One of the quirks of Alberta’s soon-to-launch iGaming market is that bettors can start signing up with new online sportsbooks right now, even if they won’t be able to actually place a bet with that operator for a few weeks.
- BetMGM has opened preregistration for Albertans ahead of the province's regulated iGaming and sports betting market launch July 13.
- Alberta's new competitive market aims to bring players from "grey" operators into a provincially regulated system, with preregistration helping newer entrants compete.
- BetMGM is promoting its Alberta launch with an NHL ticket sweepstakes and a marketing partnership with Corus Entertainment for radio, podcasts, and streaming platforms.
BetMGM is the latest operator to open preregistration for Alberta's bettors, announcing Friday that residents 18 and older can begin signing up for the online sportsbook and casino it plans to launch (pending regulatory approval) on July 13.
That is the day the new Alberta sports betting and iGaming market is scheduled to go live, the date when multiple private-sector operators will launch in the new regulatory framework and begin taking wagers from customers.
Patience, people
Alberta’s competitive iGaming market will be Canada’s second, following Ontario's launch of a similar system in 2022. BetMGM noted Friday its launch in Alberta will be its “first international expansion since entering Ontario” four years ago.
“Alberta players can enjoy legendary experiences as well as the same product strength, responsible gambling leadership, and MGM-powered rewards that fueled BetMGM’s growth in Ontario,” BetMGM CEO Adam Greenblatt said in a press release. “Alberta represents a significant opportunity to drive meaningful impact as we build on our momentum across North America.”
BetMGM joins operators like Caesars and theScore Bet in signing up customers in advance of its Alberta launch. The preregistration feature of the new Alberta sports betting market is a unique one for the province, which already has a lot of online gambling happening with operators that have yet to come under local oversight.
FYI, @BetMGMCanada let it be known it be accepting pre-registration for potential Alberta customers in advance of the province opening its regulated sports betting and online gaming market July 13.https://t.co/CjJQkkmZP4
— Gaming News Canada (@GamingNewsCA) June 26, 2026
Indeed, the Alberta government, citing survey data, says around 70% of iGaming in the province is happening with operators that are not regulated or taxed by the province itself. Some of these “grey” sportsbooks and casino sites plan to transition into the regulated market, but until then, they are still accepting business from local gamblers.
Permitting preregistration of customers, then, could help level the playing field between “new” and “grey” operators in Alberta. As of Friday, 47 operators were registered (which is similar to being licensed in other jurisdictions) with the province's iGaming regulator, the Alberta Gaming, Liquor and Cannabis Commission. The AGLC is also the operator of the province's only currently authorized iGaming platform, Play Alberta.
Partial list of already registered Alberta iGaming operators as of May 8 (means they are in line to launch in the province's regulated iGaming market on July 13):
— Geoff Zochodne (@GeoffZochodne) May 11, 2026
BET99
Caesars
Bally's
BetMGM
Betway
DraftKings
Sports Interaction
FanDuel
PointsBet
BetRivers
theScore pic.twitter.com/xN7BbL6mvi
BetMGM says it has several other things that could help it in the province as well.
BetMGM said in its release it plans to sponsor an Alberta sweepstakes offering residents a chance to win NHL tickets. BetMGM added its partnership with Canadian media company Corus Entertainment will ensure the iGaming operator a presence via radio, podcasts, and streaming platforms.
“By combining the broad reach of our radio stations, digital properties, streaming platforms and podcast network, we’re creating new ways for brands to engage consumers through relevant content, premium experiences and innovative advertising solutions, bringing BetMGM closer to audiences in authentic and impactful ways,” Christopher Mercer, senior vice president of media sales and solutions for Corus, said in Friday’s release.
