theScore Bet Is Launching Sports Betting and iCasino in Alberta on July 13 — What Bettors Should Know About PENN’s Expansion Play

When PENN Entertainment reported its first quarter 2026 earnings on April 23, the headline numbers were solid: revenue of $1.78 billion, up 6.4 percent year over year, and earnings per share of $0.11, beating the consensus estimate by $0.06. But the detail drawing the most attention from analysts covering the gaming sector was a single date buried in the CEO remarks. On July 13, theScore Bet is going live in Alberta with both online sports betting and iCasino, making PENN one of the first major operators to plant a serious flag beyond American borders in the current expansion cycle.

What PENN Said on the Earnings Call

CEO Jay Snowden used his prepared remarks to highlight what he called “positive trends” in Ontario as the primary indicator of what to expect in Alberta. Year-over-year growth in monthly active users, online sports betting revenue, and iCasino revenue in Ontario all accelerated through Q1, which Snowden framed as a proof of concept for the Canadian strategy. “These results reflect the strength of theScore Bet brand in Canada and our realigned digital strategy, which we think bodes well for the anticipated July 13 launch of regulated iCasino and online sports betting in Alberta,” Snowden said during the call.

PENN’s Chief Technology Officer Aaron LaBerge went further in the Q&A, noting that theScore’s media app has as many users in Alberta as it does in Ontario, a built-in audience that no American-focused competitor can replicate. “The date is no longer moving around — it is July 13,” LaBerge said. “We will have a full-scale launch then.” Pre-registration in Alberta has already begun. PENN confirmed that theScore Bet has been approved as a registered iGaming operator by the Alberta Gaming, Liquor and Cannabis Commission.

The Cost of Expansion — and Why They Are Doing It Anyway

The July 13 launch will not be cheap in the short term. PENN’s updated 2026 interactive adjusted EBITDA guidance now projects a loss of approximately $20 million for the year, and management was explicit that the Alberta launch is the sole reason guidance shifted from its prior breakeven target. The largest quarterly impact will hit in Q3, the first full quarter of Alberta operations, before the segment is expected to return to profitability in Q4 2026. The company projects the full interactive segment will be profitable in 2027.

The willingness to absorb a $20 million near-term loss reflects a bet that the Alberta playbook mirrors what happened in Ontario, where theScore Bet captured meaningful market share and continues to grow. LaBerge acknowledged that the Alberta market will be more competitive at launch than Ontario was when PENN entered there — more applicants, more marketing noise — but said the strength of the theScore media brand and an existing national partnership with the Toronto Blue Jays give the company tools to cut through the clutter in ways a U.S.-only sportsbook could not.

Why Alberta Matters Beyond PENN

Alberta’s regulated online gambling market launches July 13, 2026, under the oversight of the AGLC, which will license multiple private operators rather than running a government monopoly. This is a meaningful structural difference from some other Canadian provinces and creates a competitive market from day one. Alberta has a population of roughly 4.8 million people, a strong economy historically tied to energy, and a sports-active demographic. For the operators approved to launch, it represents one of the few genuinely new English-language markets opening in North America in 2026.

DraftKings has also announced plans to enter Alberta, with pre-registration open ahead of the July 13 launch date. The province is effectively becoming the first test case for how aggressively U.S.-born sportsbook operators can compete in a regulated Canadian provincial market against a brand — theScore Bet — that was purpose-built for that audience. PENN acquired theScore in 2021 for approximately $2 billion, a deal that was always framed as a Canadian beachhead as much as a media asset.

What Bettors in Alberta Can Expect

theScore Bet’s Alberta product will include online sports betting and iCasino from day one. Based on its Ontario offering, the sportsbook features a deep market menu, live betting, same-game parlays, and integration with theScore media app for users who already follow sports through that platform. The iCasino component includes slots, table games, and live dealer options. Pre-registration is open now, and PENN has indicated that launch-day promotions will be part of the marketing push beginning July 13. Bettors who have been through an Ontario launch will recognize the model; the question for Alberta is whether theScore Bet can maintain the market share momentum it built in Ontario against a more crowded competitive field. If you want to understand what the theScore Bet experience looks like heading into the Alberta launch, the theScore Bet review covers the full product in detail. New users entering the market at launch should also check for any available theScore Bet promo code offers during the registration window.

The Bigger Picture for U.S. Operators Expanding North

PENN’s Q1 earnings and the Alberta announcement together tell a specific story about where the growth opportunity sits for major gaming operators in 2026. The U.S. market for online sports betting has matured rapidly since 2018, and while iCasino expansion in states like New York and Illinois remains a potential catalyst, the timeline for those markets is uncertain. Canada, by contrast, offers a cleaner near-term growth story: established regulatory frameworks in Ontario, a new market in Alberta, and the prospect of additional provincial openings down the line. For PENN specifically, the theScore brand gives it a structural advantage in Canada that no U.S. competitor can simply buy. The $20 million investment in Alberta is the most concrete expression yet of how seriously the company is taking that advantage.