BtoBet makes debut North American deal with PlayAlberta

NeoGames’ BtoBet subsidiary further widened its operational reach this week via a partnership with PlayAlberta, rolling out the first legal sportsbook offering in the Canadian province of Alberta.

Marking the sportsbook supplier’s North America debut, the deal with PlayAlberta and the Alberta Gaming, Liquor and Cannabis (AGLC) regulator will encompass full delivery of BtoBet’s betting solution to the provincial operator.

PlayAlberta is the only legal gambling provider in the province, functioning as the Alberta-facing gaming division of the Western Canada Lottery Corporation (WCLC), and aims to complete its migration onto the BtoBet sportsbook platform during Q3.

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.”

The partnership further establishes the link between NeoGames and the AGLC, as the regulator has an agreement in place to build and maintain PlayAlberta’s gambling platform with NeoPollard Interactive, which NeoGames holds a stake in.

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

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

The company’s financial results for the second quarter were published earlier this week, revealing a revenue uptick of 98% to $62m (Q2 2022: $31m) and EBITDA growth of 75% to $18m ($10m).