BETER secures Alberta supplier registration for Canadian market expansion

BETER has expanded its regulated Canadian presence after securing Services Supplier Registration from the Alberta Gaming, Liquor and Cannabis (AGLC). The registration gives the provider the ability to supply Alberta-licensed operators with live streams, real-time data and odds for its portfolio of sports and esports content. The announcement, dated September 28, 2026, confirms Alberta as BETER’s second provincial registration in Canada following its recent entry into Ontario.

The development represents another step in BETER’s broader North American expansion strategy. Rather than entering Alberta as a consumer-facing betting operator, the company is expanding its business-to-business position as a supplier of betting content and related data services to licensed operators within the province’s regulated framework.

BETER expands its regulated Canadian presence

BETER’s Alberta registration covers its exclusive portfolio of fast-paced esports and sports products. The company has specifically identified ESportsBattle eLeagues, the Setka Cup table tennis series and the BSKT Cup basketball league as part of the content available to Alberta-licensed operators under the registration.

The registration follows BETER’s Gaming-Related Supplier Registration from the Alcohol and Gaming Commission of Ontario earlier in September. Taken together, the two provincial registrations give BETER a regulated presence in Ontario and Alberta, creating additional opportunities to distribute its proprietary sports and esports content within Canada.

The Alberta development also comes as BETER continues to build its regulated footprint in the United States. Its September 28 announcement states that the company holds ten regulatory approvals across the US and continues to pursue additional approvals in other states. The company previously announced its tenth US state approval in Virginia in August 2026.

What the Alberta registration enables

The significance of the Alberta approval is primarily tied to market access. Supplier registration provides the regulatory basis for BETER to work with licensed operators in the province and make its content, data and odds services available within the applicable legal framework.

This distinction is important in a regulated gambling market. BETER is not announcing the launch of a consumer sportsbook under this registration. Instead, its role is that of a B2B supplier supporting licensed operators with content and technology designed for betting products.

BETER’s current offering includes 24/7 live streaming, real-time data and odds across more than 740,000 fast-paced events each year, according to the company. It also states that its services can support up to 50 markets per event and that its average operator margin exceeds 8%. These figures are company-reported performance and product claims rather than independently established market measurements.

For Alberta operators, the value of such a supplier model lies in access to a continuous flow of betting content across sports and esports. BETER’s portfolio is designed around frequent events that can support live betting schedules alongside conventional sporting content.

EsportsBattle and sports content strengthen the offering

A central component of BETER’s portfolio is ESportsBattle. The product includes eFootball, eBasketball, eHockey and eTennis, providing structured esports competitions designed specifically for betting-oriented environments. The company combines those competitions with live streaming, real-time information and odds.

Alongside its esports products, BETER offers the Setka Cup table tennis series and BSKT Cup basketball league. The combination gives operators access to a mix of esports and sports content rather than relying on a single category or competition format. BETER’s official product pages describe its services as next-generation esports and sports content supported by live data and betting solutions.

This portfolio structure is particularly relevant to operators seeking content outside major scheduled sporting events. Frequent competitions can provide additional opportunities to maintain betting activity throughout the day while complementing larger international sporting calendars.

The company’s model also places considerable emphasis on live delivery. BETER says its sports and esports tournaments are supported by continuous coverage with live streams, data and odds. That approach is intended to provide operators with a consistent supply of fast-paced events that can be integrated into their existing betting products.

Integrity remains part of BETER’s model

Regulatory market entry also places greater emphasis on integrity controls. BETER says its dedicated Integrity team monitors its exclusive content around the clock and works with recognised sports integrity organisations including the International Betting Integrity Association (IBIA) and the Esports Integrity Commission (ESIC), along with sports federations.

IBIA describes itself as a not-for-profit organisation focused on protecting sport and regulated betting markets through monitoring, intelligence sharing and collaboration. ESIC is likewise an industry body focused on competitive integrity in esports, including measures addressing cheating and match manipulation.

For BETER, this integrity framework is presented as an important part of operating across regulated jurisdictions. The company’s stated approach is to combine content delivery with monitoring procedures and regulatory compliance as it expands its distribution footprint.

BETER leadership highlights compliance

Gal Ehrlich, CEO of BETER, said: “Expanding into Alberta is another important step in BETER’s growth across the Canadian market and strengthens our position in North America. Alberta’s regulated market provides new opportunities for operators to access our exclusive products, supported by reliable data, live streams and odds.

Success in Alberta demonstrates the continued demand for BETER’s round-the-clock content and reinforces our commitment to building a strong and sustainable presence in Canada.”

The comments frame the Alberta registration as both a commercial development and a regulatory milestone. The company is positioning the province as part of a broader Canadian strategy rather than treating the registration as an isolated market entry.

Valeriia Tarchynska, Chief Legal Officer at BETER, added: “Securing our Alberta registration reflects our continued commitment to meeting the highest regulatory and compliance standards in every market we enter.

With registrations now secured in both Ontario and Alberta, we are continuing to expand our presence in North America while maintaining a strong focus on regulatory compliance, sustainable growth and trusted relationships with our operator partners and stakeholders.

Both registrations were secured in close collaboration with our Toronto-based trusted partner, law firm GME Law, whose team worked tirelessly with regulators to make this expansion possible.”

The statements are attributable to BETER and describe the company’s own regulatory and commercial approach. GME Law confirms that it is a Toronto-based firm focused on gambling, media and entertainment matters and states that it advises operators and suppliers entering or operating in Canadian markets.

Alberta adds another layer to North American expansion

The Alberta registration gives BETER another regulated jurisdiction in which its business-to-business content model can be developed. It also strengthens the geographic breadth of a strategy that now spans Canadian provinces and multiple US states.

For operators, the registration means that BETER can participate within Alberta’s regulated supplier environment subject to the applicable requirements governing market activity. AGLC states that companies seeking to work in Alberta’s gaming industry must be registered and go through its registration process.

The broader significance of the development will depend on how BETER and its operator partners implement the content in practice. The registration itself is a regulatory market-access milestone. Commercial agreements, integrations, product deployment and other operational requirements remain separate considerations for individual operators.

Conclusion

BETER’s Alberta supplier registration marks a new stage in its Canadian expansion and places the company in a position to work with licensed operators in another regulated provincial market. With Ontario and Alberta now included in its Canadian footprint, BETER has established a clearer foundation for extending its sports and esports content across the country.

The development also reflects the increasingly important role of regulatory preparation for suppliers seeking international expansion. BETER’s model combines fast-paced content, live streaming, real-time data and odds with an integrity function designed to support its operations across regulated jurisdictions.

As BETER continues to pursue additional approvals in North America, Alberta provides another test of how its B2B content proposition can operate within a structured regulatory environment. For the company, the immediate milestone is market access. The longer-term outcome will depend on operator integrations, regulatory requirements and the practical adoption of its content within Alberta’s licensed betting ecosystem.

FAQs

What registration has BETER secured in Alberta?
BETER has secured Services Supplier Registration from the Alberta Gaming, Liquor and Cannabis (AGLC). The registration enables the company to supply Alberta-licensed operators with its approved sports and esports content services.

What products are covered by the BETER Alberta registration?
The registration covers BETER’s exclusive portfolio of fast-paced esports and sports content, including ESportsBattle eLeagues, Setka Cup table tennis and the BSKT Cup basketball league.

Is BETER launching a sportsbook in Alberta?
No consumer sportsbook launch was announced as part of the registration. BETER is entering the market as a B2B supplier providing licensed operators with content, live streams, data and odds.

Why is the Alberta registration important for BETER?
It gives BETER another regulated Canadian market and follows its recent supplier registration in Ontario. The company describes the development as part of its wider North American expansion strategy.

How many US regulatory approvals does BETER hold?
BETER stated on September 28, 2026 that it holds ten regulatory approvals across the United States. It also said it continues to pursue additional approvals.

Who is Gal Ehrlich?
Gal Ehrlich is the CEO of BETER. The company’s official team information identifies him as Chief Executive Officer and its Alberta announcement quotes him on the Canadian expansion.

Who is Valeriia Tarchynska?
Valeriia Tarchynska is BETER’s Chief Legal Officer. She commented on the Alberta registration with emphasis on regulatory compliance and the company’s approach to entering regulated markets.

What is GME Law’s role in the expansion?
BETER said its Ontario and Alberta registrations were secured in close collaboration with GME Law. GME Law is a Toronto-based legal firm that provides gambling and regulatory services to operators and suppliers entering Canadian markets.

Does BETER provide live sports and esports data?
Yes. BETER states that its services include live streaming, real-time data and odds for sports and esports events. Its portfolio includes ESportsBattle, Setka Cup and BSKT Cup.

What integrity organisations does BETER work with?
BETER says its Integrity team works closely with organisations including the International Betting Integrity Association and the Esports Integrity Commission as well as sports federations.