Alberta Prepares for iGaming Market Launch as Operators Seek Licenses

Strong Industry Interest Ahead of Market Opening

Alberta is set to open its private online gambling market on July 13, with dozens of operators seeking approval to enter the province's newly regulated sector.

Among the companies that have submitted applications are major industry brands such as BetMGM, FanDuel, PointsBet, and Score Media and Gaming.

According to Alberta iGaming Corporation CEO Dan Keene, regulators are currently reviewing 35 applications to determine which operators will be authorized to launch when the market officially opens.

Regulatory Approval Process Underway

Keene said applicants must successfully complete a comprehensive vetting and onboarding process before receiving approval.

In addition to meeting regulatory requirements established by the Alberta iGaming Corporation and the Alberta Gaming, Liquor and Cannabis (AGLC), operators will be required to sign operating agreements and comply with responsible gaming and consumer protection standards.

The province hopes that a carefully managed rollout will establish a strong foundation for the new market from day one.

Alberta Aims to Capture Revenue from Offshore Gambling

The move toward a regulated market is intended to address the significant amount of gambling activity currently taking place on offshore platforms that operate outside provincial oversight.

By licensing operators and bringing betting activity into a regulated framework, Alberta expects to generate new revenue while providing greater consumer protections.

Under the revenue-sharing model, operators will retain the majority of gaming revenue, while a portion will be directed to the provincial government. Additional allocations will support Indigenous communities and responsible gambling initiatives.

Ontario’s Experience Offers a Blueprint

Alberta’s approach closely follows the model introduced by Ontario in 2022.

Since launching its regulated market, Ontario has emerged as one of North America’s largest online gambling jurisdictions, generating billions of dollars in annual gaming revenue and attracting numerous licensed operators.

Industry observers view Alberta as the next major opportunity for growth in Canada’s regulated iGaming sector.

Responsible Gambling Remains a Key Concern

Despite the anticipated economic benefits, researchers and responsible gambling advocates have raised concerns about the potential impact of market expansion.

Research from the Alberta Gambling Research Institute suggests that Ontario experienced a rise in problem gambling indicators following the launch of its regulated market. Experts warn that Alberta could face similar challenges as online gambling becomes more accessible.

The institute's findings also highlighted higher levels of gambling participation among young people in Ontario compared with Alberta.

Self-Exclusion Program Seen as Important Safeguard

Industry experts have pointed to Alberta’s province-wide self-exclusion program as one of the market’s most significant responsible gambling tools.

The system is designed to allow individuals who wish to stop gambling to block themselves from accessing licensed sportsbooks and gaming platforms across the regulated market.

According to Steve McAllister, the centralized approach could provide stronger consumer protections than systems used in other jurisdictions.

Advertising Rules Focus on Consumer Protection

Alberta will also introduce strict advertising standards aimed at reducing gambling exposure among minors.

Under the regulations, active and retired professional athletes may only appear in campaigns promoting responsible gambling messages and cannot directly endorse betting products.

The rules further prohibit the use of cartoon characters, youth-oriented imagery, or advertising placements near locations frequently visited by children.

These measures reflect a broader trend across Canada toward tighter controls on gambling marketing as regulators seek to balance market growth with consumer protection.

Calls for Additional Addiction Support Services

While many stakeholders have welcomed Alberta’s responsible gambling framework, some experts argue that additional support services will be needed as the market expands.

Researchers have highlighted the importance of investing in prevention programs, treatment resources, and public education initiatives to help mitigate potential harms associated with increased gambling participation.

As Alberta prepares for the July launch, regulators, operators, and public health advocates will be closely watching how the province balances economic opportunities with responsible gaming objectives.