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When Alberta’s iGaming market launches on July 13, PENN Entertainment will arrive with one of the largest product portfolios in the province.
The company has received approval for theScore Bet, theScore Casino, and Hollywood Casino, giving it a sportsbook and two online casinos in Alberta from day one.
While many operators entering Alberta are launching with a single consumer-facing product, PENN will bring three established brands that already operate in regulated markets across Canada and the United States.
Here’s a closer look at what each brand offers and what Alberta players can expect when the market opens.
theScore Bet Arrives With Four Years Of Ontario Experience
theScore Bet serves as PENN’s flagship sportsbook in Canada and will be the company’s sports betting offering in Alberta.
The product launched alongside Ontario’s regulated market in April 2022 and is built directly into theScore app. Instead of functioning as a standalone sportsbook, it sits alongside the scores, news, statistics, and editorial content that made theScore one of Canada’s most recognizable sports media brands.
The sportsbook covers major North American leagues, international competitions and live betting across desktop and mobile devices.
theScore’s long history in Canadian sports media gives the sportsbook a level of familiarity that few competitors can match. PENN highlighted the audience when discussing Alberta during its first-quarter earnings call, with Chief Technology Officer Aaron LaBerge noting the brand’s strong reach within the province.
The sportsbook is powered by PENN’s in-house technology and supported by partnerships that include the Toronto Blue Jays, NHL, PGA Tour, Golf Canada, the Canadian Open, and the CPKC Women’s Open.
theScore Casino Makes First Move Beyond Ontario
theScore Casino represents PENN’s newest consumer brand, and Alberta will be its first expansion beyond Ontario.
Introduced in April 2025, the standalone app was created to give casino players a dedicated experience under theScore banner rather than placing casino content inside a sportsbook product.
At launch, the app featured more than 1,200 games, including slots, table games, live dealer content, and exclusive titles developed by PENN Game Studios. Among them was Blue Jays Blackjack, a title developed through PENN’s relationship with Toronto’s Major League Baseball club.
Customers who already use theScore Bet can move between both products with a single account, creating a connected experience across sports betting and casino gaming.
Hollywood Casino Brings U.S. Experience North
While theScore Casino is built around a Canadian media brand, Hollywood Casino comes from PENN’s casino operations south of the border.
The Hollywood name appears across PENN’s portfolio of land-based properties and has already been established online in jurisdictions such as Pennsylvania, Michigan, New Jersey, West Virginia and Ontario.
Alberta players will find a catalogue that includes slots, blackjack, roulette, baccarat, and live dealer games across desktop and mobile.
Although it shares underlying technology with theScore Casino, Hollywood Casino is positioned as a separate brand with its own rewards program, promotions, and casino-focused identity.
PENN Play Rewards is the company’s loyalty program with approximately 32 million members. The program connects participating online products with PENN’s broader rewards ecosystem and is already available across PENN’s Ontario brands, including theScore Bet and theScore Casino.
Hollywood Casino also includes DropZone Jackpots, a network of progressive jackpots tied to eligible games. The feature is already promoted through Hollywood Casino in existing markets, though PENN has not separately confirmed whether the same jackpot feature will be available in Alberta at launch.
PENN Preparing For Alberta’s July 13 Debut
Few operators are entering Alberta with as many consumer-facing products as PENN.
The company has committed significant resources to the market, with CEO Jay Snowden telling investors that Alberta-related spending is expected to contribute roughly $20 million in losses during 2026 as customer acquisition efforts ramp up.
Those investments will support the rollout of theScore Bet, theScore Casino, and Hollywood Casino when Alberta’s regulated market opens on July 13.
Alberta will become only the second province after Ontario to adopt a competitive regulated online gambling model. Other operators expected to launch include DraftKings, BetMGM, Caesars, bet365, and Golden Nugget.
