PointsBet Canada is preparing for a major push into Alberta’s soon‑to‑open online gaming market, following what the company describes as dominant online casino performance in Ontario. Pre‑registration for Alberta players opened in January, and executives say the operator intends to move quickly once the province’s regulated market goes live.
Brooke Hilton, PointsBet Canada’s Head of Casino, said the company expects Alberta to mirror Ontario’s strong appetite for online casino play. “If someone has been successful in Ontario, it’s very possible they can also have a successful online casino in Alberta,” she said.
Ontario Fuels Company Growth
PointsBet reported a 35% year‑over‑year increase in combined sports betting and igaming revenue in Ontario for the six months ending Dec. 31, 2025, reaching CAD $22.2 million. Igaming net win rose 58% to CAD $15.6 million, helping drive a 4% overall revenue increase for the Australia‑based operator.
The company has been licensed in Ontario since the market opened in April 2022. Its online casino has emerged as a key revenue driver, accounting for 86% of total cash wagers and 77% of non‑adjusted gross gaming revenue, according to iGaming Ontario’s January market report.
Alberta’s Market Potential
Alberta’s population of five million is significantly smaller than Ontario’s 16 million, but the province has a younger demographic and one of the highest GDPs per capita in Canada, tied closely to the oil and gas sector. Industry projections estimate Alberta’s igaming market could surpass $700 million annually at maturity.
While Alberta lacks Ontario’s concentration of major professional sports teams, it remains one of the country’s most engaged hockey markets, anchored by the Edmonton Oilers and Calgary Flames. The CFL also maintains strong followings in both cities.
Hilton said Alberta’s long‑standing exposure to grey‑market operators has created a knowledgeable player base with high expectations for product quality. “Players have been engaging with strong, mature products out of Europe since the early 2000s,” she said.
Tailoring to Alberta’s Identity
Hilton emphasized that Alberta’s cultural identity differs sharply from Ontario’s, and operators must adjust their messaging accordingly. “You definitely don’t want to have any references to Ontario or the Ontario regulator,” she said. “Albertans have a bit of a chip on their shoulder, so you want to speak to them in a way that’s relevant to them.”
She described Alberta as younger, more male‑skewed, and more affordable than provinces like Ontario and British Columbia—factors that have contributed to strong interprovincial migration.
PointsBet plans to launch with localized marketing from Day 1, drawing lessons from Ontario, where some U.S. operators entered the market with messaging that did not resonate with Canadian consumers. Some also failed to offer Interac at launch, creating friction for players.
Product Strategy and Regulatory Alignment
PointsBet Canada currently offers 1,500 casino games on its Ontario platform. Hilton said Alberta’s newly released regulations include some distinctions in game types, but “99% of product offerings will be the same.”
She noted that promotions alone are not enough to retain players in a competitive market. “Without a strong product, users drop off after the promotions have been spent,” she said. PointsBet has invested heavily over the past year in casino technology, features, and promotional mechanics to target casino‑first customers.
Canada‑First Approach
Hilton, who is from British Columbia, said the company’s Canadian leadership and staff—60 employees are based in Toronto—give PointsBet an advantage as more U.S. operators prepare to enter Alberta.
“It’s not a nice‑to‑have,” she said. “It’s a core factor in how you approach your conversations with your players. You need to live and breathe that to understand how people are thinking and what the vernacular is.”
Some content providers have already approached PointsBet about highlighting Canadian‑built casino games, including titles produced in Montreal studios.
Lessons from Ontario
Hilton said the Ontario launch underscored the importance of efficiency and readiness. “You’re not going to be able to retain all players, and then spend too much money trying to acquire them,” she said. She added that operators must take a multi‑pronged approach: of the 81 gaming websites in Ontario, only seven are sportsbook‑only.
With Alberta’s market expected to open soon, PointsBet is positioning itself to replicate its Ontario casino performance in a province with strong economic fundamentals and a distinct gaming culture.
