PENN, Rush Street, Altenar and Pragmatic Play Launch Into Alberta iGaming Market

Alberta’s regulated online gaming market officially opened at midnight on Monday, July 13, and within days a wave of major sportsbook operators and technology suppliers had gone live across the province. PENN Entertainment’s theScore Bet, Rush Street Interactive’s BetRivers, sportsbook technology provider Altenar, and content supplier Pragmatic Play all launched operations in Alberta, marking one of the most active opening weeks for any newly regulated North American gaming market.

The province becomes the second in Canada, after Ontario, to allow private operators to offer online sports betting and casino gaming under direct provincial oversight. The Alberta Gaming, Liquor and Cannabis (AGLC) commission has registered 50 operators, 58 critical gaming systems providers and 14 platform providers ahead of launch, with more than 15 operators expected to go live on opening day alongside the government-run Play Alberta platform.

Operators Move Quickly to Establish Alberta Footholds

PENN Entertainment launched its theScore Bet Sportsbook & Casino app in Alberta alongside standalone theScore Casino and Hollywood Casino apps, extending the brand’s Canadian presence beyond its original Ontario base. All three apps are available across the province on iOS, Android and the web. The combined theScore Bet app pairs sports wagering with theScore’s sports media content, giving users access to live scores, news, statistics and betting odds in one place, along with hundreds of casino games including slots, table games, live dealer titles and exclusive releases such as Blue Jays Blackjack.

“Alberta has an incredible sports culture, and we’re excited to bring theScore Bet Sportsbook & Casino to players across the province,” said Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment. TheScore Bet holds status as the exclusive official gaming partner of the Toronto Blue Jays and Golf Canada, and an official partner of the NHL and PGA Tour. To celebrate the launch, the brand is rolling out summer fan engagement promotions, including a Toronto Blue Jays Jersey Swap campaign.

Rush Street Interactive brought its BetRivers casino and sportsbook brand into Alberta through ab.betrivers.ca and its mobile app, opening access to eligible players 18 and older. “We’re very excited to bring our award-winning platform and player-first approach to the millions of gaming enthusiasts in the Alberta market,” said Richard Schwartz, CEO of Rush Street Interactive. The Alberta rollout leans on gamified features such as Rush Packs, Wheel Spins and Slot Tournaments, and includes a province-themed marketing push fronted by brand ambassador Dan O’Toole, playing on a “new casino in town” positioning. BetRivers first entered Canada with its 2022 Ontario launch and has pursued a casino-first growth strategy since.

Suppliers Race to Support the New Market

Alongside the operator launches, sportsbook technology provider Altenar confirmed it received approval from the AGLC to supply its platform to licensed operators in Alberta. Matthew Ferrara, Sales Manager at Altenar, called the province’s opening “an important moment not only for the province but for the wider Canadian industry,” adding that success in the new market will depend on “fast, reliable technology, competitive betting content and the flexibility to adapt as the market evolves.” The Alberta entry is part of Altenar’s broader North American expansion strategy as it grows its footprint across regulated jurisdictions.

Content supplier Pragmatic Play also received certification for its online casino portfolio in Alberta, including newer slot titles such as Fury of Anubis and Big Bass Blast alongside established releases in its Gates of Olympus series. The company’s live casino vertical, spanning blackjack, baccarat, roulette and interactive game shows, was approved for the province as well. Pragmatic Play already supplies operators in Ontario, and Sharon McHugh, the company’s Director of PR, said Alberta “represents an exciting new adventure for regulated iGaming in Canada,” describing the move as reinforcement of the company’s “long-term commitment to the Canadian market.”

A Crowded Field From Day One

The broader registered field in Alberta includes national names such as FanDuel, DraftKings, BetMGM and Caesars, along with bet365, PointsBet, Betway, 888, Bally’s, Pure Casino Entertainment and River Cree iGaming. Bettors weighing new options as more operators activate their Alberta licenses can compare established platforms like the BetRivers casino review or check current DraftKings promo code offers as national brands extend into the province.

With operators competing for players from the market’s first days and suppliers positioning their technology as the backbone for that competition, Alberta’s launch week signals how quickly a newly regulated jurisdiction can attract major industry participants. Additional operators that have registered with the AGLC but have not yet completed commercial agreements with the Alberta iGaming Corporation are expected to roll out in the coming weeks and months, further expanding the field of licensed sportsbooks and casinos available to Alberta residents. For bettors researching options as the market matures, resources like the sports betting legal hub track how new jurisdictions like Alberta compare to established regulated markets.