Kambi adds Pure Casino sportsbook deal before Alberta market opens

Kambi Group has signed a multi-year agreement to supply its Turnkey Sportsbook to Pure Casino Entertainment ahead of Alberta’s regulated online gambling launch on 13 July 2026. 

The deal covers Pure Casino’s planned online sports betting product through PureCasino.ca, as well as retail sportsbook operations across its Alberta casino estate, including properties in Calgary, Edmonton and Lethbridge.

Alberta is preparing to become Canada’s second open online gambling market after Ontario, with private operators able to enter a regulated framework covering sports betting and online casino.  

The province has described the shift as a way to move activity from the grey market into a licensed structure.

For Pure Casino, the agreement links its digital launch with its land-based footprint. Parent organisation Indigenous Gaming Partners completed its acquisition of Gamehost in June, adding Great Northern Casino in Grande Prairie, Rivers Casino and Entertainment Centre in Fort McMurray and Deerfoot Inn & Casino in Calgary. The deal brings its Alberta estate to seven casinos and three hotels.

The timing places Pure Casino among land-based groups preparing to compete with major online brands expected in Alberta, including operators already active in Ontario’s regulated market. 

Kambi enters the agreement after a period of North American sportsbook activity. In January, it took over as sportsbook partner for Ontario Lottery and Gaming Corporation’s Proline product, while its Q1 2026 revenue rose 4.9% to €43.5m ($49.7m).

Kambi Group CEO, Werner Becher, said: “We are delighted to be growing our footprint in an important region for Kambi with a partner with the heritage and expertise of Pure Casino Entertainment.”

Pure Casino Entertainment CEO, Brad Belhouse, said: “As we prepared for the launch of Alberta’s regulated online market we knew selecting a sports betting partner that could offer the right combination of product quality and regulatory certainty was paramount.”

The agreement follows Kambi’s Latin American renewal with BetWarrior, which extended a partnership supporting sportsbook operations across Argentina, Brazil, Peru and other regulated markets.