BetRivers Bets Big on Alberta, Partners with CBC for Olympic Push

TORONTO, ON – February 06, 2026 – Online gaming operator BetRivers is making a significant push into Western Canada, today launching a pre-registration platform for residents in Alberta ahead of the province's anticipated regulated iGaming market launch. The move by parent company Rush Street Interactive (RSI) is coupled with a major national marketing strategy: an exclusive, multi-year partnership with CBC/Radio-Canada for the broadcast of the Olympic Winter Games Milano Cortina 2026.

This dual announcement signals a major strategic play for RSI, positioning the company to capture a foundational foothold in Canada's next major provincial market while simultaneously elevating its brand visibility nationwide. As Alberta finalizes its regulatory framework, BetRivers is aiming to replicate the success it has found in Ontario by combining a proven product with a high-profile media alliance.

Alberta's New iGaming Frontier

BetRivers' entry comes as Alberta stands on the precipice of transforming its online gambling landscape. The province is moving away from a single-operator model, where AGLC's PlayAlberta.ca was the sole legal option, towards an open, competitive market. This transition was formalized by the passage of the iGaming Alberta Act (Bill 48) in May 2025, which established the Alberta iGaming Corporation (AiGC) to manage commercial agreements with private operators.

The Alberta Gaming, Liquor & Cannabis (AGLC) will serve as the market regulator, setting the rules of engagement for what is expected to be a highly competitive environment. While an official launch date is still pending, the market is anticipated to go live in early 2026. The AGLC has already opened its registration process, and the industry is buzzing with activity. Major international operators, including PointsBet, DraftKings, and FanDuel, are all expected to vie for a license, setting the stage for a fierce battle for market share.

By launching its pre-registration page, BetRivers is making a preemptive strike, aiming to build a customer database and generate brand awareness before the market officially opens. The regulatory framework in Alberta will require operators to cease all unregulated activities before entering the licensed market, a move designed to create a level playing field and channel the estimated 70% of iGaming activity currently flowing to offshore sites back into the provincial economy.

"Canada continues to be a priority growth market for BetRivers, and Alberta represents an exciting next step," said Richard Schwartz, CEO at Rush Street Interactive. "With an office and large employee base in Toronto and a growing presence across the country, we've been building and investing in Canada for years."

Weaving Gaming into Canadian Culture

Underscoring its long-term Canadian ambitions, RSI has secured a powerful marketing platform through its exclusive sponsorship with CBC/Radio-Canada. This marks the third Olympic Games collaboration between the two entities, but for Milano Cortina 2026, BetRivers will be the only sports betting and online gaming partner for Canada's public broadcaster. This provides an unparalleled level of national exposure during one of the world's most-watched sporting events.

A key component of the partnership is the return of 'The Game,' a free-to-play daily trivia experience presented by BetRivers. Seamlessly integrated into CBC's Olympic coverage, the contest allows fans across Canada to test their knowledge of the Games for a chance to win prizes, including an all-expenses-paid trip to the Mexican Riviera. This activation is central to the company's strategy of framing gaming as mainstream entertainment, engaging a broad audience that extends far beyond seasoned sports bettors.

"Our philosophy is simple, everything should feel like entertainment," added Brian Sapp, CMO at Rush Street Interactive. "Whether it's how players interact with our platform or how fans engage with us during the Olympics, we focus on making every moment more dynamic, entertaining, and rewarding."

This strategy of integrating with major cultural events provides a powerful tool for brand building and customer acquisition, differentiating BetRivers from competitors who may rely on more traditional advertising methods.

A Strategy Forged in Ontario

The confidence behind BetRivers' Alberta expansion is built on a solid foundation of success in Ontario. Since launching in Canada's most populous province in 2022, the brand has demonstrated strong and accelerating growth. Rush Street Interactive reported record revenue of $277.9 million for the third quarter of 2025, a 20% year-over-year increase, with its North American active user base growing by 34%.

Schwartz noted the "strong momentum in Ontario" in the company's announcement, a sentiment backed by high player satisfaction. The BetRivers app currently holds a 4.8 out of 5 rating in Canadian app stores, a testament to its product quality and user experience. The company attributes this success to its unique platform, which is designed to keep players engaged through a variety of gamified features. These include exclusive rewarding mechanics like Rush Packs and Wheel Spins, alongside competitive Slot Tournaments and Bingo Tournaments that embed a sense of competition and entertainment into the core gaming experience.

This proven track record in a competitive, regulated Canadian market provides a blueprint for the company's approach to Alberta. With strong financials and a product that resonates with Canadian players, RSI is well-positioned to make a significant impact once the market opens.

Balancing Growth with Responsibility

As Alberta opens its doors to private operators, a primary focus for provincial regulators is ensuring robust consumer protections and responsible gaming frameworks. The new legislation includes several key provisions, such as the implementation of a centralized self-exclusion tool, strict advertising standards that prohibit the use of athletes, and a tax structure that dedicates a percentage of revenue to social responsibility initiatives.

In this context, RSI's established commitment to responsible gaming is a significant asset. The company was the first U.S.-based online gaming operator to receive RG Check iGaming Accreditation from the Responsible Gaming Council for its platforms. This accreditation is considered a global standard, signifying that an operator's responsible gaming policies and tools have undergone rigorous independent review and meet or exceed all regulatory requirements.

Operators licensed in Ontario, like BetRivers, are already equipped with a suite of responsible gaming tools, including deposit limits, loss limits, session time reminders, and self-exclusion options. This experience aligns directly with the AGLC's stated goals of fostering a safe and sustainable gaming environment for Albertans. By entering the market with a proven commitment to player protection, BetRivers is positioning itself not just as an entertainment provider, but as a responsible partner in the development of Alberta's new digital playground.