BetMGM is among the 35 operators confirmed for the imminent launch of Alberta’s iGaming market, and Sarah Sabo, Director of Partnerships and Affiliates, laid out the company’s top three priorities ahead of lift-off on 13 July.
Sabo also shared insights into the evolution of affiliate marketing and why it has moved away from a sole focus on SEO toward more user-focused content that builds trust with players.
How is BetMGM preparing for market launch in Alberta, and what can the company learn from being present in Ontario?
BetMGM’s approach to launching in Alberta really builds on what worked so well in Ontario, with a focus on three key priorities.
First, it’s all about showing up locally. In Ontario, having strong local partnerships and a physical presence made a big difference, and we’re planning to take that even further in Alberta. That means setting up an in-market office, building out VIP teams, and partnering with top-tier local events to truly embed ourselves in the community.
Second, the product and brand need to stand out. Ontario showed that players stick around when you offer a best-in-class sportsbook and iGaming experience. So in Alberta, we’re coming in on day one with a product and brand that people trust.
And finally, we’ll continue to lean into ambassadors who really resonate, especially to promote responsible gambling. Names like Wayne Gretzky and Connor McDavid aren’t just legendary; they’re deeply connected to Alberta’s hockey culture. That kind of authentic connection helps build trust and credibility in a way that feels natural to the market.
From BetMGM’s perspective, what separates an affiliate that understands local player behaviour from one that’s simply repackaging national content with regional keywords?
From BetMGM’s perspective, we’d much rather work with affiliates focused on high-quality, rich content than those built purely around SEO.
Affiliates who truly understand local player behaviour create content that feels relevant and authentic to their audience, rather than just repurposing national content with regional keywords. That authenticity shows in the user experience, and players can tell the difference.
As a result, users are far more likely to return to those sites and apps over time, creating a mutually beneficial relationship built on trust, engagement, and long-term value rather than short-term traffic.
How are AI and automation changing affiliate content strategies? Are you seeing better personalisation, or more generic content at scale?
It’s definitely early stages, but I think there’s more opportunity for AI to enhance and personalise affiliate content. Clearly, if companies solely rely on AI to build out generic content, they’re not going to succeed. They’re not building trust with the user, so there’s no reason to keep coming back.
Given that regulations vary state by state, how do you balance compliance requirements with the need for fast, localised marketing execution?
It really comes down to setting the rules early so that we can move quickly later. We build clear, state-by-state compliance protocols upfront- what we can say, how offers work, terms and conditions, etc.- so no one’s guessing. From there, it’s about speed: pre-approved templates, offers, and creative that teams can quickly localise.
We work closely with our compliance team throughout the entire process instead of treating it like a final checkpoint. That way we’re not slowing things down or redoing work.
Has content that is solely focused on driving SEO traffic lost some of its impact, and how have affiliates shifted away from this?
It definitely has to some extent. SEO-only content can still drive traffic, but it doesn’t go as far as it used to, especially when it feels generic.
What we’re seeing now is affiliates moving toward more authentic, longer-term, user-focused content. It’s less about gaming search rankings and more about building something people trust and come back to. Essentially, content with a real point of view- whether that’s insights, in-depth reviews, or reactions- delivered across sites, influencers, podcasts, and social. It also extends into mobile apps, where affiliates are creating strong, differentiated products that genuinely add value for bettors.
When new markets open, how crucial is the role of affiliate marketing in transitioning grey market engagement to the regulated market?
Affiliate marketing can play a huge role in moving players from the grey market to regulated platforms.
At BetMGM, we are committed to rigorous licensing and compliance protocols, and that carries through to our partners. We need our affiliates to help educate players on the value of regulated operators with clear messaging about terms and conditions, the promotion of responsible gambling and player protection messaging.
How can you ensure that a brand remains recognisable on a nationwide scale while adjusting for local preferences?
For BetMGM, it starts with having a clear, consistent national brand. That’s backed by the strength of the broader MGM ecosystem in the United States and Entain in the EU. Our brick-and-mortar presence through MGM really sets us apart. It gives us visibility and credibility that reinforces the brand beyond just digital.
From there, it’s about making it feel local. Whether that’s hosting events at our properties, showing up in key markets, or tailoring content (including offers and even custom casino games around local teams and moments), we bring that same brand to life in a way that resonates in each region.
With BetMGM, you get the best of both worlds, something that feels recognisable and trusted wherever you are, but also connected to what’s happening locally because we’re actually part of those communities, not just operating in them.
How have changes in search engines, led by the growth of AI, impacted marketing across the US gaming landscape?
AI-led changes, specifically in search, have made traditional SEO less reliable. Users are clicking through less and focusing on quick AI summaries, which will really impact generic content.
I think there will continue to be a shift toward higher-quality content and more diversified marketing, with more focus on brand, social, influencers, and owned platforms like apps. It’s less about chasing keywords and more about creating content people actually value.
What role can influencers and social media play in tapping into local audiences?
Influencers and social media can play a major role in tapping into local audiences because they bring a level of authenticity and trust that’s hard to replicate at scale. Local creators just get their audience — they know the teams, the culture and the tone — so their content can feel more natural and relatable than something broad or national.
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Sabo will be speaking at the SBC Summit Americas 2026 next week. To secure your place at the event, choose from five ticket options tailored to different event experiences: Expo Pass, Conference Pass, Networking Pass, Business Pass and VIP Pass. Operators and affiliates may also be eligible for a complimentary pass.
