Betty brings experience and trust to Alberta’s new regulated gambling market
An Angus Reid Forum commissioned by the iGaming operator includes 61 per cent of respondents in the western Canada province view online gambling as being safe.
When Alberta opened the door on July 13 to regulated sports betting and online gaming, Betty Gaming Canada was at the front of the line.
Betty made its debut in the online casino business by launching in Ontario early in 2023 and quickly built one of the province’s fastest-growing brands in the new, legal gaming market. The company is excited to bring that experience to Alberta, which represents an important milestone for Canada’s regulated gaming industry and demonstrates continued momentum towards modern, consumer-focused online gaming.
The provincial government led by Service Alberta and Red Tape Reduction Minister Dale Nally, has taken lessons learned from the Ontario model – acclaimed by industry experts in North America and other parts of the world – to create a regulated marketplace with responsible gaming being top of mind.
In advance of market launch, Betty commissioned the Angus Reid Forum to conduct research in Alberta about the incoming regulated landscape. Included in the findings:
· Respondents in Alberta are optimistic about a regulated market, provided operators deliver transparency, security and responsible gaming.
· Sixty-one per cent of respondents in Alberta say they view online gambling as safe, after learning about Alberta’s regulatory framework, reinforcing the value customers place on regulation.
The decision by Betty’s founders and existing leadership to operate only in regulated markets is based on four factors:
· Regulation creates a safer, more transparent environment for consumers by establishing clear standards for operators.
· Licensed operators must meet rigorous requirements around responsible gaming, player protection, security and compliance.
· A regulated market gives Albertans greater confidence that they’re playing on platforms held to high standards.
The checks and balances put into place by the province, AGLC and the new Alberta iGaming Corporation means that competition will be driven by experience, not just promotions. As the market matures, success won’t simply come from acquisition (i.e. bonus) offers but from consumers committing to operators putting a premium on intuitive products, responsive customer service, transparent policies and responsible gaming tools.
Betty believes long-term success in a regulated market is the result of earning trust and delivering a consistent, dynamic player experience. Alberta represents the next chapter for regulated gaming in Canada, joining Ontario (which launched in April 2022) as the only provinces with a regulated, competitive industry.
“Alberta has an opportunity to learn from Ontario’s experience while building a competitive market that puts consumers first,” said Chavdar Dimitrov, CEO of Betty Canada. “We see Alberta as an exciting opportunity to continue innovating alongside regulators and the broader industry.
Consumer familiarity suggests strong market potential. Albertans are already familiar with online gaming, indicating that regulation is just formalizing behaviour that already exists.”
That’s reflected in the other results of the Betty research including:
· 83% of respondents are familiar with online slots
· 69% of respondents consider online gambling to be safe
· 61% of respondents view online gambling to be safe after learning about Alberta’s regulatory framework
“The opportunity isn’t just about introducing customers to online gaming. It’s giving them regulated, trusted choices,” Dimitrov added.
Betty has built a business focused on an entertainment-first experience supported by responsible gaming tools and a transparent customer experience. The company is focused on sustainable growth by earning customer trust, rather than competing solely on promotions.
Alberta is an opportunity to bring that philosophy and execution to a new market while contributing to the ongoing evolution of regulated gaming in Canada.