AGLC Muscles Up Play Alberta Platform with Competition on the Horizon

Posted on: March 28, 2025, 11:49h. 

Last updated on: March 28, 2025, 11:49h.

Mark Keast Read More
Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.
  • Play Alberta is currently the only platform where Albertans can bet legally online
  • Platform generated CAD$235 million in net sales in 2023-24, up $42 million from previous year
  • Alberta government tabled new igaming legislation Tuesday which will open the door to private operators

Alberta Gaming, Liquor & Cannabis (AGLC) has taken a paint brush and a home renovation tool kit to their Play Alberta igaming platform, relaunching it the same week the Alberta government introduced new legislation laying out a new provincial igaming market model, opening the door to private operators entering the market.

CAD$235 Million in Net Sales

Play Alberta has a new masthead – with an updated logo and colour scheme. Players will also find a refreshed app featuring more verticals like casino games, live dealer, instant games and lottery, plus a new sportsbook.

The Play Alberta app is available in both the Apple App and Google Play stores.

In the latest fiscal year, 2023-24, PlayAlberta.ca generated CAD$235 million in net sales, an increase of more than CAD$42 million from the previous year. The AGLC delivered CAD$1.51 billion in total gaming net income that fiscal year, which goes back to Alberta’s General Revenue Fund to support charities and communities in the province.

Play Alberta is an entertainment destination for Albertans,” said Dan Keene, Vice President, Gaming, AGLC. “Expanding the features available to them through the app continues to optimize their playing experience. I’m excited to see the brand evolve from where we started five years ago to what it has become today, celebrating a unique Alberta platform, with an identity that celebrates our province.”

Market Launch for Q1 2026

On Wednesday the Alberta government unveiled Bill 48, the iGaming Alberta Act, which if it passes will introduce a new regulatory regime that opens the doors to private operators like DraftKings, PointsBet Canada, NorthStar, and theScore Bet to enter the market and compete with Play Alberta.

Canadian Gaming Association Paul Burns told an audience at NEXT.io Summit in New York earlier this month that the new Alberta market will be live in Q1 2026.

An industry source told Casino.org that government officials in Alberta don’t like being tied to any deadlines. The tabling of the legislation went through a period of stops and starts. And important questions like tax rate on net revenues have yet to be addressed (that same source told us the ideal industry tax rate is around 20%, as is the case in the Ontario igaming market).

However, the focus of the country is now on Alberta, as the Ontario igaming market is about to mark its third anniversary, on April 4.