In Canada, iGaming expansion has been a big debate of recent intrigue, especially after the Quebec government’s public rejection of an open licensing framework in February.
Now, Alberta appears to be the latest province moving toward expansion, having earmarked money in its latest budget earlier this month to help analyze potential next steps.
As reported by Covers, the language of the budget says, “$1 million in 2024-25 will support a review of the Gaming, Liquor, and Cannabis Act and supporting Regulation, with the objectives of reducing the regulatory burden on business and finding ways to increase contributions to Alberta charities and community facilities.”
Currently, the only regulated iGaming site in the province is PlayAlberta, a crown corporation overseen by the Alberta Gaming, Liquor and Cannabis Commission.
In efforts to drive additional revenue, the province could look to shift to an open, regulated market like Ontario, which has grown significantly since re-launching its market in early 2022.
Last July, Alberta Premier Danielle Smith wrote a letter to Minister of Service Alberta and Red Tape Reduction Dale Nally, mandating him to “finish developing and implementing Alberta’s online gaming strategy with a focus on responsible gaming and provincial and Indigenous revenue generation,” per Covers.
After the latest budget proposal was released, the ministry said in its business outlook for 2024-27 it would do just that.
Nally also said in a statement that “Alberta can be a leading hub for iGaming, with a strong emphasis on openness and a free market. We have low corporate taxes, streamlined regulations and high disposable incomes. These conditions will allow us to establish ourselves as a premier destination for the iGaming industry.”
Nally participated in a panel discussion at the ICE London tradeshow last month about Canadian iGaming alongside Ontario Attorney General Doug Downey and Canadian Gaming Association CEO Paul Burns to discuss the growth of Ontario’s market and the possibilities of replicating that success in Alberta.
Commercial operators, as would be expected, have welcomed this development. According to Gaming News Canada, Nally met with as many as half a dozen bookmakers at the conference.
This excitement has also been echoed by industry figures.
“As a consultant who works with operators who are licensed in Ontario, but are also active in the Canadian grey market, I can tell you there’s a huge anticipation for when Alberta regulates,” consultant Aly Lalani told Gambling.com. “From a player value perspective, in a lot of cases Alberta customers have a higher LTV than their Ontario counterparts, so the ability to use traditional marketing methods to build brand awareness and increase acquisition is an exciting proposition. “
Before the budget was released, some around the industry speculated that developments could be coming as soon as this year, with consultant Troy Ross from TRM Public Affairs telling the Gaming News Canada podcast earlier this year that his sense was that the government “would like to be in a position to do something this calendar year.”
Given the call for a review, any new developments will likely be pushed to next year.
