A safe bet
One thing that is a sure bet in Canada is that casino and sports betting operators have an audience hungry to try out new gambling challenges. Canadians have a higher propensity to bet than in many other similar markets, and this form of entertainment does not carry the stigma attached to it in many US states. While most Americans think that gambling is morally fine, their state legislators do not always agree, and there are all kinds of restrictions in place. Canada has taken a very different approach, and gambling is legal across the country with different provinces applying their own rules and frameworks.
Canada’s gambling market is not about revolution but about evolution, as more of the country wakes up to the opportunities of a regulated commercial market. As Ontario has proved, online gambling revenues can be extremely beneficial to provincial coffers. Alberta has been keeping a watchful eye on Ontario’s progress and hopes to emulate its success while avoiding any pitfalls that were encountered.
This means that the launch of Alberta’s commercial market took longer than originally envisaged, but it went live in July. Alberta’s intention is clear – it plans to bring people from the gray market into the regulated market.
A safer bet
The Minister in charge is adamant that it is not about money and argues that it ‘has been about putting players’ safety and player responsibility first’. There is little doubt that the pragmatic approach that if people are going to gamble, they should do so safely is the most effective way of approaching online gambling, and Alberta is leaning into this.
As experts, independent review site Casino.org can attest that online casinos in Alberta continue to offer fantastic opportunities for players in the province. Nearly 50 companies have paid $200,000 in registration and permit fees, and 28 sites are already live. Things are moving quickly, and GG Poker, Pure Casino and PENN are some of the latest big names to throw their ‘hats into the ring’. While PlayAlberta is still an option, commercial casinos with a local AGLC license offer significantly more choice.
The hope and expectation are that players will move from unregulated, offshore sites to those with a local license. The provincial government is aiming for 70% of players to do this year and 75% by the end of next year. Yes, these are ambitious targets, but it is realistic. Ontario has managed to get 90% of its residents switching to locally regulated casinos in the four years it has been operating.
Tight player protections are built into the system, and bonus advertising is being restricted, so it does seem that the province is practicing what it preaches re safety. Alberta’s self-exclusion program, which already existed for brick-and-mortar casinos, allowing people to essentially ban themselves from gambling, has been extended to online operators. All operators are required to let Albertans set their own time or wagering limits.
Crypto is probably going to be the Achilles’ heel of any regulated market, because some people want to play at crypto casinos, but regulators are not keen. This is mostly due to anonymity and regulation requiring strict Anti-Money-Laundering and Know Your Customer policies. Therefore, players will not be able to pay with cryptocurrencies, as AGLC prohibits casinos from accepting crypto.
Is resistance futile?
It will be interesting to see how this impacts the rest of the country. So far, uptake of the commercial model has been slow, and the majority of the provinces still maintain the state-funded online gaming model. Quebec, in particular, has indicated that it has no intention of changing tactics. However, the proof will be in the pudding, so to speak, because if Alberta’s model demonstrates that it can bring in substantial revenue and genuinely support and protect players, change might be hard to resist.