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Bengtsson said the split between casino and sports betting for SunBet was roughly 90% to 10% in favour of casino, with Sun International “under-indexing on sportsbook”.

But Sun International views that as an opportunity, with Bengtsson stating: “We think the market overall is probably somewhere around 35%-40% sportsbook.

“So that is the delta we have to close by delivering a better product and better operational intensity in our sports business.”

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Earlier this year Merkur Group agreed to acquire the slots provider White Hat Studios. Merkur said the acquisition, which is subject to regulatory approvals, would “further accelerate” its US expansion, complementing its 2025 purchase of the Nevada-licensed supplier Gaming Arts.  

Framing the acquisition as the latest step in the company’s online expansion, Merkur supervisory board Chairman Michael Gauselmann stated: “Having made early inroads into the online space in Europe via our Blueprint acquisition in 2012, I am delighted by this latest development and am confident that White Hat Studios will be a great addition to our group.” 

In recent weeks, the gambling sector paid tribute to Paul Gauselmann after the Merkur Group founder passed away at the age of 91.

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“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.

As of Sept. 17, 31 licensed iGaming operators are officially live and accepting wagers across the province.