UK online casino and sports betting platform, bet365, has successfully registered with the Alberta Gaming, Liquor and Cannabis Commission (AGLC) to provide licensed iGaming services when the province launches its regulated gambling framework on July 13, 2026.
Word comes by way of an update to the AGLC registry, published on May 29, where bet365 joins 31 other iGaming operators expected to enter Alberta next month.
However this number may be even larger as at the SBC Summit Canada, Minister Nally confirmed 37 operators have paid their registration fees and are ready to launch July 13, 2026.
While most operators entering Alberta in mid-July will offer either sportsbook or online casino facilities, the Coates-family-owned platform is set to become one of the platforms supporting both verticals at launch. Other platforms stand to be: Caesars, ToonieBet, TonyBet, Stake, Betway and the government-run Play Alberta.
bet365 is already available in Alberta… but not legally
Unlike Canadian provinces and US states that enforce strict laws against offshore gambling platforms, Alberta has long allowed residents to wager with unlicensed platforms. As such, bet365 – alongside other online operators – already carry strong local interactivity.
In January, Alberta issued warnings to gray market operators, detailing new requirements to obtain valid certification from the AGLC or face penalisation. This regulated framework is designed to direct tax revenue back into the province and create a more secure online gambling environment for players.
As a grey market operator, bet365 is one of several companies whose operative ability in Alberta now relies on earning a license. Failure to do so would eventually prohibit bet365 from accessing the legal market.
However, offshore firms that miss July's application deadline can request a three-month extension - thereby pushing the final date for legal onboarding to October 13, 2026. Any operator that does not adhere to this extended limit faces permanent market exclusion.
For bet365, Alberta's regulated iGaming market awaits on July 13 - when the British-based company opens its doors to customers on a licensed basis as a day-one operator.
Alberta following Ontario's lead
Alberta stands as just the second Canadian province to preside over a privatized regulated gambling structure, following Ontario's 2022 foray into legal internet-based gambling.
Much of Alberta's framework is specifically designed to mirror that of Ontario, Alberta will allow operators to compete freely in an open market. Having served customers in Ontario since 2022, bet365 is accustomed to such a competitive setup.
Now, just one month out from Alberta's regulated iGaming debut, the province has already onboarded bet365's domestic peer BetVictor, as well as US-led platforms BetMGM, Caesars, DraftKings, FanDuel and Canada's own Pointsbet, among others.
These websites will stand shoulder to shoulder with Alberta's sole licensed operator, PlayAlberta, which had held a longstanding monopoly over the provincial gambling industry.
Operator to integrate unique approach in Alberta
Although those organising Alberta's regulated market launch are using Ontario's example as a guiding force, bet365 is clear that its Alberta licensed product will be unique to the province.
As much was confirmed by bet365 Chief Marketing Officer Stephanie De Flora, who explained to SBC News that the company is "not interested in copying and pasting the same strategies for different markets."
"We recognise that customers across regions have distinct preferences, betting habits, and product expectations, so there's no one-size-fits-all approach," said De Flora.
De Flora also touched on Alberta serving as "another opportunity" to uncover new strategies and tailor consumer-led content - as was seen in Ontario through NHL promotions and targeted broadcast partnerships.
After joining bet365 in 2019 as the US Head of Marketing, De Flora now plans to help deliver a "premium experience" in Canada's fourth-most populous province through continued local communication.
What should Alberta players expect from bet365 at launch?
Given the operator's experience as a licensed platform in Ontario, bet365's Alberta entry is anticipated to share similar accoutrements upon launch.
An extensive sportsbook comprising soccer, NBA, NHL, tennis, UFC and golf markets covers the province's most popular niches, with 39 individual sports options in total. Live betting represents a core feature – bolstered by real-time streaming for ongoing events.
For online casino users, there are over 1,800 slots, 140 live dealer rooms and dozens of RNG-powered table games spanning blackjack, baccarat, roulette and video poker. A dedicated arcade area offering instant wins is also available.
Players will only need to create one account to access online sports betting and casino products.
Alberta hoping to see some of the $4bn spent at offshore operators
According to estimates in a 2024 research paper, players in Alberta wagered over $4bn with gray-market offshore operators - like bet365 - and $10B with domestic black-market platforms, totaling $14B in illegal wagers.
The province now seeks to recoup and invest revenue throughout various local amenities, including education, healthcare and other vital resources via a regulated structure.
Up to 3% of gross gaming revenue shall be distributed among responsible gambling programs and First Nations initiatives. In addition, bet365 and its peers will be charged a 20% government tax rate, allowing operators to keep 80% of all income.
Licensing fees to hit bet365 providers
In preparation for and following launch, bet365 must pay mandatory licensing fees, contribute to compliance costs and fully commit to a centralized self-exclusion program. Internally, at the AGLC, this is titled the "Three-Pronged Approach."
Specifically, bet365 is required to honor the following costs:
- One-time $50,000 application fee
- Annual $150,000 licensing fee
All games providers or systems suppliers associated with bet365 must also contribute $15,000 to the AGLC annually. Meanwhile, third-party testing agencies, payment channels and other services suppliers are subject to annual fees worth $3,000.
Both the AGLC and Alberta iGaming Corporation (AiGC) will provide regulatory oversight for all bet365 operations:
- AGLC: Oversees licensing agreements and regulatory compliance.
- AiGC: Ensures compliance across anti-money laundering measures, financial controls and commercial contracts.
With further operators expected to obtain licensing ahead of July 13 - and companies like Super Group already planning to install six different platforms in the province - Alberta will soon play host to one of North America's most voluminous iGaming markets.
For bet365, an international brand carrying a presence across numerous global industries, The Wild Rose Country could harbour its fiercest battleground yet.
