Alberta will launch its regulated gambling market next month, which includes authorized esports betting. The province, however, is taking a tougher stance on promotions, prohibiting companies from advertising free bets and bonuses.
The Alberta Gaming, Liquor and Cannabis Commission (AGLC) updated its standards and requirements for internet gaming last week.
The update includes a ban on any advertising of “gambling inducements, bonuses and credits”. Companies will therefore have to find different ways to attract new users when the market launches on July 13.
Platforms will still be able to offer free bets and bonuses for new users who sign up, but they will not be able to broadcast this in adverts or other promotional material.
It is a different stance than other recent market launches, such as in Missouri last year when gambling ads were promoted months in advance of the market going live. Betting companies invested heavily in promoting free bets to attract new users.
Targeting Minors and Using Celebrities Also Forbidden
In addition to the ban on promoting bonuses, the AGLC also prohibits companies from any marketing that could be construed as targeting minors.
Part of that includes a ban on the use of cartoons, influencers, or celebrities “who would likely be expected to appeal to minors.”
The UK recently banned gambling ads that featured current soccer players Erling Haaland and Harry Kane as they were deemed too appealing to minors. An ad featuring retired player Thierry Henry was deemed to be acceptable.
In Alberta, retired athletes may only appear if they are promoting responsible gambling practices.
Operators Preparing For Alberta Launch
Despite the restrictions, operators are gearing up for the launch of regulated gambling in Alberta. It will join Ontario as the second province in Canada to offer licensed sports betting and online casinos.
The market is expected to generate around $700 million in annual revenue for licensed gambling companies.
A total of 46 companies have registered to launch in the province, including major players such as DraftKings, FanDuel, BetMGM, Bet365, theScore, Caesars, and Bally’s.
These operators will be allowed to offer wagers on major esports events and most other major sports. However, they are not permitted to offer political wagering, including on elections.
Kalshi recently partnered with the investment company Wealthsimple and plans to launch a platform targeting users in Canada. Initially, the company said it would only offer markets on climate, financial markets, and economic indicators.
