Alberta’s provincial government in Canada is preparing to expand on the existing online gambling market by allowing more licensees to join in.

Right now, the Alberta Gaming Liquor and Cannabis Commission runs the only available online gambling website locally, PlayAlberta.ca, but this is set to change with the introduction of more licensees.

Alberta Seeks to Expand iGaming, Invite Operators In

Most of the websites Alberta has in mind are popular with player bases, whether because they have targeted the province for years or simply because they have historically proven to be a reliable option.

While offshore gambling is looked down upon in the United States, and admittedly in Canada, Canada has generally taken a more pliant view of the market, not seeking retaliation against the sector, especially when it concerns fairly reputable and well-known international companies.

For example, a new legislation introduced in the province as the iGaming Alberta Act does not seek to punish the grey market. Rather, it wants to establish the so-called Alberta iGaming Corporation which will be tasked with overseeing the expected regulation and introduction of fresh license holders.

Previously, Ontario followed a similar path to regulation. The province, however, did not have a regulated gambling market per se, specifically Internet gambling. Nevertheless, gambling was available through various offshore operators.

Following the introduction of a regulated framework, the Alcohol and Gaming Commission of Ontario did not seek retaliation against operators but offered them a chance to apply for a license in the country, as many have.

In outlining Alberta’s plans, the province’s local government, including Red Tape Reduction Minister Dale Nally, said that lawmakers were keen to retain gaming-related revenue in the province and that Alberta was ready to follow Ontario’s example.

“Albertans have said to us, why don’t you do the same here? Why don’t you put safety measures in place? Why don’t you stop the money from leaving the province and keep some of it in Alberta?” Nally said in an interview in which he discussed the future of the iGaming market.

Nally also outlined his thoughts on why certain operators may be allowed to become legal. Put simply – because they want to. To Nally there is a core difference between the “grey” and “black” market operators out there.

There Are Grey and There Are Black Market Operators, and Alberta Knows It

For example, a black-market operator would never seek a license from the province, and the goal is to eventually run such operators out of the province through the introduction of a regulated model that will feature well-known grey market entities with a strong representation.

As to how much Alberta can generate in terms of revenue, it’s anyone’s guess. Ontario has been pumping out about $2.2 billion in total gaming revenue a year more or less since it launched, although there is still adjusting for market maturity and growth trends.

Various experts have cautioned that for Alberta to get the iGaming regulation right, it would need to pay closer attention to consumer protections and address responsible gambling.