Deal With BtoBet To Help Launch Revamped PlayAlberta Online Sportsbook

Written By C.J. Pierre on August 18, 2023

The only legal online gambling website in the province of Alberta just got an upgrade. recently announced a long-term partnership with BtoBet to assist in the growth and improvement of the website’s sportsbook.

BtoBet is a sportsbook subsidiary of NeoGames, an online lottery and iGaming solutions provider. PlayAlberta’s sports betting platform had been powered by NeoPollard Interactive, a joint venture between NeoGames and Pollard Banknote.

PlayAlberta says switching to a new sportsbook provider will strengthen the sports betting options for players.

Details on PlayAlberta-BtoBet deal

Canada sports betting is currently in its slow period. However, the pace will soon rapidly pick up.

This new BtoBet deal ensures customers will have a wide variety of options to bet on.

New features include player props for all major North American leagues (NFL, NHL, MLB and NBA), single-game parlays, additional markets and leagues, additional outright bets and new promos such as boosted odds and parlay multipliers.

NeoGames’ president and head of iGaming, Tsachi Maimon, said he is delighted about the agreement between BtoBet and PlayAlberta. He says the deal will power PlayAlberta with betting offerings for many important local leagues.

“We are excited to usher in the next generation of betting experiences through localized betting offers, including offers for the Canadian Football League, the Premier Lacrosse League and special bets for a variety of sports focused on Canadian athletes,” said Maimon.

Maimon also said BtoBet is confident that this collaboration with PlayAlberta will give their players the optimal betting entertainment they demand. He added that the partnership will benefit both parties and expand the sports betting platform’s services.

The complete migration of PlayAlberta’s online sportsbook to the BtoBet platform should wrap up in Q3 2023.

BtoBet expands its presence in Canada

While BtoBet is new to Alberta, the brand already has a presence in Canada, having secured a license in Ontario earlier this year. The operator is making a name for itself across the globe. In addition to this deal with PlayAlberta, the company also expanded its alliance with PremierBet in Africa earlier this year. BtoBet also maintains a strong presence in Europe, recently signing a deal with the Lotteries Entertainment Innovation Alliance (LEIA).

PlayAlberta is operated by Alberta Gaming, Liquor & Cannabis (AGLC). Officials say partnering with  BtoBet guarantees a world-class player experience for anyone that uses the site.

“Our team at AGLC continues to find ways to improve all aspects of,” said AGLC vice president of gaming Dan Keene. “Partnering with BtoBet expands the sports betting options for users on Alberta’s only legal, gambling website. Soon, players can choose from a variety of new, pre‐game props, in‐game bets or unique, same‐game parlays.”

The sportsbook will continue integrating AGLC’s responsible gambling programs, GameSense and Self-Exclusion. The goal is to give players features that promote healthy gambling habits, such as bet, loss and daily session limits.

All revenue generated through PlayAlberta goes to the provincial government to support valued programs and services that Albertans rely on. Over the past year, $1.5 billion in net gaming income was generated for the province’s general revenue fund from all provincial gaming activities.

Photo by BtoBet
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C.J. Pierre

C.J. Pierre is a Lead Writer at Play Canada. He has been covering news and sports for over a decade for both online and TV broadcasts. He was born and raised in Minneapolis, MN and is an alum of Minnesota State University: Moorhead. He recently dove into tribal casino and online gambling news. He also covered the launch of sports betting in Arizona. C.J. has experience as a reporter and videographer and has covered high school, college and professional sports throughout his career, most notably following Arizona Cardinals, Phoenix Suns, Minnesota Vikings and North Dakota State University football.

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