Ice's Canadian tour locations, as well as play for free in a "Pick 'Em Bracket" game in which fans may estimate wins and scores to gain cash and prizes, according to Bitcasino.

Meanwhile, Bitcasino's video material will include a "Club Talk" talk show with 3Ice players, coaches, and executives.

"3Ice was brought to life for one reason only: to provide pure excitement to fans like me," said Tauri Tiitsaar, Bitcasino's Director of Casino.

"This is very much in line with what we at Bitcasino have always strived for: to provide our players with the most enjoyable, fast, and fair gaming experience possible."

"Innovation has always been Bitcasino's unwavering drive, and we believe 3Ice shares the same vision."

3Ice is a six-team independent ice hockey league that debuted last year. It was formed by E. J. Johnston, the son of ex-NHL player, coach, and general manager Ed Johnston, a former Fox Sports executive.

"We are extremely excited to partner with Bitcasino and bring the skill, fun, and flash of our game to their community of sports fans," he added. Bitcasino is all about entertainment and pleasure, making it an ideal partner for us and our customers.

"They think like we do, and the innovative ways in which fans across Canada will be able to engage and experience their brand is something we are very excited about; content, games, VIP promotions, exclusive access, and more — I can't wait."