Entain Launches Sports Interaction and PartyCasino in Alberta’s Regulated iGaming Market

Entain has moved its Sports Interaction and PartyCasino brands into Alberta’s newly regulated iGaming market after both brands secured licences from the Alberta Gaming, Liquor and Cannabis Commission (AGLC) on July 23. The transition marks Entain’s formal entry into Canada’s second regulated online gambling market, following Ontario’s launch four years earlier.

Alberta’s regulated commercial iGaming market went live at midnight on July 13, opening the door for private operators to offer licensed online sports betting and casino products under provincial oversight for the first time. The province’s framework closely mirrors Ontario’s approach, pairing a government regulator with a Crown corporation tasked with managing day-to-day market operations.

How Alberta’s Framework Works

Under the new system, the AGLC serves as the regulator, handling licensing and enforcement, while the Alberta iGaming Corporation (AiGC) conducts and manages the market itself. Operators must clear a multi-stage registration process with the AGLC and separately execute a commercial agreement with the AiGC before they can go live, and both brands under Entain’s umbrella completed that process to obtain their licences.

The framework also carries a heavy emphasis on player protection. Licensed operators are required to provide responsible gambling information, self-assessment tools, and time and deposit limits, and they must obtain RG Check accreditation. All platforms are also tied into Alberta’s centralized self-exclusion system, which lets players restrict their own access across every regulated operator in the province rather than site by site. The province has said a portion of gross gaming revenue will also be reinvested into First Nations initiatives and social responsibility programs, including problem gambling research and treatment.

What Entain Brings to Albertans

Sports Interaction has been serving Canadian bettors since 1997 and is positioning itself in Alberta with competitive odds, broad market coverage, fast payouts, and Canada-based customer support, backed by a local operations team in Calgary. The brand’s long track record in Canada is a selling point Entain has leaned on as it expands across newly regulated provinces.

PartyCasino, meanwhile, enters the market with more than 3,000 compliant casino games, live dealer tables, and slots, along with 24/7 customer support and rapid withdrawal processing. Both brands emphasize player protection features as part of their Alberta offering, aligning with the province’s regulatory requirements around responsible gambling tools.

“Alberta represents an exciting next step for regulated online gaming in Canada. What sets Entain apart is our deep commitment and roots in Canada,” said Shir Magen, Head of Canada for Entain. “We understand this market and its customers. We design our product, offering, and customer experience with intention and on-the-ground knowledge.”

Magen added that Entain’s global scale, technology, and player protection capabilities allow the company to deliver a premium experience tailored specifically for Alberta players, echoing language the operator has used in describing its approach to other regulated Canadian markets.

A Growing Field of Operators

Entain isn’t alone in chasing Alberta’s new market. The AGLC’s registration list ahead of launch included dozens of major North American sportsbook and casino brands seeking approval, spanning established sports betting names to major online casino platforms competing for licences. More than two dozen operators and over 20 critical gaming service providers were confirmed ahead of the July 13 go-live date, all competing for a slice of a province the government estimates could generate roughly CAD $100 million in annual tax revenue in its first full year.

The launch follows a lengthy transition period in which unregulated “grey market” operators were required to cease taking bets in Alberta by the July 13 deadline, with limited extensions available only for operators that could demonstrate compliance was genuinely unattainable ahead of that date. That structure is designed to push existing offshore and unlicensed betting activity into the newly regulated system, where operators face ongoing oversight from both the AGLC and AiGC.

For bettors weighing options as more regulated markets open across North America, it’s worth comparing sportsbook promo codes and platform features before signing up anywhere. With Sports Interaction and PartyCasino now operating under full AGLC licensure, Entain becomes one of several established brands transitioning out of Alberta’s grey market and into the province’s regulated framework, a shift the government has said is designed to move gambling activity into a system with clearer oversight and stronger consumer protections for Albertans.