Foundation
Play Alberta is about more than just gaming. It’s about community, responsibility, and having fun the right way. Because that’s how we do things here—that’s the Alberta way to play.
Values
Brand values are the core beliefs that guide everything we do. They shape our culture, vision, and mission, forming the heart of who we are as a brand. For Play Alberta, our values are honest, sincere, and rooted in what matters most to Albertans.
Fun with Purpose
We make every game an exciting experience, but it’s more than just fun—it’s impact. The money you play with stays right here in Alberta, supporting the programs, services, and communities that make our province thrive.
Trust Every Play
Security comes first. We commit to transparency, integrity, and accessibility ensuring that you can trust the security of every play you make.
Play for All
We believe in keeping things fresh. As the only place in Alberta where you can enjoy every type of gaming—sports betting, casino, instants, live dealer, and lottery—all in one spot, we provide entertainment for every kind of player.
Responsible Play
We’re here to help you play smart. Through GameSense, we provide the resources and education needed to make informed decisions while enjoying your gaming experience.
Alberta to the Core
We’re proud to be from Alberta and for Alberta. Our revenue goes back into the communities by supporting our province’s programs, services, and events, to sponsoring local events and Alberta’s professional sports teams. We’re invested in keeping our communities strong and vibrant.
Experience
Brand experience is the sum of every interaction a player has with Play Alberta. It’s how people feel about us and what keeps them coming back. It’s not just about the products—it’s about how we make every moment count.
Play Alberta is committed to providing an exciting gambling experience Albertans can trust. This includes blending convenience and ease of access with a diverse portfolio of gambling opportunities. Account access is secure, so players can feel confident depositing their funds. Games are fun and inviting, so players can count on the experience to always be exciting.
Promise
Our brand promise is a commitment to Albertans—it’s what they can count on every time they interact with Play Alberta. It’s a pledge that defines the value we consistently deliver. This promise sets expectations and builds loyalty when fulfilled.
At Play Alberta, we deliver competitive value through exciting and ongoing offers, shaped by the voices and feedback of our players. As a platform built on transparency, we actively listen to Albertans to ensure we’re providing the experiences they want. With every game, you’re not only enjoying fresh and engaging entertainment but also supporting Alberta’s programs, services, and events.
Persona
A brand persona is how Play Alberta comes to life for our audience. It’s the approachable, genuine voice that reflects Alberta’s values, ensuring that we’re always relatable and real. Our persona creates consistency in how we present ourselves, making it easy for players to connect and engage with us.
Play Alberta is the responsible friend who’s always up for a good time but also has your best interests at heart. They’re as Albertan as they come—hardworking, unpretentious, and always looking out for their people. Whether they’re inviting you to a game, being the first to respond to a group message, or showing up with snacks, they’re the friend who makes sure you’re included, having fun, and taken care of.
They talk like a true Albertan—no fuss, no frills, and always with a good attitude. They’ll rib you a bit, but they’ve always got your back. Whether you’re a new friend or someone who’s been around for a while, they make sure you feel right at home.
Personality
Brand personality is the set of traits that shape how people see Play Alberta. It defines our tone, voice, and emotional appeal, giving our audience a reason to connect with us on a personal level.
At Play Alberta, we speak with confidence and approachability, always blending excitement with responsibility in everything we say. Our tone is energetic and playful, with a good-natured attitude that reflects our Albertan roots. We’re straightforward—no fancy talk or fuss—and we always make sure our messages are clear and direct.
Exciting & Playful
Our voice is always infused with a sense of fun, creating an inviting and energetic atmosphere.
Trustworthy & Secure
Every communication we send makes it clear that safety and integrity come first. We inspire trust, ensuring players know they’re in good hands.
Energetic & Adventurous
We’re never shy about trying new things, whether in our messaging or in the experiences we offer. Our tone reflects this adventurous spirit.
Approachable & Friendly
Our language is inclusive and easy to understand, welcoming everyone—whether you’re new or experienced.
Above & Beyond
We go the extra mile, whether it’s being present at every sporting event in Alberta or offering exclusive experiences. We’re here to make every moment special.
Genuine & True-Albertan
We’re always honest, reliable, and grounded in Alberta’s community values. We take pride in speaking from the heart—never overstated, but always clear.
Anthem
The brand anthem is Play Alberta’s rallying cry. It captures our spirit, mission, and values in a way that stirs pride and trust. It’s the essence of who we are, expressed with energy and emotion that resonates with our community.
Play Alberta was born from the belief that gaming should do more than just entertain. Here, the spins, bets, and wins contribute directly to Alberta’s communities, funding programs and services that matter. Whether you’re cheering on your local team, betting on an international match, or enjoying casino games and lotteries, we’ve created a place where the benefits of play extend beyond the screen.
In Alberta, trust is earned, and we take that seriously. That’s why, from day one, we’ve made sure that Play Alberta is as safe and secure as it is exciting. We keep things fresh with new games, features, and exciting offers that give our players a chance to try something new. And when it comes to keeping up with our competitors, we don’t shy away—we bring competitive value that ensures our players always get a top-tier experience without leaving the province.
At the end of the day, Play Alberta is about more than just gaming. It’s about community, responsibility, and having fun the right way. Because that’s how we do things here—that’s the Alberta way to play.
For more information or to get approvals please email: Lisette.Maassen@aglc.ca
