AGLC Introduces Sports-Focused App & Aristocrat Games to Play Alberta
The Alberta Gaming, Liquor and Cannabis Commission (AGLC) is planning a major upgrade to its Play Alberta platform as part of the province’s broader efforts to expand Alberta online casinos market.
Dan Keene, AGLC’s Vice President of Gaming, revealed to Canadian Gaming Business that a dedicated Play Alberta app will be launched this year, and the game selection on the site is expected to nearly double.
Play Alberta, currently the province’s sole regulated online gaming platform, is approaching its fourth anniversary. It is only accessible through desktop or mobile browsers. However, AGLC plans to release an app in September to mark this milestone. The initial version of the app will focus solely on sports betting, aligning with the start of the NHL and NFL seasons. Eventually, it will encompass all of Play Alberta’s gaming options, including live dealer games, casino games, and lottery offerings.
Keene emphasized the importance of developing an app, stating, “Play Alberta is still relatively new, and creating an app is essential for product delivery.” He highlighted that the initial launch would concentrate on the sports vertical, with other gaming verticals added early next year. Additionally, he noted that the new app aims to enhance access to the platform’s responsible gambling tools.
Navigating Growth Amid Competition
Despite Play Alberta’s market share of just over 45% and about 9% of Alberta’s legal-age population registered, more than half of the province’s online gaming market is still dominated by unregulated sites. Keene acknowledged the presence of numerous competitors and the likelihood of more entering the market in the future. The focus, he said, is on offering a responsible and competitive product to Albertans.
In line with this strategy, Dale Nally, Alberta’s Minister of Service and Red Tape Reduction, has started consultations with First Nations representatives and will engage with traditional casino and racing entertainment operators over the summer. This initiative aims to explore the expansion of Alberta’s online gaming industry to include commercial operators, ensuring it benefits the province and all stakeholders.
Last month, the Alberta legislature passed Bill 16, allowing the government to permit commercial online gaming operators to compete with AGLC. Keene expressed support for this move, highlighting that generating revenue for the province and ensuring player protection are paramount. He noted, “The market is mature, and we want to make it available to Albertans in a safe manner.”
Enhancing Play Alberta with New Content and Features
In addition to the app launch, AGLC is set to introduce further improvements, including new payment options like PayPal and Apple Pay, and a significant increase in online casino and slots games. Keene mentioned plans to nearly double the site’s game content, particularly slot games.
A notable enhancement will be the addition of Aristocrat Gaming titles to Play Alberta. Aristocrat, having acquired NeoPollard Interactive, the platform’s technology provider, will soon offer its games on Play Alberta. Keene hinted at more exciting vendors joining the platform in the future.
Play Alberta has experienced unprecedented growth recently, thanks to the Edmonton Oilers’ performance in the Stanley Cup Finals. The NHL consistently attracts high betting activity, but recent weeks have seen record numbers of bettors and wager volumes. To capitalize on this surge, AGLC has enhanced the hockey betting experience with custom markets, significant odds boosts, and various promotions.
Sources:
- https://aglc.ca/news/aglc-soliciting-proposals-retail-sports-betting
- https://www.canadiangamingbusiness.com/2024/06/13/aglc-play-alberta-app/
- https://www.globenewswire.com/news-release/2024/04/25/2870150/0/en/Aristocrat-Leisure-Completes-Acquisition-of-Neo-Group-Ltd-f-k-a-NeoGames-for-29-50-per-Share.html
