There are now more than four dozen brands approved to launch when Alberta online casinos and sportsbooks can go live on July 13.
The biggest news from the latest Alberta online casino registrants update is that Penn Entertainment will bring all three of the brands it uses in Ontario to the Alberta. Penn had only announced that theScore Bet brand would be live, though its Hollywood Casino brand was added to Friday‘s list from Alberta Gaming, Liquor and Cannabis.
Penn joins a growing list of now seven companies with multiple brands confirmed for the market. Apollo Entertainment leads with the most brands so far with seven total after three more were confirmed.
Penn confident about Alberta online casinos
Penn hopes to replicate the success it has seen in Ontario in the second Canadian province to privatize and regulate iGaming.
Just like Ontario, it will operate the Hollywood Casino brand along with theScore Bet and theScore Casino. Penn’s Chief Technology Officer Adam LaBerge said on prior earnings calls that theScore’s media app has as many users in Alberta as it does in Ontario, so he expects Alberta’s results to be similar to the “very nice” market share it holds in Ontario. Ontario’s gaming regulators do not break out market share by brand.
With around $20 million to spend on the launch and Penn leaning into its partnership with MLB‘s Toronto Blue Jays, which LaBerge called the Canada’s “national” team, the company expects a “very successful” launch, he said.
Apollo following its Ontario blueprint, too
Apollo is also attempting to replicate its Ontario operations with its seven brands pending for Alberta all live in Ontario.
Of the four new additions, Apollo accounted for 75% with Grand Mondial Casino, Yukon Gold Casino and Zodiac Casino all added to the list.
Also added to the iGaming registrants is 888. 888 operates online casino, sports betting and poker brands in Ontario but did not specify if multiple brands will launch in Alberta.
