BetMGM has described Alberta as one of its “strongest new markets,” saying its launch in the newly regulated province has outperformed its 2022 debut in Ontario, according to a report by Covers Industry marking the first 100 days of Alberta’s online gambling market.
“Alberta has been one of the most exciting launches in BetMGM’s history,” chief revenue officer Matt Prevost said. “In our first 100 days, we’ve seen Albertans back their home teams and gravitate toward the premium, exclusive casino content that sets BetMGM apart.”
The operator did not disclose Alberta-specific revenue figures to support its claim of strong early momentum, leaving its comparison with Ontario unquantified.
Alberta’s regulated online sports betting and online casino market opened on July 13, with operators going live as they completed the regulatory process. BetMGM was among more than a dozen brands that launched at the opening of the market, part of a group of more than 50 companies that received approval, with staggered launch dates spreading entries across the opening months.
Market-level data points to a fast start. The Alberta iGaming Corporation reported that operators generated CA$122 million in non-adjusted gross gaming revenue from more than CA$2.9 billion in wagers between July 13 and Sept. 30. The number of customers recorded by the market rose from 226,959 to 388,585 over the same period.
Online casino has accounted for the bulk of Alberta’s wagering and gaming revenue to date. Sports betting generated 19.5% of non-adjusted gross gaming revenue in September, the first month of the NFL regular season.
BetMGM’s own data underlines how heavily local sports allegiance is shaping betting behaviour in the province. The operator reported that the Edmonton Oilers accounted for 50.8% of Alberta Stanley Cup futures tickets, ahead of the Montreal Canadiens, Vegas Golden Knights, Colorado Avalanche and Calgary Flames. By comparison, in Ontario the Toronto Maple Leafs lead Stanley Cup futures ticket share at a much lower rate of 28.9%, with the Oilers third — a sign that Alberta’s hockey betting market is more concentrated around a single team than Ontario’s.
Football futures look more similar across the two provinces. The Buffalo Bills lead Super Bowl futures betting in both Alberta and Ontario, followed by the Los Angeles Rams, with the Kansas City Chiefs, Seattle Seahawks and San Francisco 49ers completing Alberta’s top five.
On the casino side, BetMGM said Alberta players have gravitated toward branded games with roots in land-based casinos, a trend the operator linked to September data from Eilers-Fantini. The three most popular titles in BetMGM’s Alberta online casino are Game of Thrones, NHL Blackjack and Lightning Link High Stakes, followed by The Price Is Right Gold Blitz Ultimate and Sugar Rush. The operator recently released a new House of the Dragon game based on HBO’s “Game of Thrones” franchise.
Prevost signalled that the company is weighing growth against regulatory expectations in a market still in its opening phase. “We’re encouraged by the momentum, but we’re equally focused on how we grow,” he said. “Our goal is to deliver exceptional entertainment while setting the standard as a top-tier, responsible operator in Alberta.”
BetMGM offers sports betting in more than 20 U.S. states plus Alberta and Ontario, and online casino games in both Canadian provinces and four U.S. states.
This article was produced with AI assistance and reviewed under the GamblingZine editorial verification process.
Sources
- BetMGM’s Alberta Debut: Oilers Fever, Casino Hits Fuel Early iGaming Momentum — Independent reporting (published 2026-10-30)
Reporting verified against the sources above; retrieval timestamps are preserved in the editorial record.