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

Posted on: June 16, 2025, 08:18h. 

Last updated on: June 16, 2025, 08:18h.

Mark Keast Read More
Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.
  • CGA and Ipsos survey shows lower channelization for government-run platforms
  • Most gamers in Alberta and B.C. think unregulated sites are legal
  • AGLC has claimed over 45% market channelization to its platform in the past

The Canadian Gaming Association in tandem with Ipsos today released a market channelization study covering the Alberta and British Columbia markets raising an interesting reality check for the provincial crown corporations.

The Canadian Gaming Association and Ipsos today released a study shining a spotlight on market channelization in Alberta and B.C. Image/Shutterstock.

77.3% in Alberta Wagered on Unregulated Sites

According to the survey, conducted between Feb. 24 and March 24 (1,319 online gaming players in Alberta and 1,312 in B.C. surveyed): 77.3% have wagered only on unregulated sites, whereas 22.7 have wagered on the Alberta Gaming, Liquor & Cannabis’ PlayAlberta online sports betting and casino platform, the only regulated platform in the province.

In B.C., it was similar: 60.4% wagering only on unregulated websites, 39.6% on the province’s PlayNow platform.

Most Think Unregulated Sites Are Legit

In Alberta, 12.3% have wagered on a combination of PlayAlberta and unregulated websites, where 10.4% have wagered only on PlayAlberta. In B.C., 15.6% have wagered in both, and 23.9% have wagered only on PlayNow.

Ontario is the only market in Canada that has an open regulated igaming market where private operators compete against the government platform.

Alberta just passed legislation that will see that market launch an Ontario-style igaming market some time 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

Fast Withdrawals Top Feature

Most online gamers in B.C. and Alberta who have played unregulated sites in the past three months mistakenly believe these websites are regulated – 55% of those surveyed in Alberta and 51% in B.C.

AGLC has said in the past that it has over 313,000 registered player accounts, and its site had captured over 45 per cent of the province’s overall igaming market.

The top features that online gamblers look for when choosing an online gambling website or app are fast withdrawals (42.5% in Alberta, 41.0% in B.C.), secure payment options (41.9% in Alberta, 40.6% in B.C.), bonus offers/promotions (36.8% in Alberta, 37.1% in B.C.) and no fee withdrawals (32.9% in Alberta, 32.8% in B.C.).