Alberta is getting ready to launch its regulated gambling market in the coming month, including legalizing esports betting. However, the province is taking a strict approach towards promotions, disallowing companies from advertising free bets and bonuses.
The Alberta Gaming, Liquor and Cannabis Commission (AGLC) recently updated its standards and requirements for internet gaming.
One of the key changes includes a ban on any promotion of “gambling inducements, bonuses, and credits”. As a result, companies will need to explore alternative methods to attract new users once the market is live on July 13.
While platforms can still provide free bets and bonuses to new users who register, they are prohibited from featuring this in advertisements or other promotional materials.
This stands in contrast to other recent market introductions, such as in Missouri, where gambling ads were heavily promoted well before the market launch, with a focus on free bets to draw in new users.
Targeting Minors and Using Celebrities Also Prohibited
Along with the ban on promoting bonuses, the AGLC also restricts companies from any marketing that might be seen as targeting minors.
This includes a prohibition on the use of cartoons, influencers, or celebrities “who would likely appeal to minors.”
In the UK, gambling ads featuring current soccer players Erling Haaland and Harry Kane were banned due to their appeal to minors. However, an ad with retired player Thierry Henry was considered acceptable.
In Alberta, retired athletes can only be featured if they are promoting responsible gambling practices.
Operators Getting Ready For Alberta Launch
Despite the restrictions, operators are gearing up for the launch of regulated gambling in Alberta, making it the second province in Canada to offer licensed sports betting and online casinos.
The market is anticipated to bring in approximately $700 million in annual revenue for licensed gambling operators.
A total of 46 companies have registered to enter the province, including major players like DraftKings, FanDuel, BetMGM, Bet365, theScore, Caesars, and Bally’s.
These operators will be able to offer bets on major esports events and most other prominent sports, excluding political betting, including election wagers.
Kalshi has partnered with investment firm Wealthsimple and plans to launch a platform targeting Canadian users. Initially, the company intended to offer markets on climate, financial markets, and economic indicators only.