Canada
New report into LATAM’s US$5BN betting industry shows massive growth potential and diversity across nations
* Market study by Sherlock Communications of Latin America’s six main economies finds Brazilians and Peruvians bet more than anyone else
* Understanding the legislation and landscapes of each individual country is key to bookmakers successfully operating in the region
* Free bets will attract new customers regardless of the market, but selecting brand ambassadors is not so simple as different countries prefer different profiles
The COVID-19 pandemic has led to the Latin American gambling industry undergoing widespread changes as betting companies migrate online and casinos are forced to close their doors. Now, a new market report into the perspectives and betting practices of the region’s population sheds new light on the present and future growth of an industry already estimated to be worth close to US$5 billion in LATAM.
Published by Sherlock Communications, A Big Bet: The Latin American Betting Market on the Rise studies the region’s six main economies — Argentina, Brazil, Chile, Colombia, Mexico and Peru — and includes a survey of more than 3,000 residents carried out in partnership with Toluna.
While one in four respondents said they have never placed a bet, close to 39 percent of respondents have done so “a few times” and in Brazil and Peru, 18 percent said they bet more than once a week. The report makes clear each country must be analysed within its own context: For example, Brazilians gamble more than any other nationality yet some 20 percent of them — twice as many as Chile and four times as many as Mexico — believe gambling should be illegal in their country.
“Our report shows the need – and indeed desire – for clear and concise regulations,” said Patrick O’Neill, managing partner of Sherlock Communications. “Countries where betting is unregulated is less attractive to international companies as well as more dangerous for customers”.
The report found that when it comes to selecting an ambassador to help attract potential customers, the criteria varies from market to market. A professional player is preferred in Colombia and Brazil, while respondents in Argentina, Chile, Mexico, and Peru believe a TV host would better boost the profile of the bookmaker. More than one in five of all respondents believe a footballer is an effective ambassador, yet even then there are differences as Colombians, for instance, said success is more likely when using a local hero whereas in Peru an international star is preferred.
Latin Americans, however, are in agreement when it comes to what would help make them decide which betting company to use. Some 62 percent of all respondents cited free bets and special offers as the main reason to choose a bookmaker. Only in Colombia was a simple payment system prioritised (60%) over enticing promotions (58%). An easily navigable, mobile-friendly website is another important criteria, as is local language support.
When it comes to casinos, Brazil is the only country among those surveyed where physical establishments are not allowed, although approval and legislation is pending. Brazilian respondents believe, if passed, it could help the economy grow (30%), attract more tourists and money (43%), and generate jobs (40%). There are, however, concerns too: Close to 30% of all those surveyed in the region believe a casino can increase addiction to gambling and even drinking. In Brazil, 23 percent of respondents also believe it could lead to an increase in money laundering.
“The Brazilian government has before it the opportunity to recognize gambling as an economic activity, like 80% of the countries that make up the UN. We argue that the country has the potential for a diversified package of games, in particular we believe in the primary insertion of the urban casinos model that allows capillarity and widespread investments in the various municipalities with a tourist vocation that are spread across the country, representing opportunities for investors in Brazil of the world “, said Olavo Sales da Silveira, Chairman of the Board of ABRABINCS – Brazilian Association of Bingo, Casinos and Similars.
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Canada
PENN Entertainment Launches theScore Bet Sportsbook & Casino and theScore Casino and Hollywood Casino Standalone Apps in Alberta
PENN Entertainment has announced the launch of theScore Bet Sportsbook & Casino in Alberta, as well as theScore Casino and Hollywood Casino standalone apps, further expanding the Company’s Canadian online gaming footprint and bringing its leading digital gaming brands to players across the province. These apps are now available across Alberta on iOS, Android, and are also available on the web.
The Alberta launch marks the next chapter in theScore Bet’s continued growth in Canada, building on its success in Ontario. Players in Alberta can now enjoy the uniquely integrated sports media and betting experience from two of Canada’s most trusted brands, theScore and theScore Bet, bringing live scores, news, stats, and betting together in one connected ecosystem.
In addition to sports betting, theScore Bet Sportsbook & Casino gives Alberta players access to a comprehensive online casino experience featuring hundreds of slots, table games, live dealer experiences, and exclusive games, including Blue Jays Blackjack.
Complementing theScore Bet Sportsbook & Casino experience, PENN is also launching standalone Hollywood Casino and theScore Casino apps in Alberta. Hollywood Casino, a popular online and retail casino brand, delivers a casino-first experience featuring an extensive portfolio of slots, table games, and live dealer content. For players who prefer a dedicated casino app, theScore Casino offers the same premium gaming experience, providing additional choice alongside the all-in-one theScore Bet Sportsbook & Casino app.
“Alberta has an incredible sports culture, and we’re excited to bring theScore Bet Sportsbook & Casino to players across the province. Fans already know and trust theScore, and with theScore Bet, we’re extending that connection into a seamless sportsbook and casino experience. Whether you’re following your favorite team, placing a bet, or enjoying casino games, we’ve built the experience around the way fans naturally engage with sports. We commend the Alberta government for introducing a regulated online gaming market for private operators and look forward to serving fans in one of Canada’s great sports markets,” said Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment.
Alberta customers can now enjoy:
• Same Game Parlays, player props, and live in-game betting.
• Seamless betting integration with theScore’s trusted sports news, scores, and data.
• Hollywood Casino’s extensive portfolio of slots, table games, and live dealer experiences, including Blue Jays Blackjack, the Dancing Drums series, and Sweet Bonanza series.
The post PENN Entertainment Launches theScore Bet Sportsbook & Casino and theScore Casino and Hollywood Casino Standalone Apps in Alberta appeared first on Americas iGaming & Sports Betting News.
Supplier expands to its third regulated Canadian province after Ontario and Québec, launching on Alberta’s market opening week.
Play’n GO has entered the newly regulated Alberta iGaming market, launching its casino games with more than ten licensed operators on the market’s opening week, the supplier said on 16 July 2026.
The Alberta rollout marks Play’n GO’s third regulated Canadian province, following Ontario and Québec, and extends the company’s North American regulated-market footprint.
According to the company, its content was made available in Alberta for the first time on launch day via a network of licensed operators.
Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.
“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”
The post Play’n GO goes live in Alberta iGaming with 10+ operators appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
The Swedish gaming giant confirms its entry into its third regulated Canadian Province with its industry leading portfolio of games now available in Alberta for the first time
Play’n GO, the world’s leading casino entertainment provider, today announced its successful entry into the newly regulated Alberta iGaming market, with a wide range of its premium content going live with more than ten licensed operators on market launch day this week.
The milestone further reinforces Play’n GO’s commitment to regulated market expansion across North America and marks the company’s third Canadian province, following established operations in Ontario and Québec.
Play’n GO’s launch in Alberta ensures players have immediate access to a portfolio of world-class titles from day one of the market’s regulated opening. By partnering with a broad network of licensed operators at launch, the company has solidified its position as a trusted supplier in newly regulated jurisdictions.
The Alberta rollout builds on Play’n GO’s strong track record of working alongside regulators and operators to deliver safe, compliant, and high-quality entertainment to players, while supporting sustainable market growth.
Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.
“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”
To find out more about Play’n GO, please visit playngo.com
The post Play’n GO strengthens Canadian footprint with Alberta iGaming market entry appeared first on Americas iGaming & Sports Betting News.
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