Even before the iGaming Alberta Act (Bill 48) hit the legislative floor, the global iGaming industry had its eyes on the western province. Mainly fueled by the successful launch of the Ontario iGaming market in April 2022, attention has increasingly turned to other Canadian provinces, with Alberta emerging as a goldmine of untapped potential.
And for game suppliers, the stakes are just as high.
Alberta’s Current iGaming Landscape From a Game Supplier’s Perspective
While Alberta’s land-based casino scene is brimming with activity, thanks to the 25+ physical casinos spread out across its cities and towns, Play Alberta remains the only iGaming destination for Albertans. As the only crown-owned platform, this gambling site features 1,000+ games from 11+ game providers including Aristocrat Interactive, Pollard Banknote Studio Games, NeoGames, NetEnt, IGT, Red Tiger, Inspired, High 5, and many more.
Commenting on Play Alberta being the first Canadian iGaming site to offer Aristocrat Interactive games, AGLC’s executive vice president of business development, Steve Lautischer, said:
“Adding another world-renowned games provider to PlayAlberta.ca only helps bolster entertainment offerings for our players. Aristocrat Gaming has an established presence globally and bringing their features to Alberta will continue to enhance the province’s only regulated gambling website while encouraging Albertans to use a safe-and-secure iGaming destination.”
While it’s true that Aristocrat Interactive and the other providers continue to add exciting new games to Play Alberta’s catalogue, a significant number of Albertans continue to play casino games at offshore sites. According to numbers revealed by H2 Gambling Capital, the government-run site only accounts for only 45% of the province’s online gambling market, with some speculating the numbers could be as low as 22.7%.
Reasons for this: Offshore casino sites offer more flexibility in game types and payment options. It’s more likely for Albertans to find their favorite casino games on offshore sites than on PlayAlberta.ca.
Global iGaming Providers Eager to Jump into Alberta’s iGaming Market
As plans are underway to launch Alberta’s iGaming market to private operators, iGaming giants like BetMGM and Jackpot City have already started preparing their debut in the western province. And with them, industry heavyweights such as Games Global, Evolution Gaming, Novomatic, Pragmatic Play, and Hacksaw Gaming, among others, are also laying the groundwork to bring exciting, safe, and dynamic ways for Albertans to enjoy one of their favorite pastimes.
Given their longstanding track record in other regulated iGaming markets, these providers are geared for success in Alberta. Evolution, for example, dominates the live casino segment in Ontario and across Europe, while Pragmatic Play’s slots and live dealer games are consistently among the most played globally.
Further, Novomatic has decades of land-based experience alongside a loyal Canadian following, while Games Global has already made a name for itself by acquiring Microgaming’s massive portfolio. And for mobile-native players, Hacksaw Gaming and Playtech are known for their innovative mobile-first titles that appeal to younger demographics.
Analysts say Alberta’s combination of a strong regulatory framework and a market that wants alternatives to offshore sites is the perfect environment for these global studios to flourish. Their global expertise, compliance readiness, and proven ability to localise content gives them a clear advantage as the province gets ready to launch its regulated iGaming market.
What This Means for North American and Other Local Studios
Besides industry leaders like Big Time Gaming and No Limit City, Canadian and other North American iGaming suppliers are equally positioned for success in Alberta. Ontario-based NorthStar Gaming and Bragg Gaming Group have already navigated the Canadian regulatory environment, giving them a big home-field advantage. Both have shown they can tailor content to local audiences, a factor that could help them with Albertans.
Another unique Alberta factor is the potential for partnerships with First Nations operators, who will play a big part in the shaping of the market. Local or smaller suppliers that align with indigenous communities may get early access and a niche advantage through culturally relevant content and regional branding.
With Canadian firms and North American players ready to compete, Alberta’s iGaming market may not be all about the global giants — local gaming studios are just as important.
Lessons From Ontario
Ontario’s iGaming market, launched in April 2022, is the gold standard for other Canadian provinces looking to regulate online gambling, including Alberta. In just two years, it’s attracted dozens of international and local studios with Evolution Gaming, Pragmatic Play, Playtech, Light & Wonder, IGT, Aristocrat and Betsoft being among the big winners. Evolution quickly took the live dealer segment by storm while Pragmatic Play and Light & Wonder solidified their positions with extensive slot portfolios and cross-platform integrations.
Several trends have emerged from Ontario’s success stories. Slot games are the most played products, driving most of the operator revenue, but live casino games – particularly blackjack, roulette and baccarat – have grown in popularity thanks to Evolution Gaming and Pragmatic Play Live growing list of offerings.
Mobile has been another clear driver with suppliers optimising content for on-the-go play. Local content, such as Canadian sports-themed casino games, has also resonated strongly with players and proved that cultural relevance can be just as important as technical innovation.
For Alberta, the message is clear. Analysts expect similar player preferences for slots and live dealer games. But note that Alberta’s market may be more focused on partnerships with First Nations operators and regional branding. Likewise, game studios that can adapt global portfolios to local tastes and ensure compliance will be the early winners.
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