The passage of Bill 16 and Bill 48 marks Alberta's shift away from a government monopoly toward a competitive landscape. On July 13, the regulated private market will launch, making Alberta the second Canadian province to permit both commercialized sports betting and online casino gaming.
This development presents significant opportunities for North American operators since Alberta is one of the few jurisdictions to legalize both forms of gambling.
In light of this transition, SBC Americas spoke with Brandon Walker, Amelco’s Head of Business Development, to discuss the company's plans for Alberta and the essentials for a successful entry into this new market.
Amelco has already achieved considerable success in Ontario by partnering with some of the province’s leading brands. When asked about how the company is adapting its technology for the Alberta expansion, Walker responded, "For us, it comes down to taking our leadership credentials and showing why we’re one of North America’s best. We’re already live with one of Canada’s biggest operators, as well as Fanatics and Hard Rock Bet south of the border."
He detailed how the "Ontario blueprint" has exemplified a competitive regulated model. In Ontario, total wagers reached CA$82.7 billion in the 2024–25 fiscal year, generating almost CA$3 billion in gross gaming revenue. Amelco has positioned itself as a key growth driver for major North American brands through its all-inclusive platform.
Alberta aims to replicate Ontario’s success. Officials recognize that the prior government-monopoly model no longer aligns with the province's needs. With a young adult population and the highest per-capita GDP in Canada, there is a clear demand for premier entertainment options. Amelco plans to leverage its proven strategy quickly once the market is regulated.
Walker emphasized the significance of being prepared from day one. "In Alberta, the race is won before it even starts. We are already busy getting licensed because we intend to be one of the first movers on the ground. We’re here to show why we’re the best by putting our stake in the ground early," he said. He noted that operators must obtain their licenses swiftly to capture early market share, as history indicates that those who enter with superior technology and scalability tend to dominate.
Reflecting on Ontario’s initial market rush, where over 50 operators emerged, Walker anticipates a different scenario in Alberta. "Alberta will be different. Everyone flocks in at the beginning when they think it’s easy money, but the reality is that North America is a tough, competitive space that eats weak tech for breakfast. I don't think we’ll see 50 players in Alberta; it’s going to be a much more strategic play," he explained. He pointed out that many brands in Ontario failed due to inadequate products, while only those with robust technology were able to sustain themselves.
Walker also discussed the "Gen Z Gap" and cautions that brands ignoring younger audiences risk obsolescence. He stated, "The risk of extinction is genuine because complacency is rampant among legacy brands. Gen-Z demands instant, elegant, and personalized experiences and will not tolerate outdated interfaces."
Amelco is evolving its product strategy to cater to this demographic by transforming sportsbooks into content-driven entertainment platforms, drawing inspiration from popular services like Netflix and TikTok. This includes integrating swipe-and-tap features, micro-betting, and gamification elements.
In Ontario, online casino played a vital role, accounting for about 75% of total market revenue in the fiscal year 2024–25. As Alberta shares a strong hockey culture, Walker views sports betting as the entry point, while emphasizing the importance of iGaming for long-term profitability.
He illustrated Amelco’s platform advantage, stating it allows seamless switching between sportsbook and casino, which enhances player retention. "In Alberta, where the Oilers and Flames are cultural icons, you can use the hockey vertical to get them in the door, but then you utilize a world-class casino to keep them engaged," he said.
Looking ahead to Alberta's mid-2026 launch and beyond, Walker outlined Amelco's growth trajectory. "Our trajectory is simple: continue to lead. 2025 was a record-breaking year for us, and 2026 is about executing our expansion plan exactly as we need to. We are live in nearly 20 U.S. states, and Canada has become a crucial part of our portfolio."
He concluded, "Success in Alberta means backing the industry’s most ambitious operators with technology that can scale as the market grows. If you are ready for the big leagues, you want us on your side. Amelco is here to power the next generation of global leaders."
