Alberta demonstrates that government can strike the right balance between taxation, regulation, and consumer protection

Alberta officially launched its regulated commercial iGaming market this week, becoming the second Canadian province after Ontario to open online sports betting and casino gaming to private operators. The rollout marks a significant milestone for the country’s gaming industry, with multiple licensed brands going live on day one and dozens more expected to enter the market in the coming months.

In this exclusive interview with Yogonet, Paul Burns, President & CEO of the Canadian Gaming Association (CGA), discusses the significance of Alberta’s launch, the lessons drawn from Ontario’s experience, expectations for channelization and consumer protection, and why the new framework could serve as a model for other Canadian provinces considering regulated commercial iGaming.

Alberta became Canada’s second regulated commercial iGaming market after Ontario this week. From the Canadian Gaming Association’s perspective, how significant is this milestone for the country’s gaming industry?

The Canadian Gaming Association (CGA) commends Alberta for establishing an expanded, regulated iGaming market. Alberta is now the second province in Canada to show that a market can reflect consumer preferences while delivering world-leading player protections and strong regulatory oversight.

With 10 companies launching 22 sites on day one and another 25 operators seeking licenses, Alberta demonstrates that government can strike the right balance between taxation, regulation, and consumer protection.

Ontario’s regulated market has now been operating for several years. What lessons from Ontario do you believe Alberta has incorporated into its own regulatory framework, and where do you see key differences?

Alberta has adopted Ontario’s strong emphasis on consumer protection and made it a cornerstone of its new regulated market. By implementing a centralized self-exclusion system from day one and aligning with proven player protection measures, the province has underscored the importance of clearly communicating regulatory changes and the role of regulated gambling to the public.

Together, these initiatives demonstrate how Alberta has built on Ontario’s experience while identifying opportunities for further improvement.

One of the main goals of regulation is channelling players away from unregulated sites. What impact do you expect Alberta’s regulated market to have on channelization? And what opportunities does competition create for regulated operators?

Alberta has set a first-year channelization target of 70%, and we are optimistic it can exceed that goal. By launching with a centralized self-exclusion option, the province has made clear that safer, more responsible gambling is central to its effort to address the grey market.

Consumers will gravitate toward the products and services they prefer. In online gaming, however, an unregulated market makes it difficult for players to determine whether an operator is trustworthy and safe.

Regulation provides consumers with stronger protections and a greater emphasis on responsible gambling, while giving operators access to a new multi-product market.

More broadly, we hope other provinces that have yet to regulate online gaming will observe these developments and apply the lessons learned.

The CGA has long advocated for a regulated and sustainable gaming industry. What should policymakers and regulators focus on to ensure Alberta’s market remains competitive while maintaining high standards of integrity and player protection?

In addition to holding operators accountable for responsible gaming, including how they compete for market share, the CGA supports a comprehensive industry-wide approach to RG that covers everything from marketing to treatment options.

We also recommend continued focus on governments working to control compliance costs through red tape reduction and ending needless duplication for all sectors.

Do you believe Alberta’s launch could influence other Canadian provinces to consider similar regulated commercial iGaming models? If so, which developments will the industry be watching most closely over the coming months?

That is certainly the hope. Expanding regulatory oversight and enhancing consumer protection are needed across Canada. The key indicators to watch will be Alberta’s channelization rate and the scale of economic development opportunities created in the province.

Looking ahead, what would success look like for Alberta’s regulated iGaming market one year after launch, and what key indicators will the Canadian Gaming Association be watching?

Regulation brings stronger compliance and responsible-gaming standards, and conscientious operators that choose not to become licensed should exit the market. We will be watching closely and cheering as the province’s channelization rate continues to grow.