Alberta Gaming, Liquor & Cannabis (AGLC) continues its efforts to solidify its position among bettors in the province with an Ontario-style competitive market coming soon.

On Friday, AGLC announced an extension of a long-term partnership between the AGLC’s PlayAlberta, currently the only online platform where bettors in Alberta can play legally, and the Calgary Sports and Entertainment Corporation (CSEC), a professional sports and entertainment company based in Calgary that operates the Scotiabank Saddledome, Calgary Flames (NHL), Calgary Hitmen (WHL), Calgary Roughnecks (NLL), Calgary Stampeders (CFL), and Calgary Wranglers (AHL).

As part of the agreement, the Flames will feature the AGLC’s responsible-gambling program, GameSense, on their helmets for games on home ice and the PlayAlberta insignia on their home jerseys. The Stampeders, Wranglers, and Roughnecks will feature the PlayAlberta logo on their home jerseys.

The agreement also makes PlayAlberta the exclusive sports-betting and online-gambling partner of the Flames, Stampeders, Wranglers, and Roughnecks.

“There’s significant importance now to showcase meaningful responsible-gambling efforts in the igaming industry. GameSense promotes healthy gambling habits online and in person and including AGLC’s responsible-gambling platform over the course of this partnership is a huge accomplishment,” said Kandice Machado, Chief Executive Officer, AGLC.

Both sides will ramp up in-arena giveaways during the season.

“Through GameSense, our partnership with PlayAlberta equips our fans with the knowledge required if they wish to participate in gaming while they support their home team,” said CSEC President and CEO Robert Hayes.

Proceeds generated through the PlayAlberta goes to the province’s General Revenue Fund. In 2023-24, $235 million was generated for programs and services that Albertans rely on every day through PlayAlberta, an increase of more than $42 million from the previous year.

AGLC will soon be faced with competition from other private-sector igaming operators in the market, as the Alberta government continues to work its way through due diligence as it prepares to launch an open, regulated, Ontario-style, igaming model.

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