Alberta casino announces online platform ahead of iGaming launch

A local gaming company is stepping into the world of online casinos ahead of the launch of Alberta's new market for online gambling and sports-betting platforms.

Pure Canadian Gaming, an Alberta-based company with seven casinos across the province, has applied to bring its own gambling platform to the market as a smartphone app and website.

The company has been operating for more than 25 years and has two locations in Edmonton.

The company, in a Friday news release, said it provides a "distinctly Albertan choice" in contrast to many of the large multinational companies entering the market and flooding the province with "celebrity-endorsed advertising."

The company's entry would also ensure revenues remain in Canada and support local employment and investment, it said. Currently, the company employs around 1,500 people in the province.

"We can't outspend the multinationals on Super Bowl ads. But we can beat them on trust and our commitment to Alberta," president and CEO Brad Belhouse said in the release. "We were here before they arrived, and we'll be here long after the market settles."

More than 48 different platforms have applied to be part of the market, which the province has been setting up over the year. The list includes big names in online gambling like BetMGM, DraftKings, FanDuel, and bet365.

Service Alberta Minister Dale Nally has said the market would generate around $76 million for the province in its first year. He also said the launch of a regulated iGaming market is motivated by a desire to protect players from an unregulated grey market.

Alongside the market, the province has also introduced rules and protections. Operators can only use sports celebrities in advertisements that are meant to encourage responsible gambling. There will also be the option of centralized exclusion, where players can choose to opt out of all iGaming options.

Alberta iGaming market poised to net $76M for province in first year: Nally

What can Alberta learn from Ontario's initial gamble with iGaming?

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