The online gaming division of gambling group Novomatic, Greentube, has strengthened its presence in the Canadian-regulated market after launching its online casino content in Alberta as part of the province’s newly launched online gambling market.
Key Takeaways
- Greentube has entered Alberta’s regulated market, which launched July 13.
- Alberta marks the second Canadian regulated market in which Greentube operates, following Ontario in 2022.
- Greentube goes live in Alberta with a range of titles, including its Piggy Prizes and Firecracker Frenzy slot series.
Greentube received approval from the province's regulator, Alberta Gaming, Liquor and Cannabis (AGLC), following a lengthy approval process, enabling it to start operating in Alberta as soon as the market launched on July 13.
The online gaming studio’s Alberta debut expands on its existing presence in Canada, where it has operated in Ontario since 2022. Players in Alberta will initially have access to a variety of Greentube titles, including Piggy Prizes Wand of Riches 2, Rumble Riches Haulin’ Gold, and Firecracker Frenzy Money Toad.
“Going live in Alberta on the day the market opens is an important step for Greentube and reflects the strong momentum we are seeing in Canada. We welcome the opportunity a new jurisdiction offers and look forward to working with locally licensed operators to introduce our established offering to players in Alberta. With a balanced line-up of new releases and proven performers, we are well placed to offer a compelling experience in the province and support our long-term ambitions in the region,” said David Bolas, Commercial Director at Greentube.
Alberta's move to a regulated framework is a significant change for the province's online gambling sector, replacing the previous monopoly of PlayAlberta. It also means that Alberta is only the second Canadian province, after Ontario, to set up a regulated online gambling market.
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Alberta opens competitive market with 22 operators
Greentube joins a growing competitive market in Alberta, where 22 of the 50 operators who have so far registered for a license went live on July 13.
Under Alberta’s regulatory framework, operators are required to register with AGLC before entering into commercial agreements with the Alberta iGaming Corporation (AiGC), which oversees the market.
Provincial officials said the reforms were introduced to move online gambling activity away from unregulated sites. Minister of Service Alberta and Red Tape Reduction, Dale Nally, said the government believed around 70% of online gambling in Alberta had previously gone through illegal, often offshore operators.
The province has introduced a 20% tax on gross gaming revenue, which the government said would encourage operator participation and increase gambling activity in the regulated sector. Another 2% of gross gaming revenue will be allocated to First Nations and 1% to responsible gambling and social responsibility initiatives.
The list of operators launching on the first day included FanDuel, Caesars Entertainment, DraftKings, BetRivers, and bet365, while suppliers such as IGT PlayDigital also entered the market with extensive gaming portfolios. Local casino operator Pure Canadian Gaming has also applied to debut its online platform under the new regulatory framework.
