CGA/Ipsos Study: Over 77% Only Playing Unregulated Sites in Alberta

The Canadian Gaming Association, along with Ipsos, has today unveiled a market channelization study focusing on Alberta and British Columbia, presenting a notable reality check for the provincial crown corporations. 

77.3% of wagers in Alberta were placed on unregulated sites 

The survey, carried out from Feb. 24 to March 24 (1,319 online gaming participants in Alberta and 1,312 in B.C. surveyed), reveals that 77.3% have gambled exclusively on unregulated sites, while 22.7% have placed bets on the Alberta Gaming, Liquor & Cannabis’ PlayAlberta online sports betting and casino platform, the sole regulated platform in the province. 

In B.C., the situation was comparable: 60.4% bet solely on unregulated sites, while 39.6% utilized the PlayNow platform of the province. 

Many believe that unregulated sites are genuine 

In Alberta, 12.3% have bet on a mix of PlayAlberta and unregulated sites, while 10.4% have placed bets solely on PlayAlberta. In B.C., 15.6% have bet on both platforms, while 23.9% have only placed bets on PlayNow. 

Ontario is the sole market in Canada with an open regulated igaming sector where private operators vie with the government platform. 

Alberta has recently enacted a law that will establish an Ontario-type igaming market, expected to launch in 2026. 

AGLC Claimed 45% Channelization

Those surveyed had to have bet on an online casino game or made a sports bet over a three-month period, based on the following criteria:

- Bet on online casino games or sports online within the past 3 months

- Mentioned that they have played on at least one valid online gambling website or app that offers real money bets

- Out of the valid websites/apps listed, they must have gambled/wagered on at least one of those websites/apps within the past 3 months

Quick Withdrawals Primary Attribute 

The majority of online gamers in B.C. and Alberta who have engaged with unregulated sites over the last three months wrongly think that these websites are regulated – 55% of respondents in Alberta and 51% in B.C. 

AGLC previously reported having more than 313,000 registered player accounts, and its platform had secured over 45 percent of the overall igaming market in the province. 

The main attributes that online gamblers seek when selecting a gambling website or app include quick withdrawals (42.5% in Alberta, 41.0% in B.C.), safe payment methods (41.9% in Alberta, 40.6% in B.C.), promotional bonuses (36.8% in Alberta, 37.1% in B.C.), and withdrawals without fees (32.9% in Alberta, 32.8% in B.C.).