bet365 has officially entered Alberta’s newly regulated online gambling market, marking the operator’s second licensed Canadian province after Ontario and strengthening its North American footprint as competition intensifies across the country.
The UK-based betting and gaming company went live on 13 July, the same day Alberta launched its long-awaited regulated iGaming framework. The new market allows licensed private operators to compete alongside the government-run Play Alberta platform, creating Canada’s second open online gambling market after Ontario.
Albertans can now access bet365’s online sportsbook and casino, with the operator bringing several of its flagship betting features to the province. These include live in-play wagering, its Early Payout offer, and the “Sub On Play On” promotion, which transfers eligible player prop bets to a substitute if the original player leaves the match. According to bet365, the latter promotion generated around £30 million in customer payouts during the opening 10 days of the 2026 FIFA World Cup.
Trip Stoddard, Head of Development at bet365, described Canada as a strategically important market, saying the Alberta launch reflects the company’s long-term commitment to Canadian sports fans and responsible gambling within regulated markets.
The Alberta rollout coincides with a new partnership between bet365 and the Canadian Football League (CFL). Under the agreement, the operator becomes an Official Sports Betting and Online Casino Partner of the CFL in both Alberta and Ontario, with branding set to appear across broadcasts, digital content and fan engagement initiatives throughout the season.
The collaboration comes ahead of the 113th Grey Cup, which will be played in Calgary on 15 November, providing bet365 with a major national sporting platform as it builds its presence in western Canada.
bet365 joins a crowded field of operators launching in Alberta from day one. Major international brands including DraftKings, Caesars Entertainment, PENN Entertainment, Rush Street Interactive, FanDuel and BetMGM are also active, while additional European operators such as Betway, DAZN Bet, BetVictor, TonyBet and 888 Casino have entered or are preparing to enter the market. Industry estimates suggest more than 50 licensed platforms are expected to compete in the province.
Alberta’s regulated model is expected to reshape Canada’s online gambling landscape by giving consumers access to licensed private operators under provincial oversight. The province hopes the competitive framework will channel players away from unregulated sites while strengthening consumer protections and generating additional tax revenue.