Alberta has become the second province in Canada to fully launch its license-based online gambling, with the market getting underway on Monday, July 13 – today.
Alberta Dips Toe in Regulated Market, to Get Significant Early Boost from World Cup
A total of 50 operators have completed the registration process by the time of the official launch with the Alberta Gaming, Liquor & Cannabis, with numerous companies, among which DraftKings, BetMGM, FanDuel, PointsBet, theScore Bet, bet365, and BetRivers rolling out in the province.
The regulation of the market rests with the Alberta iGaming Corporation (AiGC), welcoming both online sportsbooks and casinos. This is hailed as a major success for lawmakers who spent years hammering out the details and mustering the support necessary to move the issue forward.
Alberta’s decision to shift towards a fully regulated market that is based on market competition between individual license holders is based on what Ontario did in 2022 and the follow-up results, which have given lawmakers confidence in the success of the measure.
There is also a strong uptake among Canadians who are willing to spend time playing at licensed operators rather than chase offshore alternatives, and Alberta is expecting to see a similarly high level of channelization, with local players opting for the legally available options at home.
Alberta is hoping to see immediate results, as right now, the government estimates that 70% of all gambling conducted in the province is channeled through offshore websites – i.e., operators that are not licensed locally but in overseas jurisdictions.
Dan Keene, chief executive officer of the AiGC, however, is confident that Alberta can break this and channel more players into the regulated market, reaching a channelization rate that favors the regulated industry.
Alberta to Face Teething Channelization Pain
However, there are challenges there. Ontario has a current channelization rate of about 83.7% according to an IPSOS study for 2025. This still means that almost 16% of gamblers opt for an offshore market, which is making it harder to protect players in the long term.
Alberta is also looking at the potential windfall, with $1 billion in gambling revenue to be achieved within the first year of launching the market, and the revenue slated to continue growing.
While Alberta missed out on the bulk of the World Cup, with the semifinals and the Grand Final to go, the market will get a strong early boost and will be off to a flying start indeed.