PENN Entertainment Bullish on theScore Bet Alberta Launch

• PENN Entertainment CEO Jay Snowden said the company is looking for similar outcomes for theScore Bet in Alberta as it has experienced in Ontario
• Snowden touched on the Alberta launch during PENN Entertainment’s Q1 earnings call
• theScore Bet has already opened sports betting pre-registration in the province

PENN Entertainment is bullish on theScore Bet’s launch in Alberta this July, as CEO Jay Snowden said during PENN’s Q1 earnings call that he expects to see similar positive results in Alberta as theScore Bet has already experienced in Ontario.

PENN Entertainment is forecasting a July 13, 2026 launch of theScore Bet Alberta when the Canadian province officially launches its regulated sports betting market. The operator has been approved for iCasino and online sports betting in the province by Alberta Gaming, Liquor, and Cannabis (AGLC).

“We’re continuing to see positive trends in Ontario, including year over year growth in average MAUs, OSB revenue, and iCasino revenue. These results reflect the strength of theScore Bet brand in Canada and our realigned digital strategy, which we think bodes well for the anticipated July 13 launch of regulated iCasino and online sports betting in Alberta. TheScore Bet has been approved as a registered iGaming Operator by the AGLC, and pre-registration efforts have begun in the province,” Snowden said in a released statement following the call.

Alberta Sports Betting Apps Will Launch in July

Alberta will launch its regulated markets on July 13, 2026. theScore Bet has already opened pre-registration for users in the province.

In March, the AGLC revealed that any interested sports betting operator will have to submit a completed application and pay all application registration fees to the commission no later than July 13, 2026, to be considered for a license.

It became widely assumed the July 13, 2026 deadline for application fees would also be the province’s sports betting and iGaming start date. Service Alberta and Red Tape Reduction Minister Dale Nally sent a letter to stakeholders and regulators shortly thereafter confirming the province’s start date.

Snowden reported theScore Bet will launch on that date. PENN Entertainment is expecting a $20 million loss in 2026 due to its Alberta investment, Snowden said, which is within the initial range provided by the company in its February quarterly earnings call.

Despite the expected early loss from its Alberta investment, Aaron LaBerge, Chief Technology Officer for PENN Entertainment, said the company is expecting strong results in the province.

“We feel really good about our launch there. Obviously, theScore brand in Canada is very strong. It’s actually the number one media sports brand in market. We have as many people on theScore in Alberta as we do in Ontario, so it’s very strong…We’re going to be active from a brand and performance marketing perspective. Look, we’ve launched in Ontario and enjoy a very nice market share there today. It’s a big part of our gaming business, and we expect to see similar market share there based on the investments we’re going to make,” he said.

TheScore Bet is currently available in 20 U.S. states and Ontario, Canada.

Pre-Registration Rolling Out in Alberta

Several platforms have already opened up pre-registration in Alberta. DraftKings Alberta announced recently it intends to launch an online sportsbook and iGaming casino in the province during the Alberta sports betting scheduled launch date of July 13, 2026.

“We’re excited about the opportunity to expand DraftKings’ footprint in Canada and bring our online sportsbook and casino experiences to customers in Alberta,” said Greg Karamitis, Executive Vice President and General Manager of Sports at DraftKings, in a release. “With the anticipated launch aligning with the World Cup — hosted right here in North America — it’s a particularly exciting moment for sports fans in the province to engage with our platform.”

Caesars recently announced pre-registration for Caesars Sportsbook Alberta, Caesars Palace Online, and Horseshoe Online Casino in the province, with those 21 and older now able to register accounts.

“Opening pre‑registration is an important first step that allows players to prepare for launch while we finalize our plans to bring our full trifecta of platforms online in Alberta,” said Eric Hession, President of Caesars Digital, in a released statement. “We welcome the province’s continued progress toward a regulated online market and appreciate the Alberta iGaming Corporation’s work to support operators through this process.”

BetRivers Alberta, owned by Rush Street Interactive, and PointsBet Alberta have also opened to pre-registration in the province.