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It’s the dawn of a new era in Alberta, as the province gears up for the July 13 launch of its regulated online gambling market.
The impending arrival of Alberta online casinos and sportsbooks is certain to make waves among the region’s major stakeholders, each of whom stand to benefit in unique ways.
While there will be plenty of moving parts between the parties, which include players, operators, the province, and land-based casinos, the common thread is that each group has a vested interest in the sustained success of Alberta’s iGaming rollout.
Players: More Options, Stronger Protections
From a player’s perspective, the obvious benefit is a larger menu of online wagering options, with nearly 50 operators expected at launch.
A wider range of reputable sites is a big win for Albertans, but the real victory is the added consumer protections that come within a regulated framework.
Whether it’s stricter policies around advertising, fair play standards and transactions, or more comprehensive approaches to responsible gambling and dispute resolution, consumers can feel more confident in the integrity of a regulated system.
At the same time, competition among operators will increase, leading to greater innovation, and potentially, a stronger catalogue of products for the consumer.
Players can prepare for the big day by consulting our pre-launch guide, which outlines four simple tasks to complete before Alberta goes live.
Alberta: Gaming Dollars Kept in the Province
When online gambling occurs outside of regulated means, any taxable revenue is lost with it.
That reality has been a particular point of concern for Alberta, as recent survey data cited by the government suggests that roughly 70% of all online gambling in the province occurs through unregulated operators.
However, by providing a regulated avenue for iGaming operators, most of which participated in the province’s pre-existing grey market, Alberta can capture what will eventually be billions in total gaming revenue that would otherwise flow out of the province.
As for how Alberta will retain these revenues, the province will collect a $50,000 one-time application fee and a $150,000 annual registration fee from operators, along with a 20% tax on yearly Gross Gaming Revenue (GGR).
Most importantly, the regulated model takes control of an activity already taking place in the province.
Operators: A More Level Playing Field
Regulated market or grey, the most prominent operators will find a way to succeed in whichever jurisdiction they enter.
For iGaming titans like BetMGM, FanDuel, and bet365, for example, Alberta will be no different.
While yes, a regulated system can benefit more established market leaders, especially those with sizable grey-market footprints and widespread brand recognition, it also creates a more even playing field by ensuring all properly licensed operators compete under the same rules, standards, and expectations.
Here, mid-sized and emerging operators can focus their efforts on legitimate value propositions like product quality, customer experience, and responsible marketing. That way, rather than competing in an environment shaped by uncertainty, operators of all sizes can more accurately measure what separates them from the competition.
Retail Casinos: A Distinct Advantage in a Digital Market
It’s no secret that Alberta’s retail casinos will face a slew of new challenges in the regulated era, including advertising rules that place online and land-based operators on equal footing.
Within that challenge, though, is an opportunity to evolve while also maintaining the distinct advantage that retail casinos will always have over their digital counterparts.
Even as more facilities, such as River Cree Resort and Casino, expand into the online space, the hospitality, entertainment, and social experience of a land-based casino cannot be replicated through a smartphone or tablet.
What’s to say a player’s time on regulated online gambling sites won’t compel them to try out the in-person experience?
