Pure Canadian Gaming, an Alberta-based casino operator with seven locations across the province, has applied to launch its own online gambling platform as a smartphone app and website. The move comes just ahead of Alberta's new regulated iGaming market, which is expected to open later this year.
Local operator aims to compete on trust
The company, which has been operating for more than 25 years and includes two casinos in Edmonton, says it offers a distinctly Albertan alternative to the multinational corporations entering the market. In a Friday news release, Pure Canadian Gaming emphasized its local roots and commitment to the province, contrasting with the celebrity-endorsed advertising campaigns expected from larger competitors.
"We can't outspend the multinationals on Super Bowl ads. But we can beat them on trust and our commitment to Alberta," said Brad Belhouse, president and CEO of Pure Canadian Gaming. "We were here before they arrived, and we'll be here long after the market settles."
The company currently employs approximately 1,500 people across Alberta. Its entry into the online market is designed to keep revenues within Canada and support local employment and investment, according to the release.
Dozens of platforms apply for Alberta iGaming market
More than 48 different platforms have applied to be part of Alberta's regulated iGaming market, which the province has been developing over the past year. The list includes major international players such as BetMGM, DraftKings, FanDuel, and bet365.
Service Alberta Minister Dale Nally has stated that the market could generate approximately $76 million for the province in its first year. He also noted that the launch of a regulated iGaming market is driven by a desire to protect players from the unregulated grey market that currently exists.
New rules and player protections introduced
Alongside the market launch, Alberta has introduced new rules and protections for online gamblers. Operators are permitted to use sports celebrities in advertisements only if the ads are intended to promote responsible gambling. Additionally, a centralized exclusion system will allow players to opt out of all iGaming options across platforms.
These measures aim to balance the economic benefits of a regulated market with the need to minimize gambling-related harm. The province has studied Ontario's experience with iGaming, which launched in 2022, to inform its approach.
