
Play Alberta and the CFL’s Edmonton Elks on May 15 announced a multi-year partnership deal to become the Elks’ official sports betting partner. Under the agreement, the Commonwealth Stadium will be renamed the Play Alberta Field, anchoring the platform’s visibility during all Elks home games.
This deal is just one of the many partnerships that Play Alberta has made in the recent months. With a regulated iGaming market expected to launch in the province within the first few months of 2026, these agreements highlight Play Alberta’s efforts to strengthen its presence within the province and build loyalty among Albertans
“We couldn’t be more excited to welcome Play Alberta to the Elks family,” says Edmonton Elks CEO & President Chris Morris. “This partnership is about more than just putting a name on the field – it’s about building something meaningful for our fans and our community. Play Alberta is an Alberta-based organization that shares our values and our commitment to giving back. Together, we’re creating new ways for fans to connect with our team and experience the game day atmosphere in a whole new way.”
Inside Play Alberta’s Growing List of Partnerships
PlayAlberta has been adding to its list of partners as the iGaming landscape is soon to become more competitive.
Apart from its multi-year deal with the CFL’s Edmonton Elks, PlayAlberta has also extended its agreement with Calgary Sports and Entertainment Corporation (CSEC), the ownership group behind the Calgary Flames, Calgary Stampeders, and Calgary Roughnecks in 2024. That deal makes PlayAlberta the official online casino and sportsbook for CSEC teams, further embedding the platform into Alberta’s professional sports landscape.
Commenting on the extended Play Alberta/CSEC partnership, Robert Hayes, CSEC President and CEO, said: “Through GameSense, our partnership with Play Alberta equips our fans with the knowledge required if they wish to participate in gaming while they support their home team. We are both proud and excited to extend our relationship with Play Alberta that makes cheering for our teams that much more fun while also generating revenue to support the quality of life for Albertans.”
On the tech side, PlayAlberta recently partnered with Aristocrat Interactive, a global gaming systems and content supplier. The deal is to strengthen the platform’s digital infrastructure, upgrade the platform’s online casino, and improve the overall user experience.
“Adding another world-renowned games provider to PlayAlberta.ca only helps bolster entertainment offerings for our players,” says AGLC Executive Vice President of Business Development Steve Lautischer. “Aristocrat Gaming has an established presence globally and the convergence of Aristocrat content through Aristocrat Interactive in Alberta will continue to make the province’s only regulated gambling website a best-in-class iGaming destination. We look forward to building a relationship that benefits both Aristocrat and all players on PlayAlberta.ca.”
Together, these partnerships show the Alberta Gaming, Liquor and Cannabis Commission (AGLC) is positioning PlayAlberta as a strong homegrown competitor ahead of the province’s expected move to a commercialized iGaming market in 2026.
How These Partnerships Fit Into Play Alberta’s Strategy
PlayAlberta’s recent deals aren’t just about visibility. They’re part of a bigger plan to get the platform ready for Alberta’s commercial iGaming launch in 2026. By partnering with sports teams like the Edmonton Elks and CSEC, PlayAlberta is getting into the province’s DNA where loyalty runs deep. These partnerships will make PlayAlberta the “home team” in gambling, a play that will resonate with players when private operators hit the market.
From the tech side, the Aristocrat Interactive deal is about modernization. By upgrading the digital infrastructure and expanding the casino offerings, PlayAlberta is addressing the user experience blind spots that have sent players offshore.
Together, this is a clear roadmap: build trust through local partnerships, improve tech to compete with international platforms, and promote brand awareness before the province opens the door to competition.
What Comes Next
Alberta’s online gambling market is at a drastic turning point. With Bill 48 in place for a commercial iGaming framework, the province anticipates launching a competitive market by 2026. That means PlayAlberta’s monopoly is temporary and these partnerships are just a warm-up for the big leagues.
Alberta will follow the Ontario model, where dozens of private operators are licensed to compete with the government-run Ontario Lottery and Gaming Corp. Since that market opened in 2022, Ontario has captured over 86% of online gambling activity within regulated channels. Alberta will try to do the same, but on a smaller scale given its population.
For PlayAlberta, the question is: Will their tech upgrades and high-profile sponsorships be enough to maintain player trust when international brands enter the province?
Offshore operators are deeply entrenched, and brand loyalty can’t shift overnight. Everyone in the gaming industry will be watching to see if Alberta’s regulatory shift delivers a safer, more competitive market while keeping more gambling revenue within province lines.