Alberta’s largest land-based casino operator strengthens its betting integrity commitment following its entry into the province’s regulated online gambling market.
Pure Casino Entertainment Limited Partnership (Pure Casino), Alberta’s largest land-based casino operator and a newly licensed online gambling operator, has joined the International Betting Integrity Association (IBIA).
The move reinforces Pure Casino’s commitment to maintaining the highest standards of betting integrity following the launch of Alberta’s regulated online gambling market. The operator joins a network of more than 90 companies and over 200 betting brands within IBIA, collectively monitoring more than US$300 billion in annual sports betting turnover across more than 1.5 million sporting events each year.
Pure Casino currently operates seven casino properties across Alberta, following the completion of its acquisition of Gamehost Inc. in June 2026. The deal made Pure Casino the province’s largest land-based casino operator, representing approximately one-third of Alberta’s retail casino market.
Its membership adds to IBIA’s growing network of Canadian licence holders working collaboratively to identify suspicious betting activity and help protect regulated betting markets and sporting competitions from corruption.
Brad Belhouse, CEO of Pure Casino Entertainment, said:
“Launching our online betting operations marks an important milestone for Pure Casino’s iGaming Platform offering in Alberta, and joining IBIA is a key part of our integrity and compliance framework. Working with IBIA, the leading betting integrity body serving Canada’s regulated market, reflects our commitment to protecting customers, safeguarding sporting integrity and supporting a trusted, well-regulated betting environment.”
Khalid Ali, CEO of IBIA, added:
“We are delighted to welcome Pure Casino to IBIA. As Alberta’s largest land-based casino operator, Pure Casino brings significant scale and expertise to our Canadian and global integrity monitoring network. Its membership reinforces the integrity framework underpinning Canada’s regulated sports betting market and highlights the value of embedding collaborative integrity monitoring from the outset of a new regulatory regime.”
Alberta opens its regulated online market
The opening of Alberta’s competitive online gambling market marks a significant milestone for Canada’s regulated betting sector. The province has become the second Canadian jurisdiction, after Ontario, to adopt an open licensing model for private operators.
The new framework is designed to increase channelisation towards regulated gambling, strengthen consumer protections and support effective sports betting integrity safeguards.
Both Ontario and Alberta require licensed online sports betting operators to have contractual arrangements with an Independent Integrity Monitor (IIM) approved by the provincial regulator. These monitors must operate independently and remain free from commercial conflicts of interest, ensuring the impartial identification and sharing of suspicious betting intelligence.
IBIA’s Q2 2026 Integrity Report also highlights the association’s expanding work across Canada, including a recent athlete betting integrity education initiative delivered with the Canadian Football League (CFL) in partnership with Genius Sports.
The initiative provides CFL players with practical guidance on identifying betting-related integrity risks, while the report examines the continuing development of regulated betting in Ontario and Alberta, including channelisation trends and the benefits of moving betting activity into regulated and independently monitored markets.
