No matter what trends or scrutiny the industry may fall under, one word can always be used to describe the general sense around gaming: anticipation. The opportunities that stem from gaming can seem endless at times, especially in markets where potential has yet to be breached entirely.
Across Alberta, a feeling of anticipation has been building since April 2022, when its provincial counterpart in Ontario became the first jurisdiction to authorize multiple private-sector operators within its newly regulated iGaming market.
Despite having its model challenged in court, Ontario’s iGaming market was upheld by lawmakers and showcased the path fellow provinces could take in allowing non-government-owned online sportsbooks and casinos to operate within the region. In May 2025, Alberta lawmakers passed the iGaming Alberta Act, outlining the legal framework for a regulated online gambling market.
While no specific date has been reported for when Alberta will launch its regulated iGaming market, most expect the new industry to make its debut by the summer of 2026. As recently as late March, numerous providers have begun efforts to launch their services in Alberta, perhaps exemplifying how those involved with gaming view the province’s vast potential.
Suppliers take the first step forward in Alberta
On March 10, Soft2Bet unveiled its intentions to pursue entry into the Alberta iGaming market, having already established an Ontario-facing brand with its ToonieBet platform. The organization also highlighted Alberta’s iGaming potential, citing figures such as maintaining the youngest adult population in Canada and the highest gross domestic product (GDP) per capita.
Under the iGaming Alberta Act, entities such as Soft2Bet are required to file for licensure with the Alberta iGaming Corporation (AiGC), which will serve as a newly established oversight body working alongside the Alberta Gaming, Liquor and Cannabis (AGLC).
The AGLC also declared Bede Gaming as a suitable candidate to receive a conditional one-year iGaming Goods or Services Supplier license when the province eventually opens its regulated online gambling market. Bede Gaming stated it expects Alberta will witness growth “on par” with Ontario’s iGaming market, while CEO Colin Cole-Johnson remains “eager” for the opportunities potentially at play within the region.
Following in the duo’s Alberta-paced footsteps, MediaTroopers partnered with Alon and Ron Segev, Managing Partner and Founder of Segev LLP, respectively, to prepare for market entry in the province on March 24. MediaTroopers CEO Shmulik Segal described Alberta as one of North America’s “most exciting emerging regulated markets” and is preparing the company to support operators in the province “from day one.”
Ron Segev had previously told Global Gaming Insider the firm is expecting Alberta’s iGaming market to roll out during Q2 2026, and said it will “represent a great market, not only in terms of its size, but in terms of its player value.”
Are there potential lessons to take from Ontario?
While Ontario faced legal scrutiny over the stability of its iGaming market, it’s extremely difficult to argue with the results generated since inception. From April 2024 through March 2025, Ontario gamblers wagered $82.7bn, and set a new record in Canada after producing $8.55bn in iGaming handle for September 2025.
Within the same 12-month period, operators currently conducting business in Ontario reported $3.2bn in gross gaming revenue, while the province’s local government projects to take home $253m in tax revenue for 2025-2026. However, through December 2025, over 600 Ontarians cited gambling as a leading cause of financial issues, representing a 330% increase from figures reported during 2021.
Even though the potential signs of concern are by no means an afterthought, Ontario’s success has far outweighed that of regulatory issues which have stemmed since going live almost four years ago to the day.
Ontario has revolutionized iGaming not only in Canada, but throughout North America as a whole. If Alberta is thought to be capable of replicating Ontario’s success, it's no wonder as to why operators and suppliers alike are lining up to be first to market in the province.
How much success could Alberta find with iGaming?
Currently in Alberta, the only legal option for residents to take advantage of iGaming offerings is through PlayAlberta, managed by the province’s Gaming, Liquor and Cannabis Department. As a result, approximately 70% of Alberta’s online gambling market is made up of unregulated betting activity, according to Service Alberta and Red Tape Reduction Minister Dave Nally.
“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 said.
It’s no wonder why regulators in Alberta felt it was necessary to adopt a safer, more protected iGaming market, as well as establish a framework which includes a centralised self-exclusion program and advertising rules to prevent targeted ads reaching high-risk individuals and minors.
Alberta regulators also disallowed operators from running advertisements which include former or current athletes, with player safety remaining the priority for a region just breaking into the potential of iGaming.
Speaking on Alberta’s potential, Citizens JMP Securities Analyst Jordan Bender estimated a regulated iGaming market could exceed $700m of annual revenue. During FY2025, PlayAlberta grew revenue by over $35m, reaching $275m in net sales for the full-year period.
Remember, figures such as Nally believe nearly 70% of the province’s iGaming activity currently takes place on unregulated platforms, meaning the $275m generated by PlayAlberta represents just a tiny piece of the pie still yet to be served. Given the expectations put forth on iGaming in Alberta, it remains to be seen just how many operators and suppliers alike end up fighting for a slice.
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