CGA-commissioned survey shows moving grey market operators into the regulated space needs to be a priority in Alberta
Ipsos found that 90% of Albertans surveyed placed a sports wager and/or played an online casino game in the grey market.
As the SBC Canadian Gaming Summit opens in earnest today at the Metro Toronto Convention Centre, the opening of the Alberta market is sure to be a hot topic, especially given the release of a new poll commissioned by the Canadian Gaming Association (CGA).
The fact that the poll, conducted by Ipsos (and which gets the deep-dive treatment on the first episode of the Canadian Gaming Association’s Get to Know Canadian Gaming podcast), found that Alberta gamblers were eschewing Play Alberta — the only legal option for now — to gamble en masse the grey market is no huge surprise. Much more surprising is the fact 90% of the 1,319 online gamblers from Alberta surveyed said they had gambled on grey market sites.
That lofty a number reinforces the need for Alberta to make moving sites from the grey market to the regulated one a top priority after responsible gambling and consumer protection, which are both increased by regulating operators.
In terms of enticing the grey market sites into the light, iGaming Ontario (iGO) has provided a solid roadmap for Alberta to follow, namely:
• Low cost to market entry (meaning a fair taxation rate of 20% and reasonable licensing fees).
• Offering online casinos which are the most lucrative to operators.
• Having no cap on the number of operators in the space.
At last count, iGO reported it had moved something like 85% of former grey market sites had opted to regulate. Ontario’s industry is flourishing with some 50 operators offering more than 80 sites.
Back to the poll, which was conducted between Feb. 24 and March 24 and surveyed 1,319 online gaming players in Alberta and 1,312 in B.C.
It also showed that Play Alberta, operated by Alberta Gaming, Liquor and Cannabis (AGLC), was not to most gamblers’ taste and needs to do more to compete when the market opens, likely early in 2026.
As Tom Nightingale wrote in Canadian Gaming Business:
“The poll found that more than three-quarters (77.3%) of Alberta gamblers meeting the respondent criteria wagered only on unregulated websites in the three-month period. Just one in 10 (10.4%) reported they exclusively used… Play Alberta.
“Less than one-quarter (22.7%) used Play Alberta at all, even in conjunction with other unregulated sites. That percentage is defined by Ipsos and the CGA as the “channelization” rate. Around one in eight gamblers (12.3%) used a combination of the regulated site and unregulated platforms.”
Where Alberta shouldn’t follow iGO’s lead is when it comes to a centralized self-exclusion program. Despite long-ago promises it was coming, Ontario still doesn’t have one well past three years since launch. Alberta needs to have a functioning system before launch.
The story is a little different in British Columbia. The poll found that:
60.4% used grey market sites.
39.6% gambled on PlayNow, BC’s only legal site.
15.6% used a combination of grey market sites and PlayNow.
23.9% only used PlayNow.
Again, in the “not surprised” department is the fact that the poll also showed that there is a high degree of consumer confusion over which sites are regulated and which are not.
As Nightingale wrote, “In Alberta, 93% of gamblers knew that Play Alberta was regulated but, on average, 55% of gamblers who used unregulated websites believed they were playing on regulated platforms. In B.C., those proportions were 96% and 51%, respectively.”
So, after responsible gambling, consumer protection and enticing grey market sites into the regulated space, another goal of Alberta’s open sector must be educating consumers about why gambling legally is their best option.
Those in attendance today at the Summit are expected to hear more details right from the man spearheading Alberta’s launch: the Hon. Dale Nally, the Minister of Service and Red Tape Reduction. Nally is due to speak beginning at 12:10 p.m. in a session entitled Alberta iGaming: Charting a Responsible and Competitive Future.
Senator Deacon’s gambling advertising bill moves forward
Geoff Zochodne reported in Covers on Tuesday that Senator Marty Deacon’s Bill S-211 aimed at restricting the advertising on sports betting, “received its second reading last Thursday and was referred to the chamber's Standing Committee on Transport and Communications.”
As we covered two weeks ago, a similar bill passed the Senate last year, but died when Prime Minister Trudeau prorogued parliament and resigned leading to an election.
Even if this year’s version of the bill passes the Senate, it still has a long way to go before becoming law — namely, it has to pass in the House of Commons, which currently has more important matters on its overflowing plate. But, if it does, Zochodne writes that, “the proposed law would require the federal government to craft Canada-wide restrictions for the marketing of online sportsbooks, including ways that the amount of such advertising could be limited.”
The first uninterrupted payment experience in Canadian iGaming
The $82 Billion Opportunity
Ontario’s regulated iGaming market has been booming. Now in its third year, it’s not only a global case study in innovation but also a signal of where the industry is headed. In Year 3, the province saw $82.7 billion in total wagers and $3.2 billion in gaming revenue, according to iGaming Ontario. And with more provinces exploring regulation, the market is only set to grow.
But growth brings new pressure. As more operators enter the space, standing out means offering more than just games—it means delivering speed, ease, and most importantly, uninterrupted play. Slow or clunky payments can send players elsewhere.
With seamless play a must-have, Paramount Commerce has introduced In-game Top-ups—Canada’s first uninterrupted payment experience for iGaming and sports betting operators. It’s designed to let players add funds without ever leaving the action, keeping them engaged and helping platforms stay competitive in a rapidly growing market.
The Need for Speed: Why Payments Matter More Than Ever
In the era of real-time betting, speed isn’t just a luxury—it’s a necessity. As Sereena Boparai, Chief Revenue Officer at Paramount Commerce, puts it: “Real-time betting creates real-time expectations. If a player sees an opportunity and can’t fund their account in time, that moment and their trust are gone.”
This insight is backed by data: a PayNearMe study found that 27% of players who experienced deposit or withdrawal issues cited this as their main reason for abandoning a betting app. With live betting now accounting for a significant share of Canadian sports wagers, the demand for instant, real-time payments is only intensifying.
The Uninterrupted Payments Revolution
Traditional payment flows force players to exit games, navigate to a cashier page, and reauthenticate—a process that can be time-consuming during live games. Paramount’sIn-game payments, powered by Interac’s Preselect API, eliminate these friction points:
● Embedded “Top Up” Button: A seamless button inside the game interfaceconnects directly to Interac for instant funding, with no need to go to the cashier page.
● Balance Boost Prompt: AI-driven prompts appear during live bets or low-balance moments, allowing players to top up in one click without leaving the action.
● QR Code Top-ups: With QR Code payments, players pay in seconds on desktop using their bank app, no app switch, just more game time.
Key Metrics That Improve with Better Payments: Smarter payment experiences directly impact the numbers that matter most:
● Increase average game rounds per user
● Boost average deposits per user
● Drive higher player turnover
● Grow average active player days
● Improve deposit conversion
● Extend average session length
The Benefits for Operators: Upgrading your payment experience pays off:
● Increase player retention by reducing friction
● Extend session times with uninterrupted play
● Capture more deposits during high-intent moments
● Improve user satisfaction with a seamless payment journey
● Stay competitive in a growing, regulated market
“This isn’t just about speed—it’s about preserving immersion,” explains Sereena Boparai, Chief Revenue Officer at Paramount Commerce. “When a player is locked into a live NHL game or blackjack round, even a 10-second delay can cost operators that customer forever.”
Future-Proofing: Scalability as a Strategic Imperative
Looking ahead, as new provinces such as Alberta prepare to regulate iGaming, operators must ensure their platforms are not just fast and compliant but also scalable. The ability to handle increased traffic, work with banking partners, and adapt to evolving regulatory requirements is crucial for sustained success.
Paramount Commerce is already working with some of the top iGaming and sports betting operators in Ontario, and they’re built for scale. With uninterrupted payments, strong branding options, and a flexible setup, Paramount helps operators stay one step ahead, even as the Canadian iGaming market keeps evolving.
See It Live at the Canadian Gaming Summit
Want to experience the future of payments firsthand? Visit Paramount Commerce at the Canadian Gaming Summit (CGS), booth A130, for a live demo of their in-game top-up solution. You’ll get to test the real-time deposit flow, chat with payment experts, and even enter to win a Steam Deck console.
Also, don’t miss our CRO, Sereena Boparai, as she joins the Payment Leaders Panel: Tech in 2025 on June 19 at 11:00 AM EST. She’ll be sharing insights alongside other industry leaders on how operators and providers can bridge the gap—building trust, loyalty, and long-term engagement through next-gen payment technology.
Learn more about Paramount Commerce at paramountcommerce.com.
Prep for the Summit with the latest Gaming News Canada Show
The latest episode of the Gaming News Canada Show is the first of a two-parter aimed to get you ready for the Canadian Gaming Summit.
In part one, host Steve McAllister spoke with CGA senior executive Amanda Brewer and hit her with a rapid round of questions about what’s happening across the national gambling industry these days. That includes the slow road to an open market in Alberta, the wait at iGaming Ontario for a new boss and the launch of a centralized self-exclusion program, and lobbying efforts for open gambling regimes in British Columbia.
We also had a chat about this week’s Summit, where Brewer will moderate “The urgent need to modernize Canada’s AML framework” panel Wednesday a.m. with Derek Ramm (Kinectify), Brian Terranova (FanDuel) and Heinen Hutchison Robitaille LLP partner Scott Hutchison.
Also, Craig Cornforth of EPIC Global Solutions took time out from the SBC Summit Malta last week to make his maiden GNCS appearance. The former auto dealer told his poignant story around gambling addiction and the road to recovery that led him to join EPIC and its work in the prevention of gambling harm. Cornforth will be on stage with Alistair Facciol (Rhino Entertainment), Ryan McCarthy (BCLC), Covers journalist Geoff Zochodne and yours truly for a Thursday morning discussion on “Regulation and responsibility: how the new politics affect player protection”.
You can listen to the show here via your preferred podcasting app or watch it here:
People on the Move
In a LinkedIn post Monday, Gustav Hagman announced his departure as CEO of LeoVegas Group some 14 years after founding the company. Hagman is handing over the reins to Mattias Wedar, current the Chief Product & Technology Officer.
The board of directors for the Saskatchewan Indian Gaming Authority appoint Chief Tammy Cook-Searson of the Lac La Ronge Indian Band as its new Chair.
Bryan Wyman is promoted to President and CEO of Las Vegas-based The Innovation Group.
Jean-Luc Ferriere is the new Chief Operating Officer at Future Anthem.
Incline Gaming Marketing announces a couple of promotions: Joanne Dennis to Chief Commercial Officer and Oren Langburt to Chief Marketing Officer.
Vasili Rappos is Novibet’s new Chief Product and Experience Officer.
Jack Wheeler is named Head of APAC to lead Optimove’s expansion into the Asia-Pacific region.
Russell Schneider is appointed VP, Brand Partnerships for esports business BLAST.
Former IC360 CEO Matthew Holt joins the board of directors of nVenue.
Michela Pace, formerly of Swintt, is the new Marketing Operations Manager of GameOn’s Fractional CMO division.
Brian Rolapp bids adieu the NFL as its Chief Media and Business Officer to become the PGA Tour’s Chief Executive Officer.
Osler names Francois Paradis as Managing Partner of the law firm’s Montreal office.
Ex-William Hill board chair Roger Devlin is named Head of the Horserace Betting Levy Board by the UK Department for Culture, Media and Sport.
Gianfranco Capozzi takes his leave as General Manager for Esports and APAC at Catena Media.
Jenna Lothammer, formerly of GamCare, joins EPIC Global Solutions as a Senior Consultant.
Stephen Murchie has a new title at Bounce Interactive/Ellipse Entertainment: Risk & Compliance Director.
Farah Bastien leaves Maple Leaf Sports & Entertainment as its Director of Research Development and Digital to focus on the Watch Her Win business she founded in March.
Muad Issa has a new title with Canada Basketball: Director, Content & Partnership Marketing.
Classified (Jobs) Information
Entain has an opening in Toronto for a Senior Business Analyst, Player Engagement.
iGaming Ontario is in the market for a Lead, Analytics & Data Science, and a Player Relations Specialist.
The Responsible Gambling Council is searching for a Community Outreach Manager.
Niagara Casinos is looking for an Entertainment Programs Supervisor.
Delta Bingo & Gaming has an opening for an Operations Manager.
The NFL’s Toronto office has a mat leave contract available for a Senior Manager, Marketing.
Wanted by the UK Gambling Commission: an Executive Director, Operations.
Caesars Entertainment is searching for a Director of iGaming CRM Strategy to work out of its Jersey City HQ.
Among the current openings at Altenar is one for a Regulatory Compliance Officer.
Hard Rock Digital has a hybrid opening in Florida for a Sportsbook UX Analyst, and for a Real Time Analyst Manager. There’s also a gig open for a Lead Analyst – Marketing AI and Automation.
DraftKings wants to hire a Responsible Gaming Specialist, and a Senior Product Manager.
Vegas-based ECL Gaming is seeking a Senior Director of Compliance & BSA Officer.
LSports is looking for a Head of Sales – EMEA.
Aristocrat Gaming wants to bring on board a Director, Corporate Accounts.
Fanatics has an array of AI-related jobs available.
Sportradar is in hiring mode for a Casino Content Writer.
Playtech is looking to onboard a Compensation & Benefits Analyst and a People Data & Projects Specialist.
Paysafe has a gig available for a Senior Product Manager – Travel.
Gamdom has a remote opportunity for a Sports Analyst.
Pixiu Gaming is looking for a Delivery Manager.
Boyle Sports has a number of positions to fill.
NeoPollard Interactive has a remote opening out of Lansing, Mich., for a Customer Service Representative.
The Manchester United football club is hiring a Director of Communications.
And speaking of the Premiership, the league’s head office has an opening for a Content Planning Manager – Branded and Originals.
BuzzFeed is looking for a Managing Editor, Streaming.
Just Women’s Sports is seeking a Senior Social Media Programmer.
SharpStakes wants to bring on board a Sales & Business Development Intern.
The organizers of the Las Vegas F1 Grand Prix are hiring a Marketing & PR Specialist.
Formula 1 is hiring an Account Executive, Gaming & Esports.
Major League Soccer is seeking a Senior Director, Brand Campaigns & Earned Media.
For you vroom vroom types, NASCAR is seeking a Digital Content Editor.
The Detroit Pistons are hiring a Vice President, Business Strategy & Analytics.
The CFL is in search of a Senior Data Operations Engineer, and for a Manager, Marketing Automation & Acquisition.
Maple Leaf Sports and Entertainment has an opportunity for a Specialist, Commercial Marketing.
The Canadian Olympic Committee is looking for a Senior Manager, Logistics.
The LPGA is hiring a Content Producer/Video Editor.
Golf Canada is in on high alert for an Intern, Digitalization & Collections.
The CEBL Saskatchewan Rattlers are hiring an Account Executive.
True North Sports & Entertainment has an opportunity for a Coordinator, Hockey Communications.
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