Super Group CEO Neal Menashe said on Wednesday that the Betway parent company is taking its time in transitioning from Alberta’s pre-existing grey market to new regulated operations in the province.
A longtime grey operator, Super Group has been registered with Alberta Gaming, Liquor, and Cannabis (AGLC) to offer multiple brands in Alberta for months. It will continue to operate five separate platforms in the province’s regulated market:
- Betway sportsbook and casino
- Jackpot City
- Royal Vegas
- Ruby Fortune
- Spin
AGLC’s iGaming regulations required any operators that were active in the province before it opened its regulated online gambling market to cease any and all unregulated activities by the market launch date of July 13, 2026.
However, the regulator said it would consider a maximum of three months’ extension on a case-by-case basis “where an operator can demonstrate a path to compliance for market launch that was unattainable prior to July 13.” That takes the final special-case cutoff for switching from unregulated gaming to licensed, regulated gaming to Oct. 13.
Speaking on an earnings call on Aug. 5, Menashe suggested that Super Group will use that time to prepare to change over Betway and its other brands.
“All brands have to follow the local regulation by the middle of October,” the CEO said. “We focused on regulation readiness and getting the tech and everything working really well there. We are approaching the rollout in a disciplined and phased manner to support sustainable long-term growth, unlike Ontario, which was a ‘big bang’ where you had to move everyone over on a set date.
“For us, it’s making sure the UX is right and focusing on our [high-value customers], the VIP cohorts, to ensure retention. Overall, we expect a more rational competitive environment in Alberta versus what happened in Ontario. We’ve got time; we’ve got the next few months to do it. Everything’s on track, and our teams are very happy with it.”
Betway and co. will join 20+ Alberta iGaming sites
As of the time of writing, two dozen licensed iGaming sites are live and operational in Alberta’s new iGaming market. Some pre-existing Alberta operators such as bet365 and Entain’s Sports Interaction have already migrated over to regulated operations; others such as Bet99 appear to be taking their time.
When Betway launched in Ontario in 2022, it benefited from its existing sizeable presence in that province before the regulated market opened. In Alberta, it has been operating and advertising some of its brands for years. Data from H2 Gambling Capital suggests that Super Group was Canada’s commercial market iGaming leader outside of Ontario prior to Alberta opening. Menashe has cited Betway and Jackpot City, in particular, as leading brands across Canada.
Menashe and Super Group have been talking about entering a regulated Alberta for two years.
The CEO said in August 2024 that the company would be “ready and waiting” if and when the province did start issuing licenses to commercial operators. In September 2025, Menashe suggested that its longstanding Canadian presence would give it “first-mover” status to maintain its “podium position” in Alberta. In November, the Super Group CEO added that he expected the company to attain “higher teens” market share in Alberta.
On Tuesday, Super Group reported that its Canadian operations outside Ontario delivered 11% revenue growth in Q2 2026, which Menashe said was supported by strong retention and continued product enhancements. In Alberta, revenue was up 8% year-over-year for the three-month period ended June 30, at which point the province’s market was not yet open.
Five Super Group brands in Alberta, not six
For a while, it seemed as though Super Group would launch a total of six brands in Alberta.
Back in the spring, AGLC’s list of registrants also included a site called Grizzly’s Quest, which Super Group unveiled on an investor presentation last September. However, the company appears to have abandoned that plan; Grizzy’s Quest was scrubbed from the list of AGLC registrants in June. Super Group has not offered any insight into why.
Still, when Super Group does launch its quintet of Ontario brands in Alberta, it will also do so with another Canadian ace up its sleeve.
In June, Betway announced Vladimir Guerrero Jr. as its global baseball ambassador, with the Toronto Blue Jays star focusing on responsible gambling messaging in Ontario and Alberta in line with those provinces’ rules for licensed operators.
Africa-focused Super Group posts revenue record
Menashe spoke to analysts on Wednesday after Super Group reported record quarterly revenue, EBITDA, and wagering activity in Q2.
Revenue of approximately C$959m was up 18% year over year, adjusted EBITDA rose 30% to around C$268m, and the company made a quarterly profit of roughly C$172m versus a loss of C$4m this time last year. Global monthly active customers increased by 13% to 6.2 million.
As a result, the Betway parent has raised its FY2026 revenue guidance to more than C$3.6bn and its adjusted EBITDA outlook to around C$1bn.
“While we maximized the commercial boost from the FIFA World Cup, these results once again demonstrate the core strength of our casino-led, diversified business model, disciplined execution, and highly durable customer base,” said Menashe.
A business primarily focused on the region of Africa and the sport of soccer, Betway secured a global coup in recent weeks, sealing a landmark partnership with Manchester United.
