• Better Collective launched in Alberta as the province opened its regulated online sports betting and iGaming market on July 13, 2026.
• The move expands its regulated North American addressable market, adding a high-GDP jurisdiction with more than 5 million residents.
• The company plans to deploy localized sports coverage, performance marketing, first-party data, real-time betting tools, including its Playbook AI product.
• Mindway AI tools will be offered to licensed sportsbooks to help detect at-risk gambling behavior, supporting safer gambling requirements in the new market.
• Alberta becomes Canada’s second province with licensed online sportsbooks and casino operators, following Ontario.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Better Collective A/S published the original content used to generate this news brief on July 13, 2026, and is solely responsible for the information contained therein.