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

June 16, 2025

The Canadian Gaming Association, along with Ipsos, published a market channelization study today that focuses on the Alberta and British Columbia markets, presenting a noteworthy reality check for the provincial crown corporations. 

77.3% in Alberta Bet on Unregulated Platforms 

The survey, carried out from Feb. 24 to March 24 (with 1,319 online gamers in Alberta and 1,312 in B.C. surveyed), shows that 77.3% have placed bets solely on unregulated websites, while 22.7% have gambled on the Alberta Gaming, Liquor & Cannabis’ PlayAlberta online betting and casino site, which is the sole regulated platform in the province. 

In B.C., the situation was alike: 60.4% placed bets exclusively on unregulated sites, while 39.6% utilized the province’s PlayNow platform. 

Many believe that unregulated websites are trustworthy. 

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

Ontario is the sole market in Canada featuring an open regulated igaming environment where private operators contend with the government platform. 

Alberta has recently enacted a law that will lead to the launch of an Ontario-type igaming market around 2026. 

AGLC Asserted 45% Channeling 

Respondents were required to have placed a bet on an online casino game or engaged in a sports wager during a three-month timeframe, according to 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 Key Attribute 

A majority of online gamers in B.C. and Alberta who have engaged with unregulated sites in the last three months incorrectly assume these websites are regulated – 55% of respondents in Alberta and 51% in B.C. 

AGLC previously stated that it has more than 313,000 registered player accounts, and its platform has secured over 45 percent of the province's total igaming market. 

The primary attributes that online bettors seek when selecting an online gambling site or application 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/offers (36.8% in Alberta, 37.1% in B.C.), and withdrawals without fees (32.9% in Alberta, 32.8% in B.C.).