Despite 52 distinct sports and iGaming brands being registered with AGLC, just 20 are open for business following Monday's market launch. (Image: Christopher Price/Alamy)
Alberta's long-awaited iGaming market is finally live, meaning local players and visitors to the province can now legally play at some of the biggest brands in online gambling.
On Monday, July 13, around 20 different brands began accepting bets, having registered with Alberta Gaming, Liquor and Cannabis (AGLC) and signed a commercial agreement with the Alberta iGaming Corporation (AiGC).
On its official list of approved iGaming operators, the AiGC lists 22 different gambling sites as now active in Alberta, but as it counts bet365's and FanDuel's sportsbook and online casino products as separate entities, the actual number of consumer-facing brands available to choose from is closer to 20.
However, while the likes of DraftKings Alberta, FanDuel Alberta, bet365 Alberta and BetMGM Alberta were all ready and willing to accept wagers from launch day, the majority of AGLC-registered operators have yet to launch in Alberta.
Of the 52 sports and iGaming brands currently listed on the AGLC's website as registered, 31 remain on the sidelines yet to declare themselves open for business.
One other site, Play Alberta, is currently active but not mentioned on AiGC's approved iGaming operator list as it's the provincial government-run site that has operated in Alberta since October 2020, and previously served as the only regulated gambling site in Alberta.
A prominent fixture on the advertising hoardings at the FIFA World Cup, due to its position as "Official Tournament Supporter," global sports betting brand Betano is arguably the highest profile operator yet to take to the field in Alberta.
Its late arrival is unsurprising though, given the Kaizen Gaming-owned product was added to the list of registered operators on Friday, July 10, one business day before market launch.
888, one of the oldest names in online gambling, has also yet to open its digital doors to poker and casino players in Alberta, while partycasino, another site with a rich history in both Canada's grey market and Ontario's regulated one, is so far sitting out.
Of all the online casino and sports betting brands yet to launch in Alberta, Malta-based Apollo Entertainment Limited owns nearly a quarter, having so far not accepted any new Alberta players across any of its seven brands.
These are Captain Cooks Casino, Casino Classic, Golden Tiger Casino, Grand Mondial Casino, Luxury Casino, Yukon Gold Casino and Zodiac Casino.
Channel Islands-based Cadtree Limited hasn't yet launched any of its four registered brands in Alberta either.
Notably, a fifth Cadtree brand, the cartoon bear and moose-themed Grizzly's Quest, was pulled from Alberta's registry entirely before it could launch, seemingly falling foul of AGLC's rules barring cartoon figures likely to appeal to minors from iGaming branding and advertising.
Well known to Canadian gamblers both inside and outside of Ontario, Cadtree's JackpotCity, Royal Vegas, Ruby Fortune and Spin Casino have been accepting Canadian players for years.
It's expected that all current AGLC-registered online casinos and sportsbooks will launch over the coming weeks and months, with some in the industry suggesting a September timeline could be realistic, given summer is often considered a quieter seasonal stretch for player activity.
Although some iGaming operators had planned to miss Alberta's opening day, some have opted out of the province's new market entirely.
MGM Resorts International's LeoVegas, a prominent fixture of the Ontario online casino scene since 2022, recently announced that it won't be coming to Alberta's newly regulated iGaming market to fully focus on growing its existing business in Ontario.
However, it didn't explicitly rule out entering Alberta at a much later date.
Prior to Alberta's market launch, it had accepted players from Alberta via its international site.
Coolbet, which also operates within Canada's "grey market" and has accepted players from Alberta for many years, also announced it wouldn't be seeking a local licence.
Coolbet has previously operated within Ontario's iGaming market, but pulled the plug on its Ontario site back in 2023 due to stiff competition, saying it was unable to compete against major operators offering substantially better promotions and offers.
Albertans who have an account with Coolbet have until August 31 to withdraw any remaining balance on their account.
To operate an online casino in Alberta's regulated iGaming market, operators must pay a $50,000 one-time application fee and a $150,000 annual registration fee to AGLC.
Grey market operators were required to complete their AGLC registration and stop accepting Alberta bets through their international portals by July 13, the same date the regulated market opened, whether or not they were ready to launch under the new framework on day one.
In a recent interview with Casinos.com, AiGC CEO Dan Keene was clear that the door is always open for grey market sites to join Alberta's regulated market.
"Knock on the door of AGLC, and then come see us at AiGC. Alberta is a tremendously positive economic engine for Canada with high disposable income and a very business-friendly environment. If folks want to operate in the open, regulated space, we welcome the conversation."
So Albertan players may well have even more options to choose from over the coming months and years.
By contrast, Ontario launched its iGaming market back in April 2022 with around a dozen operators on day one, but now stands at 47 operators hosting 81 different gaming websites.
The Alberta online casinos and sportsbooks that are currently active and taking bets are:
Gaming brands registered with AGLC but not currently taking bets are:
Shane Donnelly is an experienced journalist, writer, and editor who has been working in the online gambling ecosystem for seven years, and the media industry in general for well over a decade. Specializing in the Canadian market, Shane keeps a keen eye on industry trends, market movements, and innovations in gaming tech, always with player welfare at the forefront of his mind. When not staying on top of the latest iGaming developments, he can be found playing water polo with his local team, where he struggles to stay afloat.
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