Soft2Bet sets its sights on Alberta
Soft2Bet Alberta iGaming Strategy
Online gaming operator and platform provider Soft2Bet plans to enter Alberta once the province opens its commercial regulated iGaming market later this year.
Earlier this week, the company confirmed that it is pursuing regulatory approval on two fronts: first, to run its own B2C online gaming platform, and second, to supply B2B services to other operators looking to participate in Alberta’s soon-to-open market.
With that move, Soft2Bet joins a growing list of companies seeking registration in the province. Among those already in line are FanDuel, BetMGM, DraftKings, theScore Bet, Bet99, BetRivers, Betway, PointsBet, TonyBet and several others.
According to the company, Alberta represents another important step in its wider strategy of expanding across new regulated markets while growing its business in a sustainable way.
A Model Built Around Both B2C and B2B
Unlike many of the nearly 50 operators currently active in Ontario, Soft2Bet combines direct-to-consumer operations with business-to-business services. The company believes this combination gives it a meaningful advantage as it evaluates Alberta.
“Our dual B2B and B2C model in Ontario gives us a very practical advantage as we look at Alberta,” Soft2Bet General Counsel David Yatom Hay told Canadian Gaming Business this week. “It’s not only about understanding our partners, it’s about operating in the same environment ourselves and being able to translate that experience directly into product and technology.
“Because we run B2C operations, we’re constantly collecting real-time insights on player behaviour, preferences, and local market dynamics. At the same time, we have full control over our technology stack, which allows us to adapt quickly, whether that’s compliance requirements, product features or player engagement tools.
“From a B2B perspective, this puts us in a strong position to support operators entering Alberta. We’re offering tools that are already tested and optimized in a live environment. Having both perspectives allows us to understand the operational challenges our partners face and translate them into practical, scalable solutions.”
Ontario Experience May Shape, but not Define, Alberta Strategy
Soft2Bet has been operating in Ontario as a licensed iGaming company since late 2024, when it launched ToonieBet in the province.
As the branding suggests, ToonieBet was built around a distinctly Canadian identity, with a strong focus on localization. Speaking to SBC Leaders magazine last year, Chief Product Officer Yoel Zuckerberg said that this local-first philosophy extends throughout the brand, from its tone and design to the use of Canadian animals, sports references and landmarks.
“The tremendous response we received with ToonieBet in Ontario showed us what the Canadian market is capable of when you prioritize engaging, personalized experiences,” Yatom Hay told Canadian Gaming Business this week.
“The hyper-local approach was a key part of our success in Ontario. We created a product that resonated with the regional audience, and we can exercise the same strategy again in Alberta. There will be differences in customers, regulations, and preferences, but that’s where our work fine-tuning the user experience comes into play.”
That said, Soft2Bet has not yet decided whether ToonieBet itself will be the brand it brings to Alberta.
“We recognize that Alberta is a distinctly different region with its own unique demographics, competitive landscape, and upcoming regulatory framework,” he said. “We have not reached a final decision on extending the ToonieBet brand. However, whether it’s ToonieBet or another brand, it will deliver a localized, engaging experience that genuinely resonates with Albertan players.”
Partnerships and Local Relevance Remain Central
During its first months in Ontario, ToonieBet secured notable partnerships with both the Ottawa Senators and the Canadian Football League.
Although the agreement with the Senators has since come to an end, the multi-year CFL partnership remains in place. Under that deal, ToonieBet became an official sports betting and online casino partner of the league, with the collaboration including live odds integrations on CFL.ca and LCF.ca to connect betting with official league content in real time.
“It’s part of our broader strategy to localize our offering, making sure that our product, our brand and our engagement approach genuinely resonate with players in each jurisdiction we enter,” Yatom Hay added, referring to the CFL partnership.
“When looking at Alberta, the same principle applies, regardless of the brand we bring to market. If we identify the right partnerships, we will pursue them. The objective is not simply visibility, but relevance, ensuring that the experience we offer feels tailored to Alberta players and connected to the sports they care about. These types of partnerships are important for building trust and familiarity in a new market.”
Ultimately, regardless of which brand Soft2Bet chooses for Alberta, the company says its underlying strategy will mirror what worked in Ontario: understand the audience, adapt to local expectations and build something that feels authentic to the market.
“What we’ve seen in Ontario is that a localized, player-first approach genuinely resonates, and that’s something we carry into every new market we enter,” Yatom Hay concluded. “Our starting point in Alberta will be the same.
“We’ll take the time to understand the local player base, their preferences and behaviours, and the broader cultural context around sports and entertainment. From there, we’ll adapt our product, whether that is content, user experience, promotions, or engagement mechanics, so that it feels relevant rather than imported.
“The underlying philosophy remains consistent, but the execution in Alberta will be tailored specifically to that market, ensuring that the product reflects local expectations and evolves alongside them.”
