Alberta is accelerating its path toward a fully regulated iGaming and sports betting market, positioning itself to become the second Canadian province, after Ontario, to open its doors to private operators under a comprehensive legal framework.
Bill 48 Gains Momentum as Alberta Prepares for Market Launch
Last week, provincial lawmakers issued an official Order in Council to activate key components of Bill 48, the iGaming Alberta Act. This legislative move gives Alberta the authority to begin implementing foundational regulations while outstanding details, including advertising guidelines and operator protocols, are finalized.
Although full implementation is still pending, the market launch is expected by late 2025 or early 2026. Industry leaders such as FanDuel and DraftKings have already shown strong interest in entering Alberta’s emerging market, and prospective operators are now preparing for licensing opportunities.
Advertising Standards Still Under Review
One of the most significant unresolved issues is the development of responsible advertising standards. Recent proposals from Canadian policymakers—including Senator Marty Deacon—have emphasized the importance of national ad harmonization to mitigate the risk of problem gambling, especially among vulnerable populations.
Deacon has expressed support for a competitive, transparent, and safe gambling landscape in Canada, while also advocating for measures that protect consumer well-being.
Focus on Channeling Existing Gamblers, Not Expanding the Base
Advocates of Bill 48 continue to stress that Alberta’s objective is not to increase gambling participation, but rather to provide a regulated alternative to offshore, unlicensed platforms. The goal is to ensure that current players remain within the legal, accountable ecosystem, which can also enhance public safety, tax revenue, and industry accountability.
A More Competitive Future: Breaking PlayAlberta’s Monopoly
With Bill 48 in motion, Alberta is poised to end the exclusive control held by the government-run PlayAlberta platform. A competitive marketplace would introduce multiple operators, strengthen consumer choice, and help disrupt the black market.
The legislative blueprint is modeled in part after Ontario’s successful launch, suggesting Alberta will adopt a similar regulatory and licensing structure—including oversight by a dedicated provincial entity and a requirement for operators to adhere to strict responsible gambling standards.