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Since its introduction in April 2022, the regulated iGaming market in Ontario has been among the fastest-growing areas of the international online gambling ecosystem. The province had proven its open, competitive model. This also developed a blueprint that other Canadian provinces are now considering adopting, especially the Alberta iGaming market.
Ontario’s Market Growth Has Been Exceptional
The numbers alone speak volumes. As of 2025, Ontario’s regulated operators processed nearly C$98.3 billion in wagers, thus generating about C$4 billion in gross gaming revenue (GGR). This represents massive growth compared to the market’s early days. In 2022, monthly betting was close to C$1.1 billion.
Towards the end of 2025, the monthly handle had increased to about C$9.5 billion, and monthly income exceeded C$425 million. The structured system has also helped to provide enormous fiscal returns. The province of Ontario received an average of C$800 million in tax revenue from iGaming in 2025. This illustrates the industry’s importance to local revenues.
A Competitive Market Driving Innovation
The open licensing model is one of Ontario’s defining features, in which the market is open to entry by private operators under regulatory supervision. As of 2025, the province had
- Around 50 licensed operators
- Over 80 gaming sites online
- More than 2.6 million accounts of active players
This competitive, regulated iGaming model has brought about:
- Improved products (particularly live casino and slot machines).
- Aggressive marketing and promos.
- Ongoing innovation in user experience.
Consumer demand is concentrated on online casino products, with a share of 85-87% of all wagers.
Channelization: A Key Measure of Success
Channelization is the most crucial success metric – the movement of players from unregulated offshore sites to licensed platforms.
The Ontario model has been broadly credited with:
- Adding player protection.
- Making offshore activity part of a controlled system.
- Establishing reporting and taxation transparency.
The province has minimized the incentive to stay in the grey market by providing players with a broad variety of licensed Ontario brands.
Consumer Behaviour and Market Maturity
The Ontario iGaming market is also beginning to show clear signs of maturity, especially in how consumers interact with online gambling sites. Among the most remarkable tendencies is the gradual increase in average revenue per player (ARPPA). This means current users are spending more as time goes by instead of depending on the acquisition of new customers.
Meanwhile, active player accounts have started to level off while total monetization continues to rise. This points to a more dedicated and engaged user base. Seasonal variations related to major sports betting cycles have also become more pronounced and predictable, such as high activity during major sporting events.
All these trends point to a market that has moved past its high-growth phase and into a more sustainable, long-term trajectory.
Alberta: The Next Frontier
With Ontario’s success now established, the focus is shifting to Alberta. It is generally anticipated that the province will implement a regulated iGaming system closely based on the Ontario model.
The expectations of the industry in Alberta are:
- Competitive and multi-operator market as opposed to a monopoly model.
- Comparable regulatory controls like the Alcohol and Gaming Commission (AGCO) in Ontario
- An emphasis on channelization to seize offshore activity.
The reasoning is simple. Ontario has shown that a controlled, competitive market can:
- Raise substantial tax income.
- Enhance consumer protections.
- Win over key international players.
Key Challenges for Alberta’s Regulated iGaming Model
There’s optimism surrounding a regulated launch in Alberta. Yet, the province will face several significant challenges as it seeks to emulate Ontario’s success.
1. Market Size Differences
- The population of Ontario is approximately 15 million, which offers a large and diverse player base. This facilitates rapid growth and high competition among operators.
- The smaller population of Alberta can lead to slower initial scaling, lower early-stage wagering volumes, and slower market expansion.
2. Existing Grey Market
- Like Ontario prior to regulation in 2022, Alberta already possesses an established offshore gambling market with dedicated users.
- Competitive products, high incentives, and channelization strategies will be needed to transition these players to regulated platforms.
3. Regulatory Balance
- The government must ensure that healthy competition amongst the operators is present to entice big brands without undermining the market environment.
- In the meantime, strong responsible gambling protection and well-regulated advertising standards will be needed to ensure players’ safety and long-term sustainability.
What Next for 2026 and Beyond
As we look to the future, Ontario is also likely to continue to expand. However, this will happen at a more sustainable pace. Meanwhile, Alberta will become the next major test case. Should Alberta manage to adopt a similar framework, Canada would experience:
- A multi-province controlled ecosystem.
- Higher national revenue through iGaming.
- Further erosion of offshore dominance.
