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More online gambling advertisements are coming to Alberta. The news comes following a May 4 update to Google’s Gambling and Games policy, allowing platforms authorized by Alberta Gaming, Liquor, and Cannabis (AGLC) to launch brand awareness campaigns in the province.
With just over two months remaining before the Alberta iGaming market officially goes live on July 13, 28 casino operators have submitted a registration request.
Sports Betting, Casino, & Lottery All Allowed
Google’s advertising update applies to all major gaming verticals in Alberta. Registered lotteries, sports betting platforms, online casinos, and fantasy sports operators are now eligible for Google certification. If approved, these companies will be able to use ad-spend on Google search, YouTube, and Gmail.
Given strict regulation around bonus inducement language in advertising, platforms are only allowed to launch brand awareness campaigns.
Google’s commitment to compliance was reaffirmed in the May 4 policy update:
In alignment with the province’s current regulatory transition, only brand awareness campaigns are permitted until such time as additional promotional activities are legally permissible. Campaigns must be strictly geo-restricted to the Alberta region.
Expect to see a lot of “App X is Coming Soon” or “Site X Launching in Alberta” advertisements. Instead of focusing on winning money, brands will likely try to differentiate on factors such as technology and user experience.
Pre-Registration & the July 13 Launch
Below is a full list of the 28 iGaming operators who have registered with the AGLC. Of these platforms, Caesars Sportsbook and Casino, Caesars Palace Casino, Horseshoe Casino, PointsBet, BetRivers, and theScore Bet are the only ones offering any sort of pre-registration opportunities.
| iGaming - Operator | Address |
|---|---|
| 2786638 Alberta Inc. (BET99) | THORNHILL, ONTARIO |
| American Wagering, Inc. (Caesars Sportsbook/Palace/Horseshoe) | LAS VEGAS, NEVADA |
| Bally's Canada, Inc. (BallyBet Sportsbook and Casino) | PROVIDENCE, RHODE ISLAND |
| Bally's Canada, Inc. (Monopoly Casino & Sportsbook) | PROVIDENCE, RHODE ISLAND |
| BetMGM (BetMGM Canada Inc.) | TORONTO, ONTARIO |
| Betty Gaming CA Ltd. (Betty.ca) | TORONTO, ONTARIO |
| BV (Canada) Limited (BetVictor) | GIBRALTER |
| Cadtree Limited (Grizzly's Quest) | LA CORVEE, GUERNSEY |
| Cadtree Limited (JackpotCity) | LA CORVEE, GUERNSEY |
| Cadtree Limited (Royal Vegas) | LA CORVEE, GUERNSEY |
| Cadtree Limited (Ruby Fortune) | LA CORVEE, GUERNSEY |
| Cadtree Limited (Spin Casino) | LA CORVEE, GUERNSEY |
| Cadway Limited (Betway) | LA CORVEE, GUERNSEY |
| CasinoTime Inc. (CasinoTime.ca) | KINGSTON, ONTARIO |
| Crown DK CAN Ltd. (DraftKings) | BOSTON, MASSACHUSETTS |
| ElectraWorks Maple Limited (Partycasino) | LONDON, ENGLAND |
| ElectraWorks Maple Limited (Sports Interaction) | LONDON, ENGLAND |
| FanDuel Canada ULC (FanDuel Casino) | CALGARY, ALBERTA |
| GNOG CAN Ltd. (Golden Nugget Online Gaming) | BOSTON, MASSACHUSETTS |
| Goldrush Alberta Limited (Betnova) | EDMONTON, ALBERTA |
| Hillside (International Gaming + Sports) (bet365) | MALTA |
| L7 Entertainment Limited (Lucky Days) | ST JULIANS, MALTA |
| Pala Interactive Canada, Inc. | LAS VEGAS, NEVADA |
| Play Alberta | ST. ALBERT, ALBERTA |
| PointsBet (PointsBet Canada Operations 1 Inc.) | TORONTO, ONTARIO |
| Pure Casino Entertainment LP (Indigenous Gaming Partners Inc) | EDMONTON, ALBERTA |
| River Cree iGaming | ENOCH, ALBERTA |
| Rush Street Interactive Canada ULC (BetRivers) | CHICAGO, ILLINOIS |
| theScore Bet (Score Media and Gaming Inc.) | TORONTO, ONTARIO |
| Albertix Gaming Limited (ToonieBet) | MRIEHEL, MALTA |
All wagering activity with the aforementioned platforms is restricted until the formal July 13 launch date.
Athletes Banned From Gambling Ads in Alberta
Following Ontario’s lead, Alberta has implemented a strict ban on the use of active or retired professional athletes in gambling advertisements. Under the AGLC Standards for Internet Gaming, the only exception to this ban is responsible gambling (RG) messaging.
On top of the athlete ban, provincial regulations allow the AGLC to amend or remove any ad “in the interest of ensuring integrity and social responsibility in advertising in relation to iGaming activity.”
