Kambi Signs Sportsbook Deal with Pure Casino in Alberta

Kambi Signs Multi-Year Sportsbook Deal with Pure Casino – Alberta Market Launch Set for 13 July

Key Takeaways

• Kambi Group has entered a multi-year agreement with Pure Casino Entertainment in Alberta.
• The deal covers both retail sportsbook operations and online betting under the PureCasino.ca brand.
• Alberta’s regulated betting and gaming market will open on 13 July.
• The agreement includes potential expansion to additional casino properties in the province.
• Kambi shares were trading 0.63 percent higher at SEK160.60 in Stockholm on Tuesday morning.

Kambi to Power Retail and Online Sports Betting for Pure Casino

Kambi Group has agreed to supply its turnkey sportsbook technology to Pure Casino Entertainment as the Canadian operator prepares for the opening of Alberta’s regulated betting and gaming market.

Under the multi-year agreement, Kambi will support Pure Casino’s retail sports betting operations across multiple properties in Alberta. These include casino locations in Calgary, Edmonton and Lethbridge. In addition to retail deployment, the partnership covers the launch of online sports betting under the PureCasino.ca brand.

The arrangement positions Kambi as the core sportsbook technology provider for both land-based and digital channels. According to the companies, the deal is designed as a multi-channel partnership, integrating in-person betting terminals and online sportsbook functionality within a single framework.

Market Opening in Alberta on 13 July

The agreement comes just days before Alberta’s regulated betting and gaming market is set to open on 13 July. The timing places Pure Casino among the operators preparing to enter the province’s newly regulated online segment while also expanding retail sports betting offerings at existing casino properties.

Pure Casino Entertainment operates multiple casinos across Alberta and recently acquired three additional properties from Gamehost. The partnership with Kambi includes scope to extend sportsbook services to further locations in the province, reflecting the operator’s expanded land-based footprint.

For users in Alberta, this means that sports betting options will be available both at physical casino venues and through an online platform operating under a provincial regulatory framework from the launch date.

Technology and Regulatory Considerations

In a statement, Pure Casino Entertainment CEO Brad Belhouse said that selecting a sportsbook partner with a combination of product quality and regulatory certainty was a priority ahead of the market’s opening. He described Kambi’s track record as a key factor in the decision.

Kambi Group CEO Werner Becher stated that the company is expanding its footprint in what he described as an important region for Kambi. He also referred to the shared focus on delivering sports betting experiences across retail and digital channels.

The reference to regulatory certainty highlights the compliance requirements associated with Alberta’s newly regulated market. As a technology supplier, Kambi will be responsible for providing sportsbook infrastructure that aligns with provincial rules governing betting operations, both online and on-site.

Multi-Channel Strategy Across Alberta Casinos

The agreement specifically covers multiple Pure Casino properties in Calgary, Edmonton and Lethbridge. These locations will offer retail sports betting powered by Kambi’s turnkey solution. At the same time, the PureCasino.ca website will serve as the online entry point for customers who prefer digital wagering.

The inclusion of both channels reflects a broader operational model in which casino operators integrate sportsbook services into their existing hospitality and gaming environments while also competing in online betting. The potential expansion to additional properties following the Gamehost acquisition indicates that the footprint of Kambi’s technology in Alberta could grow beyond the initial rollout.

For comparison platform users evaluating sportsbook providers, the structure of the deal shows how technology suppliers and casino operators cooperate in regulated markets. The operator manages the brand and customer interface, while the supplier provides backend trading, risk management and platform services under a turnkey model.

Share Price Reaction in Stockholm

Following the announcement, shares in Kambi Group plc, listed in Stockholm under the ticker STO:KAMBI, were trading 0.63 percent higher at SEK160.60 on Tuesday morning. The movement reflects investor response on the day of the announcement, although no additional financial details about the agreement were disclosed.

The company did not publish terms such as revenue sharing, contract value or duration beyond describing the partnership as multi-year.

Our Assessment

The agreement establishes Kambi as the sportsbook technology provider for Pure Casino Entertainment across both retail and online channels in Alberta. It aligns with the 13 July opening of the province’s regulated betting and gaming market and includes potential expansion to additional properties following Pure Casino’s recent acquisitions. The deal also prompted a same-day share price increase of 0.63 percent for Kambi in Stockholm trading.