PURE Casino Entertainment has joined the International Betting Integrity Association after its introduction to online sports betting. The company says the partnership is central to its compliance and integrity strategy.
As reported in July, Pure was preparing to enter Alberta's regulated iGaming market.
The online platform went live at purecasino.ca in August, weeks after Alberta opened its regulated iGaming market on 13 July, and Boyd Interactive powers the launch. Alberta's rules require every licensed operator to hire a provincially approved Independent Integrity Monitor. IBIA was approved as a registered services supplier in May, which allows it to provide integrity monitoring services through its Global Monitoring & Alert Platform, and it works with Alberta Gaming, Liquor and Cannabis on that oversight.
The company is already a major land-based player in the province. Pure operates seven casino properties across Alberta after the June acquisition of GameHost Inc., and says it covers about one-third of the province's retail casino market. The group is owned by Indigenous Gaming Partners, in partnership with Sonco Gaming.
Brad Belhouse, PURE's chief executive, said launching online betting was a significant step forward for the company's iGaming presence in Alberta and that joining IBIA was essential to its compliance and integrity strategy. He said the tie-up underscored a commitment to protecting customers, safeguarding the integrity of sport and creating a trusted, well-regulated betting environment.
IBIA chief executive Khalid Ali said PURE brought scale and experience to the association's Canadian and global integrity-monitoring network because it is Alberta's largest land-based casino operator. The source describes PURE as the first First Nations gaming entity and the first Alberta-exclusive land-based operator to launch online betting in Alberta.
