Alberta Targets Fall 2025 for Competitive iGaming Market Launch

The Alberta government is setting the stage for a groundbreaking shift in its iGaming and sports betting landscape, aiming to launch a competitive market by fall 2025. This move promises to open up opportunities for operators and consumers alike, revolutionizing how online gambling operates in the province. If you’re a stakeholder in Alberta’s gaming market, get ready for a wave of exciting changes that could reshape the entire industry.

Alberta Aims for Fall 2025 iGaming and Sports Betting Market Launch, Says Minister

Alberta is poised to make a significant leap in its iGaming and online sports betting sector, with the provincial government hinting at a competitive market launch by fall 2025. Dale Nally, Alberta’s Minister of Service Alberta and Red Tape Reduction, recently shared these insights during a panel discussion at the Global Gaming Expo (G2E) in Las Vegas, suggesting the province’s preparations are well underway.

Currently, the Alberta Gaming, Liquor, and Cannabis Commission (AGLC) holds a monopoly over iGaming in the province through its Play Alberta brand. However, Nally’s comments indicate that the government is working towards creating an open market, one that may closely resemble Ontario’s regulated environment. Ontario is currently the only Canadian province with a competitive iGaming market that allows unlimited operators, a model Alberta is considering adopting.

Key Points:

1. Competitive iGaming Market by Fall 2025: Alberta aims to launch its open and competitive iGaming and sports betting market by next fall, breaking the AGLC monopoly.
2. AGLC Mobile Sportsbook Expansion: AGLC has launched a mobile sportsbook and plans to add casino and live-dealer games by mid-2025.
3. Consultations with First Nations and Industry Stakeholders: Ongoing discussions with First Nations and operators aim to refine the market strategy and ensure inclusivity.

The government has spent the summer consulting with key stakeholders, including First Nations groups, some of whom have expressed interest in playing an active role in the future market, either through partnerships with operators or by launching their own brands. Others prefer to take a more passive role but remain engaged in the conversation.

While Nally did not commit to a firm launch date, his remarks suggest that Alberta is making significant strides in preparing the regulatory framework for the new market. “If I’m back here a year from now, I’ll be bragging about [how] the Edmonton Oilers have won the Stanley Cup,” Nally joked, “and I’m hoping we’ll be talking about an open and free market in Alberta.”

Industry Consultation and Market Strategy

Alberta’s competitive market will likely feature no limit on the number of operators, much like Ontario’s. The government is actively gathering feedback from industry stakeholders to fine-tune the market structure, including important details about advertising regulations, responsible gambling measures, and how to compete with unregulated platforms.

Nally’s press secretary, Brandon Aboultaif, highlighted the importance of ongoing dialogue. “Industry stakeholders have told us that we need to continue our conversations so they can provide more input on the model,” Aboultaif said. “We are doing just that. Further engagements will also help to identify opportunities to align the strategy with our red tape reduction priorities.”

Advertising Regulations: A Key Focus

Another topic of interest is advertising. In Ontario, operators face restrictions on promoting bonuses and using celebrities or athletes in their marketing campaigns. Nally acknowledged that Alberta is grappling with similar concerns, especially around the potential influence of celebrities and athletes on younger audiences. “We need to get it right,” he emphasized, adding that they are listening to both sides of the conversation—those who fear undue influence on youth and those who want operators to have the tools to compete with unregulated sites.

A well-regulated advertising framework will be critical in shaping the new market and ensuring it remains competitive yet responsible. As Nally pointed out, “the best way to get rid of the illegal market … is to have a healthy, regulated market,” and part of achieving this is getting the marketing rules right.

AGLC Expanding Its Offerings

Meanwhile, the AGLC is not sitting idle. On the same day Nally made his remarks, the government-owned operator announced the launch of a mobile version of its online sportsbook. The AGLC also plans to roll out new products, including online casino games, lotteries, and live-dealer options by the first half of 2025. However, these expansions are likely to coexist with, or eventually be integrated into, the competitive market Alberta plans to open by fall 2025.

As Alberta inches closer to launching its competitive iGaming and sports betting market, the province is positioning itself to become a major player in the Canadian gambling industry. The government’s ongoing consultations with First Nations, industry operators, and other stakeholders will help shape a market that is inclusive, competitive, and sustainable. With a potential launch by fall 2025, the Alberta iGaming landscape could soon offer a wealth of new opportunities for both operators and consumers, bringing an end to AGLC’s monopoly and setting a new standard for regulated gambling in Canada.