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Betty Canada doubles Ontario revenue, targets top spot in Alberta online casino

Betty Canada continued its strong growth last quarter, and the company’s leadership aim to establish Betty Casino as the number one brand in Alberta’s new online casino market.

Slots-focused operator Betty reported on Tuesday that it more than doubled its net gaming revenue in Canada in Q2 compared to the same March 1 to June 30 period in 2025. Those gains came after it approximately tripled both its net revenue and its active player base from January to December 2025.

Betty Canada generated cumulative net revenue in the quarter of US$90.2m (approximately C$127m), which equated to 113% year-over-year growth. The Q2 2026 figure was also 11% ahead of Q1 2026. Its annualized run rate stood at US$378m (approximately C$533m) at the end of the quarter, with US$8.4m (C$11.8m) in profits.

Monthly net revenue hit a peak of over US$31m (approximately C$44m) in May, while EBITDA grew from approximately break-even at the beginning of the year to an all-time record of US$3.7m (around C$5.2m) in June.

Betty Casino’s player base peaked at 167,000 active accounts in Ontario in June, and player retention hit a record 61.2% in March. Net revenue per average active player was US$183 (C$258) as the company continued a “deliberate and expected” shift in player base mix toward casual players.

Betty said that the combination of sustained revenue growth, improving gross margins, and disciplined operating leverage has transformed the business into a consistently EBITDA-positive operation.

Betty Casino also said it launched multiple new features in Q2, including a Collections feature borrowed from social gaming apps that allows players to earn cards from their gameplay and try to complete sets of 10. It also ramped up its merchandise offerings, allowing users to pay directly with debit or credit cards rather than promotional Betty Coins for the first time.

The company said the merch range both enables a second revenue stream and sets a potential precedent for purchases without depositing “that could enable participation in other casino-adjacent mechanics such as purchasing bingo cards, raffle entries, lottery tickets or similar”.

Betty Casino expands horizons with day one Alberta launch

Until now, ‘Betty Canada’ has really meant ‘Betty Ontario’, as Canada’s first regulated iGaming province has been the Canadian branch of the business’s only operational market.

But Betty Casino was one of 22 operator websites to go live on day one of Alberta’s new commercial market, launching almost immediately after the clock struck midnight on July 13.

The Q2 update noted that the quarter was spent undergoing “intensive preparation” for Alberta market entry, including converting the license it received months ago from Alberta Gaming, Liquor, and Cannabis (AGLC) into a fully operational market presence.

The company established dedicated Alberta teams across live operations, business operations, customer service, and VIP account management. It also advertised significantly in the province, including more than one prominent billboard in the capital of Edmonton.

The company said in its Q2 update this week that a pre-registration marketing campaign resulted in more than 10,000 player registrations in Alberta before it began taking bets on opening day in the province.

“Betty enters the Alberta market in a position of readiness, with infrastructure, teams, and a registered player base in place from day one,” said the operator. “Alberta is Betty’s most immediate growth opportunity.”

Betty Canada CEO Chavdar Dimitrov told Canadian Gaming Business last year that the company is pushing to compete to be the No. 1 online casino brand by market share in Ontario, where it expanded into online bingo this year. On Tuesday, he voiced similarly lofty ambitions for Alberta.

“The teams prepared and executed the Alberta launch seamlessly,” Dimitrov wrote on LinkedIn. “Hats off to everyone at Betty that was part of this project. We are committed to securing the #1 position in the new market from the start!”

Ultimately, Betty Casino leaders said its Canadian operation is well-positioned to accelerate profitable growth with a significantly larger revenue base and expanding EBITDA.

“The company is building the financial profile expected of a large-scale company while retaining the flexibility to invest aggressively where returns justify additional capital expenditure,” added the operator.

Dimitrov told Canadian Gaming Business in February, after Betty Canada expanded its existing partnership with Toronto sports ownership conglomerate Maple Leaf Sports and Entertainment (MLSE), that Betty will explore similar local partnerships in Alberta as it gains more traction in the province and beyond. He also suggested that Betty may look to establish a brick-and-mortar presence in the Western Canada province.

Alberta iGaming CEO Dan Keene: Province will overachieve on channelization target

The latest estimates suggest that Ontario has achieved an online gambling channelization rate (the degree to which play has moved from unregulated sites to licensed operators) of 90%, four years into its commercial market. What is the true goal for Alberta iGaming?

Publicly, Alberta iGaming Corporation (AiGC) and the provincial government say they are aiming for a 70% channelization rate after year one and a 75% rate by the end of year two. The AiGC’s CEO Dan Keene suggests that’s actually a low-ball estimate.

“Our goal in the first two years is to get to 75%,” Keene told SBC’s iGaming Daily podcast. “We saw the great channelization Ontario was able to achieve. Ours wasn’t a statistic pulled out of nowhere; it was something built on research.

“We think we can overachieve on that number. We will, going forward, based on what I’ve seen.”

Keene added that AiGC’s forecast predicts that the new market will raise $76m in Alberta iGaming tax revenue for the provincial government in the first year to support various services in Alberta. But, like Minister Dale Nally, Keene insisted that revenue generation is not the primary goal.

“The mandate of our market is channelization. It’s not to grow iGaming. Will iGaming grow? I’m sure it will. But the mandate is to channelize a market that’s already been here for decades.”

All are welcome in Alberta

Keene spoke at length to host Charlie Horner and Canadian Gaming Business editor Tom Nightingale about Alberta’s successful launch day on July 13, when around 15 operators took a total of 22 separate online sports betting and/or casino sites live in the province’s new regulated market. That later number has since increased to 24 Alberta iGaming sites as of the time of writing.

The first wave of sites included a range that spanned DraftKings to DAZN Bet to Delta Casino, and Keene said that kind of diversity is one reason Alberta will be successful.

“The [mix of operators] really confirms the notion that the market has been here for decades,” Keene said. “We do have new entrants to Alberta and we also have operators that have been in the Alberta market operating in the grey for a period of time that have made the right decision, quite frankly, to join the regulated space…

“Now, our job is to continue to channelize and to enforce the standards and regulations and make sure that we have a commercially viable market that Albertans can trust going forward.”

Gambling ads are bound to increase

The iGaming Daily episode also broached the topic of gambling advertising, as mental health and youth support experts, mainstream media, and the general population continue to voice concerns about the frequency and prominence of betting ads in Ontario and across Canada.

Speaking at a press conference on Alberta iGaming market launch day on July 13, Minister Nally told reporters that he does not believe Alberta will see a significant increase in gambling advertising during and after its launch, noting that Alberta has already been getting advertising bleeding over from Ontario’s market.

Keene is of the same school of thought.

“I do align with Minister Nally’s thoughts,” the AiGC CEO said. “With Ontario going first, much of the advertising was national advertising that all Canadians have been introduced to already, whether they like it or not. A portion of that advertising that has taken place has already been seen by Albertans, because of the national spillover.”

However, Keene did add that the province is already seeing more gambling advertising. When a new market launches with two dozen Alberta iGaming sites up and running and competing for players’ time and money, that is inevitable.

“There will be more, operators are going to compete. I think it’s fair to say that we’re already seeing an increase in advertising. In time, I think you’ll see some of that abate. It’s not uncommon for there to be more advertising at the start than there is in six months or a year or two years.”

AiGC CEO Dan Keene speaks at SBC Summit Canada 2026. Image: SBC

Time for Alberta to fly

Alberta has four years of Ontario iteration and development to look back on for inspiration and direction. Canada’s first iGaming province has tweaked its regulations since first opening in April 2022, making changes to things like its rules on advertising. Ontario also reputedly achieved around 80% channelization of play by the start of its second year.

Keene knows that AiGC remaining flexible and responsive to the needs of both gaming stakeholders and the Alberta public will be vital to the long-term success of the long-awaited market.

“We’ll be doing surveys and focus groups to understand how Albertans feel about this. We can gladhand and pat ourselves on the back as much as we want, but it’s going to be Albertans that decide whether or not we’ve been successful in providing a market that is safe, regulated, and providing protections.

“You’re building the airplane, now you’ve got to fly it.”

Catch the full interview with Alberta iGaming Corporation CEO Dan Keene on the iGaming Daily podcast via Spotify, YouTube, or wherever you get your podcasts.

TAP Air Portugal named official airline partner of SBC Summit & Affiliate Leaders Summit

Attendees travelling to SBC Summit and the Affiliate Leaders Summit will be able to access exclusive discounted flights to Lisbon thanks to a new partnership between SBC and TAP Air Portugal, the official airline partner of both events.

By making travel more accessible for delegates from Europe, the Americas, Africa and beyond, the partnership supports SBC’s ambition to bring the global industry together in Lisbon while reinforcing the city’s role as one of the world’s leading destinations for international business events.

“The experience starts long before delegates arrive at the venue,” said SBC Event Director Paul Mills. “From arranging meetings through SBC Connect to booking accommodation at preferential rates, we want every part of the journey to Lisbon to feel as seamless as possible.

“Partnering with TAP Air Portugal is another important step in that direction. As our international audience continues to grow, making travel more accessible is a natural extension of our commitment to delivering a better overall event experience. We are delighted to welcome TAP Air Portugal as the official airline partner of SBC Summit and the Affiliate Leaders Summit.”

Get your SBC Summit 2026 flight discount

Through the partnership, delegates can save 10% on Economy Class fares and 15% on Business Class fares when booking flights to Lisbon through the TAP Air Portugal website.

The discount applies to eligible return flights to Lisbon booked directly through the TAP Air Portugal website. Travel must include the official event dates, and the return flight must take place within 10 days of the event. Standard TAP Air Portugal fare rules and conditions apply.

About SBC Summit 2026

Taking place Sept. 29 to Oct. 1, 2026, at Feira Internacional de Lisboa and the MEO Arena, SBC Summit will welcome 40,000 industry professionals from around the world for three days of conference sessions, networking opportunities and an exhibition featuring more than 800 exhibitors and sponsors.

The co-located Affiliate Leaders Summit will welcome 10,000 delegates from across the affiliation and performance marketing ecosystem, offering a dedicated conference stage, affiliate-focused exhibition floor and targeted networking opportunities for affiliates, operator acquisition teams, media buyers, SEO specialists and suppliers.

Secure your tickets for SBC Summit and the Affiliate Leaders Summit!

A new land of opportunity awaits Alberta iGaming suppliers

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.

Welcome to Alberta sign, the kind that might greet gaming operators when the enter the upcoming market
Image: oasisamuel / Shutterstock.com

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.”

Entain’s Sports Interaction and Party Casino move to regulated Alberta market

A total of 22 licensed iGaming sites went live on day one of Alberta’s regulated market on July 13. Ten days later, it’s now an even two dozen.

Entain brands Sports Interaction and Party Casino are officially operational in the market as of Thursday, July 23. That completes a hat-trick of platforms for the British company, given that its BetMGM joint venture went live on day one.

Sports Interaction and Party Casino have each operated for years in Ontario’s regulated market. Both brands operated in Alberta’s grey market prior to regulation, and have completed their transition to become regulated iGaming sites in accordance with the Alberta Gaming, Liquor, and Cannabis (AGLC) licensing process and Alberta iGaming Corporation (AiGC) requirements.

“Alberta represents an exciting next step for regulated online gaming in Canada,” an Entain spokesperson told Canadian Gaming Business. “Ontario demonstrated the benefits of a well-regulated, competitive market, and Alberta has the foundations to build on that success. With Sports Interaction, BetMGM and Party Casino, we are bringing a compelling, responsible and high-quality offering to players. We understand what customers expect and are ready to deliver.”

Sports Interaction features a full sportsbook and an expansive online casino offering, while Party Casino is an iCasino-focused platform. They are the 23rd and 24th sites to start taking bets since Alberta opened its licensed market on July 13.

“We understand this market and its customers,” added Entain’s Head of Canada, Shir Magen. “We design our product, offering, and customer experience with intention and on-the-ground knowledge. Entain’s global scale, technology, and industry-leading player protection capabilities allow us to deliver a premium experience tailored specifically for Albertans.”

Sports Interaction has long Canadian history

Sports Interaction is one of the oldest Canadian real-money gaming brands. It launched in 1997 under the ownership of Mohawk Council of Kahnawà:ke (MCK) company Mohawk Online Limited and has operated nationwide under a Kahnawake Gaming Commission (KGC) license.

In 2022, the same year that Ontario launched Canada’s first commercial regulated iGaming market, Entain subsidiary Avid Gaming bought the brand for around $300m.

In late 2024, the MCK ended its partnership with Avid, which it said was “due to the change in the regulatory landscape for gaming in Canada and economic reasons.” At that point, Entain took full ownership of the Sports Interaction brand, its Ontario license, and its customer database.

Sports Interaction has held multiple partnerships in Canada, including with ‘Hockey Night in Canada’ and Amazon Prime, as well as several Canadian Football League (CFL) teams including Alberta’s Edmonton Oilers. It has used the likes of Oilers star Leon Draisaitl and former Toronto Maple Leaf Mitch Marner as brand ambassadors in the past.

Which sportsbooks and casinos are licensed in Alberta?

Entain is now one of several multi-brand operator companies active in the regulated Alberta iGaming market, along with the likes of:

In total, AGLC has registered more than 50 online gambling sites to do business in the province. Around half of those registrants launched within the first 11 days of the market opening.

Here’s the full list of licensed sites that are currently active in the province, as listed by AiGC:

  1. bet365 Casino
  2. bet365 Sportsbook
  3. BetMGM
  4. BetRivers
  5. Betty
  6. BetVictor
  7. Caesars Palace Online Casino
  8. Caesars Sportsbook and Casino
  9. Casino Days
  10. DAZN Bet
  11. Delta Casino
  12. DraftKings
  13. FanDuel Casino
  14. FanDuel Sportsbook
  15. Golden Nugget Online Casino
  16. Hollywood Casino
  17. Horseshoe Online Casino
  18. Lucky Days
  19. Party Casino
  20. Sports Interaction
  21. Stardust Casino
  22. theScore Bet
  23. theScore Casino
  24. TonyBet

SBC brings CPD-accredited learning to SBC Summit, Affiliate Leaders Summit

Professionals attending SBC Summit and Affiliate Leaders Summit in Lisbon this September will be able to turn three days of industry learning into recognized Continuing Professional Development (CPD), following the official accreditation of both events’ conference programs by The CPD Certification Service.

The accreditation means every conference session, academy and masterclass across SBC Summit and Affiliate Leaders Summit now contributes towards recognized Continuing Professional Development, ensuring delegates leave Lisbon not only up to date with the latest industry standards, regulations and best practices, but also with recognized professional development that supports their long-term career growth.

“Learning has always been one of SBC’s core priorities because a stronger industry starts with better-informed professionals,” said SBC Founder and CEO Rasmus Sojmark. “Becoming part of Continuing Professional Development reflects our commitment to helping raise standards across the global betting and gaming industry through ongoing learning and development.”

The accreditation comes at a time when continuous professional development is becoming increasingly important across the global betting and gaming industry. 

As regulation evolves, new technologies emerge, and consumer expectations continue to shift, professionals are expected to continually develop their knowledge and skills to remain competitive. CPD provides a recognized framework for that ongoing learning, helping individuals keep pace with industry change while demonstrating a commitment to professional excellence.

“People don’t come to SBC Summit just to listen to presentations,” Sojmark added. “They come to solve challenges, discover new ideas and learn from the people writing the rules of our industry. CPD accreditation ensures that the value of that learning extends well beyond the event itself. Delegates leave with recognized professional development that supports their careers, while businesses benefit from teams returning with new knowledge, practical skills and fresh perspectives.”

Michael Jordan and DraftKings CEO Jason Robins are among the SBC Summit 2026 headliners

What’s on the agenda at SBC Summit 2026?

Taking place Sept. 29 to Oct. 1 at Feira Internacional de Lisboa (FIL) and the MEO Arena, SBC Summit and the co-located Affiliate Leaders Summit will welcome 40,000 industry professionals from around the world. 

Following the 2025 edition, which attracted delegates from more than 150 countries, this year’s event will once again bring together decision-makers and executives from every corner of the betting and gaming ecosystem, including operators, affiliates, suppliers, regulators, media, investors and sports organizations.

The CPD-accredited program reflects the breadth of the industry’s expertise, supporting professionals across executive leadership, regulation and compliance, payments, technology, product innovation, market expansion and affiliate marketing.

At SBC Summit, delegates can build recognized CPD hours across six dedicated conference stages:

  • Super Stage, featuring headline keynote sessions from globally recognized leaders in business and sport.
  • Global & Emerging Markets Stage, exploring international growth opportunities and regional market developments.
  • Technology & Innovation Stage, covering artificial intelligence, cybersecurity, infrastructure, data and product innovation.
  • Payment Expert Summit Stage, dedicated to payments, fintech, crypto, AML and financial technologies.
  • Regulation & Compliance Stage, examining licensing, policy, responsible gambling and regulatory best practice.
  • Product Innovation Showcase Stage, highlighting product launches, live demonstrations and emerging technologies.

The co-located Affiliate Leaders Summit also forms part of the accredited program, delivering dedicated educational content for the affiliate and performance marketing community across two conference stages and the Affiliate Leaders Academy. 

Together, they will explore topics including platforms and performance, the future of affiliate strategy, content and discovery, leadership, media buying, branding, customer acquisition, automation, artificial intelligence and business transformation, complemented by practical, skills-focused learning through the Affiliate Leaders Academy.

To complement the conference program, SBC offers an optional CPD-accredited Education+ upgrade for both SBC Summit and Affiliate Leaders Summit attendees. 

Available as individual €249 (approximately C$400) sessions, Education+ combines expert-led instruction with interactive, workshop-style learning, giving delegates the opportunity to develop specialist knowledge in focused educational environments.

Education+ features four specialist Tech Academies covering AI, Marketing, Web 3.0, and Gamification, alongside three expert-led Masterclasses focused on Sportsbook Trading, Electronic Gaming and Responsible Gaming Marketing.

About The CPD Certification Service

Established in 1996, The CPD Certification Service is one of the world’s leading independent CPD accreditation bodies, supporting organizations in delivering structured learning that helps professionals develop and maintain the knowledge and skills required throughout their careers.

Oddin.gg: Alberta is hungry for esports betting

The Canadian online gambling industry reached a major milestone on July 13, with the launch of the regulated market in Alberta. 

As the second province to regulate its betting industry, Alberta had the advantage of watching and learning from Ontario, but it is expected to also serve as an additional signpost about the evolution of regulated sports betting in Canada. 

Esports betting solutions provider Oddin.gg, one of the first suppliers to secure its licence ahead of Alberta’s launch, sees the province as an exciting opportunity for esports betting.  

As Head of Sales Todd McCully tells Canadian Gaming Business, it is a market with a strong sports culture, growing demand for betting and the potential to accelerate esports wagering.

“The Canadian market is more mature than the market size would suggest,” McCully explains. “Competitive gaming already enjoys strong grassroots support, while younger audiences have grown up following esports in the same way previous generations followed traditional sports.”

Canada’s next phase of regulation

Oddin.gg Head of Sales Todd McCully. (Image: Oddin.gg)

For McCully, Alberta represents further validation that Canada’s regulated betting model is gaining momentum.

“Ontario proved that the competitive model works in Canada,” he says, pointing to several years of successful operation under a framework built around licensed operators, provincial oversight and consumer protections. With Alberta now adopting a similar commercial approach, he believes other provinces will be watching closely.

Alberta also has a distinct advantage: it already boasts a genuinely engaged sports audience and real betting demand. He expects that with this existing momentum and the revenue potential of esports betting, it won’t take long for operators to add it to their books.

That is one of the reasons Oddin.gg moved early to secure its licence. Completing the regulatory process before launch allowed the company to begin conversations with operators preparing for day one, ensuring its esports betting products would be available as soon as the market opened.

“If you’re licensed and ready from the start, it tips toward opportunity,” he says.

Esports are ready for Alberta — and Alberta is ready for esports

Operator interest arrived almost immediately after Alberta’s launch was confirmed, with sportsbooks contacting Oddin.gg to discuss integrating esports products ahead of opening day.

McCully expects traditional American football, basketball and ice hockey to generate most of the initial betting volume and marketing, as operators naturally prioritize the country’s biggest sports. But the early outreach by operators is a clear sign that esports will become “a serious line item” as sportsbooks look for ways to differentiate themselves, grow their handle, and attract the new generation of bettors.

In his view, the challenge has never been convincing players to bet on esports. The demand already exists. What has been missing is regulated supply and operators’ understanding of esports’ potential to boost their handle. 

“Our internal data, based on billions of bets across our global markets, shows that the first bet of an esports bettor is up to 7x the average first bet for a sports bettor. And at the 2025 League of Legends Worlds, the average bet stake was €77,” he adds.

Image: Roman Kosolapov / Shutterstock.com

He also believes operators are becoming increasingly sophisticated. While some still treat esports as an additional part of the sportsbook, others place it as a strategic growth vertical.

“We’ve got operators where esports is even in the top five titles in performance,” he says.

User experience becomes the new battleground

McCully acknowledges that Alberta’s launch will likely be considerably more competitive than Ontario’s was in 2022. More operators entering simultaneously means more suppliers competing for partnerships, but it also creates significantly more commercial opportunities.

With numerous integration and procurement decisions taking place at once, specialist suppliers have a greater chance to demonstrate their expertise. According to McCully, operators entering a brand-new regulated market want technology partners capable of delivering reliable products and ongoing support from the start so that they can focus on building their brands.

As sportsbooks increasingly converge around similar market coverage, McCully believes competitive advantage is shifting elsewhere. 

“Market coverage got operators most of the way over the last few years,” he says. “The difference comes down to the variety of content and the user experience.”

That is where specialist esports products can make a meaningful difference.

Although they may sit alongside football or basketball within the same sportsbook, the esports betting experience is fundamentally different. Matches evolve rapidly, momentum changes within seconds and live pricing must react almost instantly.

McCully explains that specialist providers have a clear advantage because their products have been built specifically around those dynamics rather than adapted from traditional sports models.

“The advantage isn’t whether a provider offers esports content anymore,” he says. “It’s whether the betting experience holds up in the fast-paced environment of esports. The odds need to be able to keep pace.”

Alberta is unlikely to be the last province to become regulated, and McCully expects the next wave of jurisdictions to study Ontario and Alberta as closely as Alberta studied Ontario. “It’s smart practice to learn from what’s already running rather than starting from zero,” he says.

What will matter more than any regulatory framework is how it performs live — Ontario has had several years to prove itself; Alberta is still earning that track record in real time.

Oddin.gg isn’t starting from zero either. Alberta is its second Canadian license and its eighth across North America; when the next jurisdiction opens up, Oddin will be prepared.

“We’ll be ready, just as we were for Alberta,” McCully says.

Hard Rock Bet makes Canadian iGaming debut by launching in Ontario

Ontario’s regulated iGaming market has a new entrant, and it’s a familiar name in North American gambling. Hard Rock Bet officially launched in the province on Wednesday, two months after receiving an operator’s license.

Hard Rock Digital announced on July 22 that the Hard Rock Bet sportsbook and casino are now available as a website and app in Ontario with an offering that includes more than 3,000 online slots, table games, and live dealer titles.

The company obtained a license from the Alcohol and Gaming Commission of Ontario (AGCO) effective May 14, 2026. Its launch this week constitutes its first iGaming expansion north of the Canada–U.S. border; Hard Rock Bet already offers online sports betting in 10 states:

  • Arizona
  • Colorado
  • Florida (where it holds a monopoly on legal sports betting)
  • Illinois
  • Indiana
  • Michigan
  • New Jersey
  • Ohio
  • Tennessee
  • Virginia

Now, Ontario becomes Hard Rock Bet’s 11th real-money gaming market, and just the third in which it offers both sports betting and online casino, after Michigan and New Jersey. The platform uses technology from Playtech, which has a minority ownership stake in Hard Rock Digital.

“Expanding into Ontario with Hard Rock Bet marks the first time we’ve brought our platform to an international audience,” said Hard Rock Digital CEO and Executive Managing Director Marlon Goldstein.

“By investing in local talent, local partnerships, and localized customer support, we’re creating an experience designed specifically for Ontario players.”

Hard Rock’s Ontario entry a long time coming

Hard Rock Digital is headquartered in Florida and owned by the state’s federally recognized Seminole Tribe, the owner of the parent Hard Rock International company.

Hard Rock Bet’s absence from Ontario until now had made it one of the outliers among major U.S. iGaming brands; the likes of FanDuel, DraftKings, BetMGM, Caesars, bet365, BetRivers, and Bally’s all have a longstanding presence in the province’s regulated market.

While Hard Rock Bet has not been operational in Canada until now, Hard Rock Digital has had an office in Toronto for years, which serves as both a regional office and the HQ for its Hard Rock Games social gaming division. All told, Hard Rock Digital has around 200 employees in Ontario.

Last year, it looked for a while as though the company may end up acquiring PointsBet Canada as part of Australian sports betting operator Betr’s ultimately unsuccessful bid to buy PointsBet. Betr confirmed its proposal included a non-binding agreement to sell PointsBet’s Canadian licenses, databases, intellectual property, and technology assets to Hard Rock Digital for US$29.6m. However, PointsBet’s board and shareholders ultimately opted for a competing offer from Japanese tech giant MIXI instead of Betr’s bid.

Hard Rock Digital retained its interest in entering Ontario’s highly competitive market and pursued its own path to licensure, and it is finally officially live and operational in the province. It said that it has a commitment to building “a truly local presence” in Canada, and it will roll out a consumer-focused marketing campaign in the next few weeks to support its entry into the market.

Ottawa casino offers cross-channel opportunities

That doesn’t mean the wider Hard Rock gaming brand hasn’t been present in Canada before. Great Canadian Casino Vancouver in British Columbia used to be Hard Rock Casino Vancouver until the venue changed hands and was rebranded in late 2023.

In Ontario, a little over 12 months ago, on July 3, 2025, the long-awaited Hard Rock Hotel & Casino Ottawa opened its doors in Canada’s capital. Hosted on the site of the former Rideau Carleton Casino, which Hard Rock International has operated since 2017, the venue is the company’s first fully integrated casino resort in Canada.

Signage for Hard Rock Hotel & Casino Ottawa
Signage outside Hard Rock Hotel & Casino Ottawa. Image: Paul McKinnon / Shutterstock.com

The $350m brick-and-mortar venue hosts 1,500 slot machines, 40 table games, a high-limit gaming area, a full-service 150-room hotel, a 2,000-seat Hard Rock Live theatre, and more than 10 restaurants and bars including a Hard Rock Café. However, in April of this year, Hard Rock shut down the racing operations at the adjacent Rideau Carleton Raceway.

In Wednesday’s statement, Hard Rock Digital touted that land-based casino as a differentiator in Ontario’s crowded market. The province now hosts 48 different commercial iGaming operators (not including the government-owned Ontario Lottery and Gaming), but only three can boast of having a full brick-and-mortar casino tied to their brand:

“Hard Rock Hotel & Casino Ottawa has the reputation of bringing people together for amplified entertainment experiences, and now that reach extends far beyond our physical doors,” said the venue’s President Christine Crump. “With the launch of Hard Rock Bet, we can now stay connected with our guests and players wherever they are, on property or off.”

Will Hard Rock Bet launch in Alberta?

While Hard Rock Bet has finally gone live in Ontario, a second province is now available to the operator if it is interested in pursuing the opportunity.

Alberta opened its Ontario-style commercial iGaming market last week, on July 13. Hard Rock Digital is not currently listed as a registrant by Alberta Gaming, Liquor, and Cannabis. As it was with Ontario, the company itself has been tight-lipped on potential Alberta plans.

Hard Rock Digital once again declined to comment on anything related to Alberta when asked this week by Canadian Gaming Business.

Greentube: Alberta’s young, wealthy population lays foundations for exciting market

This week, Greentube was the latest industry supplier to enter the newly regulated market in Alberta. With more than 20 sites live already, and more still to come, David Bolas, the company’s Commercial Director, explains why this new market is such a landmark moment for North American growth. 

As part of SBC Media’s specialized week of content looking at Alberta’s launch, Bolas explains that Alberta’s young, wealthier population compared to other provinces set a strong foundation for a market that boasts sports betting and online casino – a rarity in North America.

What makes Alberta such a promising market for Greentube and the industry?

David Bolas, Commercial Director at Greentube
Image: Greentube

Alberta represents one of the most compelling new regulated markets to emerge in North America in recent years, and we think the headline numbers only tell part of the story. The opportunity is hard to ignore: Alberta has the highest per-capita GDP in Canada, the youngest adult population of any province, and the highest per-capita gambling spend in the country. Those are exceptional fundamentals for a supplier entering a new jurisdiction.

What excites us further is the conversion opportunity. Around 70% of all iGaming play in Alberta currently occurs on unregulated platforms. That is a vast pool of existing, engaged players who now have access to a safe, regulated environment with trusted operators and certified content — and that transition benefits content suppliers like Greentube enormously.

Talk us through Greentube’s portfolio and explain how it is set up to work well with players across Alberta? 

Canadian players 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.

Greentube is well-equipped to serve that demand across the full spectrum. 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. We combine established, recognizable franchises with carefully localized new releases, ensuring we appeal to players who favour classic gameplay and those seeking more contemporary, feature-rich experiences.

What path can operators take to localize so as to not copy and paste from Ontario?

Ontario is the natural reference point, and Alberta has consciously modelled its framework on it. 

That said, Alberta has its own distinct characteristics that operators and suppliers should factor in. A younger, wealthier demographic may show a stronger appetite for contemporary, feature-rich casino products alongside the trusted classics.

There is also a cultural dimension. Operators who invest in genuine localization, rather than simply replicating their Ontario offering, are likely to build stronger long-term loyalty. The grey market’s dominance prior to launch also means many Alberta players are already experienced online gamblers with sophisticated expectations, which raises the bar for content quality from day one.

How crucial is it to be ready to launch promptly in what is set to be a very competitive landscape?

Being present at launch is critically important, and our experience in Ontario makes that very clear. When a new regulated market opens, the first few months set the competitive dynamics — 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.

For Greentube, this is why we have been working with our partners well in advance of launch. We have entered 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. 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.

What is Greentube’s strategy for entry into Alberta?

Our strongest differentiator in Alberta is that we are not entering this market cold. 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.

Many of those Ontario operator relationships will carry directly into Alberta — these are partners who already know how our content performs, how our team operates, and what our roadmap looks like. That established trust accelerates integration timelines and reduces the risk for operators who are managing complex, multi-market launches simultaneously.

Beyond the Canadian footprint, Greentube benefits from its position within the NOVOMATIC Group, giving us access to one of the deepest land-based game libraries in the world. For Alberta operators competing for players who have previously used offshore sites, having a diverse, quality catalogue — spanning the full range from classic slots to progressive jackpot content — is a genuine competitive edge. 

Canada has consistently ranked among our top three growth markets over the past two years, and that sustained investment in the market means our product roadmap reflects Canadian player preferences, not just global averages.

What is your prediction for how Alberta plays out across this opening period?

Our expectations are ambitious but grounded. In the first year, Alberta will go through a familiar cycle: rapid early growth as grey-market players migrate to regulated platforms, an intense period of operator competition, and a gradual settling of market share as player preferences crystallize. The market is not expected to be immediately profitable for all participants. One major operator noted it would add “some modest revenue” in the back half of 2026, but the medium-term trajectory is clearly positive.

For Greentube specifically, our ambition over the next two years is to replicate in Alberta the distribution breadth we have achieved in Ontario – being live with the widest possible range of licensed operators, with our content front and centre in casino lobbies.

Bragg names Matt Davey as Chair as it closes Drayton International acquisition

Toronto-based iGaming content and platform technology provider Bragg Gaming Group has completed the acquisition of Drayton International and named Matt Davey as the new Chair of the Board.

Bragg has bought B2B iGaming firm Drayton for US$9m (approximately C$12.7m) in total consideration, including shares. Drayton offers more than 100 proprietary games and has equity interests in several licensed game development studios. It also owns three distribution and tech platforms, including Advance Deposit Wagering (ADW) specialist Arc Gaming.

Bragg said that taking ownership of Drayton’s established technology and operational capabilities positions it to expand its presence in regulated U.S. sports betting and horse racing markets and facilitates its entry into the ADW regulated online wagering model, which Bragg described as a fast-growing segment of the U.S. gaming market.

“Drayton gives Bragg a direct, credible entry into the U.S. Advance Deposit Wagering (ADW) market, a diversified portfolio of studio equity interests and proprietary distribution infrastructure that materially expands our content scale,” said CEO Matevž Mazij.

“Beyond this transaction, our studios continue to expand the breadth of games and features across the platform, including the early application of AI-assisted development tools to help us bring new content to market faster. We see real long-term potential here, and we intend to be direct with shareholders and the market as that work matures.”

Matt Davey replaces Holly Gagnon as Bragg Board Chair

Upon the closing of the deal, Davey has assumed the role of Non-Executive Chairman of the Bragg board of directors. He replaces previous Chair Holly Gagnon.

“Bragg has built the foundations needed for a powerful platform and distribution business: real content, real technology, and real licences in highly regulated markets,” said Davey.

“The next chapter is about disciplined execution — focus, balance sheet strength, operating cash flow, and revenue growth driven by letting the product do the talking. I’ve built businesses through this phase before, and I look forward to supporting the board and management as they do it here.”

A gaming entrepreneur, Davey founded and chairs gaming-oriented investment fund Tekkorp Capital. Through that investment fund, Davey now owns around 10% of Bragg common shares. Bragg said he brings a track record of value creation across gaming M&A, with particular experience in U.S. sports betting and online gaming.

“Matt is highly respected throughout our industry and brings deep strategic, operational and governance experience,” said Davey’s predecessor as Chair, Gagnon. “His track record speaks for itself, but what stands out to me is that he’s not just advising Bragg, he’s now genuinely invested in where we go next.

“As we enter this next phase following the transaction, we’re glad to have that experience and perspective on the board as we focus on execution and long-term value for shareholders.”

CEO Mazij no longer on Bragg board

New American Gaming Association Hall of Famer Gagnon will continue to serve as a director after ending her tenure as Chair.

Meanwhile, Bragg confirmed in Wednesday’s announcement that CEO Mazij is officially no longer on the company’s board of directors, effective July 22. Mazij resigned from the board in June after he did not receive the required majority of the votes needed to be re-elected at this year’s AGM.

In accordance with the company’s majority voting policy, he offered to resign, and Bragg confirmed on Wednesday that his offer was accepted.

The change of board chair comes after numerous executive changes at Bragg in the last couple of years, including the hiring of:

  • A new Chief Financial Officer
  • A new Chief Commercial Officer
  • An Executive Vice President of Global Content
  • An EVP of AI and Innovation

Most recently, in early March, it brought on former Xtremepush C-suite leader Morten Tonnesen as Chief Operating Officer.

The company has recently cited a desire to become “iGaming’s ‘AI-First’ company”, wherein 90% of new products and more than three-quarters of all operational workflows will be augmented by AI. “We believe Bragg will stand out as the sole B2B provider operating at the convergence of iGaming, sports, and predictions,” said Mazij in March.