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The introduction of a regulated online gambling market signals the beginning of a shift away from the “grey market” that preceded it.
No matter the jurisdiction – Ontario, Michigan, New Jersey – the goal with regulation is to create a safer and more reliable iGaming space for players in the region.
This summer, Alberta will follow suit, rolling out its own regulated online gambling regime on July 13.
Like the open markets that came before it, Alberta’s goal ahead of launch is to move as many players from its bustling grey market to its legal iGaming ecosystem as possible.
From the players’ perspective, there will be a brief adjustment period post-launch, but a welcome one at that.
The Grey Market Doesn’t Vanish After Regulation
To begin, a disclaimer: The start of regulation doesn’t automatically equate to the erasure of the grey market. In fact, all major North American iGaming jurisdictions still contend with active offshore operators accepting wagers.
That said, as the clock ticks closer to launch day, the grey market gradually shrinks, with more and more operators obtaining the proper licensing to join the legal environment.
While still three months out, the expectation is no different for Alberta. Yes, its grey market will remain heavily trafficked before launch, but activity should diminish as the legal market takes shape.
Ontario Grey Market Players Bought In (Gradually) After Launch
With Alberta becoming the second Canadian province to install legal iGaming, it’s only fair to cover what happened to players in the first – Ontario.
Prior to launch of legal Ontario online casinos and sportsbooks in April 2022, the Ontario government estimated that 70% of online wagering in the province came through unregulated platforms.
According to a well-documented 2024 Ipsos study, that number swung to 86.4% in favour of regulated sites two years later.
The same research firm found last June that nearly 90% of Albertans who have bet online have used offshore platforms.
While the survey merely captures a sample, nine out of ten people opting against PlayAlberta is significant.
However, based on Ontario’s figures, there is a proven pathway for player migration in Alberta.
The process will also take time, but having seen it succeed once – and on a larger scale – should provide plenty of incentive for players to move towards legal Alberta online casinos.
Tips for Offshore Casino Players Migrating
A successful migration from the grey to regulated market means first getting your house in order. Below are four tips for doing that.
Tip #1: Clear out your wallet. In Alberta, unregulated operators have until launch day to submit applications, pay required fees and cease taking bets through unregulated means. Players should withdraw all eligible funds before then, as not all grey market operators will make the transition. After that, they will be deemed illegal, leaving player protection safeguards in peril. All existing wagers made through unregulated sites before launch, including futures, will also be voided.
Tip #2: Research legal operators early. There will be region-specific nuances with available games, payment methods and betting markets, but an online casino’s bones will be largely consistent between jurisdictions. So, take some time to read up on different brands, their offerings and user-friendliness to see which one(s) suit you best. Expert reviews, like those available here on Bonus, already do the heavy lifting for you.
Tip #3: Pre-register where possible. Players in Alberta can begin pre-registering with several already approved operators. The list includes leading brands such as Caesars, Bede, theScore Bet, BetRivers and PointsBet. Also note – even if you use the same brand offshore, the regulated version will require a new account with the necessary Know Your Customer (KYC) checks (Identity verification, location, etc.).
Tip #4: Protect yourself by prioritising safety. With migration, we’re not talking about Canada geese. Moving into the regulated iGaming sphere is much less taxing than travelling 2,000 kilometres through the air. Legal sites provide better player protection, customer service, game selection and integrity, and so much more than any offshore site. It’s a simple move – don’t forget that.
Player Expectations for Alberta’s Market Early On
Alberta won’t be starting from scratch, but players should still expect an adjustment period as the market finds its footing.
There will be an early wave of operators entering the market, and with that, no shortage of opportunities to explore. An already competitive market, in theory, will become one in practice, and new developments will follow.
The regulatory side will adapt at its own pace, but players, if anything like their compatriots in Ontario, can expect to embrace the available slate of regulated offerings with some urgency.
As the market matures, player and operator behaviour will come increasingly into focus.
