23 Broadway has raised $3 million in Seed funding to drive the next phase of its growth and launch a fully integrated, AI-powered user acquisition financing platform.

The funding round was co-led by Betty and Will Ventures, with participation from 359 Capital, CEAS Investments, and Dave Bartman.

The company played a key role in helping Betty achieve an 18% market share in Ontario, leveraging its world-class performance marketing team and proprietary AI system, Atlas. Atlas predicts the optimal cost to acquire a customer and estimates their long-term value, allowing marketing spend to be deployed with precision.

With this new capital, 23 Broadway will integrate non-dilutive financing with its existing performance marketing and technology capabilities, offering a single, streamlined solution for user acquisition.

Jordan Tuch, CEO of 23 Broadway, said: “23 Broadway is reimagining user acquisition financing by not only providing capital but deploying it through proprietary technology and performance marketing expertise. We’ve created a model that empowers businesses to scale faster without needing to build complex technology or marketing infrastructure themselves. The ability to use AI and execute bids based on a customer’s predicted lifetime value means we can deploy capital far more efficiently. That combination of predictive intelligence and funding creates a powerful growth engine for our partners.”

The company’s strategy centers on combining in-house technology with performance marketing expertise to deliver a differentiated, durable user acquisition financing solution. Growth-stage businesses gain access to dedicated capital for customer acquisition without giving up equity, while also benefiting from advanced marketing execution across major advertising platforms like Google Ads.

The funding will support further development of Atlas and enhance 23 Broadway’s predictive modeling capabilities. Additional priorities include creating new AI-driven tools to strengthen retention marketing for gaming companies and onboarding more partners seeking scalable user acquisition financing solutions.

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Soft2Bet, a global provider of turnkey iGaming solutions, has announced plans to pursue entry into the regulated gaming market in Alberta as part of its broader strategy to expand its footprint across Canada.

The company confirmed that its entry will depend on regulatory approval once the province finalizes its evolving legal framework for online gaming. The move reflects Soft2Bet’s growing commitment to the Canadian market and its strategy to scale operations across newly regulated territories in North America.

A Strategic Move Toward Alberta’s Emerging iGaming Market

As one of Canada’s most economically robust provinces, Alberta has quickly become a focal point for iGaming operators and technology providers preparing for potential market liberalization.

Industry forecasts indicate that Alberta’s regulated online gaming sector could become one of the country’s most lucrative regional markets. Estimates from analysts at Citizens JMP Securities suggest that the province’s iGaming industry could generate over $700 million in annual revenue once the market reaches maturity.

Soft2Bet’s early evaluation of the market demonstrates the company’s proactive approach to identifying high-growth opportunities in newly regulated jurisdictions.

Monitoring the iGaming Alberta Act

Soft2Bet is closely observing developments surrounding the proposed regulatory framework established under the iGaming Alberta Act. The legislation outlines the structure for Alberta’s regulated online gaming industry and establishes oversight responsibilities for provincial authorities.

Under the proposed system, the Alberta iGaming Corporation would oversee the province’s online gaming ecosystem, while regulatory enforcement would remain with the Alberta Gaming, Liquor and Cannabis.

Soft2Bet has indicated that it is preparing to meet Alberta’s anticipated compliance and technical standards, ensuring its platform technology aligns with the province’s regulatory expectations.

Building on Canadian Experience

Soft2Bet’s potential expansion into Alberta builds upon its experience operating in Ontario, where the company already offers localized gaming services through its consumer-facing brand ToonieBet.

The Ontario market has become one of North America’s most successful regulated online gaming jurisdictions since its launch in 2022, attracting numerous international operators and platform providers.

By leveraging insights from its Ontario operations, Soft2Bet aims to deliver tailored gaming experiences for players in Alberta while maintaining full compliance with regional regulations.

Localization as a Key Strategy

Localization remains a central pillar of Soft2Bet’s international growth strategy. The company emphasizes adapting its platforms and gaming products to match the cultural preferences, language requirements, and regulatory expectations of each market in which it operates.

Soft2Bet plans to apply this hyper-localized approach in Alberta by ensuring that its gaming offerings reflect the specific needs and preferences of Canadian players.

This includes customized content, localized branding, and user experiences that resonate with regional audiences.

Commitment to Innovation and Player Experience

According to company leadership, innovation remains a driving force behind Soft2Bet’s expansion strategy.

David Yatom Hay, General Counsel at Soft2Bet, highlighted the company’s commitment to delivering engaging gaming experiences that align with local player expectations.

The company continues to invest in platform technology and product development to create dynamic gaming environments that combine entertainment, compliance, and user-friendly design.

Expanding Across Regulated Markets

Soft2Bet’s interest in Alberta is part of a broader roadmap for 2026, which includes entering additional regulated markets around the world.

As governments increasingly adopt regulated frameworks for online gaming, technology providers like Soft2Bet are focusing on scalable solutions that allow them to quickly adapt to different regulatory environments.

Turnkey platforms, which include player management systems, gaming content, and compliance tools, have become essential for operators looking to enter new markets efficiently.

Canada’s Growing iGaming Landscape

Canada has rapidly become one of the most promising regions for online gaming growth in North America. The success of Ontario’s regulated market has encouraged other provinces to explore similar frameworks.

If Alberta successfully launches a competitive iGaming market, it could further strengthen Canada’s position as a key hub for regulated online gaming innovation.

Operators, developers, and platform providers are closely monitoring the regulatory process, positioning themselves for entry once licensing becomes available.

Looking Ahead

For Soft2Bet, Alberta represents a strategic opportunity to expand its presence in Canada while reinforcing its reputation as a global iGaming platform provider.

By preparing early for regulatory approval and leveraging its experience in Ontario, the company aims to deliver localized gaming experiences that meet the expectations of Canadian players and regulators alike.

As Alberta moves closer to establishing its regulated online gaming framework, Soft2Bet’s planned market entry signals the growing interest from international technology providers seeking to participate in Canada’s evolving digital gaming ecosystem.

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