Soft2Bet is considering entering Alberta, pending regulatory approval, and is planning to leverage its existing Ontario experience with ToonieBet. The move fits Soft2Bet’s wider 2026 expansion plan and suggests the company wants to be ready before the competitive market opens.
Why Alberta Is Getting Operator Attention
Alberta is shaping up to be the next big testing ground for regulated iGaming in Canada. According to the Alberta government, the legislation and regulations are already in place, while the Alberta iGaming Corporation (AiGC) board appointments and key executive hires are still being completed. The Alberta Gaming, Liquor, and Cannabis (AGLC) will serve as the market regulator. The regulated launch is expected later in 2026, as per the provincial government.
As the government states, 70% of iGaming activity within the province is with unregulated operators, which is a channelization gap that attracts large suppliers and brands. A forecast from Citizens JMP Securities has suggested that Alberta’s market could exceed $700 million in annual revenue at maturity. That potential could make the region one of the larger opportunities within North America outside of Ontario.
What Soft2Bet Is Positioning For
To work legally in Alberta, operators are required to register with AGLC and then enter into a commercial agreement with AiGC. Suppliers need to obtain certification, clear compliance, and integrate with Alberta’s centralized self-exclusion system. Under that model, companies targeting an early launch cannot wait for the official market opening before starting compliance and integration work.
This is significant to Soft2Bet, as ToonieBet already gives it a reference point in Canada. The brand operates in Ontario, where Soft2Bet has been developing its localized casino and sportsbook offerings. Alberta, though, might not be as simple as just copying and pasting what was done before. The province puts player protection measures, market regulations, and responsible gambling tools at the center of its framework, so prospective entrants have to stay compliant.
What to Watch Next
The Soft2Bet case illustrates that companies are making the necessary preparations before the competitive market even opens in Alberta. It signals that Alberta’s market is now concrete enough for operators to move from watching the framework to active launch planning.
The next challenge for Soft2Bet might be to adapt what worked for them in Ontario into what will work for Alberta, without assuming that both markets will be similar.
