PlayAlberta enlists BtoBet for sportsbook growth plans

PlayAlberta will roll out the first legal sports betting offering in the Canadian province of Alberta in partnership with NeoGames’ sportsbook brand BtoBet.

The gaming division of the Western Canada Lottery Corporation (WCLC) aims to launch on the BtoBet platform during the third quarter of the year.

Also included in the deal is the regulatory body, Alberta Gaming, Liquor and Cannabis (AGLC), furthering its cooperation with NeoGames. 

NeoPollard Interactive, which NeoGames holds a stake in, has previously cooperated with the regulator to develop PlayAlbert’s gambling platform.

Tsachi Maimon, President and Head of iGaming at NeoGames, said: “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.”

Marking BtoBet’s debut North American deal, the agreement further entrenches both the brand’s and NeoGames’ reach on the continent and in Canada specifically after it secured a licence from the Alcohol and Gambling Commission of Ontario (AGCO).

BtoBet was acquired by NeoGames last year when the Luxembourg-based, Nasdaq-listed ilottery supplier purchased Aspire Global and its brand portfolio. 

In the year since, NeoGames has itself become the subject of acquisition interest, however, with its shareholders having approved a potential takeover by Aristocrat Leisure in the first of two required votes.