NOVOMATIC’s Digital Gaming and Entertainment division’s Greentube is now operational in Alberta, marking a significant milestone as it continues its expansion in North America. Greentube’s launch aligns with Alberta’s latest decision to open its iGaming market, which opens new opportunities for suppliers in the region.
Alberta’s market potential
The newly regulated iGaming sector in Alberta is projected to generate between CAD 1.2 billion ($850 million) in its first year and up to CAD 1.5 billion ($1.06 billion) annually by year ten. With high gambling participation per adult and strong income levels, the province is expected to outperform Ontario on a per-capita basis, according to industry reports.
Before regulation, an estimated 70–88 per cent of Alberta’s online gambling activity was unregulated. The new framework aims to quickly recapture this demand. Online casino products are forecast to dominate, accounting for 72 per cent of gross gaming revenue (GGR) at maturity, surpassing sports betting.
Alberta’s regulated market enforces one of Canada’s strictest responsible gambling standards. Operators must integrate a centralised self-exclusion system, provide player tools for setting limits, and allocate 1 percent of GGR to social responsibility programmes.
End of monopoly
Now the second province in the country to adopt an open iGaming framework, Alberta’s latest move ends the long-standing monopoly previously held by Play Alberta. Still, oversight remains with the Alberta Gaming, Liquor and Cannabis (AGLC), which enforces rigorous procedures before granting operator registration.
Moreover, Alberta has established a dual structure. The AGLC oversees regulation and compliance. Meanwhile, the Alberta iGaming Corporation (AiGC) manages commercial agreements and financial oversight.
Operators must also abide by Alberta’s Personal Information Protection Act (PIPA) for player data. Their responsibilities for AML and Know Your Customer (KYC) are enforced both by AGLC and AiGC, with reporting to FINTRAC, Canada’s financial intelligence unit, which detects and prevents money laundering and terrorist financing.
Nearly 60 gaming system providers and 14 platform providers have registered, including Evolution Gaming, Pragmatic Play, Play’n GO, Playtech, Blueprint Gaming, Push Gaming, Hacksaw Gaming, IGT, and Konami. This ensures a wide variety of slots, live dealer games, and instant-win products, according to PlayCanada.
Strengthening presence in Canada
Since 2022, Greentube has been present in Canada. Its latest milestone highlights its commitment to expand further across North America. Other partnerships include New Jersey and Ontario, underscoring its growing footprint. Alberta has also set forth a set of guidelines under the Standards and Requirements for Internet Gaming (SRIG). By consenting to the SRIG standards, Greentube positions itself as a trusted supplier in the province.
Curated portfolio for players
Greentube now provides a diverse portfolio, which includes new releases like Piggy Prizes™ Wand of Riches 2™, Rumble Riches™ Haulin’ Gold™, and Firecracker Frenzy™ Money Toad™. They add to the already established favourites like Silver Lux Big Win Spinner, Starlight Jackpots™ Captain’s Catch™, and Charming Lady’s Boom™.
The company has also revealed its iterative mechanics, jackpot-driven frameworks, and “Buy Bonus” options to balance familiarity with evolving player demand.
Industry perspective
David Bolas, Commercial Director at Greentube, highlighted the importance of the Alberta launch: “We welcome the opportunity a new jurisdiction offers and look forward to working with locally licenced operators to introduce our established offering to players in Alberta. With a balanced line-up of new releases and proven performers, we are well placed to offer a compelling experience in the province and support our long-term ambitions in the region.”
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