TheScore Bet is making a big play into one of Canada’s wealthiest provinces in anticipation of a newly legalized sports betting market set to open in a few short months.
Key Takeaways
- theScore Bet has opened pre-registration in Alberta ahead of the launch of regulated online sports betting.
- The operator joins competitors, including PointsBet and BetRivers, in preparation for a competitive market.
- Legalization in Alberta is spurred by efforts to disincentivize unregulated platform usage in conjunction with retaining 20% of iGaming revenue.
The operator has opened pre-registration in Alberta on Friday ahead of the province’s upcoming regulated online gaming market. In its announcement, the company noted that users will be able to download the app and create accounts, with plans to launch following regulatory approval.
“theScore is Canada’s premier digital sports media brand and we can’t wait to bring our best-in-class sportsbook and casino app theScore Bet to Alberta,” said Billy Turchin, chief product officer at PENN Interactive. “We commend the Alberta government on all their efforts towards bringing regulated online gaming operators to the province and look forward to introducing Albertans to our integrated media and betting offering when the market opens.”
With integration with theScore’s popular news app, theScore Bet is hoping to make major gains after a difficult 2025 for its parent company, PENN Entertainment.
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Sites flocking to new market
As Alberta sports betting prepares to inject new life into the sports betting landscape, with one of Canada’s most prominent provinces moving from the provincially regulated Play Alberta app, other operators are also jockeying for position in what’s sure to become a highly competitive market.
“Alberta's move toward an open, competitive iGaming framework is a positive step for Canadian players, offering more choice and consumer protections in a safe and regulated environment,” said Scott Vanderwel, CEO of PointsBet Canada, another operator making strides to enter Alberta’s market.
PointsBet has similarly laid the groundwork for registration in the province in anticipation of legalization to come, doing so earlier in February.
“We're excited to introduce our innovative, Canadian-focused sports betting and online casino products to Alberta residents, supported by industry-leading speed, responsible gaming tools, and local expertise.”
PointsBet and theScore Bet are also joined by fellow Canadian operator BetRivers, who announced their plans in conjunction with a full-scale advertising blitz in conjunction with the CBC & Radio-Canada for the Winter Olympics.
"Canada continues to be a priority growth market for BetRivers, and Alberta represents an exciting next step," said Richard Schwartz, CEO at Rush Street Interactive. "With an office and large employee base in Toronto and a growing presence across the country, we've been building and investing in Canada for years.
Alberta’s market will follow a similar framework to the already established Ontario sports betting market, as provincial officials report that upwards of 70% of online gambling has occurred on unregulated platforms outside of the provincially run PlayAlberta app. The province will also retain 20% of iGaming revenue to support “First Nations and social responsibility initiatives.”
