Play Alberta Introduces Betting at Calgary Stampede

Play Alberta, the official online gambling platform overseen by the Alberta Gaming, Liquor and Cannabis (AGLC), is set to revolutionize its offerings by introducing odds on various events at the Calgary Stampede. This development is part of a new, exclusive multi-year agreement that positions Play Alberta as the sole iGaming and sports betting partner for the iconic Stampede, which will commence its 2024 festivities this Friday.

Under the new partnership, Play Alberta will enhance its market by featuring betting options on traditional Stampede events such as barrel racing, chuck wagons, and bareback riding. Kandice Machado, CEO of AGLC, emphasized the dual benefit of this initiative: it not only augments the entertainment options available to legal-aged bettors in Alberta but also promotes Play Alberta as a secure and responsible platform for online gambling.

Visibility will be a key strategy for Play Alberta during the Stampede. The brand will be prominently displayed throughout the event, including at significant locations like the chuckwagon finish line and along the rodeo’s external walls. This strategic placement aims to remind attendees of the safe gambling options available through the platform.

The introduction of betting at the Stampede marks a significant milestone for Play Alberta, which is currently the only regulated online gaming platform in the province. This initiative coincides with other significant developments for AGLC as it embarks on what it describes as a “summer of change”. The organization is actively consulting on proposals to model Alberta’s iGaming market after Ontario’s regulated framework, suggesting a potential expansion and formalization of the sector.

As part of its expansion, Play Alberta is set to launch a dedicated app, which will initially focus on sports betting before expanding to encompass the full range of gaming options currently available on its website. Dan Keene, AGLC’s Vice President of Gaming, highlighted that the move towards an app-based platform is not only about broadening the scope of offerings but also about enhancing accessibility to the platform’s suite of responsible gambling tools.

The app’s launch is expected to significantly impact Play Alberta’s market presence. The platform, which already boasts over 313,000 registered users, is estimated to hold about 45% of the province’s online gaming market. However, more than half of the market share is still dominated by unregulated sites, a challenge that Play Alberta aims to address through its regulated and responsible gaming services.

Overall, the partnership with the Calgary Stampede represents a strategic enhancement of Play Alberta’s services, aimed at offering new and exciting betting markets, increasing its visibility, and reinforcing its stance on responsible gambling. As the platform continues to evolve, it seeks not only to compete effectively with unregulated alternatives but also to set a benchmark in the responsible provision of online gaming services.


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