As Alberta gears up for the launch of its regulated igaming market on July 13, key operators are preparing to make their debut while unveiling new community-focused initiatives aimed at capturing market share and attracting customers.
Recently, FanDuel Canada announced its entry into the Alberta market, linking its launch to investments in local communities and renewing its collaboration with the Canadian Football League (CFL) through a multi-year agreement.
Albertan fans can look forward to the presence of two CFL teams in the province: the Calgary Stampeders and the Edmonton Elks.
Preparing for Launch
“Our core mission emphasizes meaningful engagement with the communities we serve,” stated Dale Hooper, General Manager of FanDuel Canada.
To support community initiatives, FanDuel is contributing $50,000 to the A Dollar A Day Foundation to bolster funding for frontline mental health services in Alberta. The company is also donating $30,000 to the Canada Red Cross Emergency Management Program to aid community disaster preparedness.
Additionally, DraftKings announced a generous $150,000 donation to Food Banks Alberta, which will facilitate the provision of over 40,000 pounds of food through its allocation program to local food banks statewide.
Community Contributions Underway
As reported by Alberta Gaming, Liquor & Cannabis (AGLC), by July 7, 49 operators had completed the registration requirements, paying their necessary fees. Companies like FanDuel are in the final stages of preparation with the Alberta iGaming Corporation (AiGC) to be ready for the forthcoming launch on July 13.
On June 18, AGLC unveiled its Standards and Requirements for Internet Gaming, detailing expectations for licensed operators in areas such as regulatory compliance, responsible gambling standards, supplier qualifications, and technological security measures. Many of these standards mirror those implemented in Ontario, which launched its own regulated igaming market back in April 2022.
Modeling After Ontario
“We feel we have a fiduciary duty to the people of Alberta,” remarked Dale Nally, Minister of Service Alberta and Red Tape Reduction, during the SBC Summit Canada in May. “That means ensuring gambling is conducted as safely and responsibly as possible, which can only be achieved in a regulated framework.
“We observed Ontario’s approach closely, and many Albertans were wondering why we weren’t implementing similar strategies. By analyzing Ontario’s model, we recognized that we didn’t need to start from scratch.”
“We have adopted a lot from Ontario’s model yet are making amendments to reflect Alberta’s unique perspective,” he added.
Emphasis on Responsible Gambling
This situation offers an advantage to operators already active in Ontario, as many regulatory requirements will be familiar to them.
The regulatory framework in Alberta will feature a dual model with the AGLC as the regulatory body and the AiGC managing market operations. Responsible gambling remains a top priority; Alberta operators will be responsible for identifying and addressing high-risk behaviors, offering deposit and time limits, and promoting safer gaming initiatives. A centralized self-exclusion platform will be launched for both online and ground gaming, similar to Ontario’s recently introduced BetGuard system.
Stricter Advertising Guidelines
Alberta’s advertising regulations will also reflect Ontario’s standards, restricting targeted promotions towards minors and individuals excluded by their own choice or identified as high-risk players. Strict guidelines must govern publicizing bonuses, allowing marketing primarily through direct communication to registered players and on operators’ websites.
Current and former athletes will only feature in advertisements promoting responsible gambling initiatives. In Ontario’s inaugural year, the market witnessed extensive advertising, with prominent figures like Wayne Gretzky and Connor McDavid appearing frequently. New regulations regarding athlete endorsements will take effect in February 2024.
Recently, Betway launched a responsible gambling ad featuring Vladimir Guerrero Jr., exemplifying the type of advertising Albertans can anticipate with the upcoming market launch.