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PowerPlay launched in Alberta on July 13, joining roughly 22 operators taking real-money action on day one of the province’s newly regulated iGaming market. While rivals like DraftKings and FanDuel lean on global scale, PowerPlay is leaning the other way, pitching itself as the local option built specifically around Canadian bettors.
The Ontario-licensed operator, regulated there by the AGCO, is now live among the new Alberta online casinos and sportsbooks with both a sportsbook and casino, expanding its regulated footprint to a second province.
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What’s Actually Live
Alberta players 18 and older can now register, deposit, and bet real money on PowerPlay’s combined sportsbook and casino app. The platform carries over its Ontario setup: sports betting across more than 40 categories alongside a casino library of 1,200-plus games and a 24/7 live dealer section.
“July 13’s go-live date is locked, and so are we,” said Bill O’Brien, PowerPlay’s head of sportsbook, ahead of launch. “Our product, compliance, and customer experience have been built with this launch in mind. Alberta players will have a fully live, full-loaded platform from Day 1.”
The Pitch: Local Brand, Not a Global Import
PowerPlay’s Alberta messaging draws a deliberate line against the DraftKings-and-FanDuel end of the market. “We’re not a global brand parachuting into this market chasing a new revenue line,” said marketing director Thomas Vermeulen. “July 13 is when Alberta players get the experience they deserve, from a brand that was built for them.”
It’s a real point of difference on paper. PowerPlay’s sponsorship roster stays close to home, anchored by a partnership with the Ottawa Black Bears of the National Lacrosse League rather than the CFL or NHL deals bigger operators have chased. Whether “built for Canadians” translates into a meaningfully different betting experience, rather than just different marketing copy, is the thing worth watching as Alberta players start comparing apps side by side.
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What’s Inside the App
PowerPlay’s casino catalogue got a content refresh heading into the Alberta launch through a supply deal with Swedish studio Gaming Corps, whose titles include the 3 Pigs slot franchise and Banknote Blitz, an instant-win game built around escalating win-frame multipliers. Gaming Corps also timed a set of World Cup-themed releases, including its Goals to Glory series, to land during the same summer stretch.
On the sportsbook side, PowerPlay covers the standard Canadian mix, NHL, CFL, NFL, NBA, MLB, and soccer, with same-game parlays and live betting built in. That’s a broader menu than a casino-only competitor offers, but it also means PowerPlay is fighting for attention in a launch-day field where nearly every major operator runs the same combined casino-and-sportsbook structure.
Where PowerPlay Sits in a Crowded Field
Alberta’s day-one roster includes global heavyweights (DraftKings, FanDuel, BetMGM, bet365, Caesars) and other operators making similar “we’re different” pitches. PowerPlay’s version of that pitch rests on scale, or the lack of it. It’s a fraction of the size of FanDuel and DraftKings, which combined for more than $13 billion in 2025 revenue, and its promotional footprint in Alberta so far looks lighter than rivals that signed CFL or Grey Cup partnerships ahead of launch.
That’s not automatically a problem. A smaller operator with a sharper focus on Canadian betting habits can carve out a loyal niche without needing DraftKings-level marketing spend. But it does mean PowerPlay’s early Alberta traction will likely come down to product execution and word of mouth rather than brand recognition, since it doesn’t have the built-in awareness some launch-day rivals do.
The Bigger Picture: Alberta’s Opening Weeks
Alberta’s iGaming market lets private operators run online casino and sports betting for the first time outside government-owned PlayAlberta, with officials citing the size of the unregulated market, estimated at roughly 70% of Albertans’ online gambling activity, as the reason for the shift. The AGLC has registered 50+ operators, and the province has projected $76 million in first-year revenue, with operators keeping 80% of gross gaming revenue after 2% goes to First Nations communities and 1% funds social responsibility programs.
For PowerPlay, the next few weeks are really a test of whether its “built for Canadians” positioning holds up once players have a full slate of options to compare it against. A distinct identity matters more in a crowded market than in a two-operator one, and Alberta just became a very crowded market.
