DAZN Bet Among Newest Additions to Alberta Online Gambling Market

^{DAZN is one of the latest popular sports media brands to join the iGaming marketplace in Alberta. (Photo: Koshiro K / Alamy)}

Alberta’s upcoming regulated commercial online gambling marketplace continues to attract operators, with four more having joined the growing list of licensed companies on Friday, May 29.

In an update provided by Alberta Gaming, Liquor and Cannabis (AGLC), four online casino content suppliers were also added to the provincial list of gaming registrations, which includes providers of various types that will be in the Alberta market when its regulated iGaming scheme goes live on July 13.

The latest update brings the list of iGaming operators eligible for Alberta’s launch to 35. 

Streaming Powerhouse Jumping into Canadian iGaming Markets

The biggest name on the list is one that Canadians may not be familiar with as a sports betting firm.

DAZN Bet, a joint venture between the DAZN Group and the Pragmatic Group, offers betting across markets in Spain, Germany, and the UK. While it has yet to launch any gambling services in North America, customers on this side of the pond know DAZN for its sports streaming, including its well-known offerings for combat sports and soccer. In Canada, it also has broadcast rights to games in the NFL, MLB, and the Canadian Football League.

DAZN Bet has leveraged its extensive sports streaming library for sports betting in European markets, where it often lets users bet on matches while watching the event live through the same service.

“In a way, we are almost a little bit of a different beast in the standard of online betting companies, because we’re coming in as a broadcaster,” DAZN Group CEO Shay Segev said during the 2025 International Casino Exhibition (ICE) in Barcelona. “When you go to DAZN, you go because you like sports. If you want to bet, it’s completely optional.”

Now, DAZN Bet is prepared to bring that combination to at least two markets in Canada. In January, DAZN secured online sports betting and iGaming licenses in Ontario. And though it has yet to launch in the province, the approval in Alberta will now give it two major markets to target when it does go live.

Other iGaming operators added to the Alberta market in the latest round of updates include Luxury Casino and Delta Casino, both of which are already live in Ontario, and Vegas Club Casino, which doesn’t yet have a presence in a regulated Canadian market.

Alberta Hopes to Replicate Ontario’s Success

When Alberta launches this summer, it hopes to mirror Ontario's success in adopting a broader regulated commercial iGaming landscape. Currently, Alberta operates only one regulated online gambling site: PlayAlberta, which offers casino, sportsbook, and lottery services controlled by the AGLC.

While PlayAlberta generated about $270 million in revenue for the province in 2025, that amounted to only about 30% of the estimated market for Alberta online casinos, with unregulated gray market operators taking the rest of the business.

The hope is that bringing many of the top operators over to a regulated, licensed market will capture more of that revenue for the provincial government. Ontario saw that happen, with 91% of Ontarians saying they did at least some of their iGaming on regulated sites in the province in a 2026 Ipsos study.