Published on: March 24, 2026, 02:30h.
Updated on: March 24, 2026, 02:46h.
- PointsBet Canada initiated Alberta pre-registration in January
- Interview with Brooke Hilton, Head of Casino at PointsBet Canada, regarding Alberta launch plans
- Online casino holds an impressive 86% market share in Ontario
The financial results for H1 FY26 clearly showcased PointsBet’s dominance in the online casino sector in Ontario. Reflecting on this, Brooke Hilton, the Head of Casino, stated that the company is poised to effectively enter the Alberta market, anticipating a similar enthusiasm for online casino options in the province.
Online Casino Leadership in Ontario
PointsBet’s financial reports indicated a remarkable 35% year-over-year growth in total sports betting and igaming revenue in Ontario, amounting to CAD $22.2 million for the six months ending December 31, 2025. The igaming net win soared by 58% (CAD $15.6 million), bolstering the company’s overall revenue growth by 4%. PointsBet has been operational in Ontario since the market opened on April 4, 2022, with pre-registration for Alberta players beginning last month.
Economic Landscape of Alberta
Alberta, with a population of five million, is significantly smaller than Ontario’s 16 million residents. However, Alberta’s demographic skews younger, and its GDP per capita is higher, influenced by the fluctuations in the oil and gas sectors. The mature igaming market in Alberta is projected to generate annual revenues exceeding $700 million.
While Alberta lacks the number of professional sports teams found in Ontario, it is a passionate hockey market with devoted fan bases for the Edmonton Oilers and Calgary Flames, alongside the popularity of CFL teams in Edmonton and Calgary.
H1 FY2026 Revenue Highlights
Ontario’s online casino market dominance is striking, with 86% market share in total cash wagers and 77% in adjusted gross gaming revenue, according to iGaming Ontario’s latest report from January.
An interview with Hilton revealed the company’s ambitious plans for a substantial entry into the Alberta market.
“The Canadian market has shared a similar narrative,” she noted. “Success in Ontario can likely be mirrored in Alberta. The past has shown a strong grey market presence, with players familiar with established, mature European products since the early 2000s.”
Cultural Differences in Gaming Preferences
Alberta’s player base presents a sophisticated audience expecting high-quality products and content. However, cultural values do differ significantly—it has a more rugged and independent character, contrasting with Ontario’s diverse and cosmopolitan attitude.
“Brands must recognize Alberta’s unique market,” Hilton emphasized. PointsBet Canada has engaged with local stakeholders regarding Alberta’s potential market for over two years.
“It’s crucial to communicate directly with Albertans, without references to Ontario or its regulations,” Hilton stated. “They tend to have a strong sense of regional pride.”
Focused on Canadian Market
Alberta’s younger male demographic, coupled with its thriving economy, offers a favorable environment compared to regions like Ontario and British Columbia—contributing to Alberta’s leading position for interprovincial migration.
On launch day, Hilton shared that PointsBet Canada’s marketing efforts will directly engage Alberta residents. She observed that many U.S.-based operators missed the mark in their Ontario advertising efforts, some even forgoing popular Canadian payment methods like Interac.
“This involves revising integrations and testing wallets,” she noted. “It’s a significant initial effort.”
In a competitive market, merely providing an array of offerings isn’t enough; robust products are essential to retain users beyond initial promotional offers. Currently, PointsBet Canada boasts 1,500 casino games in its Ontario lineup.
Game Offerings in Alberta
“We are currently reviewing Alberta’s regulations that were recently released,” she explained. “While there are some unique aspects concerning game types, 99% of our product offerings will remain consistent with those in Ontario.”
The Canadian market has showcased a strong preference for casino games, placing a spotlight on Hilton’s leadership.
“The industry recognizes the necessity for evolution and innovation,” she said. “Over the past year, we’ve invested heavily in enhancing our casino technology, features, and promotions, aiming to capture a larger share of the casino-first player demographic.”
Coming from British Columbia and with their operations manager hailing from Montreal, PointsBet Canada has established a team of 60 employees in Toronto, ensuring a Canada-first approach—especially important as U.S.-based operators expand into Alberta amidst a complex Canadian landscape.
Learning from Ontario’s Experience
“A strong market strategy is essential,” Hilton stressed. “How you engage with players through marketing and communication is vital to resonate with today’s sentiments.”
“Content providers have reached out to me proposing dedicated Canadian casino sections, with some local studios indicating their games are uniquely developed in Canada.”
A key takeaway from Ontario’s experience is the importance of launching a solid product from day one.
“It’s unrealistic to expect to retain all players while overspending on acquisition,” she advised. A multifaceted approach is crucial, as only seven out of 81 gaming sites in Ontario focus solely on sportsbooks.