Better Collective is preparing to expand its presence in Alberta ahead of the launch of the province’s regulated online sports betting and iGaming market.
The company said it will introduce a range of digital sports media, sports betting media and esports brands in the province, including The Nation Network, Action Network, Canada Sports Betting and VegasInsider. The portfolio provides sports news, betting analysis, real-time data and digital content for sports audiences.
In Alberta, Better Collective plans to offer localised sports coverage, team-focused analysis, its Playbook AI betting tool and integration with X. The company already has an established presence in the province through The Nation Network, whose portfolio includes Daily Faceoff alongside a number of team-focused sports media brands.
Licensed online sportsbooks in Alberta will also have access to responsible gambling technology from Mindway AI, part of the Better Collective group. The tools use artificial intelligence and neuroscience-based analysis to help identify potentially at-risk gambling behaviour and support safer gambling measures.
Alberta, which has a population of more than five million people and accounts for around 15% of Canada’s GDP, will become the country’s second province to operate a competitive regulated online sportsbook and iGaming market after Ontario. The province is also home to the NHL’s Edmonton Oilers and Calgary Flames, providing an established sports audience as operators enter the market.
The opening of Alberta’s regulated market expands the addressable North American market for affiliates, media businesses, operators and suppliers active in iGaming, with Better Collective planning to extend its existing North American operations into the province.
Karl Pugh, SVP of Revenue at Better Collective, said: “We are proud to be part of the launch of Alberta’s regulated sports and iGaming betting market, a significant milestone in building a safer, more transparent betting landscape across Canada. We look forward to equipping sports fans in Alberta with the insights, data, and innovative tools they need to engage with the games they love in a smarter, more informed way. Through our trusted brands, including The Nation Network and Canada Sports Betting, along with our AI-powered betting solution, Playbook, we’re committed to delivering an exceptional fan experience from day one and strong value for our partners.”
