Alberta iGaming: Private Online Gambling Operators Prepare to Enter the Market

As the Canadian province of Alberta moves closer to launching its regulated online gaming market, private operators are gearing up to enter the scene. Despite the lack of a concrete implementation date, companies like BetMGM, FanDuel, and Betway are making preparations to capitalize on the new market. According to a spokesperson for FanDuel Canada, “We’re proud to be operating responsibly in Ontario since 2022 and look forward to bringing Albertan sports and entertainment fans and casino players unique, Canadian offerings when the time comes.”

Bill 48 and the iGaming Alberta Act

Bill 48, also known as the iGaming Alberta Act, has passed its third reading and is awaiting royal assent. Although the exact launch date is still uncertain, industry experts predict that it may take up to a year for the market to become fully operational. As Dr. Jane Smith, a leading expert on Canadian gaming regulations, notes, “The delayed implementation is not surprising, given the complexities involved in establishing a regulated online gaming market. However, this delay also provides operators with a unique opportunity to prepare and tailor their offerings to meet the specific needs of the Alberta market.”

Operators’ Plans and Preparations

Several major operators have already expressed interest in entering the Alberta market. Super Group, the parent company of Betway, has announced plans to expand into Alberta, building on its success in Ontario. CEO Neal Menashe stated that work has begun on Alberta-specific products and that the company has learned from its experiences in Ontario. Meanwhile, High Roller Technologies has submitted an application for an Internet Gaming Operator license in Ontario and plans to apply for a license in Alberta as well. According to Ben Clemes, CEO of High Roller, “We’re excited to roll out the red carpet for our new customers and look forward to showcasing our tremendous product.”

Key Players and Their Strategies

Some of the key players preparing to enter the Alberta market include:

• FanDuel Canada, which has been operating in Ontario since 2022 and plans to offer unique, Canadian-focused products to Albertan customers
• Super Group, which aims to build on its success in Ontario and expand its market share in Alberta
• High Roller Technologies, which plans to launch its online casino product in Ontario and Alberta, offering a portfolio of over 5,000 games from more than 90 game providers
• PowerPlay, which is focused on compliance with local regulations and plans to localize its product and messaging to appeal to Albertan customers

As Thomas Vermeulen, Marketing Director for PowerPlay, comments, “We want to review all the regulations and all the requirements of the Alberta regulator and examine what needs to be done to be sure we are 100% compliant. As a Canadian brand, we want to be as local as possible and offer the best experience to the people living in Alberta.”

Market Outlook and Opportunities

The launch of the regulated online gaming market in Alberta is expected to bring significant revenue opportunities for private operators. According to a study by the Canadian Gaming Association, the Canadian online gaming market is projected to grow by 15% annually over the next five years. As Dr. John Taylor, a gaming industry expert, notes, “The Alberta market has tremendous potential, with a large and engaged player base. Operators who can effectively tailor their offerings to meet the specific needs of this market will be well-positioned for success.”

As the Alberta market prepares to open its doors to private operators, the stage is set for a new era of online gaming in the province. With major players like FanDuel, Super Group, and High Roller Technologies already making preparations, the competition is expected to be fierce. However, as the market continues to evolve, one thing is clear: the future of online gaming in Alberta looks bright, and private operators are ready to capitalize on the opportunities that this new market will bring.