One Month into Alberta's Regulated iGaming Market
CEO Dan Keene shares his thoughts on Alberta's newly regulated iGaming marking, one month after launch.
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Alberta’s regulated iGaming market launched exactly one month ago today.
Looking back, I’m in awe of the scale and complexity of what we accomplished alongside stakeholders, industry partners, and licensed operators.
But today, I find myself even more struck by the dedication and expertise that continues to fuel day-to-day operations. There’s no longer a big day to work towards. Launch has come and gone, and yet we still drive forward with the same sense of urgency. I’m humbled by it.
Support for Alberta’s regulated iGaming market from industry stakeholders has exceeded my expectations. There’s a deeper understanding around what it takes to manage a regulated market, and that understanding goes beyond idealizing the big wins. It’s about tending to small stuff just as carefully.
The integrity of these everyday efforts matters—each piece laid with precision is what will differentiate a strong, safe, and sustainable market from a house of cards.
A Promise, Not Perfection
Strong adoption, awareness of regulated options, and industry collaboration over the past month are all signs the market is heading in the right direction.
Our job is to conduct and manage a strong regulated market. The foundation has been laid. Now, we must uphold it and continually improve upon it.
AGLC’s Standards and Requirements for Internet Gaming (SRIG) provide an important framework for current AiGC’s operator agreement and policies that govern the market, outlining measures that prioritize player safety and responsible gambling. Moving forward, we’ll learn what’s working well. We’ll identify where Albertans may need greater clarity, and where there may be opportunities to strengthen our approach—because good regulation evolves with the market it governs.
Prioritizing Responsible Gambling
One month in, responsible gambling remains the cornerstone of what we’re building.
We’re not here to grow iGaming in Alberta. We’re here to provide protection for Albertans who choose to participate as a form of entertainment. We want to ensure the right tools are in place if someone needs to keep their play balanced,
AGLC’s centralized self-exclusion tool, AiGC’s advertising standards, and our partnership with Alberta 211 ensure player safety is at the forefront for those Albertans who choose to participate.
But the work doesn’t stop here. We will continue communicating these supports, evaluating their effectiveness, and ensuring their accessibility.
Educating Towards Channelization
Channelization, or shifting player activity towards legal and regulated iGaming sites, isn’t about numbers. It’s about giving Albertans an alternative where standards, accountability and consumer protections are in place.
When someone plays on an unregulated site, there can be uncertainty around the security of their funds, their privacy, and the protections available to them. Our target is to move 75 per cent of the grey market into the regulated space within the first two years of operations.
By educating Albertans on the difference between regulated and unregulated sites, we're equipping them to make informed choices. We at AiGC have an opportunity—and a responsibility—to communicate these differences.
Listening, Learning, and Looking Ahead
The biggest lesson I’ve taken from this first month is simple: Keep listening and keep improving.
We’re fortunate to have a strong mandate from Minister of Service Alberta and Red Tape Reduction, Dale Nally, and I’m grateful for the feedback we’ve received from stakeholders, industry partners, regulators, and most importantly, Albertans.
This first month has been encouraging. We won’t get everything perfect right away. But each step forward, no matter how small, will be taken with the utmost pride and intent, keeping the betterment of Alberta in mind—now and into the future.