AGLC to Launch Sports-First App and Expand Play Alberta

Exciting New Developments for Play Alberta

Alberta Gaming, Liquor and Cannabis (AGLC) is gearing up for a significant overhaul of its Play Alberta platform later this year. As the province continues to expand its regulated online gambling market, AGLC is set to introduce a new Play Alberta app and significantly increase its game portfolio.

Introducing the Play Alberta App

In an interview with Canadian Gaming Business, Dan Keene, AGLC's VP of Gaming, revealed that Play Alberta, the province's only regulated online gaming platform, will launch its first-ever app in September. Currently accessible only via desktop or mobile browsers, the app will debut in conjunction with the platform's fourth anniversary and the start of the NHL and NFL seasons. Initially, the app will focus solely on sports betting, with plans to incorporate all of Play Alberta's gaming verticals early next year.

"Play Alberta is still fairly young in its lifecycle, and we've always had eyes on developing an app because it's critical to the delivery of the product," Keene said. "Our plan is to launch an app in September focused on the sports vertical to start. Early next calendar year, we'll add the rest of the verticals like live dealer, casino, and lottery."

Keene emphasised that one of the primary motivations for the app is to provide easier access to the platform's suite of responsible gambling tools.

Consolidating Growth Amid Competition

Despite Play Alberta's growth, estimates suggest that more than half of the province's online gaming market is still held by unregulated sites. Currently, Play Alberta holds a little over 45% of the market share, with around 9% of Alberta's legal-age population signed up.

"We know there are a lot of competitors out there and likely to be more in the future," Keene acknowledged. "It's about continuing to bring a responsible product to Albertans in a way that they feel is competitive and interesting for them."

Minister of Service Alberta and Red Tape Reduction, Dale Nally, has begun consultations with First Nations representatives and will soon meet with traditional casino and racing entertainment center operators. The goal is to explore the expansion of Alberta's online gaming industry to include commercial operators, ensuring it benefits all stakeholders.

Last month, the Alberta legislature passed Bill 16, the Red Tape Reduction Statutes Amendment Act, which allows the government to permit commercial online gaming operators to enter the market. Keene welcomed this prospect, stating, "Numerous gaming providers have existed in Alberta for decades. Albertans are already participating; the market is already mature. We want to have the market available in a safe way to Albertans. We fully embrace what the minister is doing."

Aristocrat Content on the Horizon

Beyond the new app and an emphasis on sports betting, AGLC plans to enhance the Play Alberta platform further. Keene mentioned upcoming additions, including new payment options like PayPal and Apple Pay and a significant increase in online casino and slots games.

"Our plans call for almost doubling the game content, specifically slot content, on the site," Keene noted.

A major evolution will be the integration of Aristocrat Gaming titles. Aristocrat recently acquired the parent company of NeoPollard Interactive, the technology provider for Play Alberta, and its titles will soon be featured prominently on the platform.

"We expect to see strong support from Aristocrat Gaming on the Play Alberta side going forward," Keene added. "But it's not just that vendor; there are other exciting vendors we're looking to bring to the site."

Making Hay While the Oilers Shine

Play Alberta has seen unprecedented growth, thanks in part to the Edmonton Oilers' performance in the Stanley Cup Finals. The platform has experienced its highest betting activity in its four-year history, with NHL games attracting more wagers than any other sport. Keene reported steady increases in both the number of bettors and the volume of wagers as the Oilers progressed through the playoffs.

To capitalise on this heightened interest, Play Alberta has enhanced its hockey betting experience with custom markets, 10-times odds boosts on every game, free-build parlays, and ticket and suite giveaways.

While this surge will level out after the finals, AGLC believes it is well-positioned for future growth as Alberta's gaming market continues to evolve.