Published on: March 16, 2026, 05:46h.

Updated on: March 16, 2026, 05:48h.

• Soft2Bet aims to broaden presence in Canada
• Companies like DraftKings, BetMGM, and theScore have confirmed plans for Alberta
• Alberta’s regulated igaming market is anticipated to launch this spring or summer

Another player has expressed interest in entering Alberta’s forthcoming regulated igaming landscape, which is set to begin operations this spring or summer—Soft2Bet, looking to leverage the two-year success of its Ontario-facing brand, ToonieBet.

Leading Operators

Soft2Bet joins a growing roster of igaming providers that will enter the Alberta market, including DraftKings, theScore, NorthStar Bets, PointsBet Canada, BetMGM, Betway, and Bet99.

In a recent announcement, Soft2Bet emphasized the dominance of younger adults in the province’s demographics. According to Statistics Canada, Alberta’s population surpassed five million by the end of 2025, featuring a young median age of 38.1. Alberta experiences the highest rate of interprovincial migration in Canada, along with robust international immigration.

Population Growth

The Alberta government expects this migration trend to continue, projecting an increase of two million residents over the next 27 years. Notably, Alberta is recognized as Canada’s wealthiest province based on GDP per capita, bolstered by its oil and gas industry.

According to government estimates, the Alberta iGaming Corporation (AiGC) is set to yield revenues of $75 million for the province (after accounting for a 20% tax rate, First Nations contributions, and responsible gaming initiatives) in FY 2026-27, rising to $109 million by FY 2028-29.

Focus on Youth

“Innovation is essential for Soft2Bet, and our objective is to create captivating products that resonate with our customers,” remarked David Yatom Hay, General Counsel at Soft2Bet.

While we finalize our plans for entry into Alberta, pending necessary regulatory approvals, we are dedicated to delivering localized and engaging experiences that cater to the distinct tastes and culture of each market.

ToonieBet Strategy

ToonieBet was launched in Ontario at the close of 2024. In its latest announcement, Soft2Bet referred to the potential scale of the Alberta market—projections from Citizens JMP Securities indicate it could exceed $700 million in annual revenue when fully matured.

Under the new regulatory framework in Alberta, Alberta Gaming, Liquor and Cannabis (AGLC) will oversee operations, while the Alberta iGaming Corporation manages and regulates the industry.