Industry Reels: Alberta's iGaming market launch takes centre stage
The World Cup craze has passed us by, yet the iGaming industry has kept bustling along with constant developments, launches, and partnership announcements. One of the most notable major developments which took place in the week prior was the launch of Alberta’s regulated iGaming market, and this edition of the Industry Reels roundup looks at how a major operator has now stepped into Alberta’s developing landscape.
Launches
Greentube debuts in Alberta’s newly regulated iGaming market
Greentube, NOVOMATIC’s Digital Gaming and Entertainment division, announced that it has gone live in the Canadian province of Alberta alongside the province’s newly regulated iGaming market.
In a statement, Greentube remarked that this launch provides a “significant new opportunity” in North America.
It continued that the Alberta market’s launch marks a key moment for the Canadian iGaming industry, “becoming only the second province to regulate after Ontario, and the open framework officially replacing the long-held monopoly previously held by Play Alberta”.
Greentube stated that this development follows a “rigorous regulatory and technical due diligence process,” as it said that it has secured registration with the Alberta Gaming, Liquor, and Cannabis Commission in order to operate in the province.
It added that this development builds on its established presence in Canada, “where the company has been live in Ontario since 2022, and represents a significant step forward in its continued North American expansion strategy”.
David Bolas, Commercial Director at Greentube, remarked that going live in Alberta with the market’s opening is “an important step for Greentube and reflects the strong momentum we are seeing in Canada”.
iPredicta launches US prediction markets comparison platform
iPredicta has announced the launch of a comparison platform for US prediction markets, which will bring live prices from major markets into one place.
It said that market scoring and alerts will help users to follow price differences and market movements, while guides and explanations will be available to support people who are new to prediction markets.
iPredicta stated that, as a company, it operates through an affiliate model. It continued that users can compare prices on its comparison platform before continuing to a participating exchange to sign up and trade.“At launch, iPredicta tracks dozens of live markets across two venues, with the data updating automatically as markets change,” it said.
It commented that because different prediction markets can price the same outcome differently from each other, “depending on trading volumes and how the market reacts, users often need to check several venues to find the best available price”.
iPredicta’s offering is set to allow them to make those checks through one place, “scoring markets based on liquidity and uncertainty and sending notifications when prices change”.
Charlotte Nimmo, founder of iPredicta, remarked that while prediction markets have grown rapidly over the past year, the information people need when trading on them is “still scattered across different exchanges”. She continued that, because of this, iPredicta was launched so that people would not have to piece everything together across several exchanges to understand what is happening.
“Whether you are well versed in prediction markets or trying them for the first time, iPredicta brings prices and comparisons together in one place, making it easier to follow how markets are changing. It also gives newcomers a clearer way into a category that can look complicated from the outside,” Nimmo concluded.
Partnerships
Playson and Hollywoodbets announce partnership
South African operator Hollywoodbets and Playson have agreed to a partnership which will see a range of Playson’ss releases be integrated by Hollywoodbets through Light & Wonder’s aggregation platform.
Playson described Hollywoodbets as “one of South Africa’s most established betting and gaming brands,” adding that it “has built a strong reputation for delivering premium entertainment experiences across multiple verticals, making it an ideal partner for Playson as the studio continues to expand its reach across regulated markets”.
Playson continued that this collaboration further reinforces its commitment to strategic growth in Africa while also enabling Hollywoodbets to broaden its live games portfolio.
Blanka Homor, Sales Director at Playson, commented that partnering with Hollywoodbets represents an important milestone in Playson’s African growth strategy.
Mr Vegas partners with Reading FC as front-of-shirt sponsor
Immense Group online casino brand Mr Vegas has announced a partnership with English League One team Reading FC which will see the brand feature on the front of Reading’s men’s match-day kits throughout the upcoming 2026/27 season.
Mr Vegas remarked that this partnership “represents a broader investment in audience growth, supporter engagement, and innovative content creation,” as it further spoke of supporter-focused initiatives which are set to be announced throughout the campaign.
It remarked that, “instead of pursuing a conventional sponsorship strategy,” Mr Vegas aligned with Reading’s “ambition to increase its visibility beyond the traditional footprint of a League One football club and build stronger connections through storytelling, digital content, and community engagement”.
This announcement came about in the midst of ongoing discussions surrounding the state of betting sponsorships in English football, though most discussions place the focus on the Premier League.
As of the 2026/27 season, gambling sponsorships will not be permitted on the front of match-day kits in the Premier League. That said, as a League One club, Reading FC is not subject to the ban.
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