Eligible residents of the province can register through the company’s website to be notified of launch details and to receive a promotional offer once the platform is live. A launch in the coming months is expected, but no actual gaming can take place until the final regulatory hurdles are cleared.
That moves Alberta one step closer to a shift from a single-operator online gaming model to a competitive structure. And the gaming operators are already lining up to take advantage of the shift.
What Approval Covers and Why It Matters
The important point is that PointsBet has been given permission by the Alberta Gaming, Liquor and Cannabis Commission to advertise and take pre-registrations prior to the market’s official opening. Given that Alberta is anticipated to draw many of the same large operators that compete in other regulated markets, early account sign-ups can result in early market share once betting opens, so this type of early marketing window is crucial.
Scott Vanderwel, CEO of PointsBet Canada, described Alberta’s course as a step toward greater choice and consumer protections in a statement.
Alberta’s Current Model and the Planned Transition
The current model in Alberta, which is managed by the government, involves the Play Alberta online gambling platform. However, there are plans to transition to an Ontario model, which will feature multiple players in the online gambling market.
The Alberta legislature approved the iGaming Alberta Act, which was Bill 48, in May 2025. This sets the stage for the shift to a model that would feature AGLC as the regulator, with a new entity assisting in the conduct and management of the market, all in accordance with federal regulations in Canada. The Alberta government has also indicated that it hopes to reduce illegal online gambling through the transition.
PointsBet would be entering its second market in Canada. It currently operates in Ontario, which opened its doors to competition in 2022. The company has indicated a 26% revenue increase in Ontario during fiscal 2025. The company has also reported an EBITDA loss of $15.1 million.
Wrapping Up
The regulators in Alberta have set the stage for a soft opening, which could have significant implications in terms of advertising standards. The short-term competition for operators is about creating early demand and being prepared for compliance. Switching costs for players might quickly decrease once Alberta transitions from monopoly to competition, and the initial months can influence the market’s long-term hierarchy.
