Closer look at Alberta iGaming compliance: from grey market to licensed & regulated

The Alberta iGaming market is set to launch on July 13, 2026. Until this date, provincial regulators are busy reviewing prospective operators and issuing licences. One of the most challenging aspects of these efforts has been transitioning grey market operators to regulation. Let's take a closer look at the process of bringing these operators into compliance.

Since its launch in 2020, PlayAlberta has been the only legal and regulated gambling site in the province. All other operators offering online casino real money play to Albertans have been classified as grey or unregulated.

Much like Ontario, Alberta won't exclude these gambling sites from participating in the province's iGaming market. But it does require that they come under compliance.

Alberta Gaming, Liquor, and Cannabis (AGLC) is tasked with ensuring that unregulated operators comply with all conditions before granting them a licence. Its first requirement is that a potential licence holder stop grey market activity.

Altenar is one example of an unregulated gambling site that has achieved this feat and landed on AGLC's list of registered operators. Based in the Isle of Man, Altenar will be going live on July 13, even with its grey background. The fact that it has already received regulatory approval in many other regulated jurisdictions, like Brazil and Romania, helped its case.

Plenty of other operators are in the same position as Alternar, hoping to go from offshore to regulated in Alberta. Some of them have already received AGLC-registered status, while others are still awaiting approval.

Ontario became the first province to regulate commercial gambling sites in 2022. Until Alberta's market launches on July 13, it's still the only province where non-government entities can legally offer online gaming.

The Heartland Province had many of the same issues with grey operators as Alberta does. In fact, Ontario gambling sites needed several years to convince locals to switch from unregulated to regulated brands.

This process requires selling points beyond operators merely touting that they're legal. They must also provide a better product—from casino games to betting markets to promotions—when convincing players to switch from offshore sites.

Ontario eventually rounded the corner in these efforts. A recent Ipsos poll showed that 91% of online gamblers are using regulated brands over unregulated operators. This is a drastic turnaround from 2022, when over 70% of respondents primarily used grey gambling sites.

Alberta regulators are hoping for the same in their situation. But as Ontario's story shows, it will take time before most players choose legal Alberta online casinos, sportsbooks, and poker sites over unlicensed operators. The good news for Wild Rose Country is that it at least has an example to follow in Ontario.

Must be 18+ or the age of majority in your province or territory of residence to participate (19+ in Ontario). Please play responsibly. If you or someone you know has a gambling problem, support is available through local responsible gaming resources, including ConnexOntario (https://www.connexontario.ca) for residents of Ontario and Alberta Health Services (https://www.albertahealthservices.ca) for residents of Alberta. Availability of online casino services may vary by province or territory and is subject to applicable laws and regulatory approvals.

Jeremy Olson