Alberta's regulated online gambling market is less than a month away, and the province's gaming regulator has introduced another set of rule changes as operators prepare for launch.

Alberta Gaming, Liquor and Cannabis (AGLC) announced amendments to its Casino Terms & Conditions and Operating Guidelines (CTCOG) that affect how casino operators can promote online gambling products and interact with registered iGaming companies. The revised policies took effect on June 12 and arrived as Alberta moves toward opening its commercial iGaming market on July 13.

The latest update provides additional guidance for casino licensees that plan to participate in the online gambling sector while also setting limits on how gambling promotions may be marketed to players.

Advertising Limits Extended to Casino Operators

Under the amended guidelines, casino facility licensees are prohibited from advertising inducements or offering inducements on behalf of registered iGaming operators.

AGLC also revised several sections of its operating guidelines to clarify what activities qualify as promotional conduct and added a formal definition of inducements to the framework.

The changes align with existing standards governing online gambling advertising in Alberta. Promotional offers such as sign-up bonuses, free-bet style incentives, and promotional credits cannot be broadly advertised to the public. Instead, players must access those offers directly through an operator's platform or receive them through marketing communications they have chosen to receive.

The regulator also addressed Alberta's Winner's Edge loyalty program. The updated rules state that the retail casino rewards program cannot be connected to sportsbook operations or online gambling promotions.

The policy adjustments follow a model already used in Ontario's regulated online gambling market, where operators face similar restrictions regarding public promotion of inducements.

Alberta Sees Growing Interest Ahead of July Launch

The province's online gambling landscape is set to change significantly when commercial operators enter the market next month.

At present, Play Alberta remains the only provincially approved online gambling platform. Beginning July 13, dozens of private-sector online casinos and sportsbooks are expected to begin operating under Alberta's new framework.

Provincial rules permit partnerships between land-based casinos and registered iGaming operators. These arrangements can include retail sportsbook offerings located within casino properties.

AGLC confirmed that casino operators participating in retail sportsbook partnerships will retain 75% of the net gaming revenue generated from those sportsbook operations. The same advertising standards that apply to casinos will also apply to those retail sportsbook activities.

The province has encouraged traditional casino operators to consider entering the online gambling sector, although participation remains voluntary.

Speaking at SBC Summit Canada 2026, Alberta's minister responsible for iGaming, Dale Nally, discussed the province's approach to market participation.

“It’s up to [land-based casinos] to decide how they participate,” Nally said.

“Do they have a partnership with an online casino? Do they form their own that will sort of evolve organically?

“Our approach will always be individual personal choice and individual responsibility, and that is best defined by an open market, and you don’t have an open market if you force online operators to tie themselves to land-based casinos. So we didn’t want to go that approach.

“But we are certainly encouraging land-based operators to participate in the space, and we also want to see First Nations in Alberta participating in the online gaming space.”

Alberta chose not to require online operators to secure partnerships with physical casinos in order to enter the market. More than 40 iGaming operator sites have already completed registration with AGLC.

Top Canada casinos
100% up to
C$ 1000

This offer is not available for players residing in Ontario. New Customer Offer. T&C’s Apply. 19+. Minimum deposit: 20 CA$. Max bet: 5 CA$. The welcome Bonus valuable must be claimed within 21 days of registration.
Overall Rating: 94
Visit Casino Read Review
Overall Rating: 92
Visit Casino Read Review
100% up to
C$ 450

+ 100 Free Spins

This offer is not available for players residing in Ontario. New Customer Offer. T&C’s Apply. 19+.Plus 100 Free Spins. Min deposit is: 20 CA$. Max allowed bet with an active Welcome first and second deposit bonus accounts to 3 CA$. 2nd deposit: 50% up to 450 CA$ + 100 Free Spins. 3rd deposit: 40% up to 600 CA$. 4th deposit: 25% up to 1.500 CA$.
Overall Rating: 92
Visit Casino Read Review

Casino Groups and First Nations Operators Join the Market

Several organizations with existing casino operations have already secured approval to launch online gambling brands.

Pure Casino Entertainment, which operates four casinos in Alberta, appears on the list of approved iGaming operators. The company recently announced plans to acquire Gamehost Inc.'s portfolio of casino and hotel properties and has started promoting its upcoming online offering through email marketing campaigns.

River Cree iGaming has also received approval. The brand will serve as the online gambling division of River Cree Resort and Casino in the Greater Edmonton Area.

These operators join a growing list of companies preparing for Alberta's market launch, including FanDuel, DraftKings, bet365, BetMGM, and the Score Bet.

Alongside the advertising amendments, AGLC updated tournament-related provisions within the CTCOG. The revised rules allow casino licensees to work with registered iGaming operators to qualify players for table game tournaments and to add supplemental funding to tournament prize pools. Operators must ensure that any third-party entries and additional prize contributions are properly provided, including reimbursement of prize pools where required.

The regulator has made several other adjustments during the lead-up to launch. Earlier changes included a requirement for casinos to connect with Alberta's centralized self-exclusion system. AGLC also prohibited wagering on elections and political events. Additional rules introduced in March established operating standards for retail sportsbooks, including a maximum in-person wager of $1,000 on sports and event betting.

With the market opening date approaching, Alberta continues refining the regulatory structure that will govern both online operators and the province's existing casino industry.

Source:

Alberta regulator lays out rules for how casinos can promote iGaming, canadiangamingbusiness.com, June 11, 2026