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Rush Street Interactive has introduced its BetRivers online casino and sportsbook brand to Alberta, opening the platform to eligible players aged 18 and older through ab.betrivers.ca and the BetRivers mobile app.
“We’re very excited to bring our award-winning platform and player-first approach to the millions of gaming enthusiasts in the Alberta market,” said Richard Schwartz, Chief Executive Officer at Rush Street Interactive.
“BetRivers has earned its status as one of Canada’s top-rated and most trusted casino apps through App Store ratings and reviews from Ontario players,” Schwartz added. “Alberta is the next step in that story, and we’re ready to deliver the same best-in-class experience from day one as part of our commitment to making BetRivers the casino destination Canadian players choose first.”
Platform features for Alberta players
The BetRivers platform offers Alberta players a range of gamified experiences, including pop-up reward features such as Rush Packs and Wheel Spins, along with Slot Tournaments and other promotional mechanics integrated throughout the player experience.
“We focus on making every moment more dynamic, entertaining, and rewarding for our players. From the broad range of classic and exclusive games to our easy-to-use platform, we are committed to providing ongoing entertainment and enjoyment,” said Brian Sapp, Chief Marketing Officer at Rush Street Interactive.
Marketing campaign for the provincial debut
For its Alberta launch, BetRivers built an Alberta-themed marketing campaign fronted by brand ambassador Dan O’Toole, who appears in western attire as part of the “new casino in town” positioning. The campaign carries the brand’s characteristic irreverent tone in introducing BetRivers to the province.
BetRivers entered the Canadian market with its Ontario launch in 2022 and has since expanded its presence through a casino-first strategy.
Alberta launches regulated market
Alberta opened its regulated commercial iGaming market at midnight on Monday, July 13, becoming the second Canadian province after Ontario to permit private online sports betting and casino operators under provincial oversight.
Alberta Gaming, Liquor and Cannabis (AGLC) has registered 50 operators, 58 critical gaming systems providers and 14 platform providers. More than 15 operators were expected to launch on opening day alongside the government-owned Play Alberta platform, while others will enter later after completing commercial agreements with the Alberta iGaming Corporation (AiGC).
In addition to BetRivers, the registered field includes brands such as FanDuel, DraftKings, BetMGM, Caesars, bet365, PointsBet, Betway, 888, theScore Bet, Hollywood Casino, Bally’s, Pure Casino Entertainment and River Cree iGaming.