Betway in Alberta Transition Delayed Until October

While the number of legal gambling options in Alberta continues to grow, Betway in Alberta isn’t part of that group yet. And based on recent comments from Super Group CEO Neal Menashe, that isn’t likely to change until the hard October deadline.

On a recent earnings call, Menashe said that Super Group wants to maximize user experience above all else. Because Alberta’s laws allow an approved gambling provider three months to move from grey market to regulated platform, Menashe said that Betway in Alberta doesn’t have to rush into anything.

Instead, it plans to take its time and make sure it gets the switch done correctly.

“Overall, we expect a more rational competitive environment in Alberta versus what happened in Ontario,” Menashe said. “We’ve got time; we’ve got the next few months to do it. Everything’s on track, and our teams are very happy with it.”

It’s not clear whether this will cost Betway in the overall market in Alberta. The sportsbook is one of five names under the Super Group umbrella that will eventually operate under Alberta laws. Betway in Alberta has been one of the top names on the grey market ever since advertising at NHL games in 2024, and Menashe appears to believe that will be enough to keep customers during the transition.

In addition to Betway, Super Group also operates Jackpot City, Royal Vegas, Ruby Fortune and Spin.

What Does the Law Say Regarding Betway in Alberta?

The July 13 deadline for changeover from the grey market was the first of two deadlines. The province set that target, with the expectation that most providers would attempt to launch on or around that date as a regulated gambling site.

However, moving from the grey market to a legally regulated site can be a time-consuming process. Albertan law recognized that and gave providers a three-month grace period. This required providers to show they were on the path to compliance with the law.

Betway chose to take advantage of that. It intends to make the switch by the Oct. 13 deadline. By Menashe’s comments, it will likely take its time to make sure all functions work as intended.

“We are approaching the rollout in a disciplined and phased manner to support sustainable long-term growth,” he said. “(That’s) unlike Ontario, which was a ‘big bang’ where you had to move everyone over on a set date.”

How Many Providers Are Regulated in Alberta?

Currently, Alberta has 28 providers operating legally in the province. Eventually, the province expects to reach 40 legal providers, which would include Super Group’s brands. Betway in Alberta already has a license in place; it’s just a matter of making sure it complies with the law as written.

Most likely, Betway will begin operating as a legal Alberta sportsbook just before the Oct. 13 deadline.