Alberta’s new regulated igaming market launched at 12 a.m. Mountain Standard Time today (July 13), with 22 operators going live. That included FanDuel, reporting that its first sportsbook bet was on France to qualify for the World Cup final.
The Calgary Stampeders enter McMahon Stadium before a CFL game against the Hamilton Tiger-Cats in 2018 in Calgary, Alberta. The Alberta igaming market went live today. (Image: Derek Leung/Getty Images)
Earlier today (July 13), Dale Nally, Minister of Service Alberta and Red Tape Reduction of Alberta, and Dan Keene, Chief Executive Officer at Alberta iGaming Corporation (AiGC), hosted a news conference to launch the regulated igaming market formally.
Market Opens Officially
Nally said 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 behaviours have access to treatment, but the operator will pay for it. That’s the right thing to do.”
Safety Drives Expansion
Under the new Alberta regulatory regime, before they can go live, operators must first register with Alberta Gaming, Liquor and Cannabis (AGLC), the provincial regulator, then sign commercial agreements with the AiGC, which is in a conduct and management role on behalf of the province.
Overall, 50 operators have registered with AGLC and paid their fees – a one-time $50,000 application fee and a $150,000 annual registration fee (per brand). Nally said earlier this month that the government projects $76 million in first-year igaming revenue.
Two per cent of Gross Gaming Revenue (GGR) will go to First Nations, with 1% going to social responsibility initiatives.
Operators Hit Ground Running
“Under the unregulated model, igaming money left the province entirely,” said Keene.
A FanDuel spokesperson added that Huff N’ Even More Puff was the first casino played on their platform.
BetRivers was another platform that went live today (July 13).
“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.”
Major Brands Launch
BetRivers has been licensed and operating in Ontario since 2022, taking a casino-first approach.
Caesars went live with its trifecta of online gaming platforms shortly after midnight local time as well – 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. We’re grateful for the continued collaboration of the Alberta iGaming Corporation leading up to this launch.”
Revenue And Tax Strategy
The first official bet in Alberta at Caesars Sportsbook was a $1 wager on France to defeat Spain in penalties (+1100).
On the supplier side, IGT PlayDigital launched more than 130 games into Alberta’s commercial igaming market, including popular titles like Cash Eruption, Cleopatra, Magic Treasures, and Dragon, as well as Everi titles like Black Diamond Deluxe and Cash Machine.
Meanwhile, Pure Canadian Gaming, an Alberta-based company with seven casinos across the province, announced it has applied to bring its own igaming platform to the market.
Nally said that, in the end, the government decided to go with a 20% tax rate on GGR because if they set the tax rate too high, most operators wouldn’t have participated in the market.
Focus On Channelization
“We had to find that sweet spot,” he said. “New York State charges a 51% tax rate, and they had four operators go live when the market launched [in 2022]. 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 the channelization. How much of that black market can we channelize into the legal regulated market?”
