Canada’s Play Alberta, the only officially licensed sports betting and online casino operator in the region, has entered into a groundbreaking agreement with NHL stars Leon Draisaitl of the Edmonton Oilers and Dustin Wolf of the Calgary Flames. These athletes have been named as playing ambassadors to spearhead responsible gaming initiatives. This marks the first instance where Play Alberta has collaborated with NHL players to bolster not only gaming responsibility but also community engagement.
The initiative sees Draisaitl and Wolf engaging in Play Alberta’s responsible gambling campaigns, particularly through the GameSense program, aimed at encouraging safe gaming practices. As ambassadors, they will highlight tools like self-exclusion, time and spending limits, and raise awareness about the potential risks associated with gambling. The partnership also features meet-and-greet events during the 2025-26 NHL season, providing fans with unique opportunities to interact with their idols.
Dan Keene, vice president of gaming at the Alberta Gaming, Liquor and Cannabis (AGLC), emphasized the significance of this partnership by stating: “The inclusion of two elite athletes allows us to bridge the gap between Alberta sports enthusiasts and home-grown teams. Leon and Dustin are not just world-class athletes but also embody the excitement and talent that define Alberta’s sports scene. Their involvement strengthens Play Alberta’s capacity to promote responsible gambling and highlight key sporting events.”
Earlier this year, in May, the Alberta Gaming, Liquor and Cannabis Commission (AGLC) announced its strategic partnership through Play Alberta with the Edmonton Elks of the Canadian Football League (CFL), further cementing its presence in the sports betting landscape.
This latest collaboration aligns with a broader industry trend where sports organizations are increasingly seeking partnerships to promote responsible gaming. By aligning themselves with well-known athletes, operators like Play Alberta are able to reach a wider audience and convey the importance of responsible gaming practices more effectively.
However, not everyone views such partnerships as purely beneficial. Critics argue that involving athletes in gambling promotions could inadvertently glamorize betting to young fans, potentially leading to increased gambling activities among impressionable audiences. They caution that while responsible gaming messages are being promoted, there is a delicate balance to maintain to ensure that the allure of betting does not overshadow the message of caution and moderation.
In response to such concerns, industry experts suggest that transparency and education are crucial. They advocate for clear communication about the risks involved in gambling, along with robust support systems for individuals who may develop problematic behaviors. The presence of trusted public figures like Draisaitl and Wolf is seen as a double-edged sword; their influence can drive positive change, but it requires careful handling to prevent any unintended consequences.
Meanwhile, Play Alberta continues to expand its influence and commitment to responsible gaming. The operator’s proactive approach is reflected in its comprehensive campaigns and partnerships that emphasize player protection. This aligns with a growing regulatory focus on player welfare, as seen in various jurisdictions worldwide, pushing operators to adopt more stringent measures to prevent gambling harm.
In the context of the Canadian market, where sports betting is a burgeoning industry, Play Alberta’s initiatives are particularly timely. The Canadian government has been tightening regulations to ensure that operators adhere to responsible gambling practices. Partnerships such as the one with Draisaitl and Wolf showcase how operators can creatively engage with regulatory requirements while enhancing their brand presence.
Looking ahead, the success of such ambassador programs will likely depend on measurable outcomes, such as increased awareness and the actual uptake of responsible gambling tools by players. The challenge will be to maintain the momentum and ensure that these initiatives lead to a tangible reduction in gambling-related harm.
The conversation around responsible gaming is evolving, with more stakeholders recognizing the importance of collaborative efforts. As Play Alberta demonstrates, engaging popular sports figures can be an effective strategy to elevate the discourse and connect with diverse audiences.
In conclusion, while there are multiple facets to consider, Play Alberta’s partnership with NHL icons Leon Draisaitl and Dustin Wolf represents a significant step forward in promoting a safer gambling environment. By leveraging the popularity and influence of these athletes, the operator aims to foster a culture of responsibility that resonates with both avid sports fans and the broader community.
David Garato is a luminary in gaming journalism, renowned for peeling back the curtain on the gaming world with his witty and insightful commentary. A decade into weaving stories from the pixelated edges of indie games to the expansive universes of AAA titles, David’s work is a thrilling blend of analysis and adventure. When not writing, he’s live-streaming, sharing his gaming exploits with an engaged and growing audience. David doesn’t just write about games; he lives them, making him a trusted guide in the gaming community.
