Alberta is moving closer to the launch of its regulated online gambling market after provincial regulators approved 28 operators to enter the province ahead of the July 13 opening date.
An updated list released by the Alberta Gaming, Liquor & Cannabis Commission includes several of the biggest sportsbook brands active across North America. BallyBet, BetMGM, BetRivers, Caesars Sportsbook, DraftKings, FanDuel, PointsBet Canada, and theScore Bet all appeared on the regulator’s latest roster.
Albertans will still have access to PlayAlberta, the government-run betting platform that currently operates in the province. Regulators also expect additional operators to join after launch, as Alberta continues efforts to shift gray-market gambling activity into the legal system.
A market designed to compete quickly
The commission’s update also identified 22 approved Critical Gaming Service Providers as of May 1. That group includes major industry suppliers such as IGT and Light and Wonder, which provide technology and gaming infrastructure for sportsbook and casino operators.
Alberta’s government has been preparing for market expansion for months as officials look to create a framework similar to Ontario’s system. In comparison, Ontario opened its regulated online betting market in April 2022 and now hosts more than 30 licensed sportsbooks and casino brands.
Provincial officials believe a competitive market could generate roughly CAD $100 million in annual tax revenue while giving consumers more regulated options.
Operators begin building customer databases
Some companies have already started collecting customer registrations before launch day, including BetRivers, Caesars Sportsbook, DraftKings and theScore Bet.
The timing also lines up with a busy summer sports calendar. Alberta’s launch will arrive during the closing stretch of the World Cup, with the tournament final scheduled for July 19 at MetLife Stadium in New York. The market also opens before Week 7 of the CFL season, including Calgary’s July 18 game against the Montreal Alouettes.
Google policy changes could boost competition
Google’s updated advertising policy could further accelerate competition. Following changes announced earlier this week, licensed gambling operators are now permitted to run Google ads in Alberta.
Still, not everyone supports the province’s expansion plans. First Nations casino operators previously raised concerns that a broader online gambling market could pull revenue away from community casinos that help fund local programs and services. Critics have also warned that the province must balance revenue goals with stronger responsible gambling protections as online betting access expands rapidly across Canada.
Featured image: By AceYYC – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=90688658
