EDMONTON, ALTA. — Alberta residents and the Canadian gaming industry woke up to a new dawn on Monday morning, as the Alberta iGaming market opened for business at midnight on July 13.
Four years, three months, and 10 days after Ontario launched commercial iGaming on April 4, 2022, Canada now officially has two regulated, competitive online gambling provinces. Many of Ontario’s 81 licensed and operational iGaming sites will launch in Alberta on day one on Monday, offering online sports betting or online casino or, in most cases, both.
Alberta iGaming Corporation (AiGC) confirmed that 22 operator sites went live on day one to begin competing with the government-owned Play Alberta platform. Alberta’s online gambling launch is officially the biggest in North American history in terms of the number of brands available.
More than 50 online sports betting and/or online casino sites have already been licensed by the market regulator (and Play Alberta operator) Alberta Gaming, Liquor and Cannabis (AGLC) to do business in the province. Meanwhile, AGLC has also approved almost 60 gaming systems providers and 14 iGaming platform providers to work with operators in the province.
It’s a milestone day for Canadian gaming, one that has been years in the making.
So, of course, the Canadian Gaming Business and SBC teams were on the ground in Edmonton to mark the moment, and we brought you live updates throughout Monday on what we saw and heard on launch day.
You can also find all of our recent Alberta iGaming coverage here, including a breakdown of the key things you need to know about the province launching commercial online gambling.
4 p.m. MT — That’s all, folks!
The long day is wrapping up, so we’re going to wrap up too.
It’s been a landmark day for North American online gambling. We hope you’ve enjoyed following along with us.
3:45 p.m. MT — A quick word with DraftKings Co-Founder Paul Liberman
We just got the chance to get 15 minutes with DraftKings Co-Founder and President of Operations Paul Liberman at a separate event.
Liberman spoke glowingly of the Alberta opportunity, in what is the first simultaneous dual online sports betting and casino market launch in North America since Ontario in 2022.
“We’ve been spending a lot of time looking at the Canadian market and saying, ‘how do we really get to a No. 1 or No. 2 share in this market?” Liberman said. “We have a large Canadian presence as well, over 100 employees located in Canada.”
DraftKings launched in Alberta with sports betting and casino available via its flagship brand, and also introduced what Liberman described as the more “slots-focused” Golden Nugget Online Casino platform on day one, having only extended that U.S. platform into Ontario last summer. Users of each platform can share a wallet and an account across the different apps and brands.
Liberman suggested that he thinks DraftKings’ casino product is its strongest vertical. One of these others is daily fantasy sports (DFS), but Liberman confirmed that DraftKings has had to give up offering DFS in Alberta, a decision that the company put down to the constraints of the fact that they cannot currently share player pooling with other countries or provinces.
2:15 p.m. MT — Betty Casino is splashed all across town
When we arrived in Edmonton on Sunday night, the first roadside billboard we saw heading out of the airport towards the city was for Canadian-focused slots and iBingo brand, Betty.
Then, walking back to our downtown hotel just now, we saw another one.
Betty has marketed pretty aggressively in Ontario, including social media ads and a splashy deal with Maple Leaf Sports & Entertainment (MLSE), something which may have contributed to its strong growth in the province.
It looks like it has extended the same playbook into Alberta. Betty’s site is one of the 22 licensed sites that went live on day one of that regulated market today.
1:00 p.m. MT — We’re taking a break, we’ll be back soon!
Alright, then. With a few hours of sleep in between writing, we’ve been at this for around 13 hours now, so we’re going to take a well-deserved break.
Check back later as we may have more updates, including a DraftKings media event being held close by in downtown Edmonton. You won’t want to miss this!
12:20 p.m. MT — Alberta cuts the ribbon!
Who doesn’t love a good ribbon-cutting?
Attendees at the Royal Glenora Club in Edmonton gathered to hear speeches from several Alberta iGaming leaders, including:
- Minister Dale Nally
- AGLC CEO Kandice Machado
- AiGC CEO Dan Keene
- AiGC Board Chair Sanjeev Kad
- AiGC General Counsel Steve Inglis
And, although some online sportsbooks and casinos may have been taking bets in Alberta for 12 hours already, Nally officially just cut the ribbon on the province’s commercial regulated iGaming market.
11:00 a.m. MT — Full list of operators who are live in Alberta
We now have official confirmation from Alberta iGaming Corporation (AiGC) of which operators launched iGaming on day one on Monday.
AiGC lists 22 active Alberta iGaming sites in total, although several of them share a brand or the same parent company:
- bet365’s separate sportsbook and casino sites
- BetMGM
- Betty
- BetVictor
- Caesars (Caesars Sportsbook & Casino, Caesars Palace Online Casino, Horseshoe Online Casino)
- Casino Days
- DAZN Bet
- Delta Casino
- DraftKings
- FanDuel’s separate sportsbook and casino sites
- Golden Nugget Online Casino (a DraftKings-owned brand)
- LuckyDays
- PENN Entertainment (theScore Bet,theScore Casino, and Hollywood Casino)
- Rush Street Interactive’s BetRivers
- Stardust Casino (a Boyd Gaming-owned Pala Interactive brand)
- TonyBet
10:20 a.m. MT — Nally: Operating in Alberta is a privilege, not a right
We’ve heard some very stern words from Minister Dale Nally this morning, warning sportsbooks and casinos that gaining the right to operate in Alberta requires a clear commitment to player protection and a recognition that this is a unique opportunity.
“We expect companies to operate responsibly and to meet our high standards,” he said. “This market is open, but operators are expected to earn the privilege of participating …
“To every operator entering Alberta’s regulated market, let me be very clear: operating in Alberta is a privilege, not a right. We expect every operator to put player protection and social responsibility at the forefront of their operations. If you meet those expectations, Alberta offers a fair, competitive, and well-regulated market. But operators that fail to meet our player protection and social responsibility requirements risk losing the ability to operate in this province.”
SBC staff note: Our Editor Tom Nightingale is our boots on the ground in Edmonton, keeping us up to date with all the latest goings on from day one of the market going live. Follow him on X for more live coverage!
And let’s give him credit for that X handle. Nightingaming? Genius.
10:15 a.m. MT — Day one is just starting, and we’re at 22 active sites
Speaking at a press conference in Edmonton this morning, Alberta Minister Dale Nally says that 22 approved operator websites are already up and running in the province’s new online gambling market.
When Ontario launched its own regulated market more than four years ago in April 2022, the day-one number was more like a dozen.
9:20 a.m. MT — CGA hails Alberta opening
In an emailed statement, the Canadian Gaming Association (CGA) congratulated Minister Dale Nally, Alberta Gaming, Liquor and Cannabis (AGLC), and the Alberta iGaming Corporation (AiGC) on launching the province’s licensed, regulated iGaming market.
“Developing this market has taken significant effort, collaboration, and a shared commitment to responsible implementation,” said the CGA. “The CGA also supports the government’s vision for Alberta’s iGaming model: a competitive market that offers an engaging gaming experience, protects consumers, keeps Albertans safe, and generates economic opportunities for the province.
“For the Association, another province’s move to regulate iGaming is worth celebrating because players will gain access to a broad range of responsible gambling tools, including self-exclusion.
“Alberta now has an opportunity to address the long-standing imbalance created by the former “grey” online gaming market within its newly licensed and regulated sector, and we will be watching closely and cheering as the province’s channelization rate grows!”
AiGC has outlined a target of 75% market channelization (which refers to converting previous grey market gambling into activity on licensed, regulated platforms) by the end of year two, although several industry observers have suggested the province will reach that mark considerably sooner.
9:10 a.m. MT — DAZN Bet’s second Canadian launch in two weeks
We have another confirmed live operator: DAZN Bet.
The sports streaming giant has launched its online gaming platform in Alberta, complete with sports betting and casino, less than two weeks after it went live in Ontario.
DAZN Bet operates in several European markets but Ontario was its first entry in North America.
“Launching in Alberta just weeks after our Ontario debut reflects our early momentum and long-term commitment to Canada,” said DAZN Bet EVP of Growth Markets Daniel Berthold in a press release. “We are entering the province in a position of strength with a customer-centric mindset, a sustainable product and a responsible gaming framework.”
DAZN Bet Canada Managing Director Richard Rawlinson added that the operator will combine “the strength of a global sports entertainment brand with a product built for Alberta players.”
8:35 a.m. MT — Albertans kick off with World Cup betting
Launching today means Alberta’s new market doesn’t get the benefit of a full summer of FIFA World Cup betting activity, but the semi-finals begin on Tuesday and it sounds like Alberta sports bettors are making their enthusiasm known.
FanDuel and Caesars each reported that the first sports wager they took in the province was on Tuesday’s France vs. Spain semi-final.
8:10 a.m. MT — Minister Nally to hold news conference
While some licensed operators have been live in Alberta for hours now, the day’s official events begin at 10 a.m. when Minister of Service Alberta and Red Tape Reduction Dale Nally and Alberta iGaming Corporation (AiGC) CEO Dan Keene will host a press conference at the Royal Glenora Club.
Later, the government will host a market launch event featuring more remarks from Nally and Keene as well as AGLC CEO Kandice Machado and other leaders, as well as photo ops and more.
7:15 a.m. MT — iGaming Daily podcast: What’s Alberta all about?
Before heading to Edmonton, I was in San Diego for a U.S. gambling conference. While there, I joined host Charlie Horner from my hotel room (blame Marriott Bonvoy for the dodgy lighting) to record an episode of SBC’s iGaming Daily podcast about all things Alberta. We looked at similarities with Ontario’s market, what makes Alberta different, who might launch, the government’s goals in regulating iGaming, how much money the market could make, and what would define success.
It’s less than 30 minutes long, so a nice bite-sized breakdown to sink your teeth into. You can watch it in full here.
6:55 a.m. MT — Alright, so who is up and running in Alberta?
We told you earlier (much earlier!) that DraftKings and theScore Bet were among the operators who were already live and taking bets in the first few minutes of the market opening. Around seven hours later, many more seem to have joined them.
The Alberta iGaming Corporation (AiGC) has not yet published its official list of approved and active operators, but several brands sent out press releases or other indirect communications overnight confirming their launch, including but not limited to:
- bet365
- Caesars Entertainment
- DraftKings
- FanDuel
- PENN Entertainment’s theScore Bet
- Rush Street Interactive’s BetRivers
“Canada is a key market for bet365, and cementing our brand’s presence in Alberta marks another milestone in our long-term commitment to Canadian sports fans,” said bet365 Head of Development Trip Stoddard by email. “We’re proud to work alongside Alberta’s regulators to give fans a trusted platform to engage with the sports they love through a responsible, world-class experience.”
BetRivers announced its launch with news of an Alberta-focused marketing campaign starring its brand ambassador, Canadian sports broadcaster Dan O’Toole.
“We’re very excited to bring our award-winning platform and player-first approach to the millions of gaming enthusiasts in the Alberta market,” said RSI CEO Richard Schwartz in a press release. “BetRivers has earned its status as one of Canada’s top-rated and most trusted casino apps through App Store ratings and reviews from Ontario players. Alberta is the next step in that story, and we’re ready to deliver the same best-in-class experience from day one as part of our commitment to making BetRivers the casino destination Canadian players choose first.”
Caesars and PENN each launch three platforms
Caesars announced back in March that it would launch all three of its iGaming brands in Alberta: the Caesars Sportsbook & Casino platform and its two online-casino-only sites, Caesars Palace Online Casino and Horseshoe Online Casino.
“This is a defining moment for our digital business as we bring our three separately branded digital platforms online in a jurisdiction for the first time simultaneously,” said Caesars Digital President Eric Hession in a press release. “We’re grateful for the continued collaboration of the Alberta iGaming Corporation leading up to this launch.”
PENN has also launched three separate platforms: theScore Bet Sportsbook & Casino,theScore Casino standalone, and its U.S. Hollywood Online Casino brand.
“Alberta has an incredible sports culture, and we’re excited to bring theScore Bet Sportsbook & Casino to players across the province,” PENN Entertainment Chief Technology Officer and Head of Interactive Aaron LaBerge said in a press release. “Fans already know and trust theScore, and with theScore Bet, we’re extending that connection into a seamless sportsbook and casino experience.
“Whether you’re following your favorite team, placing a bet, or enjoying casino games, we’ve built the experience around the way fans naturally engage with sports. We commend the Alberta government for introducing a regulated online gaming market for private operators and look forward to serving fans in one of Canada’s great sports markets.”
6:30 a.m. MT — We’re back!
Good morning! After a few hours of shut-eye, we’re just getting started for what promises to be a big day in Edmonton.
Later on, we’ll be at the Royal Glenora Club, where leaders from Alberta Gaming, Liquor, and Cannabis (AGLC) and the Alberta iGaming Corporation (AiGC) will host a range of operators, government representatives, and other stakeholders at a media event to mark the launch of Alberta’s regulated iGaming market.
SBC and the Canadian Gaming Association (CGA) are also hosting an event reception to celebrate the day.
12:30 a.m. MT — Some operators already taking bets
A quick scan of some of the licensed sportsbooks that are popular in Ontario suggests that several operators were already accepting bets in Alberta just a few minutes after midnight, including the likes of DraftKings and theScore Bet.
Last week, several major U.S. and Ontario market operators confirmed to Canadian Gaming Business that they would start taking bets in Alberta on day one, including:
- bet365
- BetMGM
- BetRivers
- DraftKings
- FanDuel
Others, including Caesars, PointsBet Canada, Betty Casino, and more are also expected to be operational in Alberta at some point today, while some of the other 50+ iGaming websites will begin doing business at a later date.
We’re heading off to get some sleep, but we’ll be back tomorrow morning to keep you updated with notes, quotes, and photos throughout the day as the Alberta government and the gaming industry mark a milestone moment.
12:01 a.m. MT — Live from Alberta, it’s Monday morning!
And we’re off to the races.
This update comes to you from an Edmonton hotel room, where we stayed up past midnight just to see for yourselves that the market did indeed open as the clock struck midnight, as confirmed by Alberta iGaming Corporation (AiGC).
