The opening of a new iGaming market like Alberta’s doesn’t come around often in North America; particularly not one that issues dozens of operator licenses and allows registrants to offer both online casino and online sports betting at once.
Most coverage of Canada’s second regulated online gambling market to date, including ours, has focused on the operators. After all, there are more than 50 sites registered with Alberta Gaming, Liquor, and Cannabis (AGLC) so far, including the 24 that were already live and operational as of the time of writing.
But what about the opportunities that await Alberta iGaming suppliers?
The newest Canadian iGaming gold rush
Technology and platform providers and suppliers of other kinds have rushed through the Alberta doors like shoppers at a Black Friday sale, eager to start doing business in the market. Dozens and dozens of them have been approved to work in the province, and many of them are already live and working with operators. My inbox has been flooded for the last few weeks with announcements from North American and European companies heralding their imminent or immediate arrival as Alberta iGaming suppliers.
The enthusiasm is understandable, as several companies told Canadian Gaming Business this week.
“Ontario proved that the competitive model works in Canada,” said esports betting solutions provider Oddin.gg‘s Head of Sales Todd McCully. “If you’re licensed and ready from the start, it tips toward opportunity.”
iGaming content developer Wazdan’s Head of Account Management Izabela Slodkowska-Popiel suggested that Alberta is “one of the most exciting regulatory developments we have seen in North America for several years,” pointing to how rare competitive iCasino markets are across North America.
“Preparation for a regulated market begins long before launch,” Slodkowska-Popiel added. “That preparation spans regulatory and certification planning, technical integration readiness, portfolio selection, ongoing discussions with operator partners and the development of marketing assets designed to support successful launches.”
As of the latest count, AGLC lists 58 “critical gaming systems” providers, 15 iGaming platform providers, and 15 “goods or services” suppliers as registered to do business. As well as the content and platform technology providers, the third of those categories includes supporting services such as independent integrity monitors (IC360 and the International Betting Integrity Association), data firms (Genius Sports and Sportradar), payment companies like Paysafe’s Skrill, and more.
It’s a huge network, and it’s all key to making a market like Alberta’s work well — just ask Ontario, as I’m sure Alberta’s leaders did. Unless they are one of the relatively rare examples of an operator that runs on its own proprietary technology, online casinos and sportsbooks need a partner to build a platform on which they can run; they need oddsmakers, slots and table game providers, live dealer developers; they need payment processors and data providers; and the market needs data firms and watchdogs.
It takes a village, as they say.
Fueling the Alberta arms race
As well as ensuring its own prosperity, part of a content provider or technology supplier’s job is to make its operator partners stand out from the crowd.
Whether you’re an online casino-focused company like Greentube or a sports betting technology specialist like Kambi, the broad aim for Alberta iGaming suppliers is the same: do everything you can to ensure that both you and your partners rise to the top.
“When a new regulated market opens, the first few months set the competitive dynamics,” explained Greentube Commercial Director David Bolas. “Operators are establishing brand recognition, players are forming habits, and the content that performs well early tends to anchor operator lobbies for a long time afterward …
“The window to shape early player preferences is narrow — missing it is not simply a short-term revenue loss; it creates a catch-up challenge that can take years to overcome.”
Here, of course, operators have their own part to play. Kambi VP of Sales for the Americas, David Bretnitz, opined that while having strong technology is obviously vital, the strength of the product alone is not enough to ensure success.
“The real difference comes from how operators use that technology to create an experience that feels distinctive, relevant and true to their brand,” Bretnitz said. “For a large international brand, that might mean a high level of customization, advanced trading capabilities and the ability to scale across multiple jurisdictions. For a regional operator, it might be more about building on local brand strength and creating an experience that speaks directly to its customer base.”
A catalyst for what may come next in Canadian gaming?
Ontario’s highly competitive market, both on the operator side and the supplier side, set the tone for what a regulated iGaming model can look like. The reported channelization rate of around 90% in the four years since that province opened is testament to the fact that competition and regulation work, on both a revenue generation and player protection front.
Alberta won’t do the same dollar numbers, but it aspires to similar big-picture results. If that happens, Alberta iGaming suppliers might have more Canadian regions to explore in years to come.
“Each province will make its own decisions, based on its own priorities,” noted Kambi’s Bretnitz. “But if Alberta delivers on the goals policymakers have set out, particularly around consumer protection, channelization and revenue generation, it will certainly strengthen the case for further regulatory development elsewhere. Alberta has the potential to become an important catalyst for the next phase of the country’s gaming industry.”
