TLDR Pure Canadian Gaming has applied to launch its own online gambling platform ahead of Alberta’s iGaming market launch. The company runs 7 casinos across Alberta, including 2 in Edmonton, and has operated in the province for over 25 years. CEO Brad Belhouse says the company will compete on trust and local presence rather than advertising budgets. More than 48 platforms have applied to enter Alberta’s new iGaming market, including BetMGM, DraftKings, FanDuel, and bet365. Alberta officials expect the regulated market to generate about $76 million in its first year.
A local casino operator in Alberta is preparing to launch its own online gambling platform. Pure Canadian Gaming announced the move as the province gets ready to open its regulated iGaming market.
The company said it has applied for a license to bring both a smartphone app and a website to Alberta players. This puts it ahead of many competitors still working through the application process.
A Local Company Steps Forward
Pure Canadian Gaming operates 7 casinos across Alberta. Two of those locations are in Edmonton.
The company has been in business in the province for more than 25 years. It currently employs around 1,500 people across its operations.
In a news release issued on Friday, the company said its new platform would offer an Alberta-based alternative. It pointed out that many larger, multinational companies are also entering the market.
The company said those larger competitors are already running heavy advertising campaigns, including ones featuring celebrities. Pure Canadian Gaming said its own approach would focus on local roots instead.
It also said its entry into the online space would help keep gambling revenue inside Canada. The company tied this to continued investment and jobs within Alberta.
Competing On Trust, Not Ad Spend
President and chief executive Brad