BET99 is now live in Alberta’s regulated online gambling market, launching its sportsbook and online casino in the province on October 13, 2026. The Canadian operator joins more than 40 platforms that have gone live since Alberta opened its market to private operators on July 13.
BET99 was not among the operators that launched on opening day. Its go-live date matches the end of the three-month window that Alberta’s regulator set aside for operators who could not complete the process by July 13.
A Launch on the Last Day of the Transition Window
When the Alberta Gaming, Liquor and Cannabis Commission (AGLC) set its application deadline earlier this year, it gave operators until July 13 to submit a completed application and pay all fees. It also said it could grant extensions of up to three months, which would allow compliance until October 13.
The same rules require operators to stop any unregulated activity in the province by their go-live date, to settle outstanding wagers and return player balances, and to connect to Alberta’s centralised self-exclusion system before taking bets.
BET99 chief executive Jared Beber told industry outlet Covers that the move involved work across technology, payments, identity verification, customer communications and responsible gambling tools. He acknowledged the process was not entirely seamless, and described the launch as one milestone, with the harder task being to earn players’ trust every day.
What Alberta Players Get
BET99 offers a sportsbook and an online casino in Alberta. As with every licensed site in the province, play is limited to customers who are physically located in Alberta, and accounts are covered by the provincial self-exclusion programme.
Beber said the company would compete on personalised service and pricing, and that it supports regulated competition over a single provincial operator. He also pointed to plans for local events and watch parties, starting in Edmonton and Calgary and later reaching smaller cities in the province.
The operator already runs in Ontario’s regulated market, which opened in 2022 and served as the model for Alberta’s framework. Beber said the company is treating Alberta as its own market rather than a copy of Ontario. He added that BET99 would welcome the chance to take part in Quebec and British Columbia if those provinces adopt clear regulatory frameworks.
Responsible Gambling Ambassadors
BET99 has named Montreal Canadiens forward Cole Caufield and former UFC champion Georges St-Pierre as its responsible gambling ambassadors. Their campaign encourages customers to set limits on time spent, amounts wagered and deposits.
The appointments come as Alberta’s new market draws scrutiny over player protection. First Nations leaders raised concerns before launch about the effect of online gambling on revenue from community-owned casinos, while suppliers such as Playtech and Pragmatic Play have welcomed the province’s central self-exclusion system.
A Crowded Market
BET99’s arrival brings the number of competing platforms in Alberta to more than 40, with the regulated market now three months old. Late entrants have to win customers from operators that launched on day one, which makes promotions, pricing and local marketing important for brands arriving after the opening.
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