Alberta iGaming Regulators Place Strict Rules on Bonus Offers Ahead of July Launch

^{Publicly advertising bonus offers is strictly prohibited according to Alberta's new iGaming regulations. (Photo: Daniren / Alamy)}

Alberta Gaming, Liquor & Cannabis (AGLC) has clarified the rules for bonuses and promotions ahead of the July 13 launch of the province’s regulated iGaming marketplace, cementing exactly what sites can and cannot offer their players.

Under the new provisions, Alberta online casinos and sportsbooks can still offer promotional “inducements” to their users, but are heavily restricted in how and where these bonuses can be presented. Many of the regulations being put in place mirror the approach taken during the launch of Ontario’s multi-operator iGaming market in 2022.

Promotions Restricted to Websites, Apps & Opt-Ins

The AGLC announced these changes beginning with a bulletin released on June 12, which noted changes to certain subsections of its Casino Terms & Conditions and Operating Guidelines. A second update on June 18 formalized the advertising standards for iGaming operators specifically.

Under the new regulations, operators can only offer bonuses, promotions, credits, or other inducements on their own apps and websites, or to customers who have opted in to receiving such offers via direct marketing. Public advertising of bonus offers is prohibited entirely.

These rules apply not only to online gambling providers, but also to Alberta land-based casinos that are working with iGaming partners or offering their own online options. Casino licensees involved in retail sportsbook partnerships will retain 75% of net gaming revenue generated by those operations, according to the AGLC.

The regulations also place clear rules on promotional language. Operators must share clear terms and conditions on all offers, and cannot use the words “free” or “risk-free” unless an offer is truly free or a player does not have to risk their own money, respectively. Promotions cannot involve illegal activities, require a separate gaming license, or claim to increase a player's odds of winning.

The AGLC can also step in at any time and tell an operator to modify or end a promotion to keep players safe and responsible.

These restrictions are in addition to other rules that govern how advertisements can be structured. Celebrities and athletes who are likely to appeal to minors are prohibited from advertisements, as are cartoon figures that might attract children. This could have been why Grizzly's Quest vanished from the AGLC's approved operator list this week. Its Ontario platform features cartoon bears and moose that could conflict with Alberta’s restrictions.

Athletes – including retired athletes – are only permitted to appear in advertisements that promote responsible gambling.

Keene: Responsible Gambling More Than ‘Lip Service’ for Alberta

iGaming companies are also prohibited from making offers or promotions in conjunction with the AGLC’s Winner’s Edge Program. This reward program is a province-wide loyalty scheme in which players can earn points for free play and restaurant discounts, and participate in other contests and promotions.

Responsible gambling has been a key tenet of the Alberta iGaming initiative since its conception. Earlier in June, Alberta iGaming Corporation CEO Dan Keene told Casinos.com that social responsibility was essential when crafting the province’s iGaming framework.

“Alberta is not giving lip service on social responsibility,” Keene said. “It is foundational to what we’re going to deliver in this marketplace. We’re here to ensure operators are doing what they need to do to protect Albertans’ funds and information, and the remind Albertans to play responsibly.”

As of June 19, the AGLC lists 46 registered iGaming operators, including recent additions such as Tooniebet and 888.