Alberta’s iGaming launch sets new national benchmark
With Alberta’s regulated iGaming market now in its second week, this marks a historical milestone for the province as well as for the country’s gambling industry. 18 companies and 23 websites have been operating since then, including the provincial Play Alberta platform, generating significant buzz among operators, regulators, and consumers alike.
At the centre of this transformation is Dan Keene, CEO of the Alberta iGaming Corporation (AIGC). Speaking on the Gaming News Canada Show, Keene reflected on the whirlwind of activity leading up to the 13 July launch and the responsibilities that lie ahead.
From build to operations
Keene described the transition from months of preparation to the realities of live operations: “It’s like a new chapter where you transition from the build and consultation into the operations side of things… it takes a tremendous team effort.”
That effort involved close collaboration with the Alberta Gaming, Liquor and Cannabis Commission (AGLC), operators, and technology partners to ensure compliance with provincial law, including geofencing, anti-money laundering systems, and privacy protections.
Last week’s launch included press conferences, receptions, and even a symbolic first bet placed by Minister Dale Nally, recorded at 12:04 am. But Keene shed light that opening day was only the start: “We built the car, but now we’ve got to drive the car. The real work begins.” This sentiment echoed AIGC Chair Sanjeev Khad’s reminder that success will be measured not by launch day, but by building long-term confidence in the market.
Strong operator response
Alberta’s debut saw more operators go live than Ontario’s 2022 launch, underscoring the province’s appeal. With low provincial taxes, high disposable income, and strong demographics, Alberta is viewed as a business-friendly environment. Keene predicted the number of operators could nearly double by October, provided they meet compliance requirements.
Beyond market growth, Keene stressed the importance of responsible gambling measures. Alberta introduced a centralised self-exclusion programme on day one, a feature that took Ontario four years to implement. AIGC has also partnered with organisations such as the Responsible Gambling Council and 211 Alberta to provide tools, treatment, and recovery support.
“It’s not just important. It’s foundational,” Keene said of self-exclusion. “We want Albertans to see our logo and know they’re playing on a site with integrity measures and protections in place.”
Advertising and regulation
Asked about the ongoing federal debates over sports betting advertising, Keene admitted the scrutiny yet defended Alberta’s procedure: “Online gambling isn’t new to Alberta… we’re here to channelise and put standards and regulations around it.”
Operators are also required to submit guardrail tools, including removing self-excluded registrants from marketing lists and abiding by strict advertising standards. AIGC continues to maintain full audit rights to enforce compliance.
Looking ahead
Keene ended the conversation by stressing that Alberta’s gaming market must remain progressive. It needs to adapt to new mechanics like prediction markets and “buy-a-bonus” games. He noted that the aim is to always safeguard Albertans while fostering a competitive and healthy industry, setting a benchmark for future regulated markets across the country.
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