Pure Casino, the largest land-based casino operator and a newly licensed online gambling operator in Alberta, has joined the International Betting Integrity Association (IBIA), strengthening its commitment to protecting betting integrity as Alberta’s regulated online gambling market gets underway.
The membership places Pure Casino alongside more than 90 operators and over 200 betting brands that collectively monitor more than US$300 billion in annual betting turnover across more than 1.5 million sporting events worldwide through IBIA’s global integrity network.
The move comes shortly after Pure Casino completed its acquisition of Gamehost Inc. in June 2026, giving the company seven casino properties across Alberta and approximately one-third of the province’s retail casino market.
“Launching our online betting operations represents a significant milestone for Pure Casino’s iGaming offering in Alberta, and joining IBIA is an important part of our integrity and compliance strategy,” said Brad Belhouse, CEO of Pure Casino Entertainment. “Partnering with Canada’s leading betting integrity organisation demonstrates our commitment to protecting customers, supporting fair competition and contributing to a trusted regulated market.”
As an IBIA member, Pure Casino will collaborate with other licensed operators to help identify suspicious betting activity and support efforts to safeguard sports from corruption.
Khalid Ali, CEO of IBIA, welcomed the operator to the association, highlighting its importance to the Canadian betting ecosystem. “We are delighted to welcome Pure Casino to IBIA. As Alberta’s largest land-based casino operator, the company brings considerable scale and expertise to our integrity monitoring network. Its membership further strengthens the framework supporting Canada’s regulated sports betting market and demonstrates the benefits of incorporating collaborative integrity monitoring from the beginning of a new regulatory regime.”
Alberta’s launch of a competitive online gambling market marks a major development for Canada’s betting industry, making it only the second province after Ontario to adopt an open licensing model for private operators. The framework aims to increase participation in regulated channels, strengthen consumer protections and enhance oversight of sports betting activity.
Both Ontario and Alberta require licensed online sports betting operators to maintain agreements with an approved Independent Integrity Monitor (IIM). These organisations must operate independently and without commercial conflicts, ensuring suspicious betting activity is identified and reported impartially.
IBIA’s recently published Q2 2026 Integrity Report highlights the association’s expanding presence across Canada. The report outlines recent initiatives, including an athlete integrity education programme delivered with the Canadian Football League (CFL) and Genius Sports, which provided players with guidance on identifying and managing betting-related integrity risks.
The report also examines the continued growth of regulated betting in Ontario and Alberta, underscoring the benefits of channeling gambling activity into licensed and independently monitored markets where stronger consumer and sports integrity protections are in place.
