Super Group Ready to Enter Alberta’s iGaming Market
Posted on: February 25, 2026, 08:51h.
Last updated on: February 25, 2026, 10:04h.
- Several larger igaming operators are expected to jump into the Alberta market
- Super Group’s CEO speaks bullishly about Alberta during earnings call with investors
- Super Group has a big grey market presence in Canada
Super Group is licensed in the regulated Ontario igaming market with its Betway, Royal Vegas, Ruby Fortune, Spin, and Jackpot City brands. The company has also had immense success in the grey market in other Canadian jurisdictions, where the provincial crown corporations are the only regulated game in town.
U.S. Market Exit
Alberta has been one of those markets. And with comments this week by Super Group CEO Neal Menashe, expanding on Q4 and FY 2025 financial results, about the company’s plans to enter the new competitive Alberta igaming market, one wonders how much of a runway they’ll have when compared against companies entering Alberta that haven’t been operating in the grey market.
“The lesson that a lot of grey market folks would have taken out of Ontario (the regulated market there went live in April 2022) was when FanDuel, BetMGM, theScore, all these guys enter the marketplace, they are going to go full aerial war on the marketing and advertising,” said a senior igaming industry source.
“If I were any of those established grey market brands, I’d be making sure that those customers that I’ve had for a long time are sticky, and I’d be providing all kinds of incentives to make them stay with their service instead of trying one of the others.”
Push the Incentives
Super Group has decided not to waste its time in jurisdictions where there isn’t a significant profit margin. That thinking was behind shutting down their digital casino operations in the U.S. in 2025 instead of going toe-to-toe with U.S. industry behemoths like DraftKings and FanDuel. That’s a slog. Advertising competition in that market means a company can lose control of expenditures if it’s not careful.
In those unaudited financial results reported this week, Super Group reported revenue of $2.2 billion for the year and $578.3 million for the fourth quarter of 2025. In terms of the full year, the FY 2025 revenues increased by $396.8 million, from $1.8 billion in 2024, driven by strong growth in Africa and the successful launch of Botswana, Europe (largely due to the United Kingdom), North America (largely due to Canada outside of Ontario), with partial offsets due to declines from South/Latin America and APAC markets.
Q2 Market Launch for Alberta
Menashe told investors he expects the regulated Alberta market to open in Q2 2026.
“We are ready,” he said. “We’ve learned our lessons from Ontario, how to migrate the customer from our dot.com product. We’ve enhanced our rest of Canada product and Ontario’s products, and now those features will come into Alberta. We saw a lot of heavy marketing activity early on in Ontario. I am not sure the competitors can keep spending as they have been spending. We think there will be more of a rational competitive environment. And we’ve already got the revenue. When we spend X percentage on marketing, we already have that revenue.”
No comments yet