Online gaming operator and services provider Soft2Bet intends to be in Alberta when the province launches commercial regulated iGaming later this year.
The company announced this week that it is seeking regulatory approval both to operate a B2C online gaming platform and to offer B2B services to other participants in the province’s upcoming market.
Soft2Bet joins a queue of operators that have applied for registration in Alberta, including FanDuel, BetMGM, DraftKings,theScore Bet, Bet99,BetRivers, Super Group’s Betway and other brands, PointsBet, Betty Gaming, TonyBet and more.
The company said that entry into Alberta will be the next step in its plan to enter several new regulated jurisdictions as it looks to sustainably scale up its operations.
A two-pronged approach
Unlike many of the nearly 50 operators that are live in Ontario, Soft2Bet offers both a B2C site and B2B services in the province, something it said gives it a leg up on the competition.
“Our dual B2B and B2C model in Ontario gives us a very practical advantage as we look at Alberta,” Soft2Bet General Counsel David Yatom Hay told Canadian Gaming Business this week. “It’s not only about understanding our partners, it’s about operating in the same environment ourselves and being able to translate that experience directly into product and technology.
“Because we run B2C operations, we’re constantly collecting real-time insights on player behaviour, preferences, and local market dynamics. At the same time, we have full control over our technology stack, which allows us to adapt quickly, whether that’s compliance requirements, product features or player engagement tools.
“From a B2B perspective, this puts us in a strong position to support operators entering Alberta. We’re offering tools that are already tested and optimized in a live environment. Having both perspectives allows us to understand the operational challenges our partners face and translate them into practical, scalable solutions.”
Ontario-licensed ToonieBet may not be Alberta brand
Soft2Bet has been active as a licensed iGaming operator in Ontario since late 2024, when it launched its ToonieBet platform in the province.
As the name suggests, its focus has been on offering an authentically Canadian brand that leans on localization to appeal to the province’s consumers. Chief Product Officer Yoel Zuckerberg told SBC Leaders magazine last year that applies across all elements of the ToonieBet brand, from the design and tone to the use of Canadian animals, sports and landmarks.
“The tremendous response we received with ToonieBet in Ontario showed us what the Canadian market is capable of when you prioritize engaging, personalized experiences,” Yatom Hay told Canadian Gaming Business this week.
“The hyper-local approach was a key part of our success in Ontario. We created a product that resonated with the regional audience, and we can exercise the same strategy again in Alberta. There will be differences in customers, regulations, and preferences, but that’s where our work fine-tuning the user experience comes into play.”
However, just because it has made inroads in Ontario does not mean that ToonieBet will necessarily be the brand that the company chooses to face Albertans.
“We recognize that Alberta is a distinctly different region with its own unique demographics, competitive landscape, and upcoming regulatory framework,” he said. “We have not reached a final decision on extending the ToonieBet brand. However, whether it’s ToonieBet or another brand, it will deliver a localized, engaging experience that genuinely resonates with Albertan players.”
More sports partnerships worth exploring?
In its first few months in Ontario, ToonieBet secured landmark partnerships with the NHL’s Ottawa Senators and the Canadian Football League (CFL).
While the Sens deal has expired, the multi-year CFL sponsorship arrangement, which made ToonieBet an official sports betting and online casino partner of the league, is still active. That collaboration includes live odds integrations on CFL.ca and LCF.ca, offering a real-time betting experience connected to official league content.
“It’s part of our broader strategy to localize our offering, making sure that our product, our brand and our engagement approach genuinely resonate with players in each jurisdiction we enter,” added Yatom Hay of the CFL deal.
“When looking at Alberta, the same principle applies, regardless of the brand we bring to market. If we identify the right partnerships, we will pursue them. The objective is not simply visibility, but relevance, ensuring that the experience we offer feels tailored to Alberta players and connected to the sports they care about. These types of partnerships are important for building trust and familiarity in a new market.”
Authenticity and relevance top of mind
Ultimately, whichever brand Soft2Bet utilizes in Alberta, the core approach will be the same as Ontario: Understand the players and the province, tailor the offering, and pursue an authentic feel.
“What we’ve seen in Ontario is that a localized, player-first approach genuinely resonates, and that’s something we carry into every new market we enter,” concluded Yatom Hay. “Our starting point in Alberta will be the same.
“We’ll take the time to understand the local player base, their preferences and behaviours, and the broader cultural context around sports and entertainment. From there, we’ll adapt our product, whether that is content, user experience, promotions, or engagement mechanics, so that it feels relevant rather than imported.
“The underlying philosophy remains consistent, but the execution in Alberta will be tailored specifically to that market, ensuring that the product reflects local expectations and evolves alongside them.”
