Chris Jonat, Casino.org: “What it takes for an online casino to excel in Canada”
For a long time, Canada’s igaming market has largely been somewhat limited to Ontario. As the only province to have opened its market up to private online casino operators, Ontario has been something of an outlier in the country’s online gambling landscape. Up until this point, players in other provinces have been limited to choosing from the limited gaming options offered by their provincial authority or judiciously pick through quantities of offshore platforms, which can vary wildly in quality.
Things are about to change, though, as Alberta is in the final process of putting together its own private online casino market. According to survey data cited by Alberta’s government, an estimated 70% of the province’s igaming market has been captured by unregulated operators. By establishing its own regulatory framework, Alberta aims to recapture the lost revenue. It is expected that this new market will launch later this year, when players will be given the opportunity to choose from a range of trusted gambling platforms holding Alberta gaming licences.
Could this mark the beginning of a new trend in Canada? The benefits of private igaming markets are manifold. Capturing revenue that would otherwise have been lost to grey market operators offers a welcome boost to public coffers. Peace of mind is granted by clearly laid out social responsibility measures and player protections.
It is no wonder, then, that operators are keen to secure a position in these legitimate gaming markets. The competition will be fierce, so effective strategies will be essential to attract new players and stand out from competitors. Focus Gaming News spoke to Casino.org Content Manager Chris Jonat to examine what it takes for online casinos to thrive in Canada’s emerging igaming markets.
What’s the situation in Alberta at the moment? How far off are we from market launch?
“That is, of course, the big question on everyone’s lips. We don’t have a firm date set yet, but it’s clear that progress is on track. Legislation and regulations are in place, and positions for the newly formed Alberta iGaming Corporation are being filled. This organisation will oversee the market, while Alberta Gaming, Liquor and Cannabis will act as the regulator.
Operators, too, are making their preparations to enter the market. What we have got wind of so far is that FanDuel is planning to invest around $70 million, while PENN Entertainment is planning to spend up to $20 million. Several operators have already put Alberta in their financial forecasts for 2026. I would say that the way things look at the moment, a summertime launch is definitely on the cards.”
What are you hoping to see from operators when they launch in Alberta? Are there any favourites that you’d especially like to see?
“Straight away, we know it’s going to be competitive, and rightly so. It’s an exciting opportunity, and operators are going to want to hit the ground running. So, to answer this question, it’s worth taking a look at what has worked in Ontario, which will largely serve as the blueprint for any new markets in Canada.
At the moment, there are 48 regulated operators in Ontario, responsible for 82 websites. That’s a huge number for customers to navigate. It’s important that platforms are able to offer a large and varied portfolio of the latest and most popular games. We’ve seen some adopting social features, like leaderboards and weekly competitions, which help to appeal to a younger generation of players and drive engagement.
Competitive bonuses are important too, as are the perks that keep players returning to a site after their initial sign-up. Jackpot City is a great example of an online casino that scored highly across the board for us. It treats safety and security as a priority, and it offers tons of games and daily promotions. I’d be happy to see them go live in Alberta.”
What advice would you give to Canadians navigating the growing online casino market?
“I would say it always pays to be safe. Don’t just start playing at the first online casino you come across; do some research first. That way, you’re more likely to get a better deal, find the kinds of games you like to play, and avoid any scam sites. Expert guidance is our speciality at Casino.org, and we’re really keen to ensure that as many players as possible are empowered to make informed decisions. On our platform, you can find out almost everything about igaming, from the most popular bonuses this month to how to choose the best online casinos in Canada.
As someone who enjoys visiting online casinos myself, I have a few tips I’d like to share. I find it useful to keep my playing funds separate from everyday money by using an e-wallet. That also helps to add another layer of security between me and the casino. It’s important to take breaks and set limits, so I keep an eye on the time and step away from the screen regularly. At this point, I know which kinds of games I enjoy most. For instance, I always know I’m going to have fun with a Microgaming or Pragmatic Play slot, so I keep an eye out for other games by those developers.”
Where will operators go next? Are any other provinces likely to launch their own markets soon?
“There’s no reason to believe that we aren’t going to see other provinces take the plunge and open up their own markets to private operators. However, there are some provinces where that just isn’t logistically going to be an easy feat. It’s really a matter of geography. It’s an expensive operation for the smaller provinces to carry out, and with limited populations, the revenue generated from players just isn’t going to be the same as somewhere like Ontario. B.C., on the other hand, would be a good contender, and I’m sure their interest has been piqued, whether they’d say so publicly or not.
There will also have to be some kind of balance struck with the Kahnawake Gaming Commission. If every province were to ring-fence its own gaming markets, revenues to KGC would be hugely impacted. Taxes from operators that have taken the KGC pathway contribute to Kahnawake’s economic development. It’s understandably a thorny issue, especially as the KGC has been on the scene and investing in gaming infrastructure since the mid-90s.”
