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“Standing still was not the responsible choice,” Nally said when the market launched. “Albertans were already gambling. What we’re putting in place is a regulated market that will put player safety and player responsibility first.”

“At the end of the day, this is not about revenue. This is about channelization,” Nally added. “How much of that black market can we channelize into the legal, regulated market?”

According to Nally, approximately 70% of online gambling in Alberta occurred through unregulated operators prior to the July 13 launch, with the remaining 30% flowing through Play Alberta, the province’s sole legal platform at the time.

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During the livestream, the president stated that he had spoken with a woman who said her 26-year-old son had taken his own life because of online betting. He also mentioned hearing from a bettor who had racked up BRL2 million ($388,410) in debt in just three months of wagering.

Lula said he intends to discuss the matter with his team and analyse potential measures to consider the social impact of online betting.

What the president does not acknowledge is that the government relies on revenue from the sector. In just the first seven months of 2026, BRL8.747 billion generated by sports betting has already flowed into public coffers. The Federal Revenue Service estimates the total could reach BRL16 billion by the end of the year. In 2025, nearly BRL9 billion was collected from sportsbooks.

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A branded jackpot also gives operators a visible identity across content they did not create, turning third-party games into something closer to their own ecosystem.

“There’s this huge, proven revenue opportunity, but it’s also about continuity of the brand that exists across the whole platform and the whole offering,” Wilson adds.

Even the most flexible technology cannot do all the work itself. Wilson is blunt about what happens when an operator treats an integration as the end of the job.