Alberta iGaming: Entain Brings PartyCasino and Sports Interaction to 24-Operator Market

Updated July 2026.

Entain expanded its presence in Alberta's newly regulated iGaming market on July 23, 2026, when PartyCasino and Sports Interaction went live on the province's licensed framework. The two brands are the 23rd and 24th sites to launch in the market since its July 13 opening, giving Entain three active Alberta brands alongside BetMGM, which joined on day one.

• 3.2 million+ geolocation checks logged in Alberta's first week, with a 99.5 percent pass rate (GeoComply, July 2026)
• 100,000+ Albertans registered with licensed platforms in the first seven days (GeoComply Chair Anna Sainsbury, July 2026)
• 24 licensed sites now live out of approximately 50 operators registered with the Alberta Gaming, Liquor and Cannabis Commission (AGLC, July 2026)

Which Entain Brands Are Now Active in Alberta?

Entain operates three brands in Alberta following the July 23 additions. BetMGM, the joint venture between Entain and MGM Resorts International, launched on July 13 as part of the initial 22-operator cohort. Sports Interaction is a combined sportsbook and casino platform, while PartyCasino focuses on iCasino content including slots and live dealer games. Both new brands previously operated in Ontario's regulated market and also ran in Alberta's grey market before regulation.

"We understand this market and its customers. We design our product, offering, and customer experience with intention," said Shir Magen, Entain's Head of Canada, following the Alberta launches.

How Has Alberta's First Two Weeks Performed?

Alberta's opening week produced strong early indicators for a provincial market that the government estimated had seen 70 percent of its online gambling activity taking place through unregulated operators before July 13. GeoComply chair and co-founder Anna Sainsbury said "more than 100,000 Albertans across the province signed up through GeoComply-enabled platforms and engaged with licensed operators right out of the gate." The geolocation provider also recorded its first live deployment of a browser-based Adaptive Verification system, logging more than 3.2 million checks across the province in the first seven days alone. A single high-demand day, July 19, the date of the FIFA World Cup final, produced 53,000 checks, underlining the direct link between major sports events and regulated gambling demand. Of the 3.2 million checks, 99.5 percent passed first time.

Edmonton and Calgary accounted for the majority of early activity, reflecting their positions as Alberta's two largest population centres.

What Is the Structure of the Alberta iGaming Market?

The Alberta iGaming market launched on July 13 as the second Canadian province to permit private online operators, following Ontario's 2022 model. The AGLC serves as the licensing regulator, while the Alberta iGaming Corporation (AiGC) manages commercial agreements with operators. There is no cap on the number of licensed operators, and approximately 50 entities have received AGLC licences, with roughly half having gone live within the first 11 days. The market applies a 20 percent tax on gross gaming revenue.

Market detail	Alberta (2026)	Ontario (2022)
Launch date	July 13, 2026	April 4, 2022
Operators at launch	22	5
GGR tax rate	20%	20%
Operator cap	None	None
First-year revenue projection	CA$76 million	Not publicly disclosed at launch

What Revenue Does the Alberta Government Project?

The provincial government projected CA$76 million in first-year gross gaming revenue from the regulated iGaming market. The 20 percent GGR tax applies to all licensed operators, with revenue flowing to the province. For context, Ontario's regulated market generated approximately CA$1.9 billion in its first full year (April 2022 to March 2023), according to the iGaming Ontario annual report. Alberta's population of 4.7 million is smaller than Ontario's 15 million, but its high pre-regulation grey market penetration suggests meaningful conversion potential for licensed operators.

What Happens to Unlicensed Operators Still Active in Alberta?

The AGLC has set October 13, 2026 as the cutoff for unlicensed operators to either obtain a licence or cease activity in the province. Operators that have applied and can demonstrate compliance progress may receive a case-by-case extension to that date. Those that continue without a licence after October 13 are treated as illegal under Alberta's gaming regulations. AiGC chief executive Dan Keene said the corporation would "continue to work with operators to strengthen compliance, develop social responsibility programming, and improve player protection tools."

What Responsible Gambling Tools Are Required in Alberta?

All licensed platforms in Alberta must integrate with a province-wide self-exclusion registry, provide activity statements showing betting history and spending, and deploy problem gambling intervention prompts within the product. Connecting to the shared self-exclusion registry is mandatory from the first day of operation. The Alberta iGaming Corporation oversees ongoing operator compliance with the safer gambling framework.

Is Ontario a Useful Comparison for Alberta's Expected Trajectory?

Alberta modelled its regulatory structure closely on Ontario's 2022 launch, including the 20 percent GGR tax, the absence of an operator cap, and the use of an independent commercial body alongside the licensing authority. Ontario now hosts more than 50 active licensed operators and an annual market approaching CA$3 billion in GGR. The key structural differences are population size and market maturity: Ontario had four years of regulated operations to build from, while Alberta is starting from scratch with a higher proportion of grey market users to convert. Information about Hard Rock Bet in Ontario is also available for comparison with how operators expand within the Canadian framework.

What Other Major Operators Are Active in Alberta's Regulated Market?

Alongside Entain's three brands, the day-one operator roster included FanDuel, DraftKings, Caesars, bet365, Betway, BetVictor, Tonybet, and the government-owned Play Alberta platform. According to Covers, the full registry is maintained by the AGLC and updated as new licences are issued. The Alberta iGaming market launched with more operators on opening day than Ontario managed in its first several months.

Frequently Asked Questions

How many operators are now live in Alberta's iGaming market?

As of July 23, 2026, 24 operator sites are live in Alberta's regulated market, out of approximately 50 entities that have received AGLC licences.

Does Entain own both PartyCasino and Sports Interaction?

Yes. Both brands are wholly owned by Entain plc, the London-listed gaming group. Entain also holds a 50 percent stake in BetMGM, its joint venture with MGM Resorts International, which also operates in Alberta.

What is the GGR tax rate in Alberta's iGaming market?

Alberta applies a 20 percent tax on gross gaming revenue from all licensed operators, the same rate as Ontario.

When is the deadline for grey-market operators in Alberta?

October 13, 2026 is the AGLC's stated cutoff for unregulated operators to either obtain a licence or cease activity in the province.

How does Alberta's first-week performance compare to Ontario's 2022 launch?

Alberta registered more than 100,000 players and 3.2 million geolocation checks in its first seven days, with 22 operators live on day one compared to five at Ontario's launch. Alberta's faster ramp reflects lessons learned from Ontario and the availability of more established platforms ready to go live immediately.

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