Alberta’s Online Betting Market Draws 32 Operators Before Launch

It’s set: Alberta will launch its regulated online gambling market on July 13, 2026, bringing about a significant shift in the way the Canadian province tackles the activity. 

As expected, dozens of major operators, including DraftKings and PointsBet have already expressed their intention to enter the market.

DraftKings said it plans to offer both sports betting and online casino games, with the launch expected to coincide with the upcoming FIFA World Cup, which will be hosted across North America.

“Responsible Operators Committed to Player Safety”

Service Alberta Minister Dale Nally said it is encouraging to see interest from well-established companies, including theScore, particularly those willing to operate under stricter rules.

“It is exciting to see that company, along with another online gambling provider, theScore, express interest in joining the market and being ‘responsible operators.’”

The province has been working on the online gambling framework since last year, updating legislation to allow private operators to legally offer online betting services. So far, 32 groups have applied to join the market, and 20 have already paid the required $150,000 deposit.

“I would say that those 20 companies are committed to player safety, and that’s good news,” Nally said.

Focus on Responsible Play

An essential part of the new system regards tightening rules around advertising. Companies will need to ensure their marketing does not target minors, and current professional athletes will not be allowed to promote gambling. 

However, former athletes may appear in campaigns that focus on responsible play.

Officials say the changes are also meant to address the large unregulated sector, often described as a grey market, which is believed to account for about 70% of online gambling activity in Alberta.

When asked about potential revenue, Nally confirmed the province will tax operators but stressed that safety remains the priority.

“If there was a red button that I could push that would stop online gambling, I would push that button. But it doesn’t exist,” he said.

He added that the province must choose between ignoring the issue or putting safeguards in place.If all goes according to plan in July, Alberta will become the second province in Canada to introduce a regulated online gambling system, following Ontario, which launched a similar model in 2022.