Following the success of Ontario’s iGaming market launch in 2022, attention is now turning to Alberta, which looks set to become Canada’s second open regulated province later this year.
Alberta’s opening marks an important moment for the Canadian iGaming industry. Ontario has proven what a well-regulated market can achieve, and if Alberta follows suit, it could accelerate further regulatory progress across the country.
In this expert interview, Colin Cole-Johnson of Bede Gaming shares his perspective on the lessons learned from Ontario, the opportunities and challenges presented by Alberta, and what the future holds for regulated iGaming in Canada.
The Ontario market has now been open for four years. What are some of the key lessons you have learned?
“One of the biggest learnings is that the importance of regulator relationships cannot be overstated. AGCO has set a strong blueprint for how a regulated market should operate, and everything we have seen so far suggests that AGLC will follow a similar model, with additional requirements around auditing and player protection.
“Operators will need to work closely with AGLC to understand the frameworks required for a Day 1 launch in Alberta. This includes areas such as SOC 2 certification and the implementation of mandatory self-exclusion controls. From a player perspective, Ontario has demonstrated the value of simplified user journeys, localised payment methods, and greater personalisation. These factors have had a clear impact on customer satisfaction and engagement. The challenge is delivering these improvements while maintaining robust responsible gaming measures. If restrictions become too heavy, there is a risk of driving players towards unregulated sites.”
All eyes will be on Alberta in 2026. What opportunities does the province present, and what could its success mean for Canada?
“With Alberta expected to broadly align with Ontario’s regulatory model, the growth potential is significant. The introduction of a centralised self-exclusion system suggests a strong focus on channelisation, encouraging players to move from unregulated platforms to licensed operators. This ultimately supports both player protection and increased reinvestment into the Canadian market. Operators already active in Ontario will be well positioned to enter Alberta with confidence, benefiting from existing experience and operational knowledge.
“If Alberta achieves similar success, it will strengthen the case for further regulatory expansion across Canada and may encourage other provinces to explore open market frameworks.”
Alberta is placing a strong focus on responsible gaming. How can operators work effectively with regulators to ensure a safe environment?
“Alberta’s approach, including a centralised self-exclusion model and proposed GGR allocations towards problem gambling initiatives, reflects a clear commitment to responsible gaming.
“For operators, building strong and ongoing relationships with AGLC will be essential. Regular engagement will provide valuable guidance and help ensure alignment with evolving regulatory expectations.
“At Bede, responsible gaming sits at the core of our platform. We work closely with both regulators and operators to deliver safe player environments, supported by a flexible and configurable multi-tenant platform.
“This enables operators entering Alberta to deploy familiar, localised tools without needing to rebuild infrastructure. Capabilities such as dynamic segmentation are particularly important in delivering effective player engagement and protection strategies within a regulated framework.”
What role do localisation and regional partnerships play in entering new provincial markets?
“Localisation is critical to success in Canada. While many operators entering Alberta will already have experience in Ontario, it is important to recognise the cultural, economic, and behavioural differences between provinces.
“Content, promotions, and player experiences must be tailored to reflect these nuances, while maintaining a consistent brand identity.
“Regional partnerships play a key role in this process. From accessing local market insights to integrating region-specific payment methods and content, these collaborations enable operators to deliver more relevant and engaging experiences.
“Understanding the dynamics of each province is essential, and working with the right platform partner can make a significant difference in execution.”
What are the biggest differences between Alberta and Ontario, and how should operators prepare?
“One of the most significant differences is Alberta’s mandatory self-exclusion scheme from launch. Operators and platforms must be fully aligned with this requirement to enter the market. At the same time, Alberta’s regulatory framework appears less prescriptive in certain areas, allowing for faster adaptation and evolution over time. This increases the importance of having a flexible platform that can respond to regulatory changes efficiently. Another key consideration is market size. Alberta’s population is smaller than Ontario’s, meaning competition for players will be more intense. In this environment, personalisation becomes a critical differentiator. Operators that tailor their offering to different player segments will be better positioned to attract and retain users.”
Looking ahead five years, what does a healthy Canadian iGaming market look like?
“Ontario continues to show strong momentum, with a growing proportion of adults engaging in online gambling on a regular basis, and the majority of that activity taking place within regulated environments. A healthy Canadian market over the next five years would see Alberta fully established and delivering similar levels of success, alongside continued progress in channelising players towards licensed operators. Ontario has already surpassed $4bn in GGR, demonstrating the scale of opportunity. Alberta has the potential to follow a similar trajectory over time.
“If this level of success continues, it significantly increases the likelihood of other provinces adopting regulated frameworks. Markets such as British Columbia and Quebec will be key to watch as the landscape evolves.”
