Kambi signed a multi-year partnership with Pure Casino Entertainment to supply its Turnkey Sportsbook as Alberta prepares to open its regulated betting market. The agreement covers both retail and online wagering.
According to Kambi, the multi-channel deal will support Pure Casino Entertainment’s retail sports-betting plans at properties in Calgary, Edmonton and Lethbridge, and will also launch online betting under the PureCasino.ca brand.
The online rollout is set to follow Alberta’s regulated market opening on 13 July. The partnership also leaves room to expand to further properties across the province.
Kambi tied that wider scope to Pure Casino Entertainment parent Indigenous Gaming Partners’ recent acquisition of three casino locations. The company said Pure Casino selected it for the “proven quality” of its end-to-end sports betting solution and related capabilities.
Werner Becher, Kambi’s chief executive, said the company was growing its footprint in an important region with a partner with the “heritage and expertise” of Pure Casino Entertainment. He said both groups share a commitment to “deep and engaging sports betting experiences.”
Brad Belhouse, Pure Casino Entertainment’s chief executive, said that as the company prepared for Alberta’s regulated online market, it wanted a partner offering product quality and “regulatory certainty.” He called Kambi’s track record the “clear choice” and said Pure is excited to capitalise on the online and Alberta casinos sports-betting opportunity.
Gaming Intelligence described the deal as Kambi entering Alberta’s regulated gambling market with a multi-year agreement to serve as Pure Casino Entertainment’s technology partner. It said the sportsbook will support retail betting across the same Alberta properties and online betting under PureCasino.ca.
Alberta’s regulated iGaming market is due to open on 13 July and will include online casino games and sports betting, according to Action Network. The outlet said the province will become Canada’s second open market after Ontario, following Bill 48’s move to allow private operators into a market that had largely relied on government-run Play Alberta.
Action Network also said the new commercial model is meant to impose strict rules from day one, including identity verification, responsible gambling tools and full regulatory compliance. PureCasino.ca is expected to launch alongside the market opening.
