Kambi Group plc has entered a multi-year agreement with Pure Casino Entertainment to provide sportsbook technology for the operator’s upcoming online and retail sports betting operations in Alberta.
The partnership will allow Pure Casino to use Kambi’s Turnkey Sportsbook solution across its casino locations in the province, including properties in Calgary, Edmonton and Lethbridge. The agreement also covers Pure Casino’s planned online sportsbook, PureCasino.ca, which is expected to launch after Alberta opens its regulated iGaming and sports betting market on July 13, 2026.
Pure Casino Entertainment, one of Alberta’s largest casino operators, selected Kambi as its sportsbook technology provider as it prepares to compete in the province’s expanded regulated market. The agreement will support both digital betting and in-person wagering, creating a wider sports betting offering across Pure Casino’s properties.
Kambi said its sportsbook platform was chosen due to its global network, trading capabilities and player engagement tools, along with its experience delivering sports betting solutions for retail and online operators.
Partnership expands Kambi’s Canadian presence
The agreement strengthens Kambi’s position in Canada as Alberta prepares to become the second province to introduce a competitive iGaming market with multiple private operators.
Ontario launched its regulated private-sector iGaming market in 2022, becoming the first Canadian province to move away from a single-operator online gambling model. Kambi already operates in Ontario through partnerships covering both retail and digital channels.
In Alberta, the company will support Pure Casino’s expansion into sports betting as the province transitions toward a regulated competitive framework. Kambi and Pure Casino are among the operators registered with the Alberta regulator ahead of the market opening.
The partnership also includes potential future expansion across Alberta following Indigenous Gaming Partners’ recent acquisition of three additional casino properties. Pure Casino Entertainment currently operates seven casinos in the province after the acquisition.
Werner Becher, Kambi Group CEO, said in the company’s press release: “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.”
Pure Casino prepares for online and retail launch
Pure Casino is planning to introduce its online betting platform alongside sportsbook facilities at its physical casino properties.
The launch of PureCasino.ca could take place as early as July 13, when Alberta’s regulated sports betting and iCasino market is scheduled to open. The new framework will allow approved private operators to provide online gambling services under provincial oversight.
The operator also intends to establish retail sportsbook offerings across its casino network. These locations will provide in-person betting opportunities as Alberta regulators prepare to authorize land-based sportsbook operations.
Pure Casino Entertainment CEO Brad Belhouse said the company prioritized finding a technology partner capable of meeting both operational and regulatory requirements.
“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.”
Alberta market opening draws operator preparations
The upcoming Alberta market launch has led operators and technology providers to establish partnerships ahead of the July opening date.
The province’s new system will introduce competition between private operators while allowing existing casino businesses to expand their offerings. Pure Casino’s move into online sports betting reflects the wider shift among Alberta gaming companies preparing for regulated digital wagering.
Kambi’s agreement will give Pure Casino access to sportsbook technology designed to support multiple betting channels. The provider said the partnership would allow the operator to deliver sports betting experiences across its casino network and online platform.
The agreement follows increasing activity among gaming companies seeking approval to participate in Alberta’s regulated market. Operators are preparing both digital products and physical betting locations as the province moves toward a broader gambling framework.