Commercial iGaming operators could soon make their way into Alberta.
The provincial government introduced the regulatory framework for an open Alberta iGaming market Wednesday. Officials first began discussing opening the gambling market in 2024.
Dave Nally, minister of Service Alberta and Red Tape Reduction, cited the robust unregulated iGaming market that makes up approximately 70% of the province’s online gambling market. PlayAlberta is the only legal iGaming option, managed by Alberta Gaming, Liquor and Cannabis.
“For Albertans who choose not to gamble, the best option is to not start. With unregulated iGaming widely available in our province, it is our responsibility to step in, regulate the market and hold private providers to the highest standards to protect Albertans, particularly our youth.”
Nally told the Edmonton Journal he expects operators to enter the market within “a few months”. Nally had initially hoped to see the market launch by the end of 2024.
Since announcing the intention to open the online gambling market, officials have said it will be modeled on Ontario, which welcomed commercial operators in 2022.
Alberta iGaming framework
The provincial government passed the iGaming Alberta Act last year. That legislation set up a new provincial corporation, the Alberta iGaming Corporation, or AiGC, to oversee the market. The AGLC will act as the regulator.
Operators and suppliers will need to register with the AGLC for a three-part application process. Following that process, an operator needs to enter an agreement with the AiGC.
Since Ontario’s launch, that province has welcomed more than 45 operators.
Alberta will retain 20% of iGaming revenue. Two percent will go to support First Nations and 1% will fund social responsibility initiatives such as gambling research and problem gambling treatment.
The framework includes a centralized self-exclusion system. It also includes advertising rules to prevent targeted ads to high-risk individuals and minors. Advertisements also cannot include current or retired athletes.
Strong demographics in Alberta
Executives from multiple companies talked positively about the potential of the market during earnings calls last year. They highlighted facts such as Alberta having the youngest adult population in Canada with the highest per-capita GDP and the highest per-capita spending on gambling in Canada.
In 2024, JMP Securities estimated the Alberta gambling market could surpass $700 million annually.
PlayAlberta generated $275 million in net sales in 2025. That was an increase of $35 million from the year prior. According to provincial surveys, however, PlayAlberta captures only between 23% to 32% of the market.
During the 2024 Canadian Gaming Summit, Martin Lycka, Entain SVP of American regulatory affairs and responsible gambling, said Ontario is the “platinum standard of iGaming regulation” and a solid framework to model after.
Pat Evans
Pat covers the legislation and regulation of online gambling in North and South America, having covered the US sports betting industry extensively since 2019.
Using Ontario as a model for regulations, Alberta has been preparing to welcome commercial operators since 2024.