Company Leader Identifies Alberta as Pivotal Component in Digital Strategy for 2026
Penn Entertainment, the company behind popular online gaming platforms, reported a prosperous Q2 2025, with online gaming revenues reaching USD $316.1 million and a record-breaking quarter for online gaming [1]. The focus now shifts to Alberta's open, regulated igaming market, expected to launch in early to mid-2026.
Key legislative developments have paved the way for the regulated market. In May 2025, Bill 48, the iGaming Alberta Act, was passed, marking the end of the PlayAlberta monopoly and providing the legislative foundation for the regulated market [4]. The Alberta Gaming, Liquor & Cannabis Commission and the new Alberta iGaming Corporation are currently finalizing operational regulations, licensing, and market procedures, a process expected to take several months [1][4].
Industry leaders, including Penn Entertainment and BetRivers, project the launch of competitive licensed online sportsbooks and casino operators by early to mid-2026 [1][3][5]. The government prioritizes a smooth launch that encourages players to migrate from unregulated offshore sites to licensed operators, aiming to get it right rather than rushing the process [1][4].
The anticipated timeline for the launch of Alberta's regulated iGaming market is Q1 to Q2 2026, with May 2026 often cited as the mid-point target timeframe [1][3][4][5]. The launch of ESPN BET's new engagement features like Player Insights and FanCenter this fall is a positive sign for the upcoming iGaming market [6]. The deal between ESPN and the NFL, which includes NFL Fantasy, RedZone, and other media assets, will meld with ESPN Fantasy to create a new platform, which Penn Entertainment aims to leverage via its 10-year deal with ESPN signed in 2023 [7].
Meanwhile, the Alberta government is reportedly engaging the industry, which is a positive sign for the upcoming launch [8]. The government's careful approach to the launch is expected to ensure a successful and regulated market for all parties involved.
[1] Alberta iGaming Market Targets Mid-2026 Launch [2] Alberta iGaming: What You Need to Know [3] Alberta iGaming: A New Era for Online Gambling [4] Bill 48: iGaming Alberta Act [5] Alberta iGaming: What's Next? [6] ESPN BET to Launch New Engagement Features [7] Penn Entertainment and ESPN: A 10-Year Deal [8] Alberta Government Engages Industry on iGaming Market
Penn Entertainment, with its expertise in online gaming, is poised to enter the Canadian gaming market in Alberta, aiming to capitalize on the upcoming regulated iGaming market launch, predicted to occur between Q1 and Q2 2026. The company's strategic partnership with ESPN, including ESPN BET's new engagement features like Player Insights and FanCenter, may provide a competitive edge within the anticipated newly regulated sports market.
