Why was Alberta a Focus Topic at This Year’s G2E Conference?

6 days ago 1

Estimated reading time: 7 minutes

Find out why Alberta is the topic of conversation at the Global Gaming Expo. Learn about the province’s plans for a regulated market and its potential impact.

Why was Alberta a Focus At This Year’s G2E Conference

Talk Of The Town

The Canadian province of Alberta was the talk of the town at America’s largest gambling industry event – the Global Gaming Expo (G2E Conference) when it rocked up on the Las Vegas strip last month.

The main topics of conversation ranged from Texas and California to Alberta and Florida.

The delegates were keen to talk about offshore operators and parlays.

However, many of the international operators mostly had Alberta on their minds.

While the US states mentioned above are potential gambling markets that lobbyists are keen to open up, Alberta has already unlocked its doors and promised a regulated, legalized market using Ontario as the model.

Yet, while the legislation has been laid out, there is still no definitive time frame.

All done and dusted?

From an outside perspective, it seems as though getting the Alberta market launched should have been relatively straightforward.

Ontario had a blueprint, and Alberta had people keen to gamble. In addition, it already has experience running its online gambling services through the Play Alberta website.

In addition, the international operators are queueing up to be part of the market.

Surely, all the province needed to do was to invite the best-paying casinos in Canada to apply for a license and let a review site like www.Casino.org take gamblers through the highs and lows of what the sites offer.

Voila! iGamers move across from offshore sites and play on those the regulator wants them to play on, and everything should be tickety-boo.

Unfortunately, as is often the case, what is possible in theory and what can happen in practice are not necessarily the same.

One of the stumbling blocks has been the role Play Alberta can take and how the public and private sectors can be regulated and treated fairly.

Another has been the market size.

How to pay Peter without robbing Paul

With Play Alberta accounting for 45% of the province’s iGaming share, the government wants to shift the 55% playing elsewhere onto sites that protect residents and pay revenues into the provincial coffers.

At the moment, all that money flows offshore.

In Ontario, it was pretty straightforward; they just needed to move 100% of the people across.

With Alberta making $1.5 billion in total gambling revenue from its publicly owned gaming site, it is reluctant to cannibalize that market.

However, to get a competitive market working, the commercial operators need a fair crack at the prospective market.

Alberta might have the wealthiest residents in the country, which is a big plus for entertainment platforms investing, but it also has less than a third of Ontario’s population.

If operators are restricted from actively encouraging just under half of the eligible market to play, it could all start to look considerably less attractive than it was at the initial announcement.

A Christmas miracle is unlikely.

There had been much talk of a market launch in 2024, but short of a Christmas miracle, the chances of Alberta having a new, competitive sports betting and internet casino gambling live this year were getting very thin.

It was confirmed at the conference that the launch has been pushed back until at least 2025 and might not happen until much later in the year.

During a panel meeting at the conference, Alberta’s Service and Red Tape Reduction Minister Dale Nally admitted that the province is still ironing out some creases and reviewing all the details.

However, he did say that he was hopeful he would have more positive announcements about “an open and free market in Alberta” at next year’s G2E.

Problems or opportunities?

Nally recently confirmed they had encountered some unanticipated problems and advised they needed more time to consult with stakeholders and firm up the regulatory framework.

He acknowledged that the delay disappointed players and operators but stressed that it reflected Alberta’s commitment to get its rights.

They want to launch a well-regulated and transparent market that works for all stakeholders.

So, while the province is keen to follow the model set by Ontario, it also hopes to avoid some of the pitfalls. Having previously encountered difficulties with legal challenges over Play Alberta and seen Ontario face similar legal battles, Alberta is keen to collaborate with Indigenous communities to ensure fairness and protect consumers.

The province aims to reduce red tape while aligning its iGaming policies with broader economic goals and ensuring responsible gambling practices.

It is pretty tricky to get all the puzzle pieces to line up.

Getting it right the first time

Some industry stakeholders have voiced concerns over the delays, but most understand that it is a necessary step to ensure the framework is robust.

iGaming might be fun for the players, but it is complex behind the scenes. Alberta is trying to address potential issues before launch.

Extensive consultations with Indigenous groups, land-based operators, and local stakeholders have been held.

The key to success is to build a market that benefits everyone.

Alberta is taking the time to get it right, listen to feedback, and tweak its strategy, demonstrating a considered approach to regulating online gambling.

While the Ontario model has been successful for Ontario, it cannot be imported wholesale. There is no such thing as a turn-key iGaming market model.

Keeping everyone happy

In addition to trying to avoid detracting from Play Alberta, another critical concern is to ensure that the online market does not damage land-based casinos.

The brick-and-mortar establishments are integral to Alberta’s gambling industry.

The provincial government is now working with the casino operators to integrate commercial iGaming into the market without the traditional casinos losing out.

Ensuring adequate protection

In addition, Alberta is paying particular attention to the protection of younger players and other vulnerable people who might be affected by risks associated with online gambling.

Part of the push to get people away from offshore operators is to have standardized, responsible gambling structures to create a safe and sustainable market.

Alberta believes education is vital to keeping players safe.

While the delay might disappoint players and commercial operators, Nally stresses that the province is committed to creating a commercial iGaming market.

Alberta is cautious, but the long-term benefits should outweigh the short-term frustration.

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