Alberta is preparing to launch its highly anticipated commercial online gambling market, and several prominent operators are already positioning themselves for entry. While the legislation, Bill 48, and the iGaming Alberta Act received Royal Assent in May 2025, the market will not launch until extensive development and regulatory processes are completed. This means Alberta’s online casino and sportsbook offerings could be up and running by 2026.
Operators Ready for Action
Several major names are preparing to enter the market when it opens. BetMGM, which has established itself as a leader in Ontario, is especially enthusiastic about Alberta’s potential. Adam Greenblatt, CEO of BetMGM, emphasized the opportunity, noting the province’s strong connection to hockey and the potential for BetMGM to leverage its successful operations in Ontario. The brand is particularly eyeing the local fanbase, including partnerships with hockey stars Wayne Gretzky and Connor McDavid, which could help attract customers in Alberta.
Another key player, the Score, owned by PENN Entertainment, also sees Alberta as a critical market. CEO Jay Snowden has expressed confidence that Alberta will be one of the top three or four markets for PENN Interactive, pointing to theScore’s widespread brand recognition and the success it has seen in Ontario. The company is looking to replicate its strong performance in Ontario, where theScore Bet has excelled against competitors.
FanDuel, PointsBet, and NorthStar Join the Race
FanDuel, owned by Flutter, plans a significant investment of $10 million USD to prepare for Alberta’s launch, although this is only a small portion of the company’s overall budget for its U.S. ventures. FanDuel is looking to make an impact in the province, despite its relatively lower market share compared to its U.S. dominance.
PointsBet, which previously shut down its U.S. operations, is now focusing its growth strategy on Alberta. CEO Scott Vanderwel stated that the company views Alberta as a key region for its long-term success, with plans to offer a full casino product from the start.
Smaller operators, such as NorthStar Gaming, are also gearing up to enter the market. Michael Moskowitz, CEO of NorthStar, sees Alberta as a great opportunity to expand the company’s footprint across Canada. NorthStar operates in Ontario and has a partnership with the Conseil des Abénakis de Wôlinak, which it plans to leverage as the market becomes regulated.
Super Group’s Betway and Jackpot City Set to Compete
Super Group, the parent company of Betway and Jackpot City, is another major operator eager to establish a foothold in Alberta. CEO Neal Menashe noted that the company is prepared to secure a license in the province, capitalizing on its existing brand recognition in Ontario. Menashe also emphasized the company’s focus on optimizing its offerings, ensuring they meet the regulatory requirements of Alberta.
Market Launch Timeline
Despite the eagerness from operators, the exact timeline for Alberta’s iGaming market remains uncertain. While some expect the market to open by the end of 2025, many operators are more cautiously anticipating a first-quarter 2026 launch. Alberta Minister Dale Nally, who helped author the iGaming Act, previously stated his hope that the market would be ready by October 2025, though operators have voiced more conservative expectations.
As Alberta’s government works on finalizing regulations and consulting with stakeholders, operators are gearing up to enter what is expected to be a competitive and lucrative market. The eventual launch will offer a significant opportunity for brands in the online gambling space, with several operators already laying the groundwork to make their mark.
Source:
Alberta iGaming is coming: What are operators saying?, canadiangamingbusiness.com, June 10, 2025.
