bet365 Joins Growing Field of Operators in Alberta's New iGaming Market

bet365 has launched in Alberta’s regulated iGaming market, expanding into its second Canadian province with its full sportsbook product lineup.

Ziv Chen

Last Updated: July 15, 2026 9:47 AM EDT • 2 minute read

Pictured: Calgary Stampeders ready to take the field as we look at bet365 launching in the province. Photo by Sergei Belski-Imagn Images

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Global sports betting operator bet365 confirmed on Monday that it is now operating in Alberta's newly regulated iGaming market. The launch extends a footprint it already holds in Ontario into a second Canadian province.

The operator said the move reflects a broader push into North America and gives Alberta sports betting customers access to its full suite of products, including live betting, in-game odds, and an early payout feature that pays customers out ahead of schedule when their team builds a large lead.

“Canada is a key market for bet365, and cementing our brand’s presence in Alberta marks another milestone in our long-term commitment to Canadian sports fans,” said Trip Stoddard, Head of Development at bet365. “We're proud to work alongside Alberta's regulators to give fans a trusted platform to engage with the sports they love through a responsible, world-class experience.”

Coinciding with the launch, the operator is also promoting a feature called Sub On Play On, which carries over player-prop bets, such as goalscorer or assist wagers, to a substitute player if the athlete originally wagered on leaves the game. bet365 adds that the tool drove roughly $40 million in payouts worldwide during the opening ten days of the 2026 World Cup and will now be available to Alberta customers.

bet365 also announced a sponsorship deal with the Canadian Football League, naming itself an official sports betting and casino partner in both the Alberta and Ontario sports betting markets. The partnership will run through the 2026 CFL season, which wraps with the 113th Grey Cup in Calgary on November 15.

A crowded field as Alberta's iGaming market goes live

bet365's arrival is one piece of a much larger launch. Twenty-two iGaming operators went live in Alberta on July 13 as the province opened its doors to private online gambling companies after two years of preparation.

Service Alberta Minister Dale Nally welcomed the operators at a press conference while cautioning that companies failing to meet provincial standards or taking advantage of customers would face consequences. More than 50 operators have applied to join the market so far.

Operators for Alberta sports betting apps must hand over 20% of revenue to the province, a cut expected to bring in $76 million during the market's first year. Of that revenue share, 2% is set aside for First Nations communities and 1% funds responsible gambling programs and treatment services.

Betting analyst Bill Speros said the sheer number of operators entering at launch outpaces anything seen in comparable US state rollouts or in Ontario, Canada's first regulated iGaming market, and pointed to Alberta's lower tax rate compared to US states such as New York and New Hampshire, which charge as much as 51%.

“It’s definitely a gold rush,” Speros said. “That is a significant tell in terms of what the operators think the province could generate in terms of revenue and customers.”

Written by:
Ziv Chen

Ziv has over two decades of experience in the igaming and sports betting industry, having served in senior marketing and business development positions with both B2C and B2B companies, including Playtech and Microgaming. In 2019, Ziv decided to pursue his passion for writing and became a fulltime industry journalist, covering casino, sports, and gambling business news. He’s specialties include casino games and technology, US state gambling regulation, company performance, as well as gambling affiliates and marketing. As a Pitt graduate, Ziv is a diehard fan of all Pittsburgh sports teams, with the Steelers at the top of the list. In his free time, he enjoys reading crime fiction, biographies (mainly of sports personalities, but not only) and American history. Ziv’s Favorite quote: “We're going to pursue perfection, knowing full well we won't catch it, but we're going to relentlessly chase it," Mike Tomlin, Pittsburgh Steelers Head Coach.