Canadian Gaming Association: Play Alberta capturing 20% of the market
CEO Paul Burns highlights the low level of channelization but says he expects Alberta's regulated market to launch in Q1 2026
The Canadian Gaming Association’s CEO, Paul Burns, believes only 20% of sports betting in Alberta is being conducted through the province’s monopoly operator, Play Alberta.
Alberta’s sports betting market has been in operation since December 2021, with government-owned Play Alberta the designated operator for the region.
Play Alberta offers casino and live dealer table games in addition to sports betting, under the oversight of province regulator Alberta Gaming, Liquor & Cannabis (AGLC).
Speaking at an industry event in New York this week, Burns suggested that 80% of bets are being processed through gray market sources.
He said: “Play Alberta does about C$200m a year. They have had significant growth, it’s been running for four years, but it probably represents 20% of the market.”
“Canadians have accessed sports betting through offshore books, forever, but there are lots of opportunities for these markets.”
“Alberta, it’s five million people, it’s a good market. And western Canada has always had a higher spend per capita on gambling .”
Burns went on to suggest that Alberta may look to move to an open regulated market in the near future, possibly mirroring the model currently in operation in Ontario.
He added: “It’s very much heading in that direction.
“Over the coming months there are a number of stages they have to go through for further approvals, but they have a plan.”
Burns clarified that he estimates a regulated market could be launched in the first quarter of 2026.
Ontario’s sports betting market first launched in April 2022.
In January 2025, Ontario posted a record gross gaming revenue (GGR) of C$327.9m ($230.9m), the highest the metric has been since the regulated market launched.
Last July, EGR reported on how the Ontario market could become the blueprint for the rest of the country.