Search
Choose a style
Dark
Light

Atlantic provinces exploring commercial iGaming expansion as Atlantic Lottery reports 35% market share

Key Takeaways

  • The New Brunswick government is considering whether to follow Ontario and Alberta by launching commercial regulated online gambling.
  • Government officials and the Atlantic Lottery Corporation say they need to fight a prominent unregulated market, which represents 65% of total iGaming activity in the region and pulls in $250m in revenue each year.
  • The Atlantic Lottery’s CEO previously said ALC is open to the idea of competing with commercial sportsbooks and casinos in a regulated market.

Alberta followed Ontario by launching regulated commercial iGaming this summer, and Quebec leaders voiced support for making a similar move. Momentum also appears to be growing in Atlantic Canada.

New Brunswick Finance and Treasury Board Minister René Legacy told Canadian Gaming Business this week that the provincial government “is exploring options around regulating private online operators” in a bid to gain more control over gambling and to curb an expanding unregulated market.

“Online gaming is continuously evolving and the number of options – regulated and unregulated – continues to grow,” said Legacy. “Government has a responsibility to ensure New Brunswick’s legal and regulatory framework keeps pace with an evolving gaming environment.

“Approaches in other provinces and jurisdictions are being monitored as government considers how best to maintain a safe, responsible, and appropriately regulated gaming environment for New Brunswickers. The review is ongoing.”

As New Brunswick reviews iGaming, other Atlantic provinces monitor

New Brunswick may not be alone. Canadian Gaming Association (CGA) President and CEO Paul Burns said on an SBC Summit panel last month that “there are conversations going on in Atlantic Canada” about revamping the region’s gambling model.

Canadian Gaming Business also reached out to the provincial governments of Nova Scotia and Newfoundland & Labrador for this story.

A spokesperson for the Nova Scotia Finance and Treasury Board said that the department is “always watching what other jurisdictions are doing with respect to online gaming” but said that the provincial government has no immediate changes planned

A spokesperson for the Newfoundland and Labrador Department of Finance similarly said that it is monitoring developments.

“We are aware of the regulation of online gambling in both Ontario and, more recently, Alberta,” said the NL spokesperson. “At this time, we have no immediate plans to pursue an open, regulated market, but continue to monitor all aspects of the lottery and online gambling market.”

Atlantic Lottery says it holds 35% of its own iGaming market

The four Atlantic provinces authorize online sports betting and online casino gambling only via Atlantic Lottery Corporation (ALC), the government gaming corporation that they jointly own and share as their iGaming platform.

In its 2025-26 annual report published this week, the Atlantic Lottery stated that its overall iGaming market share across its four provinces was 35% in 2025-26. That aligns with October 2026 data provided to Canadian Gaming Business by market research firm H2 Gambling Capital, which estimated ALC captures 35.7% of gross gaming revenue in the region.

That estimated share is up from 34% in 2024-25 and 22% in 2023-24. But ALC President and CEO Dallas McCready acknowledged in an interview with Canadian Gaming Business last year that it is “a fairly small percentage” given that it is the only government-approved operator in the region.

In contrast, Ontario claims that its commercial regulated market now captures more than 90% of all iGaming activity across more than 80 licensed sites. Alberta is targeting at least a 70% rate by the end of the first year of its own market, which launched in July 2026 and currently hosts around 50 approved platforms.

Unregulated operators ‘fundamentally changed’ Atlantic gaming

The Atlantic Lottery said in this week’s annual report that the fact that around 65% of play is done on unregulated and untaxed sites means its provinces lose out on around $250m in aggregated revenue each year.

McCready sounded the alarm in the ALC’s new annual report.

“Atlantic Lottery is facing a level of disruption that is unprecedented in our 50-year history and the effect on our financial performance last year was clear. The growth of illegal online gambling has fundamentally changed the competitive landscape.”

Atlantic Lottery Corporation President and CEO Dallas McCready

The Atlantic provinces are also feeling the effects of Ontario’s multi-billion-dollar commercial iGaming market, which opened in 2022.

“The changes in Ontario have attracted a lot of attention, and we know they have led to Atlantic Canadians seeing a high volume of advertising from gambling operators that cannot legally operate in our region,” an ALC spokesperson told Canadian Gaming Business this week.

“We also know these sites from Ontario and beyond are attracting more than $250m in revenue from Atlantic Canada each year, without returning funds or being subject to regulation by our Atlantic provincial governments.”

Atlantic Lottery CEO open to regulated competition

That is leading provincial governments in Atlantic Canada to reassess the state of play.

McCready told Canadian Gaming Business last year that the multi-provincial ALC is open to the idea of competing with commercial operators in an open market such as the ones Ontario and Alberta opened in 2022 and 2026, respectively, if it means better capturing revenues and protecting players.

“I think the government recognizes that some people are making the decision to play on illegal sites,” McCready said in 2025. “There are conversations recognizing that activity, and at some point we’re hoping they’ll allow us to compete. But it’s a decision of the policymakers and what they think is best for their people.”

Atlantic Lottery Corporation CEO Dallas McCready
Atlantic Lottery Corporation President and CEO Dallas McCready. Courtesy: Atlantic Lottery Corporation

The Atlantic Lottery is a member of the Canadian Alliance for Regulated Gaming, formerly known as the Canadian Lottery Coalition. Its Executive Director, Molly Cormier, told Canadian Gaming Business this week that it urges provincial governments to look carefully at all available evidence when deciding on iGaming market changes, “including the outcomes of gambling-related policy decisions in other jurisdictions across Canada.”

“The issues CARG advocates for transcend any particular market model,” said Cormier.

She stressed that while CARG does not advocate for one type of iGaming market versus another, governments must pursue enforcement against illegal activity, including operators that market in provinces where they are not authorized to operate, as well as offshore operators.

Ultimately, the Atlantic Lottery says that any decision about changing the online gaming landscape in Atlantic Canada would be the decision of its provincial shareholder governments. At least some of those governments are now rethinking their approach.

ALC reports decline in net profits

In the meantime, the Atlantic Lottery continues as the only government-authorized iGaming site in Atlantic Canada.

This week, it reported it made a total of $492m in net profits in 2025-26, which was down marginally from $499m in 2024-25 and $10.3m less than was budgeted. Total net profit in New Brunswick experienced the biggest decline, down 3.7%.

Things looked better on the iGaming front. ALC said it had more than 408,000 verified unique online player accounts in 2025-26, up from 372,000 last year. Net revenue from ALC’s online casino, sports, and bingo operations rose almost $28m to $144.8m, and net profits in that sector increased 15% year over year.

However, online sports wagering handle fell 5.6%, the first such decline in 22 years. The Atlantic Lottery blamed “an abundance of advertising from operators that cannot legally offer betting in the region,” as well as the use of virtual private networks (VPNs) to access sites available outside Atlantic Canada.

“These factors have been amplified since Ontario opened its market to private operators in 2022,” said ALC.

Both New Brunswick minister Legacy and the Atlantic Lottery spokesperson emphasized to Canadian Gaming Business that ALC is focused on improving its own product to be as competitive as possible with unregulated sites. Recent actions include a new partnership with Kambi to replace its sports betting technology, and expanding its online casino slate with more than 140 new slot games in 2025-26 and the launch of live casino in Nova Scotia and Newfoundland & Labrador in December 2025.

However, improving ALC’s own product may not be enough. Atlantic Canada governments are now exploring whether shifting to a licensed and regulated commercial iGaming model might be a better bet.

BetMGM extends Canadian sports betting partnership with NFL to include Alberta

Key Takeaways

  • BetMGM’s official sports betting operator partnership with the NFL in Canada now covers Alberta as well as Ontario.
  • BetMGM has made several moves to cement its early presence in Alberta since the province opened its doors in July 2026.
  • Meanwhile, the NFL recently unveiled a new Canadian online sports and casino agreement with PENN Entertainment’s theScore Bet.

BetMGM renewed its Canadian partnership with the NFL this week and extended it to cover sports betting in Alberta as well as Ontario.

BetMGM first became an official sports betting partner of the NFL in Canada in August 2022, soon after Ontario opened its commercial iGaming market in April of that year. That deal gave BetMGM the rights to use official league and team marks in Canada and to advertise on NFL-operated digital platforms, among other things.

Now, after BetMGM went live in Alberta on day one of that province’s market on July 13, 2026, the operator and league have extended their collaboration into that province.

The partnership also allows BetMGM to run NFL-related integrated marketing activations and premium hospitality experiences in Canada, and the parties will work together on responsible gambling and integrity initiatives.

“We are pleased to extend our partnership with BetMGM for another year, continuing a relationship that has delivered exciting experiences for fans who engage with the game through betting,” said NFL Canada GM Gavin Kemp. “As the sports betting landscape continues to evolve, we remain committed to working with partners who share our focus on responsible gaming, ensuring fans can enjoy the excitement of the NFL in a safe and informed way.”

BetMGM signed Canadian deal with Vikings in September

BetMGM Chief Revenue Officer Matt Prevost added that the operator shares the NFL’s view that sports betting must be built on fair competition and responsible gambling.

“Together, we’ll continue to give fans in Ontario and Alberta a premium way to engage with the NFL, with responsible gaming built into every part of it,” said Prevost.

betmgm-bolstering-gamesense-service-pgam
Image: Around the World Photos / Shutterstock.com

The NFL Canada renewal comes a few weeks after the Minnesota Vikings signed BetMGM as the team’s official sports betting and online casino partner in Canada. That included not only name and image rights but also the launch of an exclusive Vikings-branded casino game in both Ontario and Alberta.

Neither online sports betting nor online casino is legal in Minnesota, and Vikings Chief Marketing Officer Martin Nance highlighted the importance of connecting with Canadian fans.

Which sports betting operators are NFL partners in Canada?

BetMGM is not the NFL’s only official gaming partner in Canada. In fact, it is one of four, alongside:

  • DraftKings
  • FanDuel
  • PENN Entertainment

In early October, PENN announced that its three licensed Ontario and Alberta iGaming platforms (theScore Bet, theScore Casino, and Hollywood Casino) now hold league and team intellectual property and advertising rights. Unlike BetMGM’s deal, PENN’s deal spans both online sports betting and online casino.

BetMGM ramps up Alberta visibility

Since going live as a day-one operator in Alberta’s market, which has already swelled to include more than 50 licensed iGaming sites after just three months, BetMGM has taken several steps to boost its prominence in the province.

Last week, it extended its partnership with Edmonton Oilers captain Connor McDavid into the Oilers’ home province, and it will soon launch a new commercial featuring the Canadian hockey icon.

It has also focused on its online casino offering, which CEO Adam Greenblatt called “the powerhouse of our business” earlier this year. BetMGM has brought its popular Game of Thrones (and now House of the Dragon) slots to Alberta from Ontario, and also started streaming live dealer table games to Alberta users from Las Vegas studios via MGM Resorts International’s MGM Live collaboration with Playtech.

BetMGM also unveiled an initiative in August wherein BetMGM Rewards members in Alberta can link their player account with their Marriott Bonvoy hotel account and use BetMGM Rewards points for hotel stays worldwide.

It all seems to be working, as BetMGM executives said earlier this month that the operator has seen a better-than-expected start to life in Alberta.

“We modeled our own forecast for Alberta to mimic the trajectory takeoff that we had in Ontario a few years back,” CFO Gary Deutsch said on an earnings call on Oct. 13 . We have ramped up faster and higher than that trajectory, so that is positive.”

Could BetMGM open a retail sportsbook in Alberta?

The BetMGM-NFL press release noted that the partnership covers both digital and retail channels in Ontario and Alberta.

BetMGM offers online sports betting and casino in both provinces. It does not currently have a retail betting presence, but Alberta’s iGaming regulations allow for casinos and sports arenas to work with iGaming licensees to open retail sportsbooks.

Is that something that BetMGM might consider?

Prevost told Canadian Gaming Business in a recent interview that it remains “unexplored” at the moment, as BetMGM is focused on making its cross-channel digital offering the best that it can be in the province. However, he noted that the company’s retail sportsbooks in the U.S. have provided an additive experiential offering that can benefit both BetMGM and its casino or sports team partner.

Canadian regulators tighten prediction markets rules, explicitly ban sports event contracts

Key Takeaways

  • The Canadian Investment Regulatory Organization (CIRO) now explicitly bans the offering or promoting of sports and entertainment-related event contracts.
  • CIRO also newly defines event contracts and prediction markets after acknowledging increased interest in the products.
  • Only two companies are officially authorized to offer prediction markets in Canada, and only under strict limitations.

Canadian financial regulators further firmed up their stance on sports prediction markets in recent days.

The Canadian Investment Regulatory Organization (CIRO) updated its terms and conditions for its Investment Dealer Members that offer, trade, or facilitate trading in event contracts to note that sports and entertainment-related markets are explicitly banned.

Until now, those categories had been implicitly prohibited, in that CIRO only allowed markets on economic, financial, or environmental forecasts.

In August, CIRO and the Canadian Securities Administrators (CSA) publicly stated their stance that neither sports nor entertainment prediction markets should be allowed under Canadian federal securities or derivatives legislation. It added at that time that it did not consider it appropriate to authorize or facilitate its members offering those categories of contracts.

Now, CIRO has codified its position even further.

“Further to the August 27, 2026 joint CSA and CIRO guidance, CIRO does not consider it appropriate to facilitate or approve an application by its Investment Dealer Members to trade event contracts based on sports and entertainment events or outcomes,” said a CIRO statement published on Oct. 16. “In this respect, CIRO has specifically enumerated such contracts as prohibited in the updated terms and conditions.”

How does Canada define prediction markets?

In the updated guidance, CIRO also laid out its official definition of “event contracts”, stipulating that category includes “any product commonly described as an event contract, prediction contract, prediction market contract, or forecast contract.”

CIRO said that amendment is intended to ensure that its terms and conditions apply based on the functional nature of the product, regardless of the terminology or label used to describe it.

Canadian gaming stakeholders such as the Canadian Gaming Association praised CIRO and the CSA in August, when the regulators gave their previous statement on sports contracts, for differentiating between financial markets and gaming-like products.

“CSA and CIRO have drawn a clear and sensible line: the distinction between a sports contract and a sports bet should not be reduced to semantics,” said the CGA at the time.

Image: Shutterstock

Promoting sports event contracts also banned

Now, CIRO’s terms and conditions update specifies that not only may its members not offer the now explicitly banned sports or entertainment contracts, but they also cannot directly or indirectly advertise or display those banned markets.

That means that companies like Wealthsimple that CIRO has approved to offer authorized event contracts may not simply turn off trading functionality for visible sports or entertainment contracts; instead, they must refrain from displaying them at all.

“CIRO and the CSA are concerned that the display or promotion of event contracts that Investment Dealer Members are not permitted to offer, trade, or facilitate trading in may create confusion regarding the products that have been authorized for access by Canadian clients,” said the regulator.

“We are also concerned that such practice may undermine the public interest rationale for the current conditions, even though the Investment Dealer Members are not making the event contract available to Canadian clients for trading.”

What kind of prediction markets are allowed in Canada?

CIRO is the national self-regulatory organization that oversees investment dealers, mutual fund dealers, and trading activity. As well as the ban on sports and entertainment markets, CIRO’s rules also limit binary event contracts in other ways, including only allowing prediction markets that take 30 days or longer to resolve.

CIRO is also the body with the authority to approve companies to facilitate Canadian access to prediction markets for trading. To date, it has issued such approval to just two companies: Interactive Brokers Canada and Wealthsimple.

Wealthsimple launched a new Wealthsimple Predict platform that offers at least 4,000 of Kalshi’s event contracts. However, unlike Kalshi’s modus operandi in the U.S., sports and entertainment contracts are forbidden for its Canadian partnership with Wealthsimple.

The Wealthsimple Predict app. Image: Wealthsimple

“CIRO’s position is clear: prediction-market products are not entitled to enter Canadian markets simply because they exist elsewhere,” a CIRO spokesperson told Canadian Gaming Business in June.

Other firms have applied to offer event contracts under CIRO’s rules. The regulator said in the new Oct. 16 announcement that it and the CSA will continue to monitor developments regarding event contracts and may provide further guidance or impose additional restrictions in the future.

In the meantime, U.S. giants like Polymarket that are not CIRO members are not authorized to offer prediction markets in Canada. Polymarket is serving a two-year ban in Ontario that expires next April, and it claimed earlier this year to have blocked access in several Canadian provinces.

However, it has been repeatedly reported that Polymarket still does accept trading in many parts of Canada, including on Canadian elections — another category that CIRO does not authorize its approved members to offer.

If you like content like this about all things Canadian gaming, why not sign up for our weekly Canadian Gaming Business newsletter, sent directly to your inbox every Friday?

PointsBet settles with Ontario regulator, will be suspended 2 days over Jontay Porter bets

Key Takeaways

  • PointsBet accepted a two-day suspension in Ontario after allegedly failing to detect and report suspicious betting related to ex-Toronto Raptors player Jontay Porter, whom the NBA banned for life in 2024 for match-fixing.
  • The Alcohol and Gaming Commission of Ontario announced a proposed five-day suspension in February, but the parties agreed on a reduced penalty on Oct. 20.
  • Meanwhile, PointsBet is gearing up to launch in Alberta’s iGaming market in the coming weeks.

PointsBet Canada will serve a reduced two-day suspension in Ontario after it reached a settlement with the provincial gambling regulator over alleged violations relating to bets on banned NBA player Jontay Porter.

After the Alcohol and Gaming Commission of Ontario (AGCO) announced in February 2026 its intention to suspend the operator for five days, PointsBet appealed the decision later that month.

Monday, Oct. 19 was supposed to mark the start of a five-day hearing in the independent Licence Appeal Tribunal (LAT), but the sides reached an agreement to avoid a full deposition.

The reduced suspension constitutes the first time the AGCO has temporarily shut down an iGaming operator as a penalty for a regulatory violation.

PointsBet withdraws appeal in exchange for reduced suspension

Counsel for both parties negotiated through the weekend and all day Monday to come to an agreement. The tribunal announced upon reconvening on Tuesday morning that the sides reached a deal and PointsBet officially filed a notice of withdrawal.

“The AGCO and PointsBet Canada have reached a settlement resolving the regulatory proceeding arising from the AGCO’s February 2026 Notice of Proposed Order,” an AGCO spokesperson told Canadian Gaming Business. “Under the terms of the settlement, PointsBet has agreed to a two-day suspension of its Ontario gaming site.”

“In addition, to enhance its control environment, PointsBet has agreed, as part of this resolution that it will undertake an independent audit using an auditor and audit methodology approved by the AGCO and commits to addressing any findings. The remediation will be independently validated.

“This settlement concludes the regulatory proceeding.”

The AGCO spokesperson added that when exactly PointsBet will serve the suspension has not yet been determined. They are dates that will be approved by the AGCO.

Canadian Gaming Business also reached out to PointsBet Canada for comment but has not heard back at the time of publishing.

What did AGCO allege happened at PointsBet Canada?

The AGCO announced in February 2026 its intention to suspend the operator for five days, alleging that it failed to properly detect and report suspicious betting patterns related to former Toronto Raptors two-way player Porter.

The NBA banned Porter for life in April 2024 after a league investigation found he provided insider information to other bettors regarding his health status and manipulated his own performances to ensure that player prop bets hit the mark. He subsequently pleaded guilty to the federal U.S. charge of conspiracy to commit wire fraud.

Ontario’s gambling regulator claimed it uncovered a “systemic failure” by PointsBet to spot suspicious activity related to wagering on the performances of Porter. The AGCO alleged that although the operator first told the commission that it had not identified any such bets, it acknowledged 18 months later that it had indeed offered betting on Porter in the games linked to the scandal.

PointsBet quickly confirmed it would appeal the punishment. A spokesperson for the operator told Canadian Gaming Business in February that the issues were caused by human error and that PointsBet disclosed the information immediately after discovering it and cooperated with the investigation.

“We respectfully believe the proposed sanction is disproportionate given the circumstances, our subsequent corrective actions, and our strong compliance record,” the spokesperson added at the time.

PointsBet Canada CEO Scott Vanderwel
PointsBet Canada CEO Scott Vanderwel. Image: SBC

PointsBet expects to enter Alberta before end of 2026

Australian company PointsBet has offered online sports betting and online casino gaming in Ontario’s regulated market since 2022. Also active as a sportsbook in its home country, Ontario is the only jurisdiction in which it also has an online casino platform.

The operator, which is now owned by an Australian subsidiary of Japanese entertainment firm MIXI, is also expected to launch in Alberta’s new regulated iGaming market soon. PointsBet was one of the first iGaming brands to register with Alberta Gaming, Liquor, and Cannabis (AGLC) in early 2026.

However, although it began the licensing process months ago and started pre-registering customers in the province, PointsBet has yet to join the 30+ operators and 50+ licensed sites that have started taking bets there.

In its annual report published in June, the company said that it expects to go live in Alberta before the end of 2026. Canadian Gaming Business understands there may be an update in the next couple of weeks.

PointsBet Canada’s Head of Casino Brooke Hilton said at SBC Summit in Lisbon in September that the operator made a conscious decision not to rush its Alberta entry. “[Alberta] has had a healthy grey market for the better part of the last two or three decades, so delaying another three months isn’t going to make or break you. We want to make sure we have the most competitive product available.”

PointsBet said in its annual report that its Canadian (meaning Ontario-only, for now) business operated at a A$14m net EBITDA loss for the period spanning July 1, 2025, to March 31, 2026, despite Canadian revenue growing 13% year over year. PointsBet will report its full H1 2027 results on Oct. 30.

If you like Canadian iGaming content like this, why not sign up for our weekly Canadian Gaming Business newsletter, sent directly to your inbox every Friday?

SBC Summit: What does Quebec iGaming ‘surprise’ mean for Canadian gaming expansion?

Key Takeaways

  • The Canadian gaming industry was pleasantly surprised by Quebec political leaders’ recent public support for expanding and regulating online gambling.
  • But experts warn that Quebec will likely do things differently from Ontario and Alberta if and when it chooses to proceed.
  • Meanwhile, the Canadian Gaming Association’s CEO expects most of Canada to launch commercial iGaming markets in the next three to five years.

Quebec political leaders’ support for expanding online gambling came “out of the blue” but is indicative of more provinces recognizing the potential that regulated iGaming offers.

That’s the view of Canadian gaming industry stakeholders who gathered for a Canada-focused discussion at the recent SBC Summit in Lisbon, featuring:

  • Canadian Gaming Association (CGA) President and CEO Paul Burns
  • Segev LLP founding partner and veteran gaming lawyer Ron Segev
  • PointsBet Canada Head of Casino Brooke Hilton
  • Panel moderator and Snap Call Media CEO Matthew Showell

Held days before the Quebec election, the conversation turned to the changing winds in that province.

“That came out of the blue,” Burns said of Quebec politicians’ public backing for expanding iGaming. “… Their comments to date had been protecting their provincial lottery corporation and nothing else. So this was a very surprising moment.”

CGA predicts most of Canada will expand iGaming in next 5 years

Alberta followed Ontario’s lead this summer, becoming the second Canadian province to launch regulated commercial iGaming, opening its doors in July. Within a few short months, eyes turned eastward to Quebec in the lead-up to that province’s election on Oct. 5.

First, Quebec Liberal Party leader Charles Milliard included licensing and regulating online gambling in his list of ideas for modernizing Quebec. Then, Parti Québécois leader Paul St-Pierre Plamondon supported that idea in public comments given to national media. Both politicians cited a need to generate more revenue for the province by taxing and overseeing existing iGaming activity that happens outside of the government-run Loto-Québec platform.

Parti Québécois ultimately won the election, meaning that Plamondon will be the province’s next Premier. The Liberals came second, making Milliard the official leader of the opposition.

Speaking on the SBC Summit panel on Sept. 29, three weeks after Milliard and Plamondon’s comments and six days before the election, Segev noted a question from the audience: Which province will be next to regulate iGaming, and when?

“I would say Quebec is the next to regulate, and I think we’re going to see something in 24 to 36 months,” Segev suggested. He added that after Ontario set a base expectation, Alberta set a strong standard for the second wave of regulated iGaming in Canada.

“I can’t wait to see what the third and following waves look like,” said Segev.

Image: (L-R) Paul Burns, Brooke Hilton, Ron Segev at SBC Summit. Image: SBC

While Quebec surprisingly emerged as a frontrunner to be next in line, Burns is confident that others will also follow Alberta. More than four years after Ontario moved first, the trade group CEO thinks most of Canada will soon authorize commercial iGaming.

“It’s a really exciting time,” Burns said. “We’re adding more markets. There’s more interest, and there will be more markets …

“We’ve got elections in British Columbia right now. There’s conversations going on in Atlantic Canada. Everybody has seen the results. They recognize that they can’t avoid it, and so I’d say in the next three to five years, we probably will have most of the country involved.”

“I’d say in the next three to five years, we probably will have most of the country involved [in iGaming].”

Canadian Gaming Association President and CEO Paul Burns

Showell noted that estimate painted “an optimistic picture,” but the overarching feeling on the panel was that there is strong momentum in Canada right now for regulated online gambling.

Quebec is a different beast, panelists warn

The results that Burns referenced include not only the billions of dollars that the Ontario government has made from regulated iGaming since it launched its market in April 2022, but also data that suggests that it has achieved an iGaming channelization rate (i.e. the amount of iGaming play that moved from unregulated platforms to licensed sites) of more than 90%.

Meanwhile, data presented by iGaming expansion advocates at SBC Summit Canada suggested that Loto-Québec currently captures just 27% of all online gambling activity in Canada’s second-biggest province by population, with 73% going to the unregulated market. That purportedly equates to an estimated $2.3bn in lost gross gaming revenue and $563.3m in uncaptured government revenue.

“Estimates put it at a $3bn market with only a 27% channelization rate to Loto-Québec, so there’s a lot of opportunity there,” noted Segev.

However, while Alberta largely followed Ontario’s playbook in how it approached regulated iGaming, the SBC Summit panelists cautioned that Quebec would likely be significantly different.

PointsBet’s Hilton noted that, from a potential operator’s point of view, a huge amount of localization would be required, not least because Quebec is an officially Francophone province. “The regional language has to be Quebecois French, and everything has to be stated in the second language as well.”

Burns echoed that point, emphasizing that iGaming sites would need to operate French-language platforms.

“It’s not a rip-and-tear-and-translate language,” he noted. “The regulatory regime will need to be probably made a little more robust.”

Quebec would be hard work, but worth it

To that end, Segev, whose firm advises operators and suppliers on the legal processes required to enter Canadian markets, warned attendees that they would need to put significantly more upfront effort into establishing a presence in a regulated Quebec market.

“I don’t think it’s going to be a cookie-cutter Ontario to Alberta to Quebec,” Segev said. “Quebec always does things differently. Your content, your CS, your compliance team, getting your brand ambassadors. All of that, it’s going to be different.

“So I would do your homework well in advance with respect to Quebec. But it’s worth it.”

For now, regulated iGaming in Quebec is still far away from becoming reality. Plamondon will be sworn in as Premier on Wednesday, and must still form a minority government before deciding on his immediate priorities as leader of the province.

But judging by the conversation at SBC Summit, the Canadian gaming industry believes it is only a matter of time.

“The government of Quebec owns and operates all the gaming within the province,” added Burns. “So, it’s actually very easy for them to start to move to do this.”

SBC and VNLOK partner to strengthen licensed operator participation at SBC Summit Europe

SBC and Vergunde Nederlandse Online Kansspelaanbieders (VNLOK), the trade association for licensed Dutch online gambling operators, have agreed to a new multi-year strategic partnership ahead of SBC Summit Europe, which debuts at RAI Amsterdam April 19-21, 2027.

With Amsterdam serving as the home of SBC’s new European event, partnering with a Dutch trade association was a natural step for SBC.

For VNLOK’s members, the partnership presents an opportunity to put their experiences and perspectives front and centre, connecting with senior decision-makers from across the continent right on their doorstep in Amsterdam.

Dutch operators will provide key perspective at SBC Summit Europe

VNLOK, or the Licensed Dutch Online Gambling Providers, is the trade association for online gambling operators licensed by the Dutch Gambling Authority (Kansspelautoriteit). Its members include:

  • bet365
  • LeoVegas
  • Holland Casino
  • Nederlandse Loterij
  • Unibet

Through the partnership with SBC, VNLOK will bring senior executives from licensed Dutch operators to SBC Summit Europe, ensuring the Dutch market is strongly represented in wider European discussions on taxation, player protection, advertising restrictions, channelization, and illegal gambling. The experiences of Dutch operators will provide valuable perspectives for other regulated markets across Europe facing similar challenges. SBC Summit Europe will also provide opportunities to explore further European cooperation on these challenges.

VNLOK will also provide input to SBC Media’s coverage of the Dutch sector, sharing first-hand perspectives on regulation, taxation, licensing and commercial sustainability with an international audience.

“Our ambition is to establish Amsterdam as the annual meeting place for Europe’s regulated gaming industry, bringing together the licensed operators, regulators, policymakers and associations shaping its future,” said SBC founder and CEO Rasmus Sojmark.

“The Netherlands is an important regulated market, and through our partnership with VNLOK, we want to ensure Dutch operators are strongly represented, and their perspectives contribute to wider European discussions on regulation, player protection and market sustainability.

“We are delighted to welcome VNLOK as a strategic partner and look forward to building a long-term relationship that benefits the Dutch and wider European gaming industry.”

RAI Amsterdam, the home of SBC Summit Europe 2027. Image: BERKOZDEMIR / Shutterstock.com

SBC adds European summit to events calendar

That mix of local depth and European perspective is why SBC has added SBC Summit Europe to its events calendar.

With Europe made up of many different markets, the industry needs a dedicated place to compare approaches to taxation, advertising restrictions, player protection, licensing, and channelization. SBC envisions the event as the annual meeting place for the operators, affiliates, regulators, policymakers, and associations leading and regulating the continent’s licensed industry.

“The Dutch licensed market has a lot of experience to share, and a lot to learn from other regulated markets,” said VNLOK Chairman Björn Fuchs. “SBC Summit Europe in Amsterdam gives our members a chance to do both with operators, regulators and policymakers from across Europe, in their home market.

“Many of the questions we deal with, from player protection to tackling illegal supply, are the same ones other markets are working through.”

The new partnership builds on SBC’s wider collaboration with industry, legal and regulatory bodies, including the International Association of Gaming Regulators (IAGR) and International Masters of Gaming Law (IMGL), which support SBC’s ambition for SBC Summit Europe to be a central forum for Europe’s regulated gambling industry.

SBC Summit Europe comes to Amsterdam in April 2027

Taking place at RAI Amsterdam April 19-21, 2027, SBC Summit Europe will bring together 8,000+ attendees, including 3,000+ licensed operator representatives, 250 exhibitors and sponsors, and 250 industry speakers.

The event will open with the invitation-only SBC Leaders Regulatory Forum on April 19, followed by two days of exhibition, four conference stages including a dedicated European Regulation Conference, three specialist educational forums covering lottery innovation, player protection, and sports integrity, and extensive networking opportunities connecting Europe’s licensed operators, regulators, and industry leaders.

SBC Summit Europe adds to SBC’s growing events calendar for 2027, including the flagship SBC Summit in Lisbon.

Tickets for SBC Summit Europe will go on sale soon. In the meantime, interested attendees can register their interest here, and companies interested in exhibition and sponsorship opportunities can contact the SBC sales team at [email protected].

Alberta government opposes federal sports betting advertising bill as House of Commons reviews S-211

Key Takeaways

  • Canadian federal lawmakers have been considering sports betting advertising legislation since 2024. The proposal has twice passed the Senate and now lies in the House of Commons.
  • Bill S-211 would authorize the federal government to consider implementing restrictions on sports betting ads, while regulation of sports betting itself is the jurisdiction of the provinces.
  • Supporters of the bill say more federal oversight is necessary. Critics, including the Canadian Gaming Association and the province of Alberta, believe federal intervention would be an overreach.

The House of Commons will soon review in detail proposed federal legislation that would establish national oversight of sports betting advertising. In the meantime, Canada’s newest regulated iGaming province, Alberta, is among the vocal critics of the bill.

Members of the Standing Committee on Canadian Heritage will hold a hearing for Bill S-211 (“An Act respecting a national framework on sports betting advertising“) on Thursday, Oct. 29, and conduct a full clause-by-clause review on Tuesday, Nov. 3, before likely reporting it out for a final vote.

The Senate passed the bill by voice vote 12 months ago, on Oct. 21, 2025, and it garnered strong initial support in the Commons earlier this year.

In May 2026, members of the House voted 291-28 to advance it for further discussion to the Heritage Committee. Prime Minister Mark Carney was one of the nearly 300 members who voted yes.

What would Bill S-211 do to sports betting advertising?

The legislation would require the federal Minister of Canadian Heritage to establish a national framework on sports betting advertising. Although online casino accounts for roughly 90% of betting activity in Ontario, the bill does not encompass online casino advertising, only sports wagering.

Bill S-211 would not ban sports betting advertising outright, but would establish federal oversight through measures such as:

  • Identifying ways to regulate and restrict sports betting advertising, including “limiting the number, scope or location” of ads or further restricting the use of celebrities and athletes
  • Implementing measures to promote research and information-sharing related to shielding vulnerable populations and minors from the impacts of betting advertising
  • Establishing national standards for preventing and diagnosing harmful gambling and addiction and for supporting those impacted by it

Its lead sponsor Sen. Marty Deacon, an Ontario-based member of the Independent Senators Group, hinted during Senate debate of the bill that possibilities include implementing a whistle-to-whistle ban on broadcast sports betting advertising during games, banning betting-sponsored intermission shows, and prohibiting in-game promotions within betting apps.

Interior of view of Canada's House of Commons in Ottawa
The House of Commons chamber in Ottawa. Image: Erman Gunes / Shutterstock.com

The details will be discussed in the committee consideration and would be ironed out if and when the bill passes.

Whatever its final form, the legislation sets up the federal government to have a hand in regulating sports betting advertising.

Alberta Minister labels S-211 ‘federal overreach’

Some in the industry say that’s a mistake.

Regulating gambling itself in Canada is the remit of the provinces, as decreed in the Criminal Code. Alberta became the second province to choose to open a regulated online gambling market, doing so in July 2026, four years after Ontario.

The Alberta government firmly opposes the idea of federal intervention on sports betting advertising.

“We are not enamoured with that bill,” Alberta’s minister responsible for iGaming, Dale Nally, said at the Global Gaming Expo (G2E) in Las Vegas last month.

“It’s another case of federal overreach into provincial jurisdiction. We do not support S-211 … I think it’s going to, in the end, do more damage to this industry than it helps.”

Alberta Minister Dale Nally

Alberta iGaming Corporation (AiGC) CEO Dan Keene told Canadian Gaming Business in an interview this week that the provincial iGaming conduct-and-manage agency is aligned with Minister Nally.

“AiGC is not in favour of Bill S-211 in terms of what’s being done there,” Keene said. “We’re working with industry and broadcasters to understand what we can do better.

“The province has given us a mandate, and we’re going to continue to serve and do what’s best for Albertans. We’re interested, of course, in what’s going on nationally, and we’ll work with the Canadian Gaming Association on that front. But I will just say there’s more work that’s being done relative to supporting responsible gaming messaging.”

CGA says both Alberta and Ontario oppose S-211

The Canadian Gaming Association (CGA) also opposes the idea, citing concerns that federal intervention is not necessary and would step on the toes of province’s rights to regulate sports betting.

In a brief filed with the Heritage Committee in June 2026, the CGA wrote that Bill S-211 “risks creating more confusion where clarity is needed and does not consider the unique role of the provinces in this domain,” and proposed amendments to stipulate that the bill would not “interfere” with provincial regulation of gambling regulation.

The CGA stated that the provincial government of Ontario, like that of Alberta, opposed the sports betting advertising bill in communications with the federal government.

“The opposition expressed by the Governments of Ontario and Alberta should be taken seriously.”

Canadian Gaming Association CEO Paul Burns

“The opposition expressed by the Governments of Ontario and Alberta should be taken seriously, so that the federal government can make an informed decision, while re-evaluating if there are other means, not in the form of a bill, in which the federal government can assist on this matter, without compromising jurisdictional authority for gambling-related activities,” added the CGA in the filing, which was attributed to President and CEO Paul Burns.

Alberta, Ontario regulators point to own restrictions

Both Alberta Gaming, Liquor, and Cannabis (AGLC) and the Alcohol and Gaming Commission of Ontario (AGCO) impose advertising and marketing restrictions on their licensed operators, including:

  • Banning advertising of promotional offers and bonuses outside of operators’ own gaming platforms and opt-in direct communications
  • Prohibiting advertising that is targeted towards minors, vulnerable individuals, or self-excluded gamblers
  • Preventing ads from using themes or language that appeal to minors or from appearing in youth-oriented locations like schools
  • Restricting the use of athletes like Connor McDavid to marketing that exclusively focuses on responsible gambling practices and tools

Canadian Gaming Business reached out to both provinces’ regulators for comment on Bill S-211.

“We are monitoring the federal legislation and don’t have any additional comments from what Minister Nally shared,” said AGLC Senior Manager of Communications Karin Campbell. “AGLC will continue working closely with the Alberta government on ensuring Alberta’s registered iGaming operators follow standards and player protections, including advertising, that safeguard vulnerable individuals and groups.”

An AGCO spokesperson said the Ontario regulator is well aware of the need to protect Ontarians, particularly minors and vulnerable groups, and “recognizes the importance of ongoing discussions about gambling advertising.”

“Ontario has implemented some of the strongest advertising and promotional standards in North America for its regulated iGaming market, including restrictions on the use of athletes and celebrities in public-facing gambling advertisements and prohibiting public promotion of bonuses and other inducements,” the spokesperson added.

Ontario’s equivalent of Alberta’s AiGC, iGaming Ontario, did not respond to a request for comment.

Operators, lotteries, leagues have their say

As well as the provinces and the CGA, major sports leagues including the NFL, the NHL, and the Canadian Football League (CFL) all also voiced caution about the idea since the sports betting advertising proposal was first introduced as Bill S-269 in 2024.

Operators have also occasionally chimed in.

Meanwhile, speaking on the Canada-focused panel at G2E alongside Nally, FanDuel SVP of Public Policy and Sustainability Cory Fox suggested that provinces that offer regulated iGaming should be allowed to handle sports betting advertising themselves.

“Ontario and Alberta have not taken that obligation lightly, and they’ve imposed serious restrictions on the way that operators can advertise in those provinces,” Fox said. “I think the provinces are doing a thoughtful and good job, and that they all regulate engaging, and they should be allowed to handle.”

Alberta Minister Dale Nally (third left) and FanDuel SVP Cory Fox (second left) at G2E. Image: Canadian Gaming Business

Asked at G2E for his thoughts, BetMGM Chief Revenue Officer Matt Prevost told Canadian Gaming Business that some of the responsibility around sports betting advertising lies with partners like sports leagues, broadcasters like Bell and Rogers, and tech giants like Meta and Apple. Those parties all need to be at the table, he stressed.

Meanwhile, in contrast to the stance of the CGA and the regulated iGaming provinces, mental health and youth advocacy organizations and groups like the Canadian Centre on Substance Use and Addiction and Ban Ads for Gambling support Bill S-211.

So too does the Canadian Alliance for Regulated Gaming (CARG) (formerly the Canadian Lottery Coalition). CARG’s membership comprises the provincial government gaming corporations from B.C., Manitoba, Quebec, and the Atlantic Provinces, all of which have criticized how sports betting advertising from Ontario and Alberta spills over into their provinces, which have not authorized commercial iGaming.

CARG Executive Director Molly Cormier told Canadian Gaming Business that the coalition filed a brief in support of S-211, but that “very much believe that it’s only a first step” in a longer process to rein in advertising.

What’s next for Canadian sports betting advertising bill?

During clause-by-clause consideration of Bill S-211, committee members will comb through the legislation’s text, decide whether to propose any amendments, vote on them if necessary, and and then report the bill forward. From there, it would go before the full House of Commons again.

Judging by the support it already received in both chambers, it is likely only a matter of time before the House passes the bill and tees up some kind of federal measures to tackle sports betting advertising.

To stay updated on Alberta iGaming and all things Canadian gambling, why not sign up for our weekly Canadian Gaming Business newsletter, sent directly to your inbox every Friday?

Alberta’s River Cree Resort & Casino selects GiG to power iGaming launch

Another Alberta brick-and-mortar casino operator is preparing to expand into iGaming, and River Cree Resort & Casino has selected a global technology provider to power its platform.

Gaming Innovation Group (GiG) announced this week that it has partnered with the First Nations-owned casino located on the western outskirts of Edmonton. GiG will provide the technology and platform for River Cree’s expansion into Alberta’s newly regulated iGaming market, including:

  • Online casino
  • Online sports betting
  • A native mobile app
  • Custom front-end and omnichannel solutions
  • Advanced data analytics and managed services

GiG said the partnership combines River Cree’s deep roots and established player base and customer loyalty with its own omni-channel infrastructure, allowing the operator to connect its land-based experience with digital gaming.

“We are immensely proud to partner with River Cree Resort & Casino and the Enoch Cree Nation as they prepare to take their iconic brand into Alberta’s online market,” said GiG CEO Richard Carter. “Our full-turnkey solution and powerful Data and Logic engines are designed specifically to support established operators in bridging the gap between land-based and digital operations.

“We are confident that our best-in-class technology and localized expertise will help River Cree replicate their physical success online and capture significant market share in Alberta.”

First Nations casinos step into Alberta iGaming

River Cree Resort & Casino is a longstanding land-based property owned by Alberta’s Enoch Cree Nation, having opened its doors in 2006 as the province’s first Indigenous-run casino.

It registered with Alberta Gaming, Liquor, and Cannabis (AGLC) earlier in 2026 to launch an iGaming site in the province’s regulated online gambling market, but is yet to actually start online play.

“River Cree has always led the market in gaming and entertainment,” said CEO Vik Mahajan. “Expanding into Alberta’s regulated online market is the next evolution in delivering exceptional experiences, wherever our guests choose to play. With GiG’s industry-leading technology behind us, we’re building a best-in-class online experience.”

Alberta’s iGaming rules allow existing land-based casinos, whether commercial or First Nations-owned, to apply to expand into online gambling. One Indigenous casino operator has already done so: PURE Casino Entertainment launched purecasino.ca in early August, powered by Boyd Interactive technology with sports betting provided by Kambi.

Pure Casino Calgary
PURE Casino Calgary. Image: Pure Casino Entertainment

While River Cree is a single casino, PURE Casino Entertainment is the largest casino operator in Alberta in terms of the number of properties. Its parent group, First Nations coalition Indigenous Gaming Partners (IGP), owns seven separate casinos and multiple hotels in Alberta. Those include four PURE-branded venues and others like Calgary’s Deerfoot Inn & Casino.

PURE Casino Entertainment CEO Brad Belhouse spoke to Canadian Gaming Business about the advantages that he believes existing brick-and-mortar casinos have in Alberta’s highly competitive iGaming market, which opened on July 13 and has grown to more than 50 online casino and/or sportsbook sites run by around 30 different operators.

GiG adds to list of Alberta operator partners

Meanwhile, River Cree Resort & Casino is GiG’s fifth operator partner in Alberta, a slate that also includes the likes of:

GiG already worked with all of those operators in Ontario’s market, where the company has been a licensed service provider since 2022.

To stay updated on Alberta iGaming and all things Canadian gambling, why not sign up for our weekly Canadian Gaming Business newsletter, sent directly to your inbox every Friday?

BetMGM renews partnership with Oilers captain Connor McDavid after Alberta launch

As it looks to build on a reported fast start in Alberta’s new iGaming market, BetMGM has extended its partnership with Edmonton Oilers captain Connor McDavid and will soon launch a new ad featuring the Canadian hockey star.

The operator and Connor McDavid have worked together since 2022, mostly promoting BetMGM’s responsible gambling tools in line with Ontario’s iGaming advertising regulations.

On Thursday, Oct. 15, BetMGM announced it has renewed the partnership with three-time NHL Hart Memorial Trophy winner. Connor McDavid will continue to appear in BetMGM’s responsible gambling-focused content across broadcast, digital, and social platforms.

“Connor has been an exceptional partner in helping us show that responsible gambling can be both engaging and effective,” said BetMGM CEO Adam Greenblatt. “The results of our campaign reflect how thoughtful messaging can drive meaningful action, with more players using tools like deposit limits to play within their comfort level.

“We’re proud to continue working with one of hockey’s most respected leaders to ensure that gaming is always fun and entertaining.”

Connor McDavid re-signs after Alberta iGaming puck drop

BetMGM said the campaign will expand its reach to new audiences and markets, with a continued emphasis on promoting BetMGM’s suite of player protection tools, and a third responsible gambling ad featuring Connor McDavid will begin airing soon.

The main new market it is talking about is the Oilers’ home province.

BetMGM launched as one of 22 licensed iGaming sites when Alberta opened its doors to commercial online casinos and sportsbooks on July 13, 2026. Since then, that field has grown to a total of 51 sites run by around 30 operating companies, as of Oct. 15.

The team store of Connor McDavid's Edmonton Oilers
Image: Paul McKinnon / Shutterstock.com

While BetMGM was not able to take bets in Alberta until three months ago, it is a renowned name in online gambling and a prominent operator in Ontario. Advertising of sports betting platforms also tends to bleed over into other provinces, so many Albertans were likely aware of the company’s relationships with both Connor McDavid and another Oilers great, Wayne Gretzky, before they were actually able to sign up.

BetMGM opened preregistration in Alberta many weeks in advance of Alberta’s July 13 go-live date. While executives did not directly link their progress so far in the province to their McDavid collaboration, C-suite leaders say that the early going in the province has exceeded expectations.

“From an acquisition standpoint, about 20% of the new players we acquired in Q3 were from Alberta, so we have had a really good burst out of the gates there,” CFO Gary Deutsch said on an earnings call this week. “We modeled our own forecast for Alberta to mimic the trajectory takeoff that we had in Ontario a few years back. We have ramped up faster and higher than that trajectory, so that is positive. We are exceeding our daily targets.”

Deutsch added that Alberta created approximately two percentage points of growth impact on BetMGM Casino’s revenue in its first three months.

The news of an extended relationship and new advert starring McDavid further reinforces BetMGM’s early active presence in the province.

BetMGM counts RG impact of Connor McDavid ads

Regulators in both Alberta and Ontario, Canada’s two regulated commercial iGaming provinces, require that operators only use athletes or other celebrities to advertise responsible gambling tools.

BetMGM has already run two RG-focused advertising campaigns with McDavid, and said on Thursday that a third ad featuring the Oilers star will begin airing soon.

“Being disciplined and making smart decisions are big parts of hockey,” said McDavid in the BetMGM release. “They’re important when it comes to sports betting, too. BetMGM gives players tools that help them stay in control of their play, because keeping betting fun starts with betting responsibly.”

The operator rolled out its most recent Connor McDavid campaign in December 2025, a spot titled “Mullet Over” co-starring former Montreal Canadiens player Terry Ryan, shown below.

Earlier this year, BetMGM Director of Responsible Gambling Richard Taylor told Canadian Gaming Business that McDavid lends “authenticity and cultural credibility” to BetMGM’s marketing.

Taylor said at the time that BetMGM’s first campaign with McDavid contributed to a measurable 38% year‑over‑year increase in the use of deposit limits and a 55% increase in the use of stake limits on its platform in Ontario.

BetMGM said in Thursday’s press release that the “Mullet Over” campaign prompted a further 27% year-over-year increase in the number of accounts using deposit limits.

“Our relationship with Connor has helped make responsible gambling more relevant to sports fans, and the increased adoption of our tools and resources show the impact these efforts can have,” Taylor added in the new release.

Alberta iGaming swells to 50+ licensed sites as unregulated market deadline passes

Tuesday, Oct. 13, was a significant milestone for the new regulated Alberta iGaming market.

Not only did it mark three months since the initial wave of licensed operators started taking bets in Canada’s second commercial online gambling province, but it also ended the grace period that provincial regulators gave to previously unregulated operators.

Tuesday was the deadline by which any online casinos or sportsbooks that had been taking bets from Albertans before July 13 had to either move to the regulated market or shut down their platform in the province.

That cutoff led to what a senior Alberta Gaming, Liquor, and Cannabis (AGLC) official described to Canadian Gaming Business as “a second wave” of operators entering the market after the initial influx in July.

“Tuesday was a big day for us,” Alberta iGaming Corporation (AiGC) CEO Dan Keene told Canadian Gaming Business on Wednesday.

Which licensed online gambling platforms are available in Alberta?

When regulated Alberta iGaming began on July 13, 22 separate sites hit the ground running on day one. In line with the Oct. 13 requirement, AiGC added many sites to its list of active licensed platforms in recent days.

As of Oct. 15, at least 51 licensed sites are doing business in the province, run by a total of 30 operating companies. Many of those began taking bets shortly before the Oct. 13 deadline.

Full AiGC list of licensed Alberta iGaming sites:

  • 888
  • Bally Bet
  • Bet365 Casino
  • Bet365 Sportsbook
  • Bet99
  • BetMGM Sportsbook & Casino
  • BetNova
  • BetRivers Casino & Sportsbook
  • Betty Casino
  • BetVictor Sportsbook & Casino
  • Betway
  • Caesars Palace Casino
  • Caesars Sportsbook & Casino
  • Captain Cook’s Casino
  • Casino Classic
  • Casino Days
  • Casino Time
  • DAZN Bet Sportsbook & Casino
  • Delta Casino
  • DraftKings Sportsbook & Casino
  • FanDuel Casino
  • FanDuel Sportsbook
  • Golden Nugget Casino
  • Golden Tiger Casino
  • Grand Mondial Casino
  • Hollywood Casino
  • Horseshoe Casino
  • Jackpot City
  • LuckyDays Casino
  • Lucky Liner Casino
  • Luxury Casino
  • Mega Casino
  • Monopoly Casino & Sportsbook
  • PartyCasino
  • PlayOJO
  • PowerPlay
  • PURE Casino
  • Royal Vegas
  • Ruby Fortune
  • Slots Magic
  • Spin Casino
  • Spin Genie
  • Sports Interaction
  • Stake
  • Stardust Casino
  • theScore Bet Sportsbook & Casino
  • theScore Casino
  • TonyBet
  • Vegas Club Casino
  • Yukon Gold Casino
  • Zodiac Casino

The 51 AiGC-managed commercial sites compete with Play Alberta. The government-owned platform run by AGLC was the only authorized Alberta iGaming platform before July 13, but is now just one of 52.

AiGC expects 10 to 15 more licensed sites by end of year

The total of 51 licensed Alberta iGaming sites equates to a significantly smaller number of operators as many sites share a parent operating company.

For instance, DraftKings owns Golden Nugget Online Casino and Bally’s owns the Monopoly site. Caesars Entertainment and PENN Entertainment both offer three separate platforms in Alberta, as they do in Ontario. Super Group has five licensed sites including Betway, PlayOJO owner Skill On Net offers four online casino sites, and Apollo Entertainment runs seven separate online casino brands.

Keene told Canadian Gaming Business that AiGC expects another 10 to 15 Alberta iGaming sites to go live before the end of 2026, which would take the total to as many as 65.

In comparison, Ontario’s regulated market, which is four and a half years old, currently hosts 49 operating companies collectively running 84 iGaming sites.

AiGC CEO Dan Keene speaking at SBC Summit Canada in May 2026. Image: SBC

In Alberta iGaming, grey just became black and white

In essence, the Oct. 13 deadline completed Alberta’s process of turning a pre-existing “grey market” into a case of black and white.

By no means all licensed Alberta iGaming sites were previously active in the province as unregulated platforms, but a considerable number of them were. Now, they are either active licensed sites or they have stopped operating in the province. In theory, at least.

“If you’ve been operating in Alberta in the grey, whatever you want to call it, and now you are not part of the established regulated market, you are offside.”

AiGC CEO Dan Keene

Keene stressed that any remaining unlicensed operators in the province are officially “offside” as of Oct. 14, adding that the province has had “a very good response” from operators that wanted to be in the regulated space.

Alberta prepares to tackle unregulated holdouts

Speaking at the Global Gaming Expo (G2E) in Las Vegas in late September, Alberta’s minister responsible for iGaming, Dale Nally, told attendees that the provincial government will “go as hard as we can against that illicit market” after the Oct. 13 deadline passed.

“We’re going to pull every lever at our disposal to make sure that the good guys are rewarded and that we keep as much of the illicit market out of the province as possible,” Nally said in Vegas. “… You have to look at every possible avenue.”

The former VP of Gaming at AGLC, Keene did not go into details about what that may entail, but told Canadian Gaming Business that the provincial regulator will take a hardline stance, supported by AiGC.

“[The AGLC] will be bringing a force to bear from a regulatory standpoint … and the AIGC also has levers that we can pull.”

AiGC CEO Dan Keene

“I would suspect that AGLC is very diligent in their enforcement of our marketplace … They will be bringing a force to bear from a regulatory standpoint. And from an AiGC perspective, we’re not standing on the sidelines here. We have our own tools and measures to analyze the marketplace and provide information to our regulator on what we’re seeing and in terms of any compliance infractions.

“So it’s very much a partnership between AIGC and AGLC. I remain extremely confident in terms of the type of compliance measures AGLC will be implementing. At the same time, the AIGC also has levers that we can pull.”

Canadian Gaming Business reached out to AGLC for comment, and was told only that the regulator “has a number of investigative options available when considering what action to take against illegal and predatory gambling websites.”

More Alberta iGaming operators coming soon

The list of approved Alberta iGaming operating sites stands at 51 for now, but it won’t stay still for long.

Several operators that have registered with AGLC are yet to begin taking bets in the province’s regulated market under AiGC’s oversight. That group includes:

  • Betano
  • GGPoker
  • PointsBet
  • River Cree iGaming
  • ToonieBet

Canadian Gaming Business reached out to several of those platforms seeking more information on their launch plans. NSUS brand GGPoker and Betano owner Kaizen Gaming declined to offer any information, while the others did not respond to inquiries.

Other operators that have yet to apply for registration have also expressed their intentions to ultimately launch in Alberta’s regulated market, including Fanatics Betting and Gaming, which rolled out Fanatics Casino in Ontario for the first time this summer.

Keene stressed that more operators are welcome, particularly if they are net-new to Alberta iGaming.

“If you are somebody who’s never been operating in Alberta in the grey, and now you want to come to Alberta, that process remains the same,” he added. “Whether it’s a PointBet, Fanatics, Hard Rock, or whoever. We would welcome those operators because they’ve never been operating in the grey market in Alberta.”

Alberta iGaming is out of the shadows

Ultimately, Keene believes the fact that Alberta hosts 51 licensed iGaming sites just three months after the launch illustrates perfectly why launching regulated online gambling was necessary in the first place.

“The market opened on July 13. Here we are, three months later, and we’ve got 50 websites. What that tells me is that the market was here for decades, operating in Alberta. That money was leaving the province, and there were no compliance measures consistent across all these operators.

“So, it was very important that the government did what they did to regulate the market. That’s the best way to ensure security and safety for Albertans who choose to participate going forward.”