Alberta’s iGaming market launch is right around the corner, going live on July 13 with 43 operators already approved, including DraftKings, FanDuel, BetMGM, and PointsBet.

Media Troopers is also set to enter the market alongside eight of our premium clients, with the mission to help operators capitalize on one of North America’s most anticipated markets through a suite of marketing tools designed to promote brand growth in the new region.

The Build Up to Canada’s Next Regulated Market

Alberta’s regulated iGaming market took shape with the introduction of Bill 48, the iGaming Alberta Act, in March 2025.

Championed by Service Alberta and Red Tape Reduction Minister Dale Nally, the legislation aimed to bring online gambling into a regulated framework, addressing concerns that around 70% of the province’s online gaming revenue was flowing through unregulated operators.

The bill passed in May 2025, establishing the Alberta iGaming Corporation to oversee the market, with the Alberta Gaming, Liquor and Cannabis Commission retaining regulatory responsibilities.

In my opinion, Alberta represents one of Canada’s most attractive growth opportunities for operators. The province is home to more than 4.8 million people, including 1.6 million adults aged 25-44, its largest demographic group.

With research published last year by Pew Research showing that sports betting participation is highest among younger adults, Alberta’s population profile aligns closely with key betting audiences, creating strong potential for customer acquisition and long-term market growth for operators.

Ontario’s Regulated Market as the Blueprint

Alberta isn’t the only province to have a regulated market. Ontario’s market, which went live in 2022, has ultimately become the benchmark for Alberta’s upcoming launch.

In its fourth year of operation, the province’s iGaming regulator, iGaming Ontario (iGO), recorded $4.2 billion in gaming revenue and a further $103 billion in wagers. The province is home to 44 licensed operators and 78 gaming platforms. A recent Ipsos study cited by iGO found that the market effectively encourages residents to gamble responsibly, with 91.1% of respondents preferring regulated platforms.

Speaking at the Toronto SBC Summit in May, Nally actually referenced using Ontario as a reference for Alberta, commending the safeguards it had in place to protect consumers from unregulated gambling.

That being said, Ontario’s success demonstrates the growth potential of a well-regulated market and provides a proven blueprint for Alberta’s expansion, with operators sure to capitalize on that new demand.

How Alberta Differs from Ontario

Operators entering Alberta need to know it won’t be the same as Ontario. Despite Nally expressing that Ontario was essentially a model for their own regulated market, it will come with some tweaks, or in Dally’s words, it will have its own “Alberta perspective.”

Most notable is Alberta’s revenue-sharing model that allows operators to retain 80% of generated revenue. On top of that, a further 3% contribution will be directed toward public priorities, with 2% allocated to First Nations and 1% supporting responsible gambling initiatives, including self-exclusion programs.

This framework looks to reflect Alberta’s commitment to balancing social responsibility with commercial opportunity. By ensuring that First Nations can benefit from market growth while maintaining consumer protections, the province aims to create a strong regulatory environment.

That same environment, I think, aligns closely with Media Troopers’ values, helping operators expand into new markets while supporting responsible, long-term industry growth.

How Operators Can Scale Alberta to Reach New Levels of Growth

Operators are sure to succeed and find growth from day one in Alberta’s upcoming market by leveraging Media Troopers’ proven customer-acquisition expertise. With a strong track record across multiple global markets, including close to home in Ontario, we are sure to help operators build brand awareness and retain players while navigating the new environment with confidence.

Like always, Localization is key in new markets. At Media Troopers, we can supply the tools needed to generate performance-driven campaigns that help operators really connect with their new audience and adapt to Alberta’s distinct regulatory environment.

That said, Alberta is not just another Ontario; it is a market with its own audience, culture, and expectations. I believe that operators who embrace those differences will be best positioned to achieve sustainable, long-term growth in North America’s newest market.

Written by Shmulik Segal, CEO and Co-Founder of Media Troopers.

Dan Keene, who served as the interim CEO of the Alberta iGaming Corporation (AiGC), has been appointed to the role permanently, effective April 21, 2026. Under his leadership, AiGC will launch Alberta’s regulated iGaming market on July 13. Keene has played a pivotal role in shaping the province’s gaming landscape, both through his work standing up AiGC and in his previous roles at the Alberta Gaming, Liquor, and Cannabis Commission (AGLC).

“Dan brings deep operational experience and a strong track record in gaming and market development. His leadership will be essential as the Alberta iGaming Corporation prepares for launch and delivers a regulated market built on social responsibility and player protection,” said Sanjeev Kad, Board Chair, Alberta iGaming Corporation.

About Dan Keene

Serving as Vice-President, Gaming at AGLC since July 2022, Keene overseen a broad portfolio, including gaming retail services, technical operations, compliance, online gambling, player loyalty, supply chain, electronic gaming, and product development across Alberta. He has been instrumental in advancing consumer-focused initiatives. He co-led the creation of Winner’s Edge, Alberta’s first province-wide casino loyalty program, and guided the operations of PlayAlberta.ca, currently, the province’s only regulated online gambling platform. Previously, Keene worked at AGLC as Manager, Casino Products. In this role, he led a team of specialists responsible for selecting slot games and terminals for Alberta’s 30 casinos and 750 VLT locations. Before joining AGLC, he completed successful tenures with Molson Breweries and Century Casinos Inc.