What Changed in Canada’s Betting Industry in May 2025

The Canadian online gambling market continues to evolve. Amid ongoing reforms, new legislation, and growing partnerships, the betting industry is becoming an increasingly prominent part of the economic landscape. Here’s a round-up of the key developments that took place this May.

AGCO increases pressure on media platforms

The Alcohol and Gaming Commission of Ontario (AGCO) issued a reminder to both digital and traditional media outlets: responsibility for advertising content doesn’t lie solely with betting operators. This move follows the tightening of advertising standards – now, all promotional materials related to betting must comply with the updated regulations.

AGCO emphasized it will be closely monitoring how media platforms control the content they distribute. This applies to direct ads as well as integrations such as podcasts, live streams, and sponsored posts. The primary goal is to protect minors and limit the impact of gambling on vulnerable groups. Industry consultations are expected soon to clarify the scope of responsibility for each party. We previously covered some of the measures already introduced in this article.

Alberta opens online gambling market to private operators

The adoption of Bill 48 marks a turning point for the province. Alberta will now allow private companies to participate in the online gambling market. Until now, the entire sector was operated exclusively by the government through Play Alberta.

The entry of new players is expected to boost competition, which could lead to improved service quality, greater product variety, and increased transparency. Regulators have stressed that user safety will remain a top priority. The next step will be defining the conditions for market entry and establishing a regulatory oversight system. We discussed Alberta’s readiness for this transition in more detail in this article.

Football and betting: Play Alberta signs agreement with the Edmonton Elks

Play Alberta, the province’s official gambling operator, announced a new partnership with the professional football team Edmonton Elks. This is the operator’s first collaboration of its kind in the sports arena.

The agreement includes branded zones in the stadium, interactive fan experiences, and the promotion of Play Alberta’s digital products. Team representatives noted that the partnership supports the development of local sports and backs the legal betting market. For Play Alberta, the collaboration is an opportunity to attract new users and enhance brand recognition.

Temporary relief for iGaming operators in Ontario regarding FINTRAC compliance

Several operators active in Ontario have received notifications that they are temporarily exempt from certain financial reporting requirements. This applies to obligations under FINTRAC, the federal agency responsible for monitoring suspicious transactions and anti-money laundering efforts.

The reason is the incomplete integration of the iGaming Ontario (iGO) platform into the monitoring system. As a result, offline reporting will be accepted for the time being. Regulators clarified that this temporary measure does not lift the obligation to meet basic financial transparency standards. Conditions may be revised once the platform setup is finalized.

AGCO and iGO officially divide responsibilities

The formal separation of duties between Ontario’s two key gambling regulators – AGCO and iGO – has been completed. AGCO will now handle licensing, compliance, and inspections, while iGO will focus on commercial operations and day-to-day activities.

This division is expected to reduce confusion in the market, streamline registration processes, and accelerate responses to inquiries. Industry experts see the move as a step toward a clearer and more efficient regulatory model.

May marked a new phase for Canada’s gambling industry

May showed that Canada’s gambling sector is gradually maturing. Increased interest from private companies, legislative reform in Alberta, and tighter advertising oversight in Ontario all signal a shift toward a more structured and responsible industry. In the coming months, we can expect new market entrants, updated rules, and possibly new formats for engaging with users.

Stay tuned to our blog for the latest updates and emerging trends. Changes are already underway – and each one has the potential to impact both businesses and players alike.

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