New research commissioned by iGaming Ontario and the Alcohol and Gaming Association of Ontario (AGCO) has revealed that only 8.9% of players are choosing to gamble solely on unregulated sites, almost half of what was reported last year.
The study, carried out by IPSOS between March 30 and April 20, 2026, surveyed 2,012 Ontarians aged over 19 years old.
Last year, IPSOS reported that 16.3% of respondents had “gambled online in Ontario over the past three months reporting having wagered only on unregulated websites”. That number has since dropped, a decline that the AGCO noted “builds on previous IPSOS findings and signals continued progress in the province’s regulated igaming market”.
“These results are clear – Ontario is an international leader in upholding a safe, competitive, and regulated online gaming market,” said Doug Downey, Attorney General of Ontario.
“Only four years ago, our government took action to bring online gaming into a modern, regulated framework that protects players, supports greater choice for consumers, and tackles the illegal market.
“To date, we’re proud to see Ontario’s world-class online gaming model continue to support jobs, innovation, and economic activity across the province.”
IPSOS reported that the number of players opting for legal sites also increased during the reporting period, rising to 91.1% of those surveyed compared to 83.7% in 2025.
Stan Cho, Minister of Tourism, Culture and Gaming, added: “This increase in Ontarians choosing regulated igaming sites proves that we’ve taken the right approach to responsibly expanding the online gaming market.”
“By prioritizing player protections and embedding responsible gaming tools into the market, our government is committed to providing a safer experience for players across the province.
“Our government is proud to support a modern, regulated igaming market that puts player safety first. As more Ontarians move to regulated platforms, it’s clear that strong oversight, enhanced consumer protections, and responsible gaming measures are helping build greater trust and confidence in Ontario’s online gaming sector.”
Speaking at SBC Summit Canada earlier this week, Minister Cho highlighted the growing importance for the government to continue working closely with the iGaming industry to maintain a degree of competition, but to also limit the impact of red tape and friction that may otherwise encourage bettors to gamble via the unlicensed market.
During the event, he praised the growth and development of Ontario’s gaming sector, which is reported to be worth $2.6bn and continues to boost the province’s economy by driving tourism and creating jobs.
Player protection key to driving channelization
Prior to the launch of Ontario’s iGaming market in April 2022, the Government of Ontario had estimated that 70% of online gambling was taking place on unregulated sites.
iGaming Ontario shared that since the market’s launch, it has placed significant focus on working alongside operators and government figures to build a competitive, regulated market that prioritizes player safety and choice.
This close collaboration, it said, has led to the market generating more than $4.2bn in gaming revenue from over $103bn in wagering activity in the four years since regulation.
“These new results show growing confidence among Ontarians in the province’s regulated market, which offers mandatory player protections and safeguards across all regulated sites that the unregulated market does not,” said iGaming Ontario President and CEO, Joseph Hillier.
One of the big focal points for the market’s growth has been the prioritization of player protection measures from the get-go.
This has been strengthened even further in the last week with the launch of BetGuard, a new centralized responsible gaming tool that aims to provide bettors across Ontario with the option to voluntarily self-exclude themselves from licensed sportsbooks and casinos.
During a media roundtable at the time of the launch, Hillier shared that the new platform will take several steps to ensure individuals don’t access wagering platforms, including:
- Blocking access to existing player accounts
- Preventing individuals from creating new accounts
- Blocking marketing communications from licensed gaming platforms in Ontario
- Users can set self-exclusion terms of six months, one year, five years, or a custom term
With an enhanced roster of gambling harm prevention tools available to bettors, combined with a greater industry-wide focus on regulation, it’s likely that the number of players opting to gamble via licensed sites will continue to increase as time goes on.
“It’s encouraging to see more and more Ontarians choosing regulated sites when they gamble online,” said Dr. Karin Schnarr, Chief Executive Officer and Registrar, AGCO.
“This continued shift reflects the strength of Ontario’s model and its focus on protecting players. The AGCO remains committed to addressing the residual illegal market and ensuring regulated operators meet Ontario’s strong regulatory standards.”
