PENN Entertainment is gearing up for a significant push into Alberta after its theScore Bet platform secured approval from the Alberta Gaming, Liquor and Cannabis regulator. The sign-off allows the company to bring its mobile sports betting and online casino offering into the province when Alberta’s regulated iGaming market opens on July 13.
The approval places theScore Bet among the first wave of operators cleared for entry, alongside other well-known names such as DraftKings. Once live, Alberta will become part of PENN’s growing North American footprint, which already spans Ontario’s regulated market and more than 20 US states.
Executives say the move strengthens a broader international expansion strategy, with Alberta becoming another key step in the company’s online gambling plans.
Marketing push builds ahead of July launch
PENN executives are preparing a wide-reaching marketing campaign designed to introduce the brand quickly in a crowded new market. The company has already started pre-registration activity and plans to increase visibility leading up to launch.
“We have a full-scale marketing plan that we’re building towards that’s going to start in July,” LaBerge told investors during a recent earnings call. “We’re already in market with pre-registration. We’re going to be active from a brand and performance marketing perspective.”
The company also expects early financial pressure tied to the expansion. Leadership has estimated a loss of roughly C$27 million in 2026 linked directly to the Alberta rollout, reflecting the upfront investment required to compete in a newly opening market.
Ontario experience shapes Alberta expectations
PENN is entering Alberta with what it sees as a strong foundation built from its Ontario operations, where theScore Bet launched in April 2022. That market experience is playing a central role in shaping expectations for Alberta’s performance.
Executives pointed out that Alberta will likely present a more crowded environment from day one. According to recent comments from provincial officials, more than 30 operators have applied to enter the market.
“When we launched in Ontario, it was a lot less competitive,” said LaBerge. “There are a lot more applicants and people in market for Alberta. That’s a factor that we’re looking at. Of course, leaning on the theScore brand is going to help us break through some of that noise.”
The company believes its media presence in Canada, along with years of engagement in Ontario, will help it establish early traction. It also points to continued growth in user activity and revenue across both sports betting and casino products in Ontario as a positive signal for Alberta’s potential.
Strong Canada performance fuels confidence
PENN executives continue to describe Canada as a core region for the company’s online operations. Ontario in particular has become a key reference point for performance and market share expectations in Alberta.
“We enjoy a very nice market share in Ontario today,” said LaBerge. “It’s a big part of our gaming business, and we expect to see similar market share [in Alberta] based on the investments we’re going to make.”
The company also plans to maintain a visible presence in Alberta using the same mix of media reach and sports partnerships it has built in Ontario, including ties with major Canadian sports properties.
“If you’re in Ontario, you’re starting to see theScore brand all around the city. And the same thing is going to continue in Alberta. We’re going to leverage all of our assets. We have as many people on theScore in Alberta as we do in Ontario. We’re expecting a very successful launch.”
Canada positioned as key revenue driver
Beyond market entry plans, PENN continues to view its Canadian operations as central to its long-term online gaming strategy. Leadership has also pointed to structural advantages such as tax conditions and the combined sports betting and casino offering.
“Ontario is clearly an area of strength for us, and we’ve done a lot of analysis on what worked for us with the Ontario launch, what maybe didn’t,” Snowden said. “Canada is going to be our strongest-margin market in North America. Part of that’s driven by volume and market share, and part of that’s driven by [20%] tax rates, and the fact that you have iCasino and OSB.”
“There’s no doubt, Canada for us is going to be market number one from a margin and profitability perspective.”
As Alberta’s launch date approaches, PENN is positioning itself for a competitive entry while relying heavily on its existing Canadian presence and brand recognition to stand out in a growing field of operators.
Source:
PENN to spend big on Alberta launch after theScore Bet license approval, canadiangamingbusiness.com, April 23, 2026.
