Kambi Powers Pure Casino Sports Betting in Alberta

Dr. Annelies De Vos · 2026-07-07

Kambi Group plc has inked a multi-year deal with Pure Casino Entertainment to bring its sportsbook tech to the operator's upcoming online and retail sports betting operations in Alberta. This partnership means Pure Casino can use Kambi's Turnkey Sportsbook solution across its casino spots in the province, including properties in Calgary, Edmonton, and Lethbridge. It also covers the planned online sportsbook, PureCasino.ca, which is set to launch after Alberta opens its regulated iGaming and sports betting market. ### What This Partnership Means This agreement is a big step for Pure Casino. It lets them offer a top-notch sports betting experience to their customers, both in person and online. Kambi's platform is known for being reliable and easy to use, so bettors can expect a smooth experience whether they're at a casino or on their phones. For Pure Casino, this is about staying competitive in a growing market. ### The Alberta Market Opportunity Alberta is getting ready to open its doors to regulated online gambling and sports betting. This is a huge chance for operators like Pure Casino to grab a slice of the market. With Kambi's tech, they can hit the ground running. The province has a strong sports culture, so there's a lot of potential for sports betting to take off. This deal puts Pure Casino in a good spot to attract both casual and serious bettors. ### Kambi's Role Kambi isn't just providing software. They're offering a full sportsbook solution that covers everything from odds setting to risk management. This means Pure Casino can focus on marketing and customer service while Kambi handles the tech side. It's a smart move for Pure Casino, since building their own sportsbook from scratch would take years and cost a ton of money. Instead, they get a proven system that's already used by major operators worldwide. ### What to Expect Once the Alberta market opens, Pure Casino will launch its online sportsbook at PureCasino.ca. In the meantime, they'll start offering retail sports betting at their physical locations. This gives them a head start on building a customer base before the online launch. For bettors, it means more options and a better experience, with features like live betting and competitive odds. ### The Bigger Picture This deal is part of a larger trend in North America. As more provinces and states legalize sports betting, operators are racing to partner with established tech providers. Kambi is a leader in this space, and their deal with Pure Casino shows they're serious about expanding in Canada. For Pure Casino, it's a chance to grow beyond their traditional casino business and tap into the sports betting boom. ### Key Benefits for Bettors - **Reliable Platform**: Kambi's system is tested and trusted. - **Multiple Options**: Bet in person or online. - **Competitive Odds**: Kambi's odds are known for being fair. - **Live Betting**: Place bets during games. This partnership is a win-win. Pure Casino gets a top-tier sportsbook, and bettors get a great experience. Keep an eye on PureCasino.ca for the launch date.