One of the most significant iGaming developments in Canada is Alberta’s upcoming open, competitive, and regulated market, set to launch in early 2025. However, a senior executive from an Ontario-based iGaming operator suggested the rollout could happen as early as Christmas 2024.
New Regulated Market Expected in 2025
Alberta is poised to become one of North America’s largest iGaming markets. Several top-tier operators have already expressed interest, pending their due diligence. Michael Moskowitz, CEO of NorthStar Gaming, noted Alberta’s potential, suggesting the province may adopt a similar approach to Ontario’s iGaming model. NorthStar aims to expand its brand beyond Ontario, and Alberta is an appealing target.
Leading brands such as PointsBet Canada, DraftKings, and Betway are expected to be key players when the Alberta market opens.
Ontario-Style iGaming Model Likely for Alberta
Dale Nally, Alberta’s Minister of Service and Red Tape Reduction, has hinted that Alberta’s iGaming model will mirror Ontario’s. Ontario’s two-year-old market now supports 50 legal operators and 82 gaming websites. Key questions remain regarding Alberta’s tax rates, the involvement of First Nations, sports betting advertising policies, and how the province will handle its grey market.
Illegal iGaming Sites Active in Alberta
Currently, Play Alberta, the province’s only legal online gambling platform, is thriving. Launched in late 2020, it has over 313,000 registered accounts and generated $5.36 billion in total bets for 2023-24. Despite these figures, illegal iGaming sites still operate in the province. Play Alberta saw $179 million in net sales last year, contributing to the $1.5 billion in total gambling revenue supporting Alberta’s public programs.
AGLC Strengthens Market Position
The Alberta Gaming, Liquor and Cannabis (AGLC) is bolstering its market position in preparation for the regulatory changes. In a move similar to Ontario’s approach before its market opened in 2022, AGLC is securing sponsorship deals, including partnerships with the NHL’s Edmonton Oilers and the Calgary Sports and Entertainment Corporation.
Dan Keene, AGLC’s Vice President of Gaming, emphasized that Play Alberta is positioning itself for regulated competition. He also revealed that a new sportsbook app is expected to launch soon, further enhancing the platform’s offerings.
With Alberta’s passion for sports, particularly around the Oilers, Keene believes Play Alberta is well-positioned to capture the excitement, noting that betting on the Oilers has already reached “fever pitch.” The team is a Stanley Cup favorite, and Keene sees the upcoming season as an excellent opportunity to showcase Play Alberta’s strengths to local bettors.
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