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It doesn’t take a crystal ball to know that the introduction of a regulated online gambling market will draw some attention away from Alberta’s retail sportsbooks and casinos.
While it’s akin to the threat at-home streaming poses to movie theatres, the looming presence of Alberta online casinos and Alberta sportsbooks isn’t going to spell judgment day for their land-based counterparts.
Instead, a more balanced outcome is likely on the horizon.
Online Gambling Will Create New Competition
It’s already been established that online platforms will siphon a certain portion of gambling activity away from Alberta’s 30 retail gaming centres.
Convenience is what makes this a near inevitability. Being able to place bets, play casino games, and manage multiple accounts through a smartphone or desktop device without leaving the comfort of home is a major factor in regulated iGaming’s success.
It’s an especially appealing proposition for casual gamblers, particularly those who visit casinos sporadically, as the allure of a traditional casino atmosphere isn’t as potent.
The verticals most impacted by an online presence are sports betting and slots, each of which translates smoothly into digital formats.
Both have become very app-driven products across major North American iGaming jurisdictions, with online slots reigning as the most popular and revenue-rich online casino product.
Land-Based Casinos Still Offer What Apps Cannot
Like movie theatres, land-based casinos possess structural advantages that online platforms simply cannot replicate.
Between the bright lights, lively sounds, and tactile elements of real chips and cards, retail casinos are far more stimulating to the senses than the online game. Add in restaurants, live entertainment, and in-person interaction, and physical venues have a legitimate immersive advantage.
While, yes, sports betting has migrated seamlessly into a digital environment, retail sportsbooks, or in Alberta’s case, casino-based sportsbook kiosks, also still benefit from this experiential edge.
Big games still draw enthusiastic crowds, and that communal, high-energy atmosphere remains a significant draw for punters.
Alberta’s Rules Draw Distinction Between Retail and Online Casinos
In the new regulated iGaming era, Alberta is drawing a line between retail and online casinos, particularly from a promotional perspective.
When Alberta Gaming, Liquor & Cannabis (AGLC) updated its Standards and Requirements for Internet Gaming on June 18, the Crown corporation essentially made it so retail casinos can promote online operators on-site but cannot use the Winner’s Edge loyalty program as a conduit for online sportsbook bonuses and online casino incentives.
This reflects the AGLC’s broader requirement that retail casino systems not be used as a bridge for gambling inducements, which can only be shared directly to consenting players or on the specific operator’s website/app.
Ontario Suggests Adaptation is More Likely than Disruption
Measuring exactly how land-based casinos fared following the April 2022 opening of Ontario’s iGaming market is cloudy, as retail gaming was still recovering from the COVID-19 pandemic during its first years.
That said, there is still some valuable data for forecasting how Alberta’s physical venues may fare after July 13.
For starters, iGaming Ontario (iGO) reported $2.9 billion in total gaming revenue in FY 2024-25, marking 30% year-over-year growth.
Meanwhile, Ontario Lottery and Gaming Corporation (OLG), which operates the province’s retail casinos, reported $3.82 billion in land-based casino revenue for that same period.
While this is not a strict apples-to-apples comparison, given differences in market structure, operator competition, and revenue retention, it shows there is a pathway for Alberta’s retail casinos to remain stable in the regulated era.
An Achievable Balance Awaits
To answer whether online gambling will help or hurt Alberta’s retail casinos, the most likely response is that it will do both, just in different ways and to different degrees.
A decline in attendance, especially among casual gamblers, is unavoidable. However, that doesn’t mean land-based gaming centres won’t stand out in their own unique way.
The AGLC has already declared a framework-supported distinction between online and retail casinos, which in theory, should allow the latter to lean further into its strengths.
In practice, the long-term outcome will likely see online gambling secure incremental growth while retail facilities rely on atmosphere-driven entertainment experiences. Most importantly, though, the introduction of regulated iGaming is more likely to recalibrate Alberta’s existing casino ecosystem than replace it.
