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Exactly how much of Ontario’s combined online gambling market share each licensed operator commands is unknown. But BetMGM CEO Adam Greenblatt says the company leads Ontario’s igaming market with an approximate 22% share.
Recent estimates from Eilers & Krejcik Gaming support these claims, pegging the operator’s combined share of the online gambling and online sports betting at roughly 20%. What’s more interesting is that the brand expects to hold a similar status in Alberta when the province’s iGaming market launches in Spring/Summer 2026.
“BetMGM thrives on integrating sports and casino experiences, and Alberta represents the first jurisdiction with a multi-product launch in over four years,”
said Matt Prevost, Chief Revenue Officer at BetMGM, in an exclusive statement to Casino.org earlier this year.
“Given our track record of success in Ontario, we are committed to delivering legal, safe, regulated sports betting and iGaming to Alberta in the coming months.”
BetMGM Brings a Proven Track Record to Alberta iGaming
BetMGM has long been touted as one of the prominent and successful iGaming operators. The brand has an expansive US footprint and backing from two industry heavyweights: Entain and MGM Resorts International. So, it doesn’t need to introduce itself in a new market.
In addition to that, its Ontario track record only adds to the story. Billing itself as the province’s iCasino market leader, BetMGM has consistently grown its share in what is already one of the most competitive regulated markets in North America.
The operator holds approximately a 21% share of the online casino market across its active markets by gross gaming revenue. Add to that a FY 2025 net revenue of US$2.8 billion, up 33% year-on-year. This track record justifies the company’s confidence heading into Alberta.
The Formula Behind BetMGM’s Success
BetMGM believes its success across active markets is due to its strong sportsbook and online casino product offerings via market-leading brands.
At the core of it all is a simple but powerful idea: get a player through the online sports betting door, then introduce them to the BetMGM online casino. It sounds straightforward, but executing it at scale is a different matter entirely.
The numbers tell the story. A significant portion of BetMGM’s sports bettors consistently migrate to its casino product. Their cross-sell rate exceeds most rivals.
“We continue to focus on cross-deal initiatives and sports-branded casino games, allowing us to better showcase our iGaming promotions within our sports offering, encouraging cross-product play,”
stated CEO Adam Greenblatt during a presentation last year.
“During this past NFL season, we saw approximately 60% of our online sports players also playing in our casino.”
An iGaming content library supports this success. The library features exclusive titles and a rapidly growing live dealer operation. Besides, the company’s player management philosophy prioritizes quality over volume.
So, their iGaming revenue climbed 24% to $1.8 billion in 2025, supported by a 24% jump in average monthly actives and a 14% rise in active player days.
Commenting on BetMGM’s FY 2025 market performance, Greenblatt said:
“2025 was a record year for BetMGM, outperforming expectations with the execution of our refined strategy coming together at scale. Q4 2025 saw record performances, completing a year where both iGaming and Online Sports achieved step change results, reflecting robust engagement, improved player economics, sharper player management, and continued platform and product enhancements.”
Why Alberta Could be BetMGM’s Biggest Win
Alberta fits this playbook almost perfectly. The province has an affluent population and a strong demand for regulated online gaming.
The Wild Rose Country boasts Canada’s youngest adult population, the highest per-capita GDP, as well as the highest per-capita gambling spend of any province.
This represents more than just a favourable demographic profile. The market seems built for what BetMGM does best. The appetite is clear. Yet offshore operators currently account for roughly 70% of the province’s total iGaming activity.
That says everything. Albertans aren’t waiting for regulation to catch up. They’re already online, spending, and looking for exactly what BetMGM offers.
What’s more, BetMGM already has existing relationships with Oilers icon Wayne Gretzky and current superstar Connor McDavid. This gives the operator a ready-made connection to Alberta’s passionate sports fanbase. Rivals will find this connection very difficult to replicate.
The fit, in other words, goes beyond just demographics. It’s about product alignment, too. Analysts have estimated the Alberta market could surpass $700 million annually as early as year one of the open market. BetMGM will want a sizable slice of that. Based on what it has built in Ontario, there’s little reason to doubt it can succeed.
Alberta Has Been on BetMGM’s Radar for a Long Time — And the Wait Is Almost Over
BetMGM’s enthusiasm for Alberta isn’t a recent development. As far back as mid-2025, Greenblatt openly told investors that BetMGM expects to demonstrate its strength in Alberta. That confidence has only grown since.
During the FY 2025 earnings call on Feb. 4, 2026, Greenblatt made clear how significant Alberta is in the company’s broader growth story.
If Alberta opens this year and BetMGM secures its licence, the province will mark the operator’s first new online casino market in four years. Every other market it has entered in the interim has been sports betting only. The company openly regards iCasino as the engine of its business, so this distinction matters enormously.
“The thing that moves the dial for BetMGM, the biggest single dial mover, is more [iCasino] states,”
said Greenblatt.
“That’s the thing that fundamentally changes our outlook.”
Whenever Alberta opens its iGaming doors officially, market leader BetMGM will, no doubt, be ready. The preparation has been years in the making with the proven product. The appetite is clearly mutual for both BetMGM and Alberta. At this point, the bigger question is how quickly BetMGM will make an impact in Alberta.
