BetMGM’s first 100 days in Alberta have given the operator plenty of reason for optimism.
- BetMGM has called Alberta one of its strongest new markets.
- BetMGM reports strong early momentum but has not disclosed Alberta-specific revenue figures.
- The province launched regulated sports betting and online casinos July 13.
The online sportsbook and casino says its Alberta launch has outperformed its Ontario debut in 2022. BetMGM called the latest iGaming-regulated Canadian province one of its “strongest new markets.”
“Alberta has been one of the most exciting launches in BetMGM’s history,” BetMGM chief revenue officer Matt Prevost said. “In our first 100 days, we’ve seen Albertans back their home teams and gravitate toward the premium, exclusive casino content that sets BetMGM apart.”
BetMGM offers sports betting in more than 20 U.S. states, Alberta, and Ontario. The operator also offers online casino games in both Canadian provinces and four states.
Piling on the Oilers
BetMGM reported that the Edmonton Oilers have dominated Stanley Cup futures wagering. The Oilers accounted for 50.8% of tickets in Alberta, ahead of the Montreal Canadiens, Vegas Golden Knights, Colorado Avalanche, and Calgary Flames.
Ontario has followed a similar theme, with the Toronto Maple Leafs snagging the most Stanley Cup winner tickets, but at a much lower rate (28.9%). The Oilers rank third.
When it comes to the NFL, Canadians have followed a similar pattern to Americans. The Buffalo Bills lead Super Bowl futures betting in both Alberta and Ontario, followed by the Los Angeles Rams. The Kansas City Chiefs, Seattle Seahawks, and San Francisco 49ers round out the top five in Alberta sports betting.
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iGaming thrives
BetMGM said Alberta players have gravitated toward branded casino games with “roots in land-based casinos,” a trend the operator linked to September data from Eilers-Fantini.
Game of Thrones, NHL Blackjack, and Lightning Link High Stakes have been the three most popular games in BetMGM's Alberta online casino, followed by The Price Is Right Gold Blitz Ultimate and Sugar Rush.
BetMGM recently released a new House of The Dragon game based on HBO’s popular "Game of Thrones" show.
“We’re encouraged by the momentum, but we’re equally focused on how we grow,” Prevost said. “Our goal is to deliver exceptional entertainment while setting the standard as a top-tier, responsible operator in Alberta."
Lucrative start
BetMGM was among more than a dozen operators that launched when Alberta’s regulated online gambling market opened. More than 50 companies received approval, but their launch dates varied as they completed the regulatory process.
BetMGM did not disclose Alberta-specific revenue figures. Alberta iGaming Corporation reported this week that operators generated CA$122 million in non-adjusted gross gaming revenue from more than CA$2.9 billion in wagers between July 13 and Sept. 30. The number of customers recorded by the market rose from 226,959 to 388,585 over that period.
Online casinos have accounted for most of Alberta’s wagering and gaming revenue, while sports betting generated 19.5% of NAGGR in September, the first month of the NFL regular season.
