Alberta's new privately operated iGaming market, set to launch on July 13, is expected to generate $76 million for the province in its first year, according to Service Alberta Minister Dale Nally. Nally emphasized that the primary goal is player protection, not revenue.
Minister highlights player safety over profit
“We know that gambling will never be safe, it will never be responsible. But there are ways to make it a little safer, and there are ways to make it a little more responsible,” Nally said. The minister acknowledged that while gambling inherently carries risks, the regulated market aims to introduce safeguards.
At least 46 operators have registered ahead of the launch, including major U.S. online casino firms such as BetMGM, DraftKings, and FanDuel, U.K.-based Bet365, and several Canadian providers. This influx comes as Alberta adapts to a rapidly evolving gambling landscape, accelerated by a 2018 U.S. Supreme Court decision that allowed states to legalize sports betting.
Market shift from grey to regulated
Previously, sports wagering in Alberta was limited to physical retailers and a single government-run website, PlayAlberta. However, unregulated offshore providers captured an estimated 70% of the market, according to Nally. The new framework aims to bring these activities under provincial oversight.
DraftKings director of race and sportsbook operations, Johnny Avello, an industry veteran with 47 years of experience, noted that mobile apps have transformed the betting landscape. “You’re getting more options than you’ve ever had before to make a wager,” Avello said, adding that apps have made betting more accessible and heightened fan engagement.
Ontario model influences Alberta approach
Following the 2021 federal legalization of single-event sports betting, Ontario became the first province to launch a private iGaming market. Alberta is now following suit, with the province expecting the new market to generate significant revenue while improving player safety through regulation.
The launch marks a major shift in Alberta's gambling landscape, with the government aiming to curb the dominance of unregulated offshore sites and offer a safer, more responsible environment for players.
