At the Canadian Gaming Summit 2024, Alberta’s Minister of Service Alberta and Red Tape Reduction, Dale Nally, signalled that the province planned to follow Ontario’s lead in introducing a regulated iGaming model, allowing private operators to enter the market.
Currently, the only legal way for players to place a regulated online bet in Alberta is through the province’s state-run platform, PlayAlberta. That long-standing status quo, however, is set to change, opening the door to what could become one of Canada’s most commercially attractive new online gambling markets.
Bill 48 will open Alberta’s previously monopolised online gambling landscape, establishing a regulated framework that allows private operators to enter the province and compete for market share.
After passing through Alberta’s Legislature, the bill received Royal Assent (the final stage of a bill being approved in Canada) in May 2025, formally paving the way for a regulated market to exist. However, while the legislation is now in force, the competitive market it enables has not yet launched, with key details around regulation, licensing, and market entry still to be finalised ahead of an expected rollout this year.
For operators in Canada and beyond, this moment represents more than regulatory reform. It signals the early stages of a new market opening, with opportunities for first-movers to shape positioning, partnerships, and long-term strategy as Alberta transitions from legislative intent to live implementation.
Below are five key points operators should understand as the province moves closer to launch.
What Alberta’s Market Looks Like Now
Despite the attention around Bill 48, Alberta’s current online gambling market remains structurally simple. As of January 2026, there is a single provincially regulated online operator: PlayAlberta. No private iGaming operators are licensed, and no competitive market is yet in place.
Alberta is Canada’s fourth-largest province by population and one of its most commercially significant gambling markets. In the 2023–24 fiscal year, gambling generated approximately $1.57 billion in net operating income for the province, underlining the scale of existing demand. Participation levels are also high, with an estimated 64.6% of Albertans aged 15 or over reporting gambling activity in the past year.
Despite strong engagement and enthusiasm for betting, Alberta’s restrictive gaming environment has led many to grey and black market operators, creating an unsafe environment for players and restricting potential income through taxation for Alberta. A 2024 research study estimated that as much as $14 billion Canadian dollars was being spent with grey and black market operators in the country as a whole.
For operators, the significance of Bill 48 is clear. Alberta is not a nascent market, but an established one operating largely outside regulation. The legislation opens a pathway for licensed operators to enter a market where demand is proven, behaviour is entrenched, and the transition to a competitive framework is already underway.
When Will the New Market be Launched?
The short answer is that we don’t know exactly when. Yet.
Prior to the bill receiving Royal Assent in May 2025, Nally said: “More details on key regulations and policies related to revenue, consumer protection and specific social responsibility policies will be shared later this year, following further engagement,” suggesting Alberta will pursue a slow and steady rollout when it comes to regulation.
However, most observers, including our good friend Justin Byers over at SBC Americas, predict that we will see the first instances of a regulated market being launched sometime in Q2 of 2026 (coinciding nicely with SBC Summit Canada).
What Will the Market Look Like?
In his landmark speech announcing the introduction of Alberta’s iGaming model at the Canadian Gaming Summit 2024, Nally made clear that the province intends to take Ontario’s regulated market as its reference point.
“It’s going to be very similar to Ontario, because we’re following their model,” Nally said. “As far as I’m concerned, they built the roadmap. We’ll massage it a little bit, but it’s been inspired by the experience in Ontario. It’s going to be an open and free market.”
That vision is now reflected in how Alberta has structured the framework under Bill 48. The legislation sets out a model in which the Alberta Gaming, Liquor and Cannabis Commission (AGLC) will regulate private operators, while Play Alberta continues to operate as the province’s own platform within a broader competitive environment.
To support that structure, Bill 48 also created the Alberta iGaming Corporation, a new public entity tasked with managing the province’s commercial iGaming framework. This body, which is expected to be formally established in early 2026, will play a central role in overseeing relationships with licensed private operators across online sports betting and casino products, acting as the operational counterpart to the AGLC’s regulatory function. The introduction of this corporation will include a centralized self-exclusion while also requiring the promotion of RG tools and resources.
The finer details, such as licensing fees, technical requirements, and compliance obligations, are expected to be clarified in the coming months. Operators can keep up with developments by following coverage from Canadian Gaming Business.
Which Companies are Expected to Enter the Market?
While no operators have formally confirmed plans to enter Alberta, brands currently licensed in Ontario, such as FanDuel, BetMGM, BetRivers, and theScore Bet, are likely to be among the first to evaluate market entry.
Super Group’s Betway brand, which already operates across Canada, is also expected to feature prominently in discussions around potential entrants.
Alberta’s market will also attract suppliers and platform providers already active in Ontario’s regulated ecosystem. When Ontario launched its iGaming market in 2022, licensed operators were accompanied by payments, platform, and responsible gambling technology providers required to meet provincial compliance standards.
Affiliates are also expected to play a role as the market develops. In Ontario, regulated affiliate partnerships became a central acquisition channel post-launch, helping licensed operators compete with offshore brands while operating within advertising and compliance rules. As Alberta moves toward a similar framework, affiliates with experience in regulated Canadian markets are likely to be among the first partners operators engage as they look to build visibility, trust, and early market share.
With Alberta positioning its framework on a similar model, suppliers and affiliates that have already supported regulated activity in Canada are likely at an advantage when it comes to market entry.
What Operators Should Be Doing Now
Bill 48 is law, but the market isn’t open yet. The smart move at this stage is groundwork. Alberta has signalled that licensing details and regulatory requirements will be released gradually, rather than all at once, meaning operators that have already navigated Ontario’s rollout are likely to be better prepared when applications open.
This is where SBC Summit Canada comes into play. Building on the 28-year legacy of the Canadian Gaming Summit, the event enters a new chapter alongside a market that continues to regulate and evolve.
Here’s how SBC Summit Canada can help operators prepare for launch:
The Show Floor
The exhibition brings together operators, crown corporations, regulators, payment providers, platform suppliers, compliance specialists, marketing partners and affiliates already active in or eyeing Canada.
For operators, this creates an opportunity to assess Alberta-ready solutions, compare vendors, and begin early conversations around market entry, localisation, and launch planning ahead of licensing opening.
Conference Agenda
The conference programme gives operators practical insight into how Alberta’s market is expected to take shape, with sessions focused on regulation, advertising, and acquisition strategy.
Panels such as Alberta, the New Sheriff in Town and Passing the Bill Once Again explore what Bill 48 means in practice, while sessions like Making the Guide for Perfect Advertisement and Chasing the Trend: Utilising Social Media for New Players examine how operators can approach compliant marketing and player acquisition from day one. Together, these discussions help teams refine strategy and prepare operationally ahead of market launch.
Evening Networking Opportunities
With SBC Summit Canada’s Official Opening and Official Networking parties, delegates are able to develop and strengthen connections made on the show floor, whether that’s with a new supplier for your Alberta launch or a budding affiliate partnership.
Ready to attend SBC Summit Canada? Here’s how.
Early Bird VIP Pass – You can secure a VIP Pass for just CA$695 (a saving of CA$300!) until 13 February. VIP Passes give you access to the entire event, including all conference sessions, the show floor, evening networking events, and complimentary breakfast, lunch, and refreshments at the venue.
Expo+ Pass – An Expo+ Pass gains you access to the event’s show floor and all conference sessions for CA$195. This pass does not include complimentary food and drink or access to the event’s evening networking sessions.
Operators and Affiliates are eligible for free VIP Pass tickets.
