Betway is now expected to wait until October before entering Alberta’s regulated iGaming market, after Super Group chief executive Neal Menashe said the brand will probably use the province’s grace period to finish the move. The company says it is already registered with Alberta Gaming, Liquor and Cannabis and has the brands and approvals it needs.
As reported in July, Alberta’s regulated online market opened on July 13, and AGLC required grey-market operators to stop unregulated activity by that date while allowing a case-by-case three-month extension to October 13. Menashe said on August 5 that Super Group would use the extra time to prepare to change over Betway and its other brands, and that all brands must follow local regulations by the middle of October.
Super Group said its Alberta rollout will feature five brands: Betway, Jackpot City, Royal Vegas, Ruby Fortune and Spin. That was down from an earlier plan for six platforms after Grizzly’s Quest was removed from AGLC registrants in June, and no official explanation was given.
Menashe said the work is focused on regulation, technology and user experience, including making sure higher-value customers and VIP groups are served well enough to support retention. He also said Alberta is likely to be more competitive than Ontario, and welcomed the extra time to prepare rather than rushing the launch.
The company had been planning its Alberta entry for about two years. Menashe said in August 2024 that Super Group would be ready if commercial licences were issued, and later suggested the company expected to get “higher teens” market share in the province.
Deadspin reported that Betway’s existing Alberta user base is part of the transition plan and that the brand has already gone through a grey-to-regulated shift in Ontario. It also said Bally’s launched Bally Bet and Monopoly Casino in Alberta on August 4, nearly a month after the province’s July 13 opening.
By the time of that report, Alberta had 26 approved iGaming sites and 43 operators registered with AGLC, with 17 still preparing to launch.
Super Group’s wider business remains strong. In the second quarter, revenue rose 18% to about C$959 million, adjusted EBITDA climbed 30% to C$268 million, profit was C$172 million versus a C$4 million loss a year earlier, and monthly active customers increased 13% to 6.2 million. The company also lifted full-year guidance to more than C$3.6 billion in revenue and about C$1 billion in adjusted EBITDA.
It said Canadian platforms outside Ontario grew 11% in the quarter, while revenue in Alberta was up 8% year over year before the regulated market opened.
