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You can find Betway ads in Alberta. Billboards. Even video screens at gas stations. It’s hard to escape the betting giant’s promotional efforts.
But what a person in Calgary, Edmonton, or Red Deer can’t do is access Betway’s regulated Alberta site, because that doesn’t exist yet.
Betway, part of the Super Group family, is a global betting giant that has been taking bets through its regulated .ca site in Ontario, and from the rest of Canada through its .com entity.
And it’s already advertising its legal Alberta site, though that platform has yet to launch.
Confused? Don’t be.
On July 13, Alberta became the second Canadian province to launch a legalized iGaming market, joining Ontario. Betway was cleared to begin a regulated iGaming operation in Alberta as of launch day.
But it didn’t. And it continues to delay. As of right now, its .ca site was still only taking Ontario players, while others were diverted to its .com address for global players.
Super Group CEO Neal Menashe said Betway’s Alberta launch strategy would see the platform take its time to properly transition from the unregulated grey market to a legitimate, regulated site.
Alberta regulations allow for any site that was up for approval on July 13 to take up to three months to launch, and Betway is using that window.
Betway is an interesting case study; it’s legal and regulated in Ontario. But it also offers itself to other Canadian bettors as an unregulated, offshore site. In its most recent investor update, Super Group reported that, through the second quarter of 2026, revenues from Canadians outside of Ontario were up 11 per cent. Alberta revenues were up eight per cent.
So, even before regulation came to Alberta, Betway’s business was already booming in the province.
And, since receiving pre-approval, Betway is promoting itself heavily in Alberta.
While it can be confusing, it is all legal. The Alberta iGaming Corporation said that pre-approved sites can advertise, even if they haven’t launched yet. Of course, they have to follow the rules.
“‘Coming soon’-style pre-registration advertising is permitted, provided that a responsible gambling message directing individuals to 211 Alberta for support is included,” said AIGC spokesperson Amanda Ash.
The “211” signifies the Alberta crisis hotline.
As well, the following pre-launch conditions must be followed, as per AIGC:
Operators may also allow players to pre-register, as long as no bets are accepted before the go-live date and the operator is in a business relationship with AGLC.
Advertising and marketing materials, including algorithm-based ads, that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct marketing and advertising, after receiving express player consent.
Players must be provided an opt-in process whereby they actively consent to receive any direct advertising and marketing of inducements, bonuses and credits, and must be provided a method, which is easily found, to withdraw their consent at any time, where such marketing and advertising materials are available.
Every regulated iGaming site must display the AiGC Logo, the province’s trust mark, in the footer of every page and link to abigaming.ca. The same requirement extends to social media pages and paid advertising.
While Betway’s strategy is unique, it’s also kind of par for the course for Super Group. In 2024, it stirred a mini controversy when Betway ads were placed on the rink boards at Rogers Place, the home of the Edmonton Oilers, during the Stanley Cup final against the Florida Panthers. At the time, no gambling site other than Play Alberta could operate legitimately in the province.
But Betway had a sponsorship deal with the NHL and knew that the game would be watched by millions of hockey fans around the world. So, the board ads made sense. How did Betway get the publicity and not break Alberta law? The ad urged visitors to go to Betway.net., which was not a gambling site but a branded sports-news site.
