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Alberta’s soon-to-launch regulated iGaming market currently has dozens of operators on one side, each preparing their pitches to bring in new customers, and players on the other, perusing the catalogue of options before deciding which brands will earn their business come July 13 and beyond.
Several major operators have already put dents in their marketing budgets, prioritizing visibility in anticipation of what will surely be a fierce customer acquisition competition.
While the early stages of the battle will likely be defined by visibility, pre-existing brand recognition, and an enticing slate of welcome bonuses, the campaign for sustainable market share often boils down to how effectively a brand retains its customers.
The scenario is no different for Alberta online casinos and sportsbooks.
Loyalty Programs Done Right Add Value
Not all online operators offer loyalty programs, and sometimes, even the ones that do don’t make it a worthwhile perk for customers.
The brands with enticing loyalty programs, however, can gain a significant leg up on their contemporaries in the customer retention department.
As one of the most popular retention tools, loyalty rewards systems provide benefits based on player activity, including cashback offers, exclusive promotions, tournament access, and loyalty points that can be redeemed for both casino and non-casino rewards (e.g., hotel stays, flights, concert tickets).
For operators, the goal is to reward engagement and encourage long-term activity rather than simply incentivize a first deposit. For players, loyalty programs create additional value beyond casino games and betting markets themselves.
A brand’s loyalty structure, for example Caesars or BetMGM, is fundamentally the same across legal iGaming jurisdictions. So, Albertans shouldn’t expect something unique or drastically different from what’s available elsewhere, but they remain a welcome addition nonetheless.
There’s More to Relationship Management than Managing Relationships
Customer relationship management, popularly known as CRM, is a core principle of every modern business – iGaming companies included.
In an online gambling setting, the CRM approach involves studying the appropriate player data to deliver more personalized offers based on individual preferences and betting behaviours.
For example, a player who primarily wagers on baseball may see more offers or promotions tied to the MLB season, while casino-focused players may be offered occasional free spins or tournament invitations.
This type of retention strategy commonly reveals itself through emails, push notifications, and in-app messaging.
What’s important, though, is that players in Alberta need to opt-in to receiving any direct promotional materials from operators, who must provide an easily accessible option to opt-out at any time, per Alberta Gaming, Liquor & Cannabis’ (AGLC) iGaming standards.
Cross-Selling: The Bridge Between Sportsbook and Casino
When an operator brands itself as a “sportsbook and casino,” it’s not just doing so for fun; it wants customers to use all of its products.
That only works if the brand makes the proposition worth the customer’s while.
Knowing this, iGaming companies devote significant resources to cross-selling opportunities between sportsbook, online casino, poker, and other verticals.
For example, a sports bettor may receive promotional materials for casino gaming during quieter periods on the sports calendar. In the same vein, brands may direct promotions connected to Alberta sports betting markets (e.g., Super Bowl/NFL season, World Cup, March Madness) to casino-first players.
If successful, cross-selling helps expand the scope of a customer’s wagering activity, reducing reliance on a single product. From the player’s perspective, if delivered appropriately, it creates a more comprehensive online gambling experience within a single ecosystem.
That said, cross-selling only works for the company if it works for the customer first.
You Can’t Put a Price on Positive User Experience
Visibility and brand recognition aside, the most common feature among successful iGaming brands is a positive user experience.
Bells and whistles only return value if they enhance the core product offering, not if they are the core product offering.
In such a competitive landscape with nearly 50 approved operators waiting to enter Alberta, players expect high-quality platforms with intuitive navigation, competitive odds, responsive customer support, and fast payouts.
Mobile performance is especially important, as a growing share of online wagering takes place on smartphones and tablets. In particular, about 93.4% of Albertans own a smartphone, placing a premium on mobile optimization.
The expectation, at least early on, is that the brands entering Alberta with proven infrastructure and a refined user experience already in place will be best positioned to succeed.
Retention Separates the Best From the Rest Long Term
While the race to attract new players has already begun, the battle for market share will not end once those initial registrations have been secured.
Over time, the brands that rise to the top will have performed well in several key areas, but the ones that provide players with enough reasons to keep coming back will ultimately have set the example for their competitors to follow.
