bet365’s sportsbook and casino are now live in Alberta. In its announcement, the company said customers in the province can access competitive odds, live betting and its Early Payout Offer, which pays out early when a team takes a decisive lead. It also introduced Sub On Play On in Alberta, a promotion that automatically rolls a player-prop wager to a substitute if the originally selected player is replaced.
The rollout comes against the backdrop of Alberta’s regulated online gambling market opening to private sportsbook and casino operators on 13 July. Alberta Gaming, Liquor and Cannabis Commission is overseeing the market and will continue to run PlayAlberta, which was the province’s only authorised online gambling platform before the opening. A separate Alberta iGaming Corporation is set to handle operator relationships and contracts.
By 10 July, regulators had approved 50 sports-betting apps as iGaming operators for the initial launch, along with 58 critical gaming systems providers and 14 platform providers. Industry reporting said Alberta’s model is loosely based on Ontario’s and makes Alberta the second Canadian province to allow multiple private-sector operators. The minimum age of play is 18.
Officials estimated that unregulated platforms still account for about 70% of online wagering in Alberta and want to shift activity into the licensed market. Licensed operators face a 20% tax on gross gaming revenue, after 2% is directed to First Nations initiatives and 1% to social responsibility programmes. Operators must register with the AGLC, pay fees, sign agreements with the Alberta iGaming Corporation and integrate with a central self-exclusion system that blocks access across online and land-based venues. Companies outside provincial authorisation were told to stop taking bets by 13 July, settle or cancel outstanding wagers and return player funds.
The company said it was already trusted in the Canadian market through its Ontario business before entering Alberta. It said the Alberta push builds on its “Winning is Everything” brand campaign and on a portfolio that covers more than 96 sports and more than one million live-streamed events a year. It also said responsible gaming tools in its app include spend and session limits.
Trip Stoddard, head of development at the company, said cementing the brand’s presence in Alberta marks another milestone in its long-term commitment to Canadian sports fans. The company also said it has partnered with the Canadian Football League as an official sports betting and online casino partner in Ontario and Alberta, and tied that to the 2026 CFL season, which culminates in the 113th Grey Cup in Calgary on 15 November. It also said Sub On Play On generated about $40 million in payouts globally during the first 10 days of the 2026 World Cup.
