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Third‑party sports betting ads for operators outside British Columbia are drawing players away from the B.C. Lottery Corporation’s PlayNow platform. The BCLC says that’s a key reason for its flattening iGaming revenue in recent years.
Ontario relaxed its advertising rules in 2022, allowing private online iGaming operators to run aggressive ad campaigns. With this, B.C. viewers are now increasingly exposed to platforms that are illegal in the province.
What happened and why it matters
The B.C. Lottery Corporation says third‑party gambling ads — largely from operators based in Ontario after that province relaxed ad rules in 2022 — have been a major factor in its online revenue plateau. BCLC spokesperson Matt Lee called the influx “a huge impact.” He noted that illegal operators use aggressive marketing and lucrative sign‑up incentives to capture market share.
According to the data, BCLC iGaming revenue jumped during the pandemic to $422M in 2020–21. Revenue rose more slowly to $437M (2021–22), $440M (2022–23), $442M (2023–24) and $454M (2024–25). This illustrates a clear flattening compared with earlier growth. The corporation explicitly ties part of this slowdown to competition from unregulated operators promoted via broadcast and online ads.
A patchwork of rules across provinces
In British Columbia, the only legally authorized online sports‑betting platform is PlayNow. Private sportsbooks operating and advertising from other provinces are not licensed in B.C. They create gaps in consumer protections and enforcement.
BCLC supports federal/provincial efforts to harmonize advertising standards and reduce harms. Advocates are pushing further. They are calling for tighter restrictions or bans similar to moves in Australia and parts of Europe.
What B.C. players should watch out for
Sportsbooks operating from another province or internationally without a BCLC licence are not legal for B.C. residents to wager on. Players should keep this in mind. Using such unlicensed sites carries significant risks, including limited consumer protection, potential difficulty withdrawing funds, no local dispute resolution, and fewer responsible-gaming protocols.
Players should also be cautious about chasing large signup offers. Aggressive bonuses are a common tactic used by unregulated operators to attract users. They often also come with complex wagering conditions and a greater risk of harm.
Stick with PlayNow or other provincially regulated services to ensure consumer protections and dispute resolution.
Bottom line
Lawmakers and regulators are considering measures to harmonize advertising rules and tighten controls on cross‑jurisdictional marketing. Any legal changes could reduce the visibility of unlicensed operators in B.C.
Watch for policy announcements and potential enforcement actions for upcoming sports seasons. In the meantime, play responsibly and use available supports if gambling becomes a problem.
