Alberta Edges Closer to Launching Online Gambling Market
Alberta has taken another step toward opening its online gambling market to private companies, laying out a structure that follows the path set by Ontario while keeping some features tailored to provincial goals. The province aims to have the framework ready ahead of a planned commercial launch in 2026, closing out years of discussion about how to deal with widespread use of offshore betting sites.
Public debate around a regulated market picked up in 2024 after estimates suggested that unlicensed platforms make up about 70% of online gambling activity in Alberta. At the moment, PlayAlberta, operated by Alberta Gaming, Liquor and Cannabis, stands as the only legal option. Even with steady growth, it captures only part of the overall market.
A Structure Modeled on Ontario, with Local Twists
The legal foundation for Alberta’s plan came with the passage of the iGaming Alberta Act last year. The law created the Alberta iGaming Corporation, which will handle commercial agreements with private operators. Alberta Gaming, Liquor and Cannabis will remain the regulator. This split mirrors the setup used in Ontario, which opened its commercial market in 2022 and has since approved more than 45 operators.
At the 2024 Canadian Gaming Summit, Entain executive Martin Lycka described Ontario as the “platinum standard of iGaming regulation.” Alberta officials have pointed to that experience as proof that a competitive market can work under firm oversight.
Companies that want to offer online casino games or sports betting in Alberta will need to register with AGLC and then sign an agreement with the Alberta iGaming Corporation. The province will continue to run PlayAlberta at the same time, putting the government platform in direct competition with private brands.
The cost of entry includes a $50,000 application fee and a $150,000 yearly registration fee for each site. Platform providers face an annual charge of $15,000, while certain suppliers pay $3,000. Alberta plans to keep 20% of online gambling revenue, with 2% set aside for First Nations funding and 1% for social responsibility programs. That puts the effective tax rate close to 22%.
Player Safeguards and Limits on Promotion
Standards released earlier place consumer protection and safety at the center of the system. A centralized self-exclusion program will let players block themselves from all licensed platforms and physical venues at once. Operators must also make sure excluded players do not receive marketing messages.
The rules require deposit limits, wager caps, and cooling-off options across all licensed sites. Advertising must include a responsible gambling message, and companies cannot aim ads at minors or use professional athletes in promotions. Operators also have to keep an eye on betting integrity and flag suspicious activity to an Independent Integrity Monitor.
These measures drew attention during debate over the iGaming Alberta Act. Opposition lawmakers raised concerns that the legislation itself did not spell out enough detail on consumer protection. The government rejected proposed amendments but said the regulatory framework would address those issues, including the self-exclusion system.
Market Expectations and Next Steps
Industry executives see Alberta as an attractive market because of its young population, high per-capita GDP, and strong gambling spend. JMP Securities has estimated annual revenue could top $700 million. For comparison, PlayAlberta reported $275 million in net sales in 2025, an increase of $35 million from the year before.
Alberta’s plan also differs from Ontario’s in one key area. The province will allow land-based casinos, racing entertainment centres, and professional sports teams to host branded retail sportsbooks through partnerships with licensed operators.
Several pieces still need to fall into place before launch. The market will not open until the legislation receives Royal Assent from Alberta’s lieutenant governor. Recruitment continues for senior roles at the Alberta iGaming Corporation, with AGLC’s Dan Keene currently serving as interim chief executive while final regulations take shape.
Timelines have shifted more than once. Early talk pointed to a late-2024 debut, but officials now expect the market to go live in 2026. Until then, PlayAlberta will remain the province’s only legal online gambling option.
Source:
Alberta Moves Closer to Launching Regulated iGaming Launch, lcb.org, January 16, 2026.