Could Alberta’s New iGaming Market Change Ontario’s Online Gambling Landscape?

The new regulated iGaming market in Alberta is creating a major shift within Canada’s online gambling industry. Alberta launched its competitive market on July 13, 2026 – making it the second Canadian province after Ontario to allow private online casino and sports betting operators to compete. Almost one month after launch, the market is attracting major brands and could create new competitive pressure across the Canadian gambling sector.

For Ontario, which has had a competitive iGaming market since April 2022, Alberta’s entry is very crucial. It gives operators access to another large Canadian market and regulators a second model for managing private online gambling activity.

Alberta Creates a Second Major Market

Alberta’s new system was established through Bill 48, the iGaming Alberta Act. The framework led to the creation of the Alberta iGaming Corporation (AiGC), which handles commercial agreements and finances – while the Alberta Gaming, Liquor and Cannabis Commission (AGLC) oversees regulatory compliance.

The province has already registered dozens of iGaming operators and suppliers. AGLC’s current registrant system confirms that several commercial operators are now registered for iGaming – including brands such as BET99 and theScore.

Several major international brands have also entered the market. Industry reports ahead of launch revealed operators including FanDuel, DraftKings, Caesars, BetMGM and bet365 – while additional brands have gone live since July this year. This gives Canadian operators a significant new opportunity – beyond Ontario.

Ontario Has Already Built a Large Market

The potential impact on Ontario becomes clearer when the size of its existing market is considered. During the 2024-25 fiscal year, Ontario recorded $82.7 billion in wagers and $3.2 billion in gaming revenue. The market featured 49 operators providing 84 gaming websites within the year. Both figures increased by 31% and 32%, respectively, relative to the previous year.

The latest monthly data reflects this continued activity. The iGaming Ontario market performance report was updated in July 2026 with data through June 2026, offering the most recent monthly market information available from the provincial agency.

Ontario thus remains the largest example of such a competitive private iGaming model in the country. Alberta now presents an opportunity for operators to replicate that model in another major province.

Could Operators Shift Their Focus?

The arrival of Alberta is unlikely to see operators abandon Ontario. Instead, the arrival could signal an expansion of Canadian operations.

Many of these brands already have experience in Ontario markets. Entering Alberta means employing established technology, marketing, and compliance elements across two already regulated markets.

Such developments have heightened competition for customers and investment. Casino operators may also have greater incentives to improve their casino games, sports betting products, mobile platforms, and customer service. All this will go a long way in winning the hearts of many players in both provinces.

For Ontario consumers, this plays an even more indirect role – increased competition between brands and operators is likely to encourage improvements in products and customer experiences.

Alberta’s Model Is Different in Important Ways

While Alberta has followed the same general approach as Ontario, the structures are not identical.

Alberta plans to retain 20% of net iGaming revenue. Prior to the revenue split, 3% of gross gaming revenue is allocated to First Nations and social responsibility initiatives, including gambling research and treatment programs.

There is also a centralized self-exclusion system as well as advertising restrictions. For instance, the regulations cover restrictions on advertising aimed at minors and high-risk individuals – and prohibit the use of current or retired athletes in such advertisements. These measures will give Ontario policymakers and industry observers another Canadian example to compare with Ontario’s approach.

The Offshore Market Remains an Important Issue

One of Alberta’s biggest challenges will be moving consumers away from offshore and unregulated gambling websites towards regulated operators.

Ontario’s experience is very revealing here. iGaming Ontario reported that in 2025, 83.7% of Ontarians who gambled online chose regulated sites – although 20.2% of those who used regulated sites also used unregulated ones.

More recent 2026 research shows an even stronger rate of channelization within Ontario – the regulated market continues to gain ground.

Alberta will now be watched closely to see whether such a competitive private market could achieve a similar result.

What Alberta Means for Ontario Players

Ontario players should not expect instant changes to provincial gambling rules simply because Alberta entered the market. The system in Ontario remains separate, with the Alcohol and Gaming Commission of Ontario managing registration and compliance, while iGaming Ontario manages commercial operating agreements.

However, Alberta’s entry could influence the wider Canadian industry. As of today, operators have two major competitive provincial markets to serve. That said, suppliers now have yet another significant customer base, while regulators have the ability to compare different approaches to:

• Advertising
• Responsible gambling
• Self-exclusion
• Customer protection

A New Phase for Canadian iGaming

Alberta’s launch represents a significant development in Canadian online gambling. Ontario has proven that such a competitive private iGaming market has produced substantial wagering activity, attracted dozens of operators, and generated government revenue.

Alberta is now testing whether this model works elsewhere in the country.

The effect on Ontario itself is more likely to be additional competition rather than market decline. The regulated sector of Ontario generated $82.7 billion in wagers in 2024-25 and continues to report strong activity in 2026.

Should the Alberta market develop successfully, the longer-term importance will be even greater – for the whole of Canada’s regulated online gambling industry. Such a development will encourage even more substantial investment in the country and offer yet another model for future regulation of gambling markets.

Alberta’s first few months will be critical. Its performance could help determine if Ontario’s competitive iGaming approach becomes a broader Canadian model or whether the two provinces develop distinctly different online gambling markets.