Alberta’s online gambling market approved 28 operators ahead of the launch in July

Alberta is moving closer to launching its regulated online gambling market after provincial regulators approved 28 operators to enter the province ahead of a July 13 opening date.

An updated list released by the Alberta Gaming, Liquor and Cannabis Commission includes several of the biggest sports betting brands active in North America. BallyBet, BetMGM, BetRivers, Caesars Sportsbook, DraftKings, FanDuel, PointsBet Canada and theScore Bet appeared on the regulator’s latest list.

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 the launch as Alberta continues its efforts to bring gray market gambling into the legal system.

A market built to compete quickly

The commission’s update also identified 22 approved critical gaming service providers as of May 1. This group includes major industry providers such as IGT and Light and Wonder, which provide technology and gaming infrastructure for sports betting and casino operators.

The Alberta government has been preparing to expand the market for months as authorities seek to create a framework similar to Ontario’s system. By comparison, Ontario opened its regulated online betting market in April 2022 and now hosts more than 30 licensed sportsbook and casino brands.

Provincial officials believe a competitive marketplace could generate about CAD 100 million in annual tax revenue while giving consumers more regulated options.

Operators are starting to build customer databases

Some companies have already started collecting customer registrations ahead of launch day, including BetRivers, Caesars Sportsbook, DraftKings and theScore Bet.

The weather is also in line with the busy summer sports calendar. Alberta’s launch will arrive during the final leg 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’s policy changes could increase competition

Google’s updated advertising policy may further accelerate competition. Following changes announced earlier this week, licensed gambling operators are now allowed to run Google ads in Alberta.

Still, not everyone supports the province’s expansion plans. First Nations casino operators have previously expressed concerns that a broader online gambling market could siphon off revenue from community casinos that help fund local programs and services. Critics have also warned that the province must balance revenue targets with stronger protections for responsible gambling as access to online gambling expands rapidly across Canada.

Featured Image: By AceYYC – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=90688658