Alberta is set to become Canada’s second commercial online gambling market, following in the footsteps of Ontario, which went live in 2022. With a summer launch expected, Alberta will soon shift from a single-operator market (PlayAlberta) to a competitive market in North America.

The change comes in the form of Bill 48, otherwise known as the iGaming Alberta Act. The measure was introduced in March 2025 to the Legislative Assembly of Alberta by Minister of Service Alberta and Red Tape Reduction, Dale Nally. The bill later received royal assent in May.

As seen with the emergence of new markets in the US, Alberta will be no different for operators and affiliates, offering more than just new gaming opportunities, but also the progression of a digital marketing ecosystem.

Understanding the Regulatory Shift

Alberta represents a big shift from one operator to many. With an evolving market comes more opportunities for operators, but also concerns regarding addiction and the cannibalization of retail venues.

Alberta’s new framework introduces a system that protects players, especially in the offshore gambling market, and also outlines ways in which iCasinos and land-based casinos can operate in relative harmony.

Looking more closely at Bill 48, it’s clear that the measure takes on similarities to Ontario’s established market but tweaks and expands on it to focus more on Alberta and how operators can thrive in the province, separate from Ontario.

To start with, the measure would create a new regulatory framework under the watchful eye of the Alberta iGaming Corporation, while the province’s current regulator, the Alberta Gaming, Liquor and Cannabis Commission (AGLC), would continue issuing licenses to prospective operators.

The Alberta Government also released its Standards & Requirements for Internet Gaming in January, an 85-page document that laid out the new regulatory framework. As part of this framework, it detailed mandatory licensing fees for operators and an 80/20 revenue split, with operators keeping 80% of the revenue they generate.

Why Alberta Matters Strategically

Alberta represents an ever-evolving and expanding iGaming-regulated market in North America. Focusing on Canada, it also provides insurance for other provinces to follow suit and expand their own markets to include commercial operators.

Alberta is home to five million residents, and according to a report from Canadian law firm BLG, it has one of the highest per-capita gambling spend in the country. While that is sure to entice operators to join the newly regulated market, reports also suggest the market is poised to generate $400 million in annual revenue.

Another reason Alberta has legalized commercial iGaming is to combat offshore operators. According to Nally, the province’s offshore market was estimated to have taken up 70% of Alberta’s online gambling market.

Another report commissioned by Ontario gambling regulator, the Alcohol and Gaming Commission of Ontario (AGCO), revealed that prior to the province’s regulated market, the offshore market was also expected to account for 70% of all iGaming. A year after the regulation, AGCO found that 86% of respondents preferred using regulated sites.

The growth of iGaming in Ontario can serve as a model for how Alberta will progress over the coming years.

Marketing and Affiliate Opportunities

Media Troopers is set to play a crucial role in Alberta’s new regulatory framework, especially in player acquisition. With Media Troopers’ assistance, operators can trust they are in reliable hands.

As a leading digital marketing and customer acquisition group, its presence in Alberta’s market can provide operators with up-to-date tools to capture players, including localized marketing channels, access to affiliate partnerships, and acquisition strategies structured around Alberta’s regulatory environment.

Media Troopers is dedicated to providing operators with the resources to grow in new regulated markets, with affiliates positioned as the key to building brand recognition in those markets.

Alberta’s Regulatory Standards

As Alberta shifts from a closed to an open market, it brings new regulations. Operators need to adhere to the province’s licensing, auditing, and advertising standards.

The Alberta government has also reiterated its commitment to responsible gaming, introducing a range of measures to protect players.

As part of these protections, the government partnered with Responsible Gambling Canada, and, through them, operators must achieve and maintain the organization’s RG Check accreditation to ensure platforms are up to date with responsible gambling measures, including gambling help and responsible messaging, among other things.

Those operators who take the new regulations in stride are sure to have the most success in the region.

Alberta’s Position as a Catalyst for iGaming in Canada

Alberta’s transition into a regulated commercial market is sure to be the cornerstone of iGaming in Canada. Following Ontario’s lead and curating its own gaming ecosystem, only time will tell whether other provinces follow suit.

That said, securing Alberta early should be important to operators, as it is already showing signs of becoming a major market in North America.

By: Shmulik Segal Founder and CEO of Media Troopers

As part of a new responsible gaming initiative, the International Gaming Standards Association (IGSA) has welcomed two new Partner Members, Focal Research Consultants and The Responsible Gambling Council, both from Canada.

IGSA President Mark Pace said: “IGSA is excited to welcome our new partners in Responsible Gaming. We are looking to work with organizations that are truly dedicated to doing good in the RG space. There is a lot of time, energy and money being spent in this area and we want to leverage the incredible work being done in an effort to amplify its positive effect.”

Tracy Schrans, Co-Founder and President of Focal Research, said: “We are pleased to partner with IGSA on this important initiative. Drawing on over three decades of applied research, responsible gambling evaluation, and player protection, we look forward to collaborating with IGSA members to advance practical evidence-based industry standards for keeping players safe.”

“Advancing industry standards for player protection depends on collaboration across the full ecosystem. With deep expertise in standards development, applied research, and harm prevention, RGC is pleased to work alongside IGSA members to develop practical, implementable standards that strengthen player protection in meaningful ways,” said Sarah McCarthy, CEO of the Responsible Gambling Council (RGC).

LALIGA North America has announced a multi-year partnership with Polymarket, the world’s largest prediction market, becoming the first European soccer league to do so.

As the Official and Exclusive Prediction Market Partner of LALIGA in the US and Canada, Polymarket will offer LALIGA fans the ability to engage with Spain’s premier soccer league and its stars at an unprecedented level.

“Soccer’s growth, especially in North America, is spearheaded by young, diverse and multicultural audiences who consume the game across multiple screens, so it’s our goal to continue to engage these demographics in new and unique ways. It’s imperative we go beyond traditional engagement efforts in order to bring these audiences closer to the beautiful game than ever before, and we couldn’t think of a better partner than Polymarket to achieve that,” said Boris Gartner, Relevent CEO & Partner.

For LALIGA North America, the partnership with Polymarket is a testament to the long-term investment and growth in the region as a result of the 20-year joint venture between LALIGA and Relevent launched in 2018. Polymarket joins a robust roster of regional partners including Walmart, Lowe’s, McDonald’s, Verizon, Remitly, and Panini, among others.

The multi-year partnership with Polymarket includes premium broadcast visibility, fan-focused digital and social programming, and exclusive fan experiences such as VIP match hospitality and virtual meet-and-greets with LALIGA legends. Polymarket will also receive exclusive rights to use LALIGA and club intellectual property in connection with LALIGA matches.

Through this partnership, LALIGA and Polymarket will collaborate to establish a responsible and transparent framework that promotes innovative fan participation while upholding the highest standards of sporting integrity, leveraging Polymarket’s recently announced next-generation sports integrity platform launched in partnership with Palantir Technologies and TWG AI.

“Our goal is to give fans a more expressive way to follow the game, where opinions on players, matches, and season outcomes can be reflected in real time. Partnering with LALIGA brings that level of interaction to one of the most passionate global fanbases and introduces a new, more dynamic way for North American audiences to engage with the league,” said Shayne Coplan, Founder and CEO of Polymarket.

Polymarket has rapidly established itself as the prediction market partner of choice for major sports leagues, having announced partnerships with MLB, NHL, UFC, and MLS, which includes serving as the exclusive and official prediction market for MLS Cup, MLS All-Star, and Leagues Cup.