Alberta Gaming, Liquor and Cannabis has listed two bet365-linked operator entities in its latest iGaming registration document. The list, dated May 22, names Hillside (International Gaming) ENC o/a bet365 and Hillside (International Sports) ENC o/a bet365 under the iGaming operator category.
A separate bet365 technology entity, Hillside (Technology) Limited o/a bet365, also appears under critical gaming systems providers. This gives the brand a clearer position in Alberta’s pre-launch lineup.
Alberta’s Field Is Already Crowded
Registration does not indicate that the market is operational. As per AGLC, registered operators will be able to conduct and manage legally registered iGaming platforms in the province from July 13. Companies will have to complete contracts with the Alberta iGaming Corporation.
bet365 is joining a market that already comprises many big names before the launch date. A document published by AGLC on May 22 lists:
-
31 iGaming operators;
-
35 critical gaming systems providers;
-
11 platform providers;
-
13 other goods or services suppliers.
DraftKings, FanDuel, BetMGM, Caesars brands, BetRivers, PointsBet, Play Alberta, and a few casino names are included on the list of operators. This suggests that there will be no soft landing for any one particular company in Alberta.
The province is now shifting from the approach of using Play Alberta as the only gambling website endorsed by the government. While AGLC’s website still claims that Play Alberta remains as the province’s only regulated online gambling site, things are expected to change from July 13.
Canada Expansion Gets a Second Provincial Base
Alberta provides a second regulated pathway for bet365 to enter Canada after Ontario. The operator has already made its move into Ontario upon opening of the province’s competitive online market in 2022.
The Alberta system also involves additional compliance steps. According to AGLC, operators will need to undergo due diligence and compliance processes as well as integration with the self-exclusion system.
These requirements may affect how quickly each company can go live. They also show that Alberta is treating registration, supplier checks and responsible gambling integration as part of the launch process.
What Comes Next
The practical test will come after July 13. Alberta already has the operator interest needed for a competitive market. The harder question is whether regulation, responsible gambling checks and commercial agreements can turn that interest into a stable market without giving offshore sites too much room to hold players.
