Pure Canadian Gaming, an Alberta-based casino operator, has applied to launch its own iGaming platform, including a smartphone app and website. This development precedes Alberta’s official launch of a regulated online gambling and sports-betting market.
What Happened
Pure Canadian Gaming, an Alberta-based company operating seven casinos across the province, has submitted an application to introduce its own online gambling platform. The proposed platform will be accessible via a smartphone application and a dedicated website, according to the Calgary Herald.
This move positions Pure Canadian Gaming to participate in Alberta’s forthcoming regulated online gambling and sports-betting market. The company, which has been in operation for over 25 years and maintains two locations in Edmonton, stated in a Friday news release that it offers a “distinctly Albertan choice” compared to the multinational corporations entering the market (Calgary Herald).
The company also asserted that its entry would ensure revenues remain within Canada and contribute to local employment and investment. Pure Canadian Gaming reportedly employs approximately 1,500 individuals in the province (Calgary Herald).
Key Details
- Pure Canadian Gaming, with seven casinos in Alberta, applied to launch a smartphone app and website for iGaming (Calgary Herald).
- Over 48 different platforms have applied to enter Alberta’s iGaming market, including BetMGM, DraftKings, FanDuel, and bet365 (Calgary Herald).
- Alberta’s Minister Dale Nally stated the market is projected to generate approximately $76 million for the province in its first year (Calgary Herald).
- The province has introduced regulations, including restricting sports celebrities in advertisements unless promoting responsible gambling, and offering centralized exclusion options (Calgary Herald).
- Pure Canadian Gaming’s president and CEO, Brad Belhouse, stated, “We were here before they arrived, and we’ll be here long after the market settles” (Calgary Herald).
Why It Matters
The entry of Pure Canadian Gaming into Alberta’s iGaming market signifies local competition against established multinational gambling entities. The company’s emphasis on retaining revenues within Canada and supporting local employment contrasts with the broader influx of international operators, as reported by the Calgary Herald. This dynamic could influence the distribution of economic benefits within the province’s newly regulated iGaming sector.
Furthermore, the provincial government’s stated motivation for establishing a regulated iGaming market is player protection from the unregulated grey market. The implementation of rules such as restrictions on celebrity endorsements for general advertising and the option for centralized exclusion highlights Alberta’s regulatory approach to responsible gambling within this new market framework (Calgary Herald).
What’s Next
The Alberta iGaming market is scheduled to launch, with the provincial government having spent the past year establishing its framework. The market is anticipated to deliver approximately $76 million in revenue to the province during its initial year of operation, according to Minister Dale Nally (Calgary Herald).
Originally reported by Calgary HeraldPublished
Sources & References
Primary source
- Calgary Heraldcalgaryherald.com