Initial reports reveal strong interest in regulated gambling in Alberta, with potential growth opportunities as fall sports approach.
During the first week of regulated online gambling in Alberta, GeoComply recorded over 3.2 million geolocation checks from users attempting to place bets through its partnered platforms.
Out of the 22 operators that launched on July 13, 14 utilized GeoComply's technology, as confirmed in a communication to Gambling Insider. The customer base is anticipated to grow as more operators enter the market and expand their services.
Market expansion is already underway. Recently, two brands from Entain, Sports Interaction and PartyCasino, joined Alberta's emerging online gambling landscape, potentially adding to GeoComply's clientele. BetMGM, another Entain-owned platform, is also listed as a client on GeoComply’s website.
However, the company cautioned that these early figures do not fully represent the Alberta market's potential. They plan to keep monitoring the regulated environment as it develops, promising more insights in the future.
GeoComply’s data indicates that around 64% of Alberta’s initial online platforms were captured in this snapshot, suggesting that the launch was more significant than these early figures imply.
The recent FIFA World Cup significantly influenced Alberta's betting activity during its inaugural week. According to Anna Sainsbury, co-founder and chair of GeoComply, over 53,000 checks were linked to the final match between Spain and Argentina on July 19.
Sainsbury noted, “As a Canadian company, this event resonates with us.” The World Cup finals provided a glimpse into the market's dynamics as over 100,000 Albertans registered on GeoComply-enabled platforms immediately after launch, engaging with licensed operators. “We are proud that our Canadian team supports operators in Alberta,” she added.
Overall, Alberta's first-week performance aligned with expectations, according to a company spokesperson. While Ontario serves as a relevant benchmark, distinct differences exist between the two markets.
Ontario's launch coincided with the start of the 2022 NHL playoffs, boosting customer engagement significantly. In contrast, Alberta’s launch occurred in mid-summer, a period generally quieter for sports and betting activity, despite the World Cup. Canada was eliminated from the tournament after a 3-0 defeat to Morocco on July 4.
The spokesperson remarked, “Considering these factors, we view Alberta’s launch as a solid beginning and anticipate increased engagement as the sports calendar becomes busier in the fall.”
GeoComply also reported no downtime during the launch period, with 99.48% of logins and bets successfully passing geolocation checks. The remaining 0.52% was attributed to users attempting to mask their locations.