PowerPlay has launched its online sportsbook in Alberta after completing provincial approvals and commercial onboarding, adding another brand to the province’s newly regulated iGaming market.
Covers reported the launch on Sept. 30. Alberta players can now access the sportsbook, including Canadian payment options such as Interac and promotions intended for the local market.
PowerPlay said its customer-service team understands Alberta sports culture, events and bettor interests. The company also said its platform was designed for Canadian users rather than adapted from an existing international product.
The Alberta entry extends PowerPlay’s presence in regulated Canadian gambling. It has operated in Ontario’s market since 2022, and said that experience informed its approach to Canadian compliance and responsible-gaming standards while it tailored the Alberta offering to provincial player preferences.
PowerPlay described the launch as a step in its Canadian growth strategy. Thomas Vermeulen, the company’s marketing director, said Ontario had provided valuable insight into operating in Canada’s regulated environment, while Alberta was a distinct market with committed sports fans.
Alberta opened its private-operator iGaming market on July 13, becoming the second Canadian province after Ontario to permit commercial online sportsbooks and casinos. As we reported in July, 22 operators were initially permitted to accept bets when the new framework took effect, with further launches expected.
The province created the system in part to channel gambling activity away from unregulated providers. Service Alberta Minister Dale Nally said at launch that 70% of the province’s online gambling had taken place in the black market.
Alberta Gaming, Liquor and Cannabis regulates the sector, while the Alberta iGaming Corporation oversees the market. The regime includes centralized self-exclusion covering online and in-person gambling for up to three years, as well as advertising rules that limit athletes’ appearances to responsible-gambling campaigns.
