Global gambling operator bet365 has applied to be among companies launching in Alberta when it opens its regulated online casino and sports betting market on July 13. The UK-based operator has this week officially registered with the Alberta Gaming, Liquor and Cannabis Commission (AGLC).

A respected international brand for more than two decades now, bet365 operates across dozens of licensed national markets including a dozen US states and in Ontario, Canada. It is one of 35-plus operators currently registered to apply for an Alberta license, and more are expected to roll in before the market launches next month. 

Operators will register with both the AGLC and the Alberta iGaming Corporation, with which they will sign a revenue sharing agreement as well as the terms of operation. The AiGC will be the day-to-day regulator, including mediation in disputes with customers and ensuring accurate financial reporting. The ALGC will retain final say in some cases.

As a long-standing international operator, there shouldn’t be any kinks in the licensing process for bet365. The UK-based operation is one of the country’s biggest privately-owned companies. The family run operation made £4 billion ($5.39 billion) in revenue in 2025. Its owner Denise Coates was England’s biggest individual tax payer for many years. Although in recent lists she has dropped below crypto and trading tycoon Alex Gerko and F1 owner Bernie Ecclestone. 

Bet365 was founded in 2000 in Stoke on Trent, England, from a portable office in a car park. It is now one of the largest gambling businesses in the world, and offers a comprehensive suite of gambling games from slots to sports betting to poker and live casino games. 

Up to 70 Casino Brands Could be Operating Alberta by the end of 2026

In Alberta, bet365 will be paying 20% of revenues directly to the provincial government – the same as every other licensed operator. Each will also pay 1% of revenue to problem gambling harm reduction and treatment groups and 2% will go to indigenous communities in the province. Operators will also pay a $150,000 one off fee for registration. If 70 do indeed apply, that will rack up to over $10 million alone. 

Ontario’s model has already proven. It has made more than $2 billion in revenue for their provincial government. Money that was previously flowing to offshore casinos. Ontario now sees more than 85% of players using regulated casinos and sports betting over offshore operators. Alberta will be hoping its market sees similar success.

For the moment, the rest of Canada has different options across its fragmented provincial markets. Players use online review platforms like Casino.ca to compare casinos for fast withdrawals and payment systems, specific games or potentially valuable bonuses. These resources will also be offering dedicated pages for Alberta customers when the market launches, just like they do in Ontario. 

Right now, 37 operators have paid registration fees and are in the process of being licensed. Alberta’s Minister of Service Alberta and Red Tape Dale Nally has been the public face of the political drive for casinos, and he has said there could be up to 70 different online casino brands open for Albertan players within months of the market launch. 

One interesting new development in the market, is that the provincial government of Alberta may be looking to sell its Play Alberta platform to a private operator. The lack of success of the platform in competing against offshore casinos was a key driver in Alberta choosing to open a regulated and, crucially, taxable online casino market, after seeing the success of Ontario’s 2022 launch. 

Another is that athletes have already endorsed gambling operators, albeit with responsible gambling caveats. While Ontario has completely banned current or former athletes from appearing in sports betting ads, in Alberta you can do so as long as the content is centred around responsible gambling. 

Leon Draisaitl of the Edmonton Oilers is now a partner of Play Alberta, and has made two social media posts as part of his brand ambassador role. 

Politicians would argue that at least this way, things are controlled locally. For example Canadian mega rap star Drake is famously sponsored by offshore crypto casino Stake.com, and that got a lot of local eyeballs on the offshore brand. By bringing athletes in with responsible gambling at the heart of the message, the government is clearly hoping newly licensed international operators like bet365, DraftKings and FanDuel can compete with the offshore operators on marketing dollars. 

Other operators likely to launch on day one other than the above three include BetMGM, Caesars Palace and PointsBet. Local operations are represented too with Betnova (based in Edmonton) and River Cree Gaming, an offshoot of the indigenous run River Cree Resort casino. 

Another Canadian operator on the list for the July launch is theScore Bet. The sportsbooks arm of the Canadian sports media brand is owned by American giant Penn Entertainment, but it still has headquarters in Toronto, Ontario.