Kambi Sportsbook at Pure Casino
The Canadian sports betting industry has another major milestone as Kambi Group plc has announced a multi-year partnership with Pure Casino Entertainment. The agreement will see Kambi provide its industry-leading sportsbook technology for Pure Casino’s upcoming online and retail sports betting operations across Alberta.
With Alberta officially launching its regulated online gambling and sports betting market, this partnership positions Pure Casino to become one of the province’s leading sportsbook operators.
The collaboration combines Kambi’s internationally recognised sportsbook platform with one of Alberta’s largest casino operators, creating a comprehensive betting experience for players both online and at physical casino locations.
Alberta’s New Sports Betting Era Begins
For years, Canada’s regulated online gambling market has been dominated by provincial lottery corporations. That changed in 2022 when Ontario became the first province to introduce a competitive market that allowed private operators to legally offer online casino games and sports betting.
Now Alberta is following a similar path.
Beginning on July 13, 2026, approved private operators are able to legally offer online sports betting and casino gaming under provincial regulation. This new framework is expected to create a competitive marketplace where multiple operators compete by offering better products, promotions, and customer experiences.
Pure Casino Entertainment is the first operator for this launch.
Kambi Sportsbook at Pure Casino
Under the agreement, Pure Casino Entertainment will use Kambi’s Turnkey Sportsbook solution across its gaming operations.
The partnership covers both:
- Online sports betting through PureCasino.ca
- Retail sportsbooks located inside Pure Casino properties
This allows the company to provide customers with a seamless betting experience regardless of whether they prefer wagering online or visiting one of its casino locations.
Rather than building sportsbook technology from scratch, Pure Casino has selected one of the industry’s most established sportsbook providers.
What is Kambi’s Turnkey Sportsbook?
Kambi has become one of the world’s leading sportsbook technology providers by supplying operators with fully managed betting solutions.
Its Turnkey Sportsbook includes numerous features designed to improve both operational efficiency and the player experience, including:
- Extensive global sports coverage
- Live betting capabilities
- Real-time odds management
- Professional trading services
- Risk management tools
- Player engagement features
- Mobile-first betting experience
- Responsible gambling tools
- Regulatory compliance systems
This complete platform enables casino operators to quickly enter regulated markets while maintaining high-quality sportsbook operations.
Pure Casino Expands Beyond Traditional Casinos
Pure Casino Entertainment has long been recognised as one of Alberta’s largest casino operators.
The company currently operates casinos in major Alberta cities including:
- Calgary
- Edmonton
- Lethbridge
Following the recent acquisition of three additional casino properties through Indigenous Gaming Partners, Pure Casino now operates seven casinos across Alberta, significantly expanding its presence within the province.
The partnership with Kambi marks another important step in the company’s evolution as it moves beyond traditional casino gaming into modern sports betting.
Retail Sportsbooks Coming to Alberta Casinos
While online sports betting has attracted significant attention, retail sportsbooks remain an important part of the customer experience.
Under the agreement, Kambi’s technology will power sportsbook facilities located within Pure Casino’s casino network.
These retail sportsbooks are expected to provide:
- In-person sports wagering
- Live betting opportunities
- Betting kiosks
- Sports viewing areas
- Professional betting assistance
- Integrated loyalty experiences
Retail sportsbooks create a social environment where sports fans can watch games while placing wagers, similar to the successful sportsbook models seen throughout Las Vegas.
We're pleased to announce a new multi-year partnership with Pure Casino Entertainment, one of Alberta's largest casino operators.
— Kambi (@KambiSports) July 7, 2026
Through this agreement, Kambi will power Pure Casino Entertainment's multi-channel sportsbook offering across Alberta when the market opens this… pic.twitter.com/0xV5FFPc74
PureCasino.ca Set for Online Launch
Alongside its retail operations, Pure Casino plans to launch PureCasino.ca as its online betting platform. The website is expected to debut shortly after Alberta officially opens its regulated market.
Players can likely expect access to:
- Pre-match sports betting
- Live in-play betting
- Major international sports
- Canadian sporting events
- Mobile betting
- Secure account management
- Responsible gambling tools
- Promotional offers for new customers
Launching both online and retail sportsbooks simultaneously allows Pure Casino to compete across multiple channels from day one.
Why Pure Casino Chose Kambi
Selecting a sportsbook technology provider is one of the most important decisions any gaming operator makes.
Kambi’s long history of operating in regulated markets around the world made it an attractive partner as Alberta prepares for its own regulated launch.
The company has earned a strong reputation for delivering reliable sportsbook technology while maintaining strict regulatory compliance across numerous jurisdictions.
For operators entering newly regulated markets, experience matters.
Kambi Strengthens Its Canadian Presence
This agreement represents another important milestone in Kambi’s Canadian expansion strategy. The company already has an established presence in Ontario through partnerships with various online and retail operators.
Adding Pure Casino further strengthens Kambi’s footprint in Canada’s growing regulated gambling industry. As more provinces consider competitive iGaming markets, Kambi continues positioning itself as a preferred sportsbook technology provider.
Its experience operating in regulated jurisdictions provides a significant competitive advantage when new markets open.
Alberta Becomes Canada’s Second Competitive iGaming Market
Ontario’s regulated market has demonstrated the potential success of allowing multiple licensed operators to compete.
Since opening in 2022, Ontario has attracted numerous international gaming brands while generating significant economic activity and tax revenue.
Alberta now aims to replicate that success.
The province’s regulated model will introduce:
- Multiple licensed operators
- Strong consumer protections
- Responsible gambling measures
- Provincial oversight
- Competitive sportsbook offerings
- Regulated online casino gaming
Consumers are expected to benefit through increased competition, improved technology, and more betting options.
Benefits for Alberta Sports Bettors
The partnership between Kambi and Pure Casino could offer several advantages for players.
Greater Betting Choice: Competition typically leads to more betting markets, expanded sports coverage, and improved odds.
Better Technology: Kambi’s platform supports advanced betting functionality, including live wagering, same-game parlays, and fast bet settlement.
Seamless Online and Retail Experience: Customers will be able to place wagers both online and inside physical casino locations using sportsbook technology built on the same platform.
Enhanced Security: Operating within Alberta’s regulated framework ensures customer funds, responsible gambling measures, and compliance standards are maintained.
Looking Ahead
Pure Casino will gain access to one of the industry’s most trusted sportsbook platforms, while Kambi strengthens its presence in Canada’s evolving gaming landscape.
With both retail sportsbooks and PureCasino.ca, Alberta opens its competitive market; sports bettors across the province can look forward to a wider range of betting options, enhanced technology, and a fully regulated gaming experience.
The collaboration highlights the growing momentum behind Alberta’s new iGaming framework and underscores how strategic partnerships between casino operators and technology providers will shape the future of sports betting in Canada.