Alberta’s gambling regulator has clarified how land-based casinos can promote online gambling as the province prepares to launch its regulated iGaming market on July 13. The latest guidance from Alberta Gaming, Liquor and Cannabis (AGLC) establishes restrictions on advertising practices while also creating pathways for casinos to participate in the expanding online sector.
The changes arrive as numerous casino operators position themselves for entry into Alberta’s upcoming competitive online gambling market. Until now, Play Alberta has remained the province’s only authorized online gambling platform. That situation will change next month when commercial operators begin offering online casino and sportsbook products under Alberta’s new framework.
The updated rules affect both traditional casino operators and new iGaming participants, providing greater clarity around promotions, partnerships, and tournament activities.
New Advertising Restrictions Mirror Online Gambling Rules
AGLC announced amendments to its Casino Terms & Conditions and Operating Guidelines (CTCOG), and the updated policies took effect on June 12.
One of the most significant changes concerns promotional activity. Under the revised rules, casino facility licensees are prohibited from advertising inducements or offering inducements on behalf of registered iGaming operators.
The regulator also introduced a formal definition for inducements and expanded guidance regarding activities that qualify as promotional efforts.
The restrictions align land-based casinos with rules already applied to online gambling operators. Alberta’s iGaming standards prohibit public advertising of sign-up bonuses, bonus credits, no-sweat bets, and similar incentives. Operators may only present such offers on their own websites or apps, or through direct communications sent to customers who have chosen to receive marketing materials.
As a result, players interested in welcome offers or promotional incentives will generally need to visit an operator’s platform directly or opt in to receive promotional communications.
Another amendment addresses Alberta’s Winner’s Edge rewards program. Under the updated rules, casinos cannot combine the retail loyalty program with sportsbook operations or online gambling offers and promotions.
Province Encourages Casinos to Join Online Market
While Alberta has introduced restrictions on promotional practices, the province continues to encourage participation in the new online gambling sector.
The upcoming market will allow brick-and-mortar casinos to collaborate with registered iGaming operators. These partnerships may include retail sportsbook operations hosted at physical casino locations.
According to information confirmed by AGLC, casino licensees involved in retail sportsbook partnerships will retain 75% of net gaming revenue generated by those operations. Existing casino advertising rules will continue to apply to those sportsbooks.
Alberta’s Minister responsible for iGaming, Dale Nally, recently emphasized that the province wants broad participation from local operators.
āItās up to [land-based casinos] to decide how they participate,ā Nally said during a discussion at SBC Summit Canada 2026.
āDo they have a partnership with an online casino? Do they form their own that will sort of evolve organically?
āOur approach will always be individual personal choice and individual responsibility, and that is best defined by an open market, and you donāt have an open market if you force online operators to tie themselves to land-based casinos. So we didnāt want to go that approach.
āBut we are certainly encouraging land-based operators to participate in the space, and we also want to see First Nations in Alberta participating in the online gaming space.ā
The province chose not to require online operators to partner with land-based casinos, a model used in some U.S. jurisdictions. Alberta instead opted for an open-market structure that allows operators flexibility in determining their business arrangements.
More than 40 operator websites have already registered with AGLC ahead of launch.
Indigenous Operators and Casino Groups Prepare for Launch
Several casino operators have already moved toward online expansion.
Among the approved iGaming licensees is Pure Casino Entertainment, which operates four casinos in Alberta and recently announced plans to acquire additional casino and hotel assets from Gamehost Inc. The company has begun promoting its forthcoming online gambling platform through email communications.
River Cree iGaming, linked to River Cree Resort and Casino in the Greater Edmonton Area, has also secured approval to enter the market.
Alongside these casino-backed initiatives, major online gambling brands including FanDuel, DraftKings, bet365, BetMGM, and theScore Bet have registered for Alberta’s regulated market.
The updated CTCOG also includes amendments affecting casino tournaments. The new provisions allow casino licensees to work with registered iGaming operators to qualify players for table game tournaments and to supplement tournament prize pools. Casinos must ensure valid third-party entries and supplemental funding are properly provided, including reimbursement of tournament prize pools where applicable.
The latest revisions follow several other regulatory adjustments introduced during Alberta’s preparations for launch. Earlier this year, AGLC required casinos to connect electronically to the province’s centralized self-exclusion system. The regulator also prohibited betting on elections and other political events. Additional rules released in March established guidelines for retail sports betting, including a $1,000 maximum limit on individual in-person sports and event wagers.
With the July 13 launch date approaching, Alberta continues refining its regulatory framework as operators prepare to enter one of Canada’s newest regulated online gambling markets.
Source:
Alberta regulator lays out rules for how casinos can promote iGaming, canadiangamingbusiness.com, June 11, 2026
