CALGARY, Alta.- Kambi has found a home in Alberta for both its digital and retail sportsbook tech.
The European provider of “premium sports betting solutions” announced Tuesday that it signed a multi-year partnership with Pure Casino Entertainment, Alberta’s biggest casino operator.
Both Kambi and Pure are registered with the Alberta sports betting regulator to participate in the province's soon-to-launch iGaming market.
- Kambi signed a multi-year partnership with Pure Casino Entertainment to provide sportsbook tech for both retail sportsbooks and Pure's upcoming online betting platform in Alberta.
- PureCasino.ca could launch as early as July 13 when Alberta's new regulated sports betting and iGaming market opens to multiple private operators.
- The deal expands Kambi's Canadian presence while helping Pure establish both in-person and online sports betting across its seven Alberta casinos.
However, Kambi says it will provide its sportsbook technology to Pure for both in-person wagering at Pure’s casinos, including in Calgary and Edmonton, as well as to power Pure’s online sports betting site when it goes live.
The launch of PureCasino.ca could happen as early as July 13, when the new Alberta sports betting and iCasino market officially opens its digital doors. On that day, Kambi, Pure, and multiple other iGaming operators can launch within the province’s new regulatory system and take bets from Albertans with the government's blessing.
“We are delighted to be growing our footprint in an important region for Kambi with a partner with the heritage and expertise of Pure Casino Entertainment,” Kambi Group CEO Werner Becher said in a press release. “They share our commitment to deep and engaging sports betting experiences, and we look forward to delivering on this partnership’s potential for their customers throughout Alberta.”
The announcement highlights the progress being made in Alberta ahead of its go-live date. Partnerships are being formed and preparations are being made to compete in the province, which will become the second in Canada to adopt a regulatory framework that permits multiple private-sector competitors.
Kambi is pleased to announce that we have officially become the Ontario Lottery and Gaming Corporation’s (OLG) multi-channel sportsbook partner following the completion of a novation agreement with FDJ Group and successful sportsbook launch on 27 January.
— Kambi (@KambiSports) January 29, 2026
This marks the start of… pic.twitter.com/R5aHSFRBxA
Ontario was the first province to launch a competitive iGaming market in 2022, and Kambi has a presence there as well. The technology provider has partnerships on the brick-and-mortar side in the province, such as with Fallsview Casino Resort in Niagara Falls, as well as on the digital side, such as with the government-owned Ontario Lottery and Gaming Corp.
Swing your partner 'round and 'round
Kambi’s new Alberta partnership also highlights the speed with which the province wants to get in-person wagering capabilities in place. As regulators are preparing for the debut of the new online sports betting market, they are also working on authorizing brick-and-mortar sportsbooks.
Covers spotted a few potential spots for brick-and-mortar sportsbooks in Calgary this week, such as a space in Cowboys Casino where patrons were able to watch World Cup matches in comfy seating.
Was walking around Cowboys Casino in Calgary yesterday and I do declare that this looks like a good spot for a physical sportsbook. Alberta regulators are working on authorizing those alongside their efforts to launch the province’s regulated iGaming market on July 13. pic.twitter.com/rCjQx5oMvD
— Geoff Zochodne (@GeoffZochodne) July 6, 2026
Alberta's interest in brick-and-mortar sportsbooks is significant for a casino operator like Pure, which, after a recent acquisition, now has seven casinos in the province. However, the Indigenous Gaming Partners-owned company wants both a physical and digital sports betting presence in Alberta.
“As we prepared for the launch of Alberta’s regulated online market we knew selecting a sports betting partner that could offer the right combination of product quality and regulatory certainty was paramount,” said Brad Belhouse, CEO of Pure Casino Entertainment, in the release. “Kambi’s proven track record made them the clear choice, and we are excited to capitalize on the sports betting opportunity both online and across our Alberta casinos.”
