Soft2Bet: Alberta Success Will Come Down to How Well We Retain Players
Posted on: March 17, 2026, 03:42h.
Last updated on: March 17, 2026, 03:42h.
- Soft2Bet is the latest operator licensed in Ontario that will be expanding to Alberta
- Casino.org interviews Soft2Bet General Counsel about decision to launch there
- DraftKings, PointsBet Canada, Bet99, Betway and other operators have already committed to Alberta market
One question for igaming operators licensed in Ontario and about to enter the new Alberta market is an obvious one – what are the important lessons you learned in Ontario that can be applied to Alberta?
Higher Per Capital GDP
Alberta isn’t Ontario, granted. Ontario’s population reached a peak of 16.2 million in 2025. Alberta nudged beyond 5 million that year. Still Alberta has a highest GDP per capita, and a younger population that loves to gamble.
There’s been strong growth on the government’s official Play Alberta online platform, which generated $270 million in net sales for 2025, up from $235 million the previous fiscal year. There’s a huge unregulated market in the Alberta – Play Alberta’s market share is estimated to be anywhere from 23% and 45%.
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.
Lessons for Alberta
Soft2Bet, as we wrote about yesterday, is entering the Alberta market, expected to go live this spring or summer. At this stage, the company is engaged in early-stage assessments and preparations, including legal and regulatory analysis, and are working on their formal license application.
Annual market potential for Alberta post launch is an estimated $700 to $1 billion annually. Soft2Bet launched its ToonieBet brand in Ontario in late 2024, after picking up its Alcohol and Gaming Commission of Ontario license in March 2024.
Casino.org interviewed David Yatom Hay, General Counsel for Soft2Bet, and asked him what are some of the important igaming business lessons the company has taken out of Ontario that can be applied to Alberta?
“Ontario has shown that long-term success in a regulated market comes down to how effectively you engage and retain players, with acquisition being only one piece of a much larger puzzle,” he said.
Need for Personalized Content
One of the key lessons is the importance of deep personalization. Players today expect experiences that feel tailored to them, whether it’s in the content they see, the offers they receive, or the overall journey on the platform. Operators that invest in understanding player behaviour and adapting in real time are the ones building stronger, longer-lasting relationships.”
Closely linked to that is ongoing engagement. The market is highly competitive, and simply acquiring a player is no longer enough.
“You need to continuously give players reasons to come back,” said Hay. “This is where gamification, dynamic content, and smart segmentation come in, turning the experience into something more interactive rather than transactional.
Another important takeaway is brand positioning for the local market. Ontario has demonstrated that players respond well to brands that feel relevant and authentic to the Canadian audience. Entering a new jurisdiction means building a brand identity that connects with the local audience, in both tone and offering, rather than simply porting over an existing product.”
No Decision Yet on ToonieBet
Only after that comes the regulatory layer, he added, which is of course critical. Ontario is a well-regulated market, and the experience there has shown that compliance works best when it is woven into the product and user experience from the ground up. When done properly, it actually supports trust and long-term engagement.
“Overall, the key lesson is that sustainable growth comes from combining strong product experience, meaningful player engagement, and a brand that genuinely connects with the local audience, all within a solid regulatory framework,” said Hay.
Hay added no decision has been made yet on whether Soft2Bet will launch their ToonieBet brand in Alberta, since the company approaches each market strategically.
$700 Million Market Potential
The decision comes down to what positioning makes the most sense for that specific jurisdiction, factoring in regulatory requirements, the competitive landscape, and the target audience,” he said. “So while ToonieBet is certainly a candidate, no final decision has been made yet, and we are keeping flexibility to either extend the brand or introduce a tailored approach for Alberta.
“More broadly, our strategy is to enter markets in a structured and sustainable way, ensuring that both our product and compliance framework are fully adapted before going live.”
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.
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