Kambi to Power Pure Casino Sportsbook Launch in Alberta

Kambi Group has signed a multi-year agreement to supply its Turnkey Sportsbook to Pure Casino Entertainment, covering the operator’s online and retail sports betting operations in Alberta ahead of the province’s regulated market opening on July 13, 2026.

The deal covers retail sportsbooks at Pure Casino properties in Calgary, Edmonton and Lethbridge, plus the launch of online betting under the PureCasino.ca brand. Pure Casino Entertainment is one of the largest casino operators in Alberta and runs seven venues in the province following the recent acquisition of three casino locations by its parent organisation, Indigenous Gaming Partners.

Both companies are registered with the Alberta regulator ahead of the market opening, and PureCasino.ca could go live as early as July 13, the first day approved private operators can take bets under the province’s new framework.

Retail and online under one platform

Kambi said Pure Casino selected its end-to-end sportsbook based on the scale of its global network, its trading capabilities and player engagement features, alongside its record of delivering on-property sports betting for retail operators. The agreement includes scope to extend the sportsbook to further properties across Alberta as the operator’s footprint grows.

Werner Becher, Kambi Group CEO, said:

“We are delighted to be growing our footprint in an important region for Kambi with a partner with the heritage and expertise of Pure Casino Entertainment. They share our commitment to deep and engaging sports betting experiences, and we look forward to delivering on this partnership’s potential for their customers throughout Alberta.”

Brad Belhouse, CEO of Pure Casino Entertainment, said regulatory certainty drove the selection:

“As we prepared for the launch of Alberta’s regulated online market we knew selecting a sports betting partner that could offer the right combination of product quality and regulatory certainty was paramount. Kambi’s proven track record made them the clear choice, and we are excited to capitalise on the sports betting opportunity online and across our Alberta casinos.”

Kambi closes in on full Canadian coverage

The agreement extends a Canadian expansion that has accelerated through 2026. Kambi took over as the Ontario Lottery and Gaming Corporation’s omnichannel sportsbook provider in January, relaunching the PROLINE brand online and across roughly 10,000 retail locations. In April, Atlantic Lottery Corporation and British Columbia Lottery Corporation selected the supplier to power a shared sportsbook solution across seven provinces.

With the Pure Casino deal, Kambi will supply sports betting technology in nine of Canada’s ten provinces. The company also serves the commercial side of the Ontario market, where regulated iGaming revenue reached C$4bn in 2025, through partners including Rush Street Interactive’s BetRivers.

Alberta becomes Canada’s second open market

Alberta will be the second Canadian province to open regulated online gambling to multiple private operators, following Ontario’s move away from a single-operator model in April 2022. Operator registration for the Alberta market opened in January, and suppliers and operators have spent the first half of the year lining up partnerships ahead of the July 13 go-live.

For land-based operators like Pure Casino, the framework offers a route to defend and extend existing player relationships as digital competition arrives. The company plans to pair its online launch with retail sportsbook facilities across its casino network as Alberta regulators prepare to authorise land-based betting operations.

The near-term test is execution. PureCasino.ca is targeting a launch window that opens July 13, and the retail rollout across Calgary, Edmonton and Lethbridge will follow as regulatory approvals for in-person wagering are finalised. How quickly incumbents like Pure Casino convert their land-based customer base into digital bettors will shape the early competitive picture in Canada’s newest open market.

Source: Kambi Group