Alberta
Why Alberta Represents the Next Major Growth Opportunity for Gaming Operators
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.
The post Why Alberta Represents the Next Major Growth Opportunity for Gaming Operators appeared first on Americas iGaming & Sports Betting News.
The supplier can now distribute its online casino titles beyond Play Alberta to all licensed operators in the province.
High 5 Games has secured supplier approval from the Alberta Gaming, Liquor and Cannabis Commission (AGLC), allowing the studio to supply its online casino content to all licensed operators in Alberta’s newly opened commercial iGaming market.
The company has been live in the province since 2024 via Play Alberta, the government-operated platform, where it said titles including DaVinci DeluxeWays, Billionaire’s Bank and Green Machine have become player favourites. With the commercial market now open, High 5 Games said the same portfolio can be offered across operators entering Alberta.
Alberta’s commercial iGaming market is set to open on July 13, 2026, becoming Canada’s second province after Ontario to allow private-sector operators. The market is overseen by AGLC and the Alberta iGaming Corporation (AiGC) and launched with nearly 50 registered operator brands, according to the company.
“Alberta players already know and love our games through Play Alberta, that is a head start no newcomer to this market can claim. With the open market live, every operator in the province can now offer their players the award winning High 5 titles they have been playing for years, from day one.” says Tony Singer, CEO at High 5 Games.
High 5 Games said the AGLC approval expands its regulated North American footprint, which it listed as including New Jersey, Michigan, Pennsylvania, Connecticut, West Virginia, Ontario, Quebec and British Columbia. The company said it has developed more than 300 games over three decades.
The post High 5 Games wins AGLC supplier approval ahead of Alberta iGaming launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
affiliate marketing
SEOBROTHERS’ Aleksandra Drigo flags higher barriers for affiliates in regulated Alberta
SEOBROTHERS Chief of Business Development Aleksandra Drigo says Alberta’s move toward a regulated online gambling market is likely to raise the cost and complexity of affiliate acquisition, reshaping competition for SEO-led publishers. Drigo shared the view in an exclusive interview with SiGMA News focused on Canada’s affiliate landscape.
Drigo said regulation can bring more transparency, but also higher compliance demands and tougher economics for smaller players. “Many affiliates, especially independent SEO players, may decide not to enter fully regulated markets and instead focus on regions with more predictable economics and lower regulatory pressure,” she said.
She added that regulated markets typically advantage well-funded affiliate groups with the ability to invest in legal and compliance support and tracking infrastructure. “Regulated markets tend to favour larger players. Big affiliate companies have the resources for legal support, compliance teams, advanced tracking infrastructure, and long-term investment without expecting fast ROI.”
On partner selection, Drigo said affiliates are increasingly weighing operators on operational quality and regulatory readiness, not just commercial terms. “We pay close attention to how consistent an operator is in terms of reporting, responsible gaming policies, speed of communication, and local regulations compliance. Reputation risks affect both sides. If an operator lacks transparency or fails to follow compliance standards, it directly impacts the affiliate business as well.”
Drigo also pointed to communication and access to performance data as major friction points in operator-affiliate relationships. “Financial disagreements can usually be resolved quickly if there is trust and clear communication between both sides. Whereas, when affiliates do not receive timely information, face unclear reporting, or get no explanation for performance changes, tensions escalate very quickly. In regulated markets, communication and transparency become just as important as the financial terms themselves.”
Looking ahead, Drigo said affiliates targeting regulated North American markets will need stronger localisation, trusted brands and more diversified traffic strategies as search behaviour changes. “With AI and online search ecosystem changes already transforming the SEO landscape, affiliates need to become much more flexible and technology-driven than before. And compliance-friendly SEO strategies and diversification beyond traditional search traffic are becoming increasingly important.”
The post SEOBROTHERS’ Aleksandra Drigo flags higher barriers for affiliates in regulated Alberta appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Octoplay has secured conditional licence approval from the Alberta Gaming, Liquor & Cannabis Commission (AGLC), allowing the supplier to begin the process of offering its games catalogue to operators in Alberta.
The company said the approval positions it to launch in Canada’s newest regulated iGaming market when it opens in July. Octoplay is already live in Ontario with BetMGM and PokerStars, and has also entered the US through New Jersey and Michigan, according to the company.
“Alberta is one of the most strategic market openings on our 2026 roadmap. Entering it with the performance data we’ve built in Ontario, New Jersey, and Michigan gives us a strong foundation to be one of the first suppliers to partner with local tier-one operators as soon as the market opens,” says Ralitsa Georgieva, CEO at Octoplay.
“We’ve worked closely with the AGLC throughout the licensing process, and clearing the conditional stage reflects the strength of our compliance infrastructure,” says Martina Borg Stevens, Chief Legal Officer at Octoplay. “Our team has built a process that allows us to enter new regulated jurisdictions efficiently without compromising on the technical standards each regulator requires.”
Octoplay said Alberta adds to its regulated footprint, which it stated includes 17 operational markets: the United Kingdom, New Jersey, Michigan, Ontario, Italy, Spain, Sweden, the Netherlands, Denmark, Belgium, Greece, Romania, Malta, Slovakia, Finland, Brazil, and Georgia.
The post Octoplay secures conditional Alberta iGaming supplier approval from AGLC appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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