Alberta Launches Regulated iGaming Market With 22 Platforms to Tackle Black Market

Alberta’s new regulated igaming market launched at midnight today (July 13) with 22 operators going live. Among them was FanDuel, which reported that its very first sportsbook wager in the province was placed on France to qualify for the World Cup final.

Earlier today, Dale Nally, Minister of Service Alberta and Red Tape Reduction of Alberta, and Dan Keene, Chief Executive Officer at the Alberta iGaming Corporation (AiGC), hosted a news conference to launch the regulated igaming market formally.

Market Opens Officially

Speaking at the news conference, Nally defended the launch, saying that roughly 70% of online gambling in Alberta had been taking place through unregulated operators, sites that offered limited or no player protection standards.

“Standing still was not the responsible choice,” said Nally. “Albertans were already gambling. What we’re putting in place today is a regulated market that will put player safety and player responsibility first. 

“It’s also going to ensure that not only do all Albertans who are struggling with problematic gambling behaviors have access to treatment, but the operator will pay for it. That’s the right thing to do,” Nally added.

Safety Drives Expansion

Under the new Alberta regulatory regime, operators must complete a two-step process before going live.

They must first register with the provincial regulator, Alberta Gaming, Liquor and Cannabis (AGLC), and then sign commercial agreements with the AiGC, which conducts and manages the market on behalf of the province.

Overall, 50 operators have initiated registration with the AGLC, paying a one-time $50,000 application fee and a $150,000 annual registration fee per brand.

Service Alberta and Red Tape Reduction Minister Dale Nally stated earlier this month that the government projects $76 million in first-year igaming revenue.

From the gross gaming revenue (GGR), 2% is allocated to First Nations communities, with an additional 1% dedicated to social responsibility and player safety initiatives.

Operators Hit the Ground Running

“Under the unregulated model, igaming money left the province entirely,” said Dan Keene, interim CEO of the AiGC.

With the market now live, operators are moving quickly to capture local players. A FanDuel spokesperson reported that the slot game Huff N’ Even More Puff was the very first casino title played on its platform.

BetRivers was another major platform to go live on day one. Licensed in Ontario since 2022, the brand is bringing its established casino-first approach westward.

“BetRivers has earned its status as one of Canada’s top-rated and most trusted casino apps through App Store ratings and reviews from Ontario players,” said Richard Schwartz, Chief Executive Officer at Rush Street Interactive.

“Alberta is the next step in that story, and we’re ready to deliver the same best-in-class experience from day one as part of our commitment to making BetRivers the casino destination Canadian players choose first,” Schwartz added.

Major Brands & Suppliers Launch

Caesars also went live shortly after midnight local time, debuting a trifecta of digital platforms simultaneously: Caesars Sportsbook & Casino, Caesars Palace Online Casino, and Horseshoe Online Casino.

“This is a defining moment for our digital business as we bring our three separately branded digital platforms online in a jurisdiction for the first time simultaneously,” said Eric Hession, President of Caesars Digital.

“This launch reflects our commitment to delivering premium gaming experiences supported by reliable technology and grounded in responsible gaming,” Hession added.

The first official wager placed on the Caesars Sportsbook app was a symbolic $1 bet on France to defeat Spain in penalties at +1100 odds.

On the supplier side, IGT PlayDigital launched more than 130 games into Alberta’s commercial market, including popular titles like Cash Eruption and Cleopatra, alongside Everi titles like Black Diamond Deluxe.

Meanwhile, Alberta-based Pure Canadian Gaming—which operates four land-based casinos in the province—announced it has applied to launch its own igaming platform.

Revenue, Taxes, and “The Sweet Spot”

The rapid influx of operators is a direct result of the province’s tax strategy. Nally explained that the government ultimately settled on a 20% tax rate on GGR to ensure broad market participation.

“We had to find that sweet spot,” Nally said. “New York State charges a 51% tax rate, and they had four operators go live when their market launched. We have 22, so we know we’re pretty close to getting the tax rate right.

“At the end of the day, this is not about the revenue. This is about channelization. How much of that black market can we channelize into the legal, regulated market?”