In a significant development for both the sports and gaming industries in Alberta, Play Alberta has entered into a long-term partnership with Calgary Sports and Entertainment Corp. (CSEC). This partnership positions Play Alberta as the exclusive sports betting and online gaming partner for four major sports teams in Calgary. The agreement emphasizes responsible gambling and aims to create a safer environment for sports fans engaging in gaming activities.
NHL’s Calgary Flames
The Calgary Flames, a prominent National Hockey League (NHL) team, will play a vital role in this partnership. As part of the agreement, the Alberta Gaming, Liquor and Cannabis (AGLC) will promote its responsible gambling initiative, GameSense, prominently on the team’s home helmets. Additionally, a Play Alberta insignia will be featured on the Flames’ home jerseys, linking the team’s brand to responsible gaming practices.
Calgary Stampeders: A CFL Legacy
The Calgary Stampeders, representing the Canadian Football League (CFL), will also showcase the Play Alberta logo on their uniforms. This collaboration extends the reach of responsible gaming initiatives to football fans, fostering an environment of informed participation in sports betting.
AHL’s Calgary Wranglers and NLL’s Calgary Roughnecks
The American Hockey League (AHL) club, Calgary Wranglers, and the National Lacrosse League (NLL) team, Calgary Roughnecks, are likewise included in this partnership. Both teams will don the Play Alberta logo on their jerseys, further amplifying the message of responsible gambling across different sports platforms in Calgary.
Emphasizing Responsible Gambling
Kandice Machado, CEO of AGLC, articulated the importance of responsible gambling in the iGaming industry. She stated, “There’s significant importance now to showcase meaningful responsible gambling efforts.” The visibility of GameSense through this partnership offers a crucial platform for promoting healthy gambling habits, both online and in-person. Machado expressed pride in the initiatives designed to elevate responsible gambling efforts, marking this partnership as a substantial achievement.
The Role of GameSense
GameSense serves as a resource that informs players about responsible gambling practices. By integrating this initiative into the marketing of local sports teams, Play Alberta and AGLC aim to equip fans with essential knowledge about gaming participation. The collaboration seeks to enhance the enjoyment of sports while promoting a culture of responsible gambling.
Financial Impact and Community Benefits
CSEC President and CEO Robert Hayes shared insights into the partnership’s broader implications. He noted, “Through GameSense, our partnership with Play Alberta equips our fans with the knowledge required if they wish to participate in gaming while they support their home team.” Hayes emphasized that the partnership not only enhances the fan experience but also generates revenue that supports the quality of life for Albertans.
Economic Contributions
The integration of Play Alberta’s branding with these sports teams signifies an important economic contribution. By fostering a responsible gaming culture, the partnership aims to benefit local communities, generating revenue that can be utilized for various public services and initiatives. This financial support underscores the role of sports partnerships in enhancing community well-being.
Recent Developments: eInstant Games Launch
In addition to the partnership with CSEC, Play Alberta has recently expanded its gaming offerings. Pollard Banknote Limited has collaborated with AGLC to launch four new eInstant games now available on PlayAlberta.ca. These titles—Royal Court Riches, Sizzling Hot 7s, Bacon Me Crazy, and Lucky Forest—represent the first games developed by the Pollard Digital Games Studio to go live in North America.
Innovation in Gaming
The introduction of these eInstant games demonstrates a commitment to innovation within Alberta’s gaming sector. As part of its ongoing relationship with AGLC, Pollard Banknote continues to enhance the online gambling platform, Play Alberta. This includes managed services such as player support, marketing for player acquisition and retention, and website management.
The long-term partnership between Play Alberta and CSEC is a transformative step for sports and gaming in Calgary. By aligning with major local sports teams, Play Alberta not only elevates its brand visibility but also emphasizes the critical importance of responsible gambling through GameSense. As the sports landscape evolves, this partnership is set to reshape how fans engage with gaming, ensuring a fun yet safe environment.
Moreover, with the introduction of innovative gaming options, Alberta’s gaming sector continues to adapt and grow, reflecting changing consumer preferences while supporting the community through generated revenue. The future looks promising for both the sports and gaming industries in Alberta, marking a new era of responsible and engaging entertainment.