Currently, 46 operators and 50 gambling brands are registered with the Alberta Gaming, Liquor and Cannabis Commission (AGLC) ahead of the province’s regulated online gambling market launch on July 13.
Other recent updates include new statements from politicians and plans from big-name global gambling brands.
This is a big shake-up for online gambling in Alberta. It will replace the largely unlicensed offshore model with a locally regulated and – crucially – taxable set of operators licensed by the AGLC and managed by Alberta iGaming Corporation.
The province will be the second in Canada to follow this model, after Ontario launched its regulated but open market in 2022.
It has since brought in more than $2 billion in tax revenue and captured more than 91% of gambling activity from offshore sites. Alberta’s politicians will be looking for similar success when their market goes live in a couple of weeks. These are the latest updates.
Fifty Brands Approved So Far – One Brand Dropped this Week
With Alberta’s relatively high income and proven appetite for offshore gambling, many operators are already interested in the market. Government-owned PlayAlberta has been operating for years, but has failed to capture the attention of offshore brands in a big way. In fact, there are rumors that it could be up for sale once the regulated market opens.
As for new operators set to debut, the AGLC removed one from the list this week, bringing the confirmed total of licensed operators to 46. However, the number of brands remains at 50 because several operators plan to launch multiple separate brands.
US-based Caesars Entertainment and Penn Entertainment, for example, are both bringing three brands each to the new market.
Some other companies are also running multiple brands as separate operators under an umbrella company. In either case, any brand or operator needs its own individual license.
The Alberta government has said it expects up to 80 operators to be licensed within the due time, although not all of them will launch on day one.
The mix of brands includes big US names like FanDuel, DraftKings, and BetMGM, as well as international and European operators like bet365, BetVictor, and PlayOJO.
There are also some homegrown Canadian brands and operators ready to launch, including Betty, TheScore, tooniebet, and Betnova.
The brand removed this week is Grizzly’s Quest Casino, operated by Cadtree Limited. Cadtree will still launch with four other casino brands, though, and there’s no word on why Grizzly’s Quest was removed.
Revenue Sharing
In addition to obtaining a license from the AGLC, operators must also agree to revenue-sharing agreements and demonstrate regulatory compliance to the Alberta iGaming Corporation.
Not all licensed brands have done so far. Operators that have both a license and approval can already open for preregistration, and some have done so.
Once the market opens, players will have access to plenty of online resources covering their new options. Currently, Canadian casino fans look for something like the best payout online casino on comparison sites like Casino.ca.
These lists show the sheer scope of current choices across the country, compared by game selections and RTPs. bonuses and more. Let alone the expanded range when such lists are updated for the new Alberta market in a few weeks.
Some Big Name US Brands Still Missing
Interestingly, though, some big brands currently operating in Ontario have recently confirmed they won’t be in Alberta, while some Alberta exclusives have also signed up during that time.
MGM Resorts-owned, Sweden-based operator LeoVegas has confirmed it won’t open in Alberta, despite previously saying it would seek a license. It says it is focusing on growth in Ontario.
Fanatics, the sports apparel and merchandise giant with a successful US sports betting arm, has not yet expressed any clear interest in a Canadian launch.
Hard Rock Digital and its Hard Rock Bet app are also potential late candidates. The massive US brand, owned by the Seminole Tribe of Florida, only recently secured a license to operate in Ontario, and has not yet launched there.
Speculation was that Hard Rock might buy up PointsBet Canada – also set to launch in Alberta – but that hasn’t happened yet.
However, the operator has shown clear interest in the Canadian market and recently opened a physical Hard Rock Hotel & Casino in Ottawa. So it is entirely possible it will launch in Alberta eventually.
Around 80 operators are registered in Ontario, and the expectation was that almost all of them would apply to open in Alberta, which hasn’t quite worked out yet.
Nevertheless, with the addition of some homegrown brands, there will still be a similar level of choice for Albertans looking to gamble online after July 13.
Revenue Not the Only Metric of Success, Minister Says
The Minister in charge of delivering the market, Service Alberta Minister Dale Nally, says he expects a full 80 operators by the end of the first year.
Each will have agreed to a 20% revenue share agreement with the province, as well as 2% of revenues to First Nations groups and 1% to responsible and problem gambling research initiatives.
Nally said government projections suggest a CA$76 million income for the province over the first year. The 20% revenue deal will go into the general provincial fund rather than be earmarked for specific purposes, as it is in some states.
The Minister has recently said several times that he doesn’t personally approve of gambling, but he acknowledges Albertans were doing it anyway at offshore sites.
So he is pushing forward with this locally licensed market because it can mandate responsible gambling tools, affordability checks, and other regulatory protections.
Even with all that revenue on the line, Nally repeated his commitment to financial responsibility through regulation – instead of purely measuring success by tax dollars.
He says regulators plan to conduct frequent surveys of players’ and operators’ experiences in the market’s opening months to help refine the system.
Key regulations include a province-wide self-exclusion scheme, limits on the use of current or former athletes in advertising and promotion, and a requirement that operators notify players of responsible gambling tools, such as deposit limits, at sign-up.