In April 2022, Ontario took the lead in launching Canada's first competitive online gambling market, marking a new era of national iGaming regulation. Three years later, on May 7, 2025, the Alberta Provincial Parliament approved the "Alberta Online Gambling Act," laying the legal foundation for a similar regulatory framework. This development has prompted the industry to reconsider: Will other Canadian provinces follow suit and open up the iGaming market?
Currently, most of the other eight provinces in Canada still retain government-operated online gambling and lottery systems, a model common in Scandinavia, with Norway being the only Nordic country yet to liberalize online gambling. Despite this, the model has long been criticized for being monopolistic, anti-competitive, and lacking effective consumer protection mechanisms.
Paul Burns, President and CEO of the Canadian Gaming Association, believes that the proliferation of black market gambling activities has rendered the traditional monopoly model obsolete. He stated, "Our country hasn't had a real monopoly for 25 years. Canadians have been gambling on online platforms for over a decade, and these platforms offer the product choices they want."
Burns pointed out that the regulatory reforms in Ontario and Alberta should serve as a reference for other provinces. He urged the provinces to seize the opportunity with their existing legal authority: "The provinces have regulatory tools, now is not the time to hesitate."
In other provinces, British Columbia and Quebec have already started discussions with the Gaming Association about the possibility of regulating iGaming. These provinces mostly still follow agreements reached with the federal government in the 1980s, which allow provincial governments to regulate gambling matters.
Reflecting on the development of Canadian iGaming, Burns noted that the early availability of high-speed internet, widespread smartphones, and mature electronic payment systems provided ideal conditions for the industry's growth. European veteran gambling companies like Bet365 and Kindred entered the Canadian grey market early and accumulated a stable user base.
The United States accelerated the legalization process after repealing the PASPA Act in 2018, which also influenced Canada. When Ontario launched its regulated market in 2022, the market was already mature with a solid user base. In 2024, Ontario's gambling revenue increased by 32% year-on-year, reaching 2.3 billion Canadian dollars (excluding the government platform iGaming Ontario), nearly two-thirds of New Jersey's iGaming total revenue during the same period.
BetMGM CEO Adam Greenblatt reported in the financial statement that the company holds a 22% market share in Ontario and expects to replicate this successful model in Alberta. Burns commented, "Ontario has established a mechanism that attracts grey market operators to join, and Alberta is trying to emulate it."
Similar to Finland's Veikkaus, the Alberta government hopes its own platform, PlayAlberta, will enhance its competitiveness in the open market. In the 2023-24 fiscal year, the platform's net sales amounted to 170 million Canadian dollars, accounting for about 20% of the market, with the black market still dominating.
Burns pointed out that if state-owned platforms want to compete in the open market, they must increase investment in products and technology. He called on the government to fund its platform: "It requires investment to transform."
In April 2024, Ontario estimated its regulated platform's channelization rate at 84%, but 20.2% of regulated players continued to access illegal platforms. The industry generally believes that the government's strict restrictions on promotions and welcome bonuses may be why some users turn to the black market.
Alberta has not yet released details on advertising and player behavior, but it is expected to officially launch the iGaming market in the first quarter of 2026. Provincial legislator Dale Nally promised when the bill was passed to establish a flexible and robust consumer protection mechanism.
However, the Canadian gaming industry is also facing external pressure from the United States. In February this year, the White House announced a 25% tariff on certain Canadian imports, leading the Alberta Gaming Commission to temporarily suspend the purchase of American gaming equipment. Although the ban was lifted in June, Burns emphasized that Canadian operators need to evaluate local supply chain alternatives.
Canadian regulatory bodies are closely monitoring the U.S. market dynamics while also looking to European experiences. Veikkaus plans to complete a full platform upgrade before the Finnish market opens in 2027, aiming to gain an advantage before private companies flood in.
With the advancements in Ontario and Alberta, the door to nationalizing iGaming in Canada has slowly opened. Despite the uncertainties in policy, technology, and politics ahead, Canada is moving towards a more mature, transparent, and open gambling ecosystem.
