BetMGM has expanded its Marriott Bonvoy rewards collaboration into Alberta, extending the travel loyalty programme to players in Canada's newest regulated online gambling market.
The rollout comes shortly after Alberta opened its competitive iGaming market on 13 July, becoming the second Canadian province after Ontario to allow licensed private operators to compete with the government-run platform.
BetMGM was among the operators that entered the market on launch day, marking its first expansion outside Ontario since entering Canada in 2022.
Under the programme, Alberta customers can link their BetMGM and Marriott Bonvoy accounts, transfer BetMGM Rewards into Marriott Bonvoy points and redeem those points for hotel stays and travel experiences. The integration is available through the BetMGM app, website and Rewards Store.
The partnership originally launched across BetMGM's US markets in 2024 as part of the operator's strategy to differentiate its customer loyalty offering by connecting online gaming activity with one of the world's largest hotel rewards programmes.
Marriott Bonvoy members can access thousands of properties globally, giving BetMGM a non-cash reward option beyond traditional free bets or gaming credits.
The Alberta expansion also reflects growing competition in the province's newly regulated market, where major North American brands including FanDuel, DraftKings, Caesars and bet365 are competing for market share.
Before regulation, Alberta estimated that around 70% of online gambling activity took place on unregulated offshore websites, making channelisation and player protection central objectives of the new framework.
Responsible gambling remains a requirement for licensed operators in Alberta's market. BetMGM said it continues to offer GameSense, the responsible gambling programme developed by the British Columbia Lottery Corporation, alongside existing player protection tools.
BetMGM CEO, Adam Greenblatt, said: "Our partnership with Marriott Bonvoy continues to be a powerful differentiator and is one of the most rewarding loyalty offerings in our industry.
"By extending this program, we're providing Albertans the opportunity to be part of a world-class loyalty program with tremendous flexibility on points redemption."
The rewards expansion forms part of BetMGM's broader strategy of strengthening customer retention as competition increases across regulated North American markets.
Last month, BetMGM reported Q2 revenue of $711m, up 3% year-on-year, as iGaming revenue continued to offset flat sports betting performance. The operator said Alberta represented an important growth opportunity as it looked to expand its North American footprint.
BetMGM now operates mobile and retail betting products across 31 regulated markets in North America, with Alberta representing its second regulated Canadian jurisdiction after Ontario
