Published on: April 6, 2026, 08:42h.
Updated on: April 6, 2026, 08:42h.
- New Brunswick Finance Minister discusses the province’s ambitions for igaming regulation
- Alberta’s new competitive igaming market to debut on July 13
- Ontario’s regulated igaming market achieved $4 billion in revenue in 2025
Whenever I engage with individuals in Canada’s igaming sector, the recurring sentiment is clear: Ontario and soon Alberta are just the starting point in market regulation. It’s only a matter of time before other provinces join the trend.
New Brunswick Gaming Developments
Which province or territory will be next on the regulatory path?
Recently, an article from The New Brunswick Telegraph-Journal highlighted a rising interest among local politicians to mimic the regulatory advancements seen in Ontario and Alberta for the province’s igaming sector.
This news followed the report from the New Brunswick Lotteries and Gaming Corporation indicating that gaming revenue fell short by $5.7 million compared to government projections last year ($179.6 million). Finance Minister Rene Legacy expressed intentions to transition grey market participants into a regulated, competitive atmosphere similar to Ontario’s.
Alberta Prepares for Launch
Consequently, the New Brunswick government has voiced concerns regarding financial challenges, predicting an additional $6 billion in debt over the next three years according to their latest budget ($13.9 billion to $19.7 billion). A record deficit of $1.37 billion is anticipated by the end of this fiscal year, largely due to unprecedented healthcare funding.
The Atlantic Lottery Corporation currently manages legitimate igaming operations in the Atlantic Canadian provinces — Prince Edward Island, New Brunswick, Nova Scotia, and Newfoundland & Labrador.
Alberta has announced its igaming market will officially launch on July 13. The Alberta Gaming, Liquor and Cannabis will oversee registration and licensing, while the newly-formed Alberta iGaming Corporation will manage the overall market.
Celebrating Ontario’s Fourth Anniversary
The Ontario igaming market has become firmly established, having just marked its fourth anniversary this past Friday, and the numbers reflect its success. I attended the launch event at the Toronto Stock Exchange when the market went live early on April 4, 2022, with 30 igaming operators commencing operations that day.
Fast forward to today: there are 47 licensed operators and 81 gaming sites, processing over $98.3 billion in total wagers and generating $4 billion in revenue in 2025 (excluding the financial figures from the Ontario Lottery and Gaming Commission, the province’s igaming and lottery crown corporation). Ontario imposes a 20% tax on revenue.
I maintain communication with the Quebec Online Gaming Coalition and often write about their progress. This Coalition was formed in May 2023, with companies like Betway, Bet99, DraftKings, Entain, Flutter, Games Global, Rush Street Interactive, and Apricot Investments joining forces to collaborate with the Quebec government and stakeholders in creating a competitive regulatory structure that rivals the state-owned Loto Québec, the sole legal entity for online gaming.
Quebec’s Regulatory Landscape
However, Quebec presents the most significant challenges, according to industry insiders. Loto Québec has a stronghold in the market, and allowing U.S.-based operators to enter could be a difficult undertaking.
Spokesperson Ariane Gauthier recently stated that the Coalition has been making consistent progress in raising awareness with Loto Québec, especially with a provincial election approaching this fall. Gauthier believes they’ve engaged positively with all political parties regarding the possibility of a new igaming regulatory framework.
Industry sources speculate that among the Atlantic provinces—New Brunswick or Nova Scotia—could be the next to regulate, with Newfoundland & Labrador also being a possibility. British Columbia would likely follow, though BCLC may resist these changes. For Quebec, the outcome of the upcoming election could significantly influence developments, although many experts foresee a 3-5 year timeline for that province. Saskatchewan and Manitoba remain less predictable.
The Effects of the Grey Market
The Blask report indicates that the igaming grey market maintains a significant presence across Canadian provinces and territories outside of Ontario. Growth rates reveal that offshore brands are surpassing domestic ones (offshore CEB grew by 40% year-over-year compared to 23% for domestic in 2025), with offshore operators contributing $1.6 billion in volume versus $0.8 billion from domestic brands. The gap is widening, with the national average grey market share now at 66%.
Blask specializes in market analytics for the igaming sector, leveraging AI to deliver instant insights into market size, competition, player preferences, and brand performance globally.
The Competitive Earning Baseline (CEB) is Blask’s latest metric, using AI-driven evaluations of market positioning, competitive dynamics, and consumer behaviors to assess revenue potential in any market.
Grey Market Containment in Ontario
A Blask representative noted that Ontario is unique in effectively containing the grey market’s impact, with grey operators making up only 19% of estimated revenue there. In Quebec, a stark contrast exists: licensed operators capture 62% of consumer interest (as indicated by Google search intent) but only 11% of estimated revenue. Loto-Québec dominates attention while grey operators retain the revenue.
Alberta and Saskatchewan display a similar trend, albeit on a smaller scale — grey market CEB shares are 91% and 94%, respectively, among the highest in Canada.
For the Atlantic Canadian region as a whole (New Brunswick, Nova Scotia, PEI, Newfoundland), the grey market revenue share averages around 77%, with Newfoundland being the most balanced at 58%.
H2 Gambling Capital estimates that BCLC held a 49% market share in fiscal 2024, contrasted with grey market operators. PlayNow.com remains the sole legal, regulated igaming platform in British Columbia.