Soft2Bet has confirmed it has set its sights on gaining approval for the upcoming launch of Alberta’s iGaming market.
Expected to open in 2026, Soft2bet states that the Canadian province marks a key strategic focus in its wider expansion roadmap, given the market’s potential for growth.
The firm cites projections from Citizens JMP Securities, which suggests that Alberta’s regulated market could exceed $700m (£525m) in annual revenue at maturity – driven by the region being home to the country’s youngest adult population and highest GDP per capita.
Alberta began the process to become Canada’s second regulated online gambling market after Ontario in 2024, and lawmakers approved the iGaming Alberta Act in May 2025.
Once activated, the market will be overseen by the Alberta iGaming Corporation (AiGC) and regulated by Alberta Gaming, Liquor and Cannabis (AGLC).
If approved for a licence, Soft2Bet will draw on its experience operating brands such as ToonieBet in the Ontario market to provide players in the province with localised offerings.
David Yatom Hay, General Counsel at Soft2Bet, added: “As we evaluate our entry into Alberta, pending regulatory approval, we are committed to delivering localised, engaging experiences that reflect the unique preferences and culture of each market.
“Innovation is paramount at Soft2Bet, and our goal is to develop exciting products that meet our customers where they are most comfortable.”
Outside of Canada, Soft2Bet has laid out its aims to expand across regulated markets, and the firm recently appointed Andrew Cochrane as Chief Commercial Officer to lead the group’s global growth strategy.
Having previously worked for Gaming Innovation Group, DraftKings and SBTech, Cochrane has been charged with global commercial execution, strategic partnerships and growth across multiple business verticals, recognising market consolidation when needed and commercial opportunities when present.
Commenting on his new role, Cochrane told SBC and Gaming&Co in January: “Joining Soft2Bet represents a compelling opportunity. The scale of the group’s expansion plans will see me involved in strategic initiatives that drive sustainable growth, operational scalability and the delivery of best-in-class iGaming products.
“This is a challenge I could not refuse, and I look forward to continuing to build and strengthen the teams to successfully execute these plans.”
