Soft2Bet Announces Move Into Alberta Gaming Market
Posted on: March 16, 2026, 05:46h.
Last updated on: March 16, 2026, 05:48h.
- Soft2Bet intends to expand Canadian footprint
- Operators like DraftKings, BetMGM and theScore have already announced a move into Alberta
- Alberta regulated igaming market expected to go live this spring or summer
Another operator has announced an intention to enter Alberta’s upcoming regulated igaming market, set to go live this spring or summer – Soft2Bet, set to build on the two-year momentum of its Ontario-facing brand, ToonieBet.
Major Operators
Soft2Bet joins a growing list of igaming operators that intend to enter the Alberta market, that includes DraftKings, theScore, NorthStar Bets, PointsBet Canada, BetMGM, Betway and Bet99.
In a statement, the company referenced the domination of young adults in terms of population demographics. According to Statistics Canada, Alberta’s population in late 2025 surpassed five million, with a young median age of 38.1 years. Alberta has the highest interprovincial migration in Canada, and strong international immigration numbers.
Interprovincial Migration
The Alberta government only expects that uptick in population to continue (adding 2 million residents over the next 27 years). Alberta is also considered to be Canada’s richest province, based on GDP per capita, given its oil and gas sector.
According to the Alberta government, the Alberta iGaming Corporation (AiGC) is expected to generate revenue of $75 million for the province (20% tax rate, after First Nations and responsible gaming deductions) for FY 2026-27, then rise to $109 million in FY 2028-29.
Younger Median Age
“Innovation is paramount at Soft2Bet, and our goal is to develop exciting products that meet our customers where they are most comfortable,” said David Yatom Hay, General Counsel, Soft2Bet.
As we evaluate our entry into Alberta, pending regulatory approval, we are committed to delivering localized, engaging experiences that reflect the unique preferences and culture of each market.”
ToonieBet Model
ToonieBet launched in Ontario towards the end of 2024. In today’s news release, Soft2Bet cited the potential size of the Alberta market – projections by Citizens JMP Securities suggesting it could exceed $700 million in annual revenue at maturity.
Under the new framework in the province, Alberta Gaming, Liquor and Cannabis (AGLC) will serve as the regulator, while Alberta iGaming Corporation will conduct and manage the industry.
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