BET99 is getting ready to make its regulated debut in Alberta. According to Covers, the operator plans to launch its sportsbook and online casino in the province on Oct.13. The move will bring BET99 into Alberta’s new competitive gambling market after previously being available there outside the regulated system.
BET99 CEO Jared Beber stated that the company plans to lean on customer service and its existing brand presence as it enters the regulated market.
The operator has already been working to build awareness in Alberta. That included a BET99 event tied to the Calgary Stampede, giving the company a chance to promote the brand locally before launch.
The Oct.13 date is significant because it lines up with the end of Alberta’s transition window for operators that were already available in the province before the regulated market launched.
Current BET99 users in Alberta will need to pay close attention to any open wagers before the switch. Unsettled bets will not transfer to BET99’s regulated Alberta platform. Any wagers still open when the transition takes place will instead be voided and refunded.
Users may also have the option to cash out eligible wagers before the regulated platform goes live. That makes the launch more than just a branding change for existing users. Anyone with futures or other long-term bets could be affected by the move.
This is similar to what happened to some users when bet365 transitioned to the regulated market in Ontario. I had to cash out of my futures bet on the Jaguars to win the Super Bowl at a slight profit, or else the initial wager would have just been refunded.
Alberta launched its iGaming market on July 13, opening the door for private operators to enter the province under a regulated framework. Operators continue to launch in the province. Some brands moved quickly to launch, while others are taking more time to prepare their entry.
For example, Fanatics is eyeing Alberta after launching in Ontario, though its Alberta debut is not expected until 2027.
Alberta’s model gives private sportsbooks and online casinos a path into the province as long as they meet regulatory requirements. That marks a major shift from the previous setup, when many offshore and grey-market operators were already accessible to Albertans.
BET99 is now entering a competitive environment, but its hope is that its existing presence within the province prior to the regulated market will give it an edge, since Albertans are already familiar with the brand.
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