Alberta is preparing for a major shift in its gambling sector as the province moves toward the launch of its regulated online gaming market on July 13, drawing interest from dozens of operators seeking licences.
Among the applicants are BetMGM, FanDuel, PointsBet and Score Media and Gaming. Dan Keene, chief executive of the Alberta iGaming Corporation, said 35 applications have been received and are currently under review.
“It’s all dependent upon whether or not they’ll, once vetted by us, sign our operating agreement and also adhere to the AGLC policies,” Keene said.
“They have to go through an exhaustive onboarding program with us, but that’s part of making sure that we get it right, right from the onset.”
Operators Prepare For Alberta Launch
The province introduced the regulated market after determining that many residents were using offshore gambling platforms that generated no provincial tax revenue and operated outside local oversight.
Under the model, operators will retain 80% of gambling revenue, while 20% will go to the province. Indigenous communities will receive 2%, with 1% allocated to social responsibility initiatives.
Alberta’s approach is often compared with Ontario’s market, which launched in 2022 and generated C$2.9 billion in gaming revenue during the 2024-25 fiscal year.
Industry interest remains strong. More than 31 sportsbooks and casino operators have registered for licences, and some companies plan to launch multiple brands. Executives speaking at SBC Summit Canada said operators must tailor products and marketing to Alberta’s specific market conditions rather than replicate Ontario strategies.
Focus On Player Protection
Researchers and gambling policy observers are also examining the potential social impact of expansion.
Carrie Shaw of the Alberta Gambling Research Institute pointed to research indicating that problem gambling rates increased in Ontario after market liberalization. The study also found that Ontario youth spent more time gambling than their counterparts in Alberta and recorded the country’s highest problem gambling scores.
Shaw said Alberta’s province-wide self-exclusion system could help reduce harm by allowing individuals to block themselves from gambling platforms.
Steve McAllister, editor-in-chief of Gaming News Canada, also highlighted the program, noting that similar measures were a source of concern for some operators in Ontario.
At the same time, Shaw argued that Alberta needs stronger support services for people experiencing gambling-related problems, citing the previous reduction in funding for the Problem Gambling Resources Network.
Advertising Restrictions In Place
Advertising restrictions form a central part of Alberta’s regulatory model. Active and retired athletes may only appear in promotions related to responsible gambling messaging.
“The use of active or retired athletes is only allowed for the exclusive purpose of advertising responsible gaming practices,” Keene said.
The rules also prohibit advertising that could appeal to minors through cartoon characters, youth-oriented symbols or placement near locations frequented by children.
As launch day approaches, Keene said success will depend on public confidence in responsible gaming measures and protection of player funds and personal data. McAllister added that a sustainable market should generate public benefits while avoiding excessive gambling advertising.
Source:
“Dozens of gambling operators apply for licensing ahead of provincial market opening”, cbc.ca, May 30, 2026
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