BetRivers and Gateway Casinos & Entertainment have launched a cross-promotional partnership in Alberta that ties BetRivers’ online casino and sportsbook to Gateway’s Edmonton properties, Grand Villa Casino in the ICE District and Starlight Casino at West Edmonton Mall. The companies said the arrangement will use events, promotions and brand ambassadors to connect online and land-based play.
According to Casino.org, the deal comes about six weeks after Alberta opened its regulated iGaming market. BetRivers launched in the province on 13 July, when the market went live, and the brand had already been operating in Ontario since 2022.
The partnership centres on Gateway’s two Edmonton casinos and BetRivers’ digital platform at ab.betrivers.ca. A BetRivers spokesperson said Gateway will expand gaming options for customers who cannot make it to a land-based casino or who prefer the convenience of playing online.
Events and promotions at the Edmonton properties are due to begin this summer and continue through the year. The companies also said brand ambassadors will be part of the effort to draw more customers into the combined online and offline offering.
The deal stops short of a retail sportsbook at Gateway’s casinos. BetRivers said it is not opening one at the two properties for the time being, and Starlight Casino does not currently house a sportsbook. In Alberta, licensed private iGaming operators can open retail sportsbooks, but only inside approved casinos, racing entertainment centres or professional sports venues, and a separate retail sportsbook licence would be required from Alberta Gaming, Liquor & Cannabis.
