Alberta’s gambling regulator has clarified how brick‑and‑mortar casinos may advertise as the province prepares to expand its iGaming sector on 13 July. The Alberta Gaming, Liquor, and Cannabis Commission (AGLC) announced updates to its Casino Terms & Conditions and Operating Guidelines (CTCOG), requiring casino facility licence holders to “not advertise or offer inducements on behalf of a registered iGaming operator.”
Aligning land-based and online standards
The update ensures land‑based casinos follow the same advertising rules as commercial iGaming operators entering the new market. Promotions such as sign‑up bonuses, “no‑sweat” bets, and credits may only appear on an operator’s own site or be sent directly to players who opt in to marketing communications.
Alberta mimics Ontario’s four-year-old online gambling framework. Ontario restricts promotional ads to operator platforms, requiring bettors to visit an operator’s site or app to view sign-up offers unless they agree to receive direct marketing.
By grounding its expansion in provincial jurisdiction and Criminal Code authority, Alberta reduces risks of federal challenges. Advertising restrictions and self‑exclusion systems also reinforce broader legal obligations to safeguard players.
Restrictions on rewards programmes
Additionally, AGLC explained that casinos cannot connect to the province’s Winner’s Edge retail rewards programme for sportsbook or iGaming promotions. So far, the regulator’s own Play Alberta remains the only government-approved online gambling site, whereas land-based casinos operate slots and table games under regular contracts. But such exclusivity will end on 13 July when the province opens its doors to commercial casinos and sportsbooks.
Revenue-sharing and market entry
Alberta’s iGaming expansion is projected to generate CAD75 million ($53.5 million) in 2026–2027, increasing to CAD109 million ($77.8 million) by 2028. A portion of the revenue will be channelled to First Nations communities and responsible gambling programmes, thereby strengthening constitutional legitimacy, according to several media outlets.
Furthermore, the province strives to regain billions that are currently flowing to offshore platforms. They will be redirected instead towards regulated, transparent channels. Under the new framework, brick‑and‑mortar casinos may collaborate with registered iGaming operators on retail sportsbooks, retaining 75 per cent of net gaming revenue from sportsbook operations.
Dale Nally, Alberta’s minister responsible for iGaming, emphasised that participation in the online market will be voluntary: “We want to see as many land‑based operators in Alberta participating in the online space. But we do not want to mandate revenue‑sharing partnerships between online casinos and land‑based facilities.”
This approach differs from that in U.S. states, where tribal gaming interests often mandate that online operators collaborate with land-based casinos. Instead, Alberta prefers an open-market model, with more than 40 i-Gaming operators already registered.
Industry response
Speaking at the SBC Summit Canada 2026 in Toronto, Nally reiterated that Alberta’s open market depends on operator choice: “There would not be any open market if one forces online operators to link themselves to land‑based casinos.”
Some First Nation‑run casinos have already signalled their intent to participate, underscoring Alberta’s effort to balance regulatory oversight with market competition.
Outside of Canada, international iGaming regulation remains highly fragmented to this day. Mature regulators in Europe impose strict compliance, whereas in Latin America, the region is quickly opening new markets. Meanwhile, in North America, operators handle them on a case-by-case basis. Additionally, in Asia, each jurisdiction manages regulations differently, from the Philippines’ regulated market to outright bans in China and Saudi Arabia.
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