Betway Launches in Alberta as More iGaming Operators Join Market

Alberta’s commercial iGaming market only just opened on July 13, but the province is already preparing for a much larger operator field. More than 50 sites have registered for the market, and Alberta officials now expect roughly 60 or 61 betting sites to be live by the October 13 deadline, with the eventual total potentially reaching around 70.

Now Betway has officially launched its sportsbook and online casino in Alberta, joining more than 30 regulated sites already operating in the province. The Alberta iGaming Corporation (AiGC) announced Betway’s arrival on September 28 alongside Golden Tiger Casino, while Super Group’s other brands have also been making the transition into the regulated market.

Alberta’s iGaming Market Is Rapidly Taking Shape

Alberta entered regulated online gambling later than Ontario, which launched its commercial market in April 2022. Casino and sports betting in Ontario has since grown into one of North America’s most competitive regulated markets, with 50 operators generating $2.9 billion in gaming revenue on $82.7 billion in wagers during fiscal 2024-25. Alberta is attempting something similar, but with a potentially important advantage: it is starting from a much larger existing grey market.

The Alberta government estimates that unregulated operators previously captured roughly 70% of the province’s total iGaming market. Its new framework is designed to pull that activity toward licensed operators while introducing stronger consumer protections and keeping more gaming revenue within Alberta. The province launched with roughly 20 commercial sites on July 13. Since then, the roster has continued expanding, with operators such as Casino Time, Vegas Club Casino and PURE Casino joining the market, while other major brands have been working through the licensing process. Then came Betway.

Why Betway’s Alberta Launch Is Significant

The global sportsbook was founded in 2006 and has developed into one of Super Group’s flagship brands, operating across regulated markets in Europe, the Americas and Africa. Super Group describes Betway as its single global sportsbook brand, with more than 90 partnerships involving teams and leagues around the world.

Betway spent years operating in Canada’s grey market before provincial regulation expanded. So, when Ontario launched its regulated iGaming market in 2022, Betway already had significant brand recognition. The company officially transitioned into Ontario’s regulated market in August 2022 after receiving its provincial licence. Research at the time suggested Betway had one of the largest existing user bases among betting apps in Ontario, despite not initially being licensed. Alberta is now following the same path.

Betway becomes only the second province in which it operates under a provincial commercial iGaming licence, following Ontario. Its parent company, Super Group, has also registered four other brands for Alberta: Jackpot City, Royal Vegas, Ruby Fortune and Spin.  Several of those brands have already transitioned into the regulated market, making Super Group's Alberta rollout a broader strategic move rather than a one-off Betway launch.

H2 Gambling Capital data previously identified Super Group as the largest operator in Canada's unregulated iGaming market, accounting for about 35% of grey-market revenue. Betway is therefore not entering Alberta as an unknown challenger. It is one of the companies Alberta's regulatory framework was specifically designed to bring into the legal market.

What Betway Means for Alberta

In the short term, Betway adds another heavyweight to an already crowded sportsbook market featuring FanDuel, DraftKings, BetMGM, bet365, Caesars and others. For Alberta consumers, that means more choice. It also means more competition for sports betting bonuses, sports betting customers and casino revenue.

For operators, however, the picture is tougher. The first wave had the advantage of establishing itself while the market was still relatively empty. The second wave will have to fight for customers who may already have accounts with several established sportsbooks.

Betway has one obvious weapon: familiarity. It has spent years building its Canadian brand, including through major sports partnerships and its recent relationship with Toronto Blue Jays star Vladimir Guerrero Jr., who joined the brand to promote responsible gambling.

Betway’s launch is important because one of the biggest beneficiaries of Canada’s grey market is now helping build the regulated alternative. But this is only the beginning. With Alberta expecting roughly 60 or 61 licensed sites by October 13, the province is about to see a flood of new competition as the three-month grace period for existing grey-market operators expires. Those that want to stay will have to complete the transition, pay the required fees and taxes, and operate within Alberta’s regulated framework. For consumers, operators and the province itself, the second wave is just getting started.