Soft2Bet has outlined plans to enter Alberta’s iGaming market as part of its broader North American growth strategy, with progress dependent on regulatory approval. The company has pointed to its existing experience in Canada, particularly through its Ontario-focused brand ToonieBet, as a foundation for further expansion.
Alberta stands out as a potential growth area within Canada’s evolving online gaming sector. The province combines a relatively young adult demographic with high income levels, factors expected to support a competitive market environment. Estimates from Citizens JMP Securities indicate that Alberta’s regulated iGaming sector could surpass $700 million in annual revenue once fully established.
Soft2Bet is tracking developments tied to the iGaming Alberta Act, which outlines the structure of the future market. The framework assigns oversight responsibilities to the Alberta iGaming Corporation while the Alberta Gaming, Liquor and Cannabis authority acts as regulator.
David Yatom Hay, General Counsel, Soft2Bet, said: “Innovation is paramount at Soft2Bet, and our goal is to develop exciting products that meet our customers where they are most comfortable. As we evaluate our entry into Alberta, pending regulatory approval, we are committed to delivering localized, engaging experiences that reflect the unique preferences and culture of each market.”
Localisation Remains Central to Growth Approach
The company’s approach to new markets places emphasis on adapting products to regional expectations. Its operations in Ontario have served as a testing ground for this model, with lessons from that market expected to inform any Alberta launch.
Soft2Bet has focused on tailoring its platforms to reflect local culture, language, and regulatory conditions. This includes offering native-language support across key regions and adjusting gameplay features to align with user preferences. The strategy aims to create a closer connection between products and players in each jurisdiction where the company operates.
The Alberta initiative forms part of a wider plan for 2026, during which Soft2Bet intends to expand into several regulated territories. The company has positioned compliance and localisation as central elements in its efforts to build a sustainable presence in new markets.
Industry Engagement Extends Presence Beyond Operations
Alongside its market entry plans, Soft2Bet has maintained an active role in industry events across North America. The company recently continued its involvement with NEXT Summit: New York as headline partner for a third consecutive year.
Held on 10–11 March 2026 at Convene, Brookfield Place, the event is expected to welcome more than 1,500 professionals, including senior decision-makers from across the sector.
Pierre Lindh Co-Founder and Managing Director of NEXT.io said: “We’ve grown together, we’ve scaled together, and we share the same belief that meaningful industry progress comes from collaboration, not just visibility.”
Andrew Cochrane, Chief Commercial Officer at Soft2Bet, added: “Our partnership with NEXT.io is built on alignment, not just sponsorship. We share a belief that sustainable growth in regulated markets comes from open dialogue, transparency and collaboration across the ecosystem.”
Through planned expansion and continued participation in industry forums, Soft2Bet is extending its footprint while remaining involved in discussions shaping regulated gaming markets.
Source:
“Soft2Bet Evaluates Alberta Market Entry to Strengthen its Canadian Footprint”, soft2bet.com, March 16, 2026
marina_m575
1 month ago
Moderator
Soft2Bet's targeting of Alberta highlights the rapid evolution of Canada’s iGaming scene. If approved, their strong localisation and experience from Ontario could provide them with a significant advantage in a competitive market.
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