Play Alberta has partnered with Calgary Flames goaltender Dustin Wolf and Edmonton Oilers forward Leon Draisaitl as athlete ambassadors. The players will support social-responsibility and self-exclusion initiatives and feature in promotional and responsible-gambling education materials, the operator said.
The partnership puts NHL players behind Play Alberta’s responsible-gambling and self-exclusion programmes.
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Alberta Gaming, Liquor and Cannabis said Play Alberta has become the Edmonton Elks’ official sports betting partner under a multi-year agreement. The partnership includes renaming the field at Commonwealth Stadium Play Alberta Field for Elks home games, alongside branding and fan activities.
Alberta is relying on a larger regulated online gambling market to attract players from unlicensed sites, provincial minister Dale Nally said. The province launched its multi-operator market on 13 July 2026; around 70% of activity had previously taken place offshore, and 31 operators had joined within six weeks. Nally said player safety conditions include system-wide self-exclusion.
Reportedly, Alberta's regulated online gambling market opened to private operators on 13 July 2026, with around 50 licensees including bet365, BetMGM and DraftKings competing alongside the AGLC-run Play Alberta. Private operators pay a $50,000 application fee, a $150,000 annual registration fee and a 20% tax on gross gaming revenue.
Reportedly, Alberta's regulated online gambling market, operational since 13 July 2026, allows players to fund accounts with major credit cards. Twenty-two AGLC-licensed sites plus PlayAlberta took real-money bets within hours of launch, though only a small number of operators permit withdrawals back to credit cards.
Bonus.com reported that 22 gambling sites began accepting wagers when Alberta’s market opened on 13 July. It found no major service interruptions during that week, although BetMGM registration and verification caused problems in its testing.