Pure Casino joins IBIA as Alberta’s regulated online market opens

Pure Casino Entertainment Limited Partnership has joined the International Betting Integrity Association (IBIA) after entering Alberta’s regulated online gambling market. For PSPs and operators, the useful bit is simple: Alberta now has an open licensing model for private operators, and integrity monitoring is part of the setup from day one.

1. Pure Casino is Alberta’s largest land-based casino operator and a newly licensed online gambling operator. It said the IBIA membership is part of its integrity and compliance framework as it launches online betting operations in the province.
2. IBIA now includes more than 90 companies and over 200 betting brands, and its network monitors more than US$300 billion in annual sports betting turnover across more than 1.5 million sporting events each year. That is the scale of the monitoring layer Pure Casino is plugging into.
3. Pure Casino operates seven casino properties across Alberta. It became the province’s largest land-based casino operator after completing its acquisition of Gamehost Inc. in June 2026, a deal that gave it approximately one-third of Alberta’s retail casino market.
4. Alberta is now the second Canadian jurisdiction, after Ontario, to adopt an open licensing model for private operators. The province’s regulated online gambling market is designed to increase channelisation towards regulated gambling, strengthen consumer protections, and support sports betting integrity safeguards.
5. Ontario and Alberta both require licensed online sports betting operators to have contractual arrangements with an Independent Integrity Monitor (IIM) approved by the provincial regulator. In other words, integrity oversight is not an afterthought; it is built into the licensing conditions.

IBIA said Pure Casino’s membership adds to its growing network of Canadian licence holders working to identify suspicious betting activity and protect regulated betting markets and sporting competitions from corruption. For high-risk payments and betting infrastructure providers, that usually means one more signal that the market is being set up with compliance and monitoring requirements baked in, not bolted on later.