Soft2Bet eyes Alberta market entry as Canada prepares new iGaming framework

Soft2Bet is evaluating a potential entry into the regulated iGaming market in Alberta, as the Canadian province prepares to introduce a new regulatory framework for private operators.

The Malta-based turnkey platform provider said it intends to pursue a market entry strategy pending regulatory approval, expanding its footprint in Canada beyond Ontario, where it already operates the ToonieBet brand.

Alberta is widely seen as one of the next major growth opportunities in North American iGaming. The province is currently developing its regulatory regime under the proposed iGaming Alberta Act, which would create the Alberta iGaming Corporation to oversee the market, with regulatory responsibilities handled by the Alberta Gaming, Liquor and Cannabis Commission.

Industry projections cited by investment firm Citizens JMP Securities estimate that Alberta’s regulated online gambling market could generate more than $700 million in annual revenue once it reaches maturity.

Soft2Bet said it is closely monitoring the development of the province’s regulatory structure and preparing for the expected technical and compliance requirements.

Expanding Canada strategy

The planned Alberta expansion forms part of the company’s wider strategy to grow across newly regulated markets in 2026.

Soft2Bet already has operational experience in Canada through its Ontario-facing brand, which has allowed the company to develop localized offerings tailored to Canadian players.

According to the company, localisation remains a core element of its expansion strategy, with products adapted to local regulatory standards, culture and player preferences.

Founded as an iGaming turnkey solutions provider, Soft2Bet delivers platform technology and products for online gambling operators and has deployed multiple brands across regulated markets. The company currently holds more than 22 licences across 12 jurisdictions.