Date of Publication: March 17, 2026, 03:42h.

Last Revised: March 17, 2026, 03:42h.

• Soft2Bet is the newest licensed operator in Ontario planning to expand into Alberta.
• Casino.org discusses with Soft2Bet’s General Counsel regarding their launch strategy in Alberta.
• Other companies like DraftKings, PointsBet Canada, Bet99, and Betway have already entered the Alberta market.

A crucial question for iGaming operators transitioning from Ontario to the emerging Alberta market is this—what are the essential takeaways from Ontario that can be utilized in Alberta?

Robust Per Capita GDP

While Alberta and Ontario differ significantly—Ontario’s population hit 16.2 million in 2025 compared to Alberta’s 5 million—Alberta boasts the highest GDP per capita in Canada and a younger population eager to engage in gambling activities.

There has been significant growth in the government’s official Play Alberta online platform, which reported $270 million in net sales for 2025, an increase from $235 million the previous fiscal year. A substantial unregulated market exists in Alberta, with Play Alberta’s market share estimated between 23% and 45%.

According to Alberta’s government, the Alberta iGaming Corporation (AiGC) is projected to bring in $75 million for the province (based on a 20% tax rate after deductions for First Nations and responsible gaming) for FY 2026-27, rising to $109 million in FY 2028-29.

Insights for Alberta

Soft2Bet, which we discussed yesterday, is preparing to enter Alberta this spring or summer. The company is currently conducting early assessments and preparations, including legal and regulatory analysis, and finalizing their formal license application.

The annual market potential for Alberta following its launch is estimated to be between $700 million and $1 billion. Soft2Bet introduced its ToonieBet brand in Ontario in late 2024 after obtaining its Alcohol and Gaming Commission of Ontario license in March 2024.

Casino.org interviewed David Yatom Hay, General Counsel for Soft2Bet, to uncover valuable lessons learned from Ontario that are applicable to Alberta.

“Ontario’s experience illustrates that achieving long-term success in a regulated market hinges on effective player engagement and retention, where acquisition is merely a component of a broader strategy,” he explained.

Importance of Tailored Content

“An essential takeaway is the need for deep personalization. Today’s players expect experiences tailored to their preferences, from the content displayed to the offers received, as well as their overall journey on the platform. Operators that commit to understanding player behavior and adjusting in real time are the ones that cultivate more meaningful and lasting connections.”

This emphasis on personalized experiences correlates with continuous engagement. The competitive nature of the market means that merely gaining a player’s attention is insufficient.

“Players need ongoing incentives to return,” noted Hay. “This is where gamification, dynamic content, and smart segmentation play essential roles, transforming the experience from transactional to interactive.”

“Another critical lesson is about brand positioning for the local market. Ontario has shown that players resonate with brands that feel relevant and authentic to the Canadian audience. When entering a new market, it is vital to establish a brand identity that speaks to the local audience, in both tone and offerings, rather than just transferring an existing product.”

No Final Decision on ToonieBet Yet

Following this, the regulatory considerations must be addressed, which is undeniably crucial. Ontario’s market enforces stringent regulations, and experience has demonstrated that effective compliance should be integrated into the product and user experience from the outset. This approach fosters trust and long-term engagement.

“The overall lesson is that sustainable growth stems from a combination of a strong product experience, meaningful player engagement, and a brand that authentically connects with the local community, all within a robust regulatory framework,” said Hay.

He also mentioned that no definitive choice has been made regarding the launch of ToonieBet in Alberta, as Soft2Bet evaluates each market with a strategic mindset.

$700 Million Market Potential

“The decision depends on what positioning is most advantageous for that particular jurisdiction, considering regulatory obligations, competition, and the target demographic,” he shared. “While ToonieBet is a viable option, we have yet to finalize anything, leaving us the flexibility to either extend the brand or explore a customized strategy for Alberta.”

“Broadly speaking, our approach is to enter markets with a structured and sustainable method, ensuring both our product and compliance framework are adequately customized before going live.”

Soft2Bet is joining an expanding lineup of iGaming operators looking to penetrate the Alberta market, which includes DraftKings, theScore, NorthStar Bets, PointsBet Canada, BetMGM, Betway, and Bet99.