Alberta’s Pure Casino Strengthens IBIA’s commitment to fairer sports

• Alberta’s largest retail gambling group, Pure Casino, has joined IBIA
• IBIA is keen to continue adding trustworthy operators invested in keeping sports free of manipulation
• Pure Casino will expand the company’s expertise in the North American market

Alberta’s recentiGaming launch has led to the opportunity to strengthen the International Betting Integrity Association (IBIA), a watchdog that reunites global efforts to track suspicious betting patterns in order to crack down on integrity issues within sports.

IBIA grows expertise in North America with Pure Casino

Thanks to the market’s opening, Pure Casino, the province’s largest brick-and-mortar casino operator, and its newly-launched digital arm, has become IBIA’s latest member.

The addition of a sizable partner in Alberta means that IBIA will further hone its ability to monitor, track and respond to suspicious betting patterns, with the group now accounting for one-third of Alberta’s existing retail casino market.

Commenting on the opportunity to strengthen IBIA’s mission, Pure Casino CEO Brad Belhouse had this to add:

"Launching our online betting operations marks an important milestone for Pure Casino’s iGaming Platform offering in Alberta, and joining IBIA is a key part of our integrity and compliance framework."

Belhouse called the alliance with IBIA an important milestone and vowed that Pure Casino would seek to further strengthen the regulated market in Canada.

IBIA’s CEO, Khalid Ali, was similarly pleased with this opportunity, noting that the association relied on adding prominent partners to scale its expertise - including in newly-emerged markets such as Alberta.

"Its membership reinforces the integrity framework underpinning Canada’s regulated sports betting market and highlights the value of embedding collaborative integrity monitoring from the outset of a new regulatory regime," Ali noted.

IBIA continues to detect sports manipulation across the globe

IBIA recently published its Integrity Report for Q2 2026, with 76 suspicious betting alerts reported across the globe by partner operators. Europe continued to lead the way with 33% of the total number of signals -25, compared to only 3 in North America.

Soccer still led the way with 25 alerts, followed by esports with 16 alerts and tennis with 9 alerts.

The association’s efforts have consistently demonstrated its ability to tackle fraud in sports and lead law enforcement and partner regulators to detect and take action against instances of sports manipulation and fraud.

By expanding with Pure Casino in Alberta, the association is only strengthening this capacity and is poised to deliver even more impactful results.

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