Alberta Gaming, Liquor and Cannabis (AGLC) has joined forces with BtoBet to construct a ‘new and improved’ sportsbook which is ready to debut on PlayAlberta.ca this month.

PlayAlberta.ca is the only regulated gambling website in the province and is operated by the AGLC, the Government of Alberta’s Crown commercial enterprise and agency that oversees gaming, liquor and cannabis industries in the province.

BtoBet, meanwhile, is a B2B provider of sports betting software with a considerable presence in Europe but the NeoGames subsidiary has, up to this point, been inactive in North America.

That is all set to change now, though, with the sportsbook supplier making its North America debut through the roll out of Alberta’s first legal sportsbook offering, seven months after receiving regulatory approval to enter Ontario from the Alcohol and Gaming Commission of Ontario (AGCO), when NeoGames outlined its ambitions to expand across the continent.

The agreement between BtoBet and AGLC will encompass full delivery of the former’s betting solution to the provincial operator, with PlayAlberta’s migration onto the BtoBet sportsbook platform expected to be completed in Q3.

The deal also serves to further solidify the link between NeoGames and the AGLC, as the regulator has an agreement in place to build and maintain PlayAlberta’s gambling platform with NeoPollard Interactive, which NeoGames holds a stake in.

Dan Keene, Vice President, Gaming, AGLC, commented: “Our team at AGLC continues to find ways to improve all aspects of PlayAlberta.ca. Partnering with BtoBet expands the sports betting options for users on Alberta’s only legal, gambling website.

“Soon, players can choose from a variety of new, pre‐game props, in‐game bets or unique, same‐game parlays.”

New features include player props for all major North American leagues (NFL, NHL, MLB and NBA), single game parlays, additional markets and leagues, additional outright bets and new promotional options such as boosted odds and parlay multipliers.

Importantly, the sportsbook will continue to integrate AGLC’s responsible gambling programs, GameSense and Self‐Exclusion.

Tsachi Maimon, President and Head of iGaming at NeoGames, added: “We are delighted to enter into this long-term partnership with PlayAlberta, allowing us to enhance and expand their sports betting platform and services.

“As a proven leader in sportsbook provision, BtoBet is confident that this collaboration with PlayAlberta will provide their players with the optimal betting entertainment they demand – be it a strong offering related to hockey, player props, or same game parlays.

“We are excited to usher in the next generation of betting experiences through localised betting offers, including offers for the Canadian Football League, the Premier Lacrosse League, and unique special bets for a variety of sports focused on Canadian athletes.”

As PlayAlberta.ca goes through the sportsbook provider migration process, an interruption to the sports betting service is expected between Aug. 12 – 14, though players will still have access to their account and all other Play Alberta games during that period.