Alberta will open its regulated iGaming market on July 13, with dozens of operators preparing to enter a system that will operate alongside the government-run Play Alberta platform. The framework mirrors Ontario’s model, where private companies compete within a regulated environment.
As of early May, the Alberta Gaming, Liquor and Cannabis (AGLC) reported that 30 operator sites had completed or begun registration. The regulator released initial rules and tax details in January, giving companies time to prepare. Officials also said more than 55 operator sites have shown interest, while at least 32 operators have applied for licenses.
Major Operators Prepare For Entry
Registered operators include BetMGM, DraftKings, FanDuel, Caesars, PointsBet, and theScore Bet, along with several others. Some companies plan to launch multiple brands, increasing the number of platforms expected at rollout. Additional operators such as bet365 and NorthStar Gaming have indicated plans to apply.
Rush Street Interactive, operator of BetRivers, described Alberta as an expansion opportunity focused on online casino growth. Chief Executive Officer Richard Schwartz said the company will take a “deliberate, measured approach to market entry” and expects “some modest revenue” later in the year, while not anticipating profitability in 2027. The company plans marketing activity and “significant investments” tied to the launch.
President and Chief Financial Officer Kyle Sauers said competition will be strong, citing the number of applicants and existing grey-market presence. He added: “Ontario has been a great market for us, we’ve grown really nicely,” and noted potential to reach new players.
Competitive Outlook And Marketing Rules
Caesars will introduce three brands at launch: Caesars Palace Online Casino, Caesars Sportsbook & Casino, and Horseshoe Online Casino. Caesars Digital President Eric Hession said, “It’s a good opportunity,” highlighting both market potential and improved products compared to earlier launches. He added, “We’ll be putting a much more comprehensive launch plan together that will really go after the sports as well as the casino market.”
PENN Entertainment plans to bring theScore Bet to Alberta, supported by its established sports media presence. Chief Technology Officer Aaron LaBerge said, “We feel really good about our launch there,” while noting that competition will be stronger than Ontario’s early days. “When we launched in Ontario, it was a lot less competitive,” he said.
Advertising Rules Updated Before Rollout
Ahead of the market opening, Google Ads revised its gambling policy on April 4 to allow licensed operators to run advertising in Alberta. The update permits “brand awareness campaigns” for companies authorized by AGLC, provided those campaigns remain limited to the province.
AGLC has also issued guidance on advertising standards, requiring responsible gambling messaging and restricting promotions such as bonuses to direct channels. Marketing must avoid targeting minors and individuals who have self-excluded or are considered high risk.
With a wide range of operators preparing for entry and marketing rules now defined, Alberta’s iGaming launch is set to begin with strong competition and a diverse set of offerings.
Source:
“Alberta iGaming launch: 30 online sportsbooks, casinos registered for July start”, canadiangamingbusiness.com, May 4, 2026
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