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PlayAlberta’s share of demand stayed flat as some of its rivals got licenses
Two months after Alberta let private operators in, onshore brands held 64% of user interest, and the former state owned monopolist kept most of what it had.
Until July 13, PlayAlberta was the only legal iGaming brand in Alberta, and in June it accounted for 15.6% of the province’s demand measured by Blask Index. Once the market opened, dozens of operators received local licenses, and PlayAlberta’s share in September was 15.2%.
Nearly all onshore demand belongs to brands that players searched for before the market opened. In June, Spin Casino, Betway and the other brands that are onshore today held 42% of the Alberta iGaming market, almost three times PlayAlberta’s share. Operators that stayed unlicensed lost more demand from June to September, 30% against 11% for the licensed group, so the licensed side gained share without growing.
PlayAlberta stayed the largest licensed brand, with 24% of onshore demand, and Spin Casino second. FanDuel and Betty added about five points of share between them, while Sports Interaction lost 0.7 points.
Onshore brands held 36% of Alberta’s CEB, Blask’s projected revenue, a smaller slice than their share of demand. Stake, the largest brand by that measure, was offshore in September with $32.2M, more than double PlayAlberta’s $14.1M. It received its Alberta license on October 6, so October data will show if CEB follows demand onshore.