PENN Entertainment Launches Gambling in Alberta: New Era for Canada's iGaming Market

PENN Entertainment has significantly expanded its digital footprint in Canada. The company launched theScore Bet Sportsbook & Casino in Alberta on July 13, 2026. Simultaneously, the standalone theScore Casino and Hollywood Casino apps were released. These offerings are now available on iOS, Android, and the web, marking a significant step for PENN Entertainment in the Canadian online gaming market.

Alberta thus becomes the second Canadian province, after Ontario, to introduce a regulated iGaming framework for private operators. This opens the doors for a variety of international providers. Many industry giants had expressed their intention to enter this promising market.

Numbers and facts

The launch in Alberta on July 13, 2026, is a strategic milestone for PENN Entertainment. CEO Jay Snowden had previously spoken of a planned launch in 2025, but the market development proceeded faster than expected. The introduction of theScore Bet Sportsbook & Casino provides players in Alberta with access to hundreds of slots, table games, live dealer experiences, and exclusive games such as Blue Jays Blackjack. PENN Entertainment acquired theScore and theScoreBet in 2021.

In addition to the all-in-one offering, standalone Hollywood Casino and theScore Casino apps are also available. Hollywood Casino is known for its extensive portfolio of slots, table games, and live dealer content. TheScore Casino offers the same premium gaming experience for users who prefer a dedicated casino app. PENN Entertainment is betting on deeper integration with its partners.

Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment, commented on the launch in Alberta: > “Alberta has an incredible sports culture, and we’re excited to bring theScore Bet Sportsbook & Casino to players across the province. Fans already know and trust theScore, and with theScore Bet, we’re extending that connection into a seamless sportsbook and casino experience. We commend the Alberta government for introducing a regulated online gaming market for private operators.”

theScore Bet is already the exclusive official gaming partner of the Toronto Blue Jays, the exclusive gaming partner of Golf Canada, and an official gaming partner of the NHL and PGA Tour. These partnerships will now also benefit players in Alberta. The offering includes Same Game Parlays, player props, and live in-game betting. There is also seamless betting integration with theScore’s reliable sports news, scores, and data.

Background

The opening of Alberta’s iGaming market is the result of years of political discussions and months of preparation by regulatory authorities and operators. A launch in 2025 was initially expected. The Canadian province is largely guided by the rules already in force in Ontario. Service Alberta and Red Tape Reduction Minister Dale Nally explained that Ontario’s rules would be used as a “roadmap.” However, these are to be adapted to Alberta’s specific needs. A key difference from Ontario is the consideration of indigenous gaming, the so-called Host First Nations, who operate six gaming locations in Alberta.

The Canadian legislature is also considering nationwide Bill S-269, which provides for stricter advertising guidelines for gambling. This includes restricting the use of celebrities and athletes, and limiting the number of gambling advertisements. New standards for responsible gambling and the prevention of gambling harm are also planned.

Interestingly, PENN Entertainment’s ESPN Bet had an average market share of 6% in six US states in March 2024. This led to speculation about a possible acquisition of the company by Boyd Gaming or a joint approach with FanDuel. Jay Snowden, however, refused to comment on these rumors. He emphasized that the company and the board would always explore opportunities to enhance value. In August, PENN Entertainment plans to integrate the betting product into the ESPN Fantasy app to enable personalized betting offers.

Why it matters for German players

German players can rejoice in such developments abroad. The Canadian market shows how careful regulation with room for private providers can be successfully implemented. In Germany, the State Treaty on Gambling (GlüStV 2021) has regulated the online gambling market since 2021. The Joint Gaming Authority of the Federal States (GGL) is responsible for licensing and supervision.

The German market, however, differs significantly from that in Canada. Here, there are strict requirements for online gambling. These include, for example, a bet limit of 1 euro per spin on slots and a monthly deposit limit of 1,000 euros across all providers in Germany. This limit is monitored by the inter-authority blocking system LUGAS. Only offerings on the GGL whitelist are legal and safe for German players. Gambling offerings with licenses from Malta (MGA) or Curaçao are illegal in Germany and do not offer player protection according to German standards. Players should therefore always check whether a provider has a German license, identifiable by the GGL seal on the website.

What it means for GGL-licensed casinos

The developments in Alberta show that a regulated market for private providers offers enormous potential and increases the choice for players. For GGL-licensed casinos in Germany, this means they must continue to focus on complying with German regulations. The German market, despite its restrictions, is attractive. A strong focus on player protection and legal compliance is crucial.

The introduction of new technologies and integration models, such as those pursued by PENN Entertainment with theScore and ESPN, could also be interesting for the German market once regulatory frameworks permit. German providers could learn from the Canadian experience on how to successfully establish innovative offerings in a regulated environment. Ultimately, players benefit from a transparent and secure gambling environment, whether in Canada or Germany, as long as licensing and supervision are guaranteed.