By Dave Antony, CFO, SCCG Management
In this Alberta iGaming Industry Breakdown we cover a seismic moment in Canada’s gaming evolution.
The Alberta Legislature passed Bill 48, which legalizes commercial online casino and sports betting in the province. The only thing left is a ceremonial sign-off from Lt. Gov. Salma Lakhani, but make no mistake—Alberta is now firmly on the path to becoming the country’s next major iGaming jurisdiction.
For those of us who have spent years working in the gaming space—especially from a Canadian perspective—this isn’t just a local development. This is a potential North American case study in how to launch a market the right way.
Not Ontario 2.0—And That’s a Good Thing
Ontario’s open licensing model made headlines globally when it became the first Canadian province to launch a competitive commercial iGaming market. But while Ontario attracted dozens of operators, it also created regulatory and competitive challenges that Alberta seems keen to avoid.
Rather than flinging the doors open to anyone with a license, Alberta is expected to adopt a more curated approach—likely involving a select number of approved operators through an RFP process managed by Alberta Gaming, Liquor and Cannabis (AGLC).
Early indications point to a hybrid model that builds off the success of Alberta’s current relationship with NeoPollard (which powers PlayAlberta), while layering in private-sector innovation and competition. That could mean better player protections, more sustainable market economics, and more collaborative public-private dynamics.
The Alberta Market Potential Is Undeniable
With a population just shy of 5 million, Alberta may seem small compared to Ontario—but size isn’t everything. Alberta ranks high in disposable income, has deep internet penetration, and enjoys widespread adoption of digital payment tools. These are all factors that point to strong iGaming performance.
In fact, Alberta already has a proven user base thanks to the success of PlayAlberta’s online offerings, which have shown consistent revenue growth across digital lottery and casino games. Adding commercial sportsbook and iCasino operators into the mix will give players more choice—and the province more revenue.
Alberta’s two major cities—Calgary and Edmonton—also host fervent sports audiences, making the province a ripe ground for real-money betting activity, especially during NHL and CFL seasons.
The Real Work Begins: Regulation and Market Design
Passing Bill 48 was a critical milestone, but now the heavy lifting begins. The province must now define:
- Licensing structure and number of approved operators
- Taxation rates and revenue-sharing frameworks
- Responsible gaming mandates and player protection standards
- AML/KYC protocols and data reporting obligations
- Whether land-based operators will be required as partners for market entry
This last point—land-based integration—is especially important. Alberta could follow the U.S. model and require online operators to partner with retail casinos, which would offer a bridge to economic development for local businesses. Alternatively, the province may pursue a digital-first strategy that keeps the barriers to entry lower and innovation higher.
We expect the first wave of regulations and announcements before the end of 2025.
A Tale of Two Provinces: Ontario’s Recent Turbulence
While Alberta gears up for a launch, Ontario continues to experience growing pains. Between March 2024 and March 2025, licensed operators in Ontario were unable to access the FINTRAC web portal for filing suspicious transaction reports following a significant hacking incident. That gap disrupted anti-money laundering compliance procedures for a full year.
As a result, iGaming Ontario (iGO) is currently developing an internal automated reporting tool to regain control over this critical process. Until it’s operational, many compliance teams remain in workaround mode.
At the same time, Ontario has seen strong performance from private operators—particularly Super Group, which owns Betway and Jackpot City. Super Group recently reported strong Canadian growth in Q1 2025, crediting brand strength and smart user acquisition in Ontario for their success.
Elsewhere: Trouble for Great Canadian Entertainment
One of the country’s largest gaming operators, Great Canadian Entertainment, continues to face a rough regulatory environment. Recent reports have highlighted ongoing investigations into internal compliance failures and risk management systems across its land-based operations. The ripple effects of this scrutiny could lead to broader regulatory tightening, both in Ontario and at the federal level.
This contrast underscores the importance of clear, enforceable, and transparent regulatory structures—something Alberta has a chance to get right from day one.
Final Thoughts: Alberta’s Window of Opportunity
Alberta’s emergence into commercial iGaming presents more than a new revenue stream. It’s a rare opportunity to build a market that learns from global best practices, sidesteps common pitfalls, and empowers both public agencies and private operators.
Whether you’re a sportsbook eyeing expansion, a platform provider seeking new deals, or an investor looking for a jurisdiction with strong fundamentals and political alignment—Alberta deserves your attention.
The path forward is full of decisions that will shape the market for a decade or more. But the early signs are encouraging, and the timing couldn’t be better. As we look to the future of iGaming in Canada, Alberta might just be the market to watch.
