Pure Canadian Gaming has applied to enter Alberta’s newly opened online gambling market, positioning its established casino business as a domestic alternative to the international operators competing for customers in the Canadian province.
The company has operated in Alberta for more than 25 years and now runs seven casinos across the province. Its application comes as more than 50 platforms seek approval to offer online sports betting and casino products under the new regulated framework.
Pure Canadian Gaming is presenting its local presence as the main point of difference from multinational groups including BetMGM, DraftKings, FanDuel and bet365.
Brad Belhouse, President & CEO, says: “We can’t outspend the multinationals on Super Bowl ads, but we can beat them on trust and our commitment to Alberta.
“We were here before they arrived, and we will be here long after the market settles.”
The company has also agreed a multiyear partnership with Kambi, which will provide sportsbook technology for its planned online betting platform and future retail sportsbooks across its Alberta casino estate. Both businesses have registered with the provincial regulator.
The new Alberta framework is intended to move existing activity away from unregulated platforms while introducing formal controls covering player protection, self-exclusion and spending limits.
The province will collect 20% of operator gaming revenue, with additional allocations for problem gambling programmes and First Nations. Pure Canadian Gaming’s entry adds a local operator with an existing retail customer base to a market otherwise dominated by large international digital brands.
