The global iGaming sector is waiting with anticipation for Alberta’s regulated market to open its doors on July 13th. It’s been a long time coming, but Alberta will become the second province to open a private and fully-regulated online gambling market this year after Ontario did so in 2022.
The prospect of Alberta becoming a fully-regulated market is an enticing proposition for global operators and those companies who supply them.
David Bolas, Commercial Director at Greentube – a supplier of online casino games for operators around the world – told CGB that Alberta opening a market would make Canada a leading light for global regions.
“With legislation now passed and a framework being developed, the province is clearly positioning itself to follow Ontario’s competitive model. From our perspective, that presents both opportunity and responsibility,” Bolas said.
“We are preparing to enter the market alongside key existing partners while also exploring new commercial relationships. Having navigated Ontario’s launch successfully, we believe we are well-positioned to contribute meaningfully to Alberta’s rollout.”
What is Greentube’s current position in Canada?
Greentube is no stranger to Canada, having been in the Ontario market since it opened its doors in 2022. The supplier also has partnerships with provincial lottery companies, giving it a more nationwide picture of Canada’s gaming sector – more so than other operators and suppliers.
Bolas explained: “In Ontario, we are live with a broad mix of major operators including BetMGM, bet365, FanDuel and DraftKings, alongside several other strong regional brands. That breadth of distribution has been critical in building both visibility and sustained performance in what is an extremely competitive environment.
“We have relationships with provincial operators too, where our content has been live for many years. That combination of heritage partnerships and new regulated market successes has ensured Canada consistently ranks among our top three growth markets worldwide.”
What are the main player demands for Canada’s online casino players?
A big advantage of Alberta opening up its doors is that, while it is a new market with new consumers, the demands of those players are likely to be similar to those in Ontario.
Ontario is a massively competitive market and it’s likely that Alberta will follow the same trend, so both operators and suppliers must be in tune with the main player demands.
Bolas noted: “Differentiation comes down to portfolio depth, brand recognition and long-term player engagement rather than short-term launches.
“We bring a balanced mix of proven classics such as Thunder Cash™ and the Diamond Cash™ series, alongside more contemporary titles, including the Piggy Prizes™ and Starlight Jackpots™ franchises. These brands have built strong global followings over time and have translated particularly well to North American audiences.”
Canadian players, Bolas said, prefer well-designed slot experiences with transparent mechanics, strong feature depth and trusted brand provenance.
“We see a particular appetite for games that combine familiar formats with engaging bonus structures and progressive-style mechanics,” he said. “At the same time, operating within regulated provincial frameworks means players also place significant trust in more certified content.
This is something that Greentube takes into deep consideration throughout its game development and distribution strategies. Being a global supplier, it has a localised approach in each market to remain in touch with the demands in each market.
“We combine established, recognisable franchises with carefully localised new releases, ensuring we appeal to players who favour classic gameplay and those seeking more contemporary, feature-rich experiences,” said Bolas.
“Operating within regulated markets also reinforces player confidence; something we consider fundamental to long-term success in Canada.”
