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Alberta iGaming news: 2 weeks until launch
Just two weeks remain until Alberta opens its iGaming market to commercial operators. Here's the latest news on registered gambling sites, licensing progress, and advertising standards.
Commercial online casinos will launch in Alberta on July 13, meaning there are only two weeks until players can enjoy dozens of new gaming sites. With the launch date rapidly approaching, let's look at the most recent news leading up to this market going live.
Plenty of big names operating in Alberta
Not long ago, Alberta Gaming, Liquor, and Cannabis (AGLC) released a list of 31 online casino operators that have registered with the gaming regulator. All are hoping to receive an AGLC licence and go live in the province on July 13.
Some of the biggest names in iGaming have registered to become Alberta online casinos, such as:
- BetMGM
- Betway
- Caesars Palace Online
- FanDuel
- theScore
Many software providers are also hoping to supply the Alberta iGaming market, with 35 currently registered with the AGLC. Some notable names here include:
- Evolution
- Games Global
- IGT
- Play'n GO
- Playtech
- Pragmatic Play
- Relax Gaming
It's unclear if every registered operator will receive a licence before July 13. But at the very least, most of them should be licensed and approved by the launch date.
Grey market operators eyeing licensing
Taking a cue from Ontario, Alberta is allowing unregulated online casinos in Canada the opportunity to come into compliance.
The AGLC's first requirement is that these operators stop serving the province without licensing. Currently, PlayAlberta is the province's lone licensed and regulated online gambling site.
Grey market operators also need to go through the standard regulatory process before gaining approval. Altenar, bet365, and Betway are examples of offshore operators that have completed the necessary steps to land among the AGLC-registered sites.
Advertising rules take shape
The AGLC has laid out standards for online gambling ads. Key points to its advertisement rules for licensed Alberta gambling sites include:
- Operators cannot target known and potential high-risk players with marketing communications.
- Gambling sites can't advertise bonuses and other promotions beyond their own site or through direct communications with players who've opted in to receive promos. For example, a billboard ad in downtown Toronto would be off limits.
- Players must be provided with a convenient and obvious method for withdrawing consent from receiving promos.
- Active or professional athletes can only advertise or market gambling sites regarding responsible gambling.
- Operators can't target minors with gambling ads. This includes using celebrities, cartoons, influencers, or imagery that would likely appeal to players under the age of 18. Additionally, gambling sites cannot place advertisements near schools or other youth-oriented establishments.
- Gambling sites must avoid implying that players can win through skill, or that their odds of winning will improve by playing longer.
All rules apply, even when operators contract third parties to handle their advertising. The AGLC can tell operators to take down any ads that violate the province's regulatory rules.
Responsible gambling
Bettors must be 18 years or older and otherwise eligible to register and place wagers in Alberta. If you or someone you know has a gambling problem, please seek assistance from trained professionals such as the Addiction Hotline at 1-866-322-2322.
Written by Jeremy Olson
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