A lawmaker key to the sports betting expansion in Canada said this week some of its fallout is “deplorable” ahead of Alberta becoming the second province with an open commercial gambling market.
Former MP Brian Masse told CBC News this week that while he does not regret his role in advocating for single-event sports betting in Canada, some of its implementation has led to “sad” and “deplorable” results. In 2019, Masse introduced the first iteration of the legislation that ultimately passed in 2021 to legalize single-event sports betting.
Ontario became the first province to open up to commercial sports betting and online casino operators in 2022. Previously, only provincial lotteries offered sports betting products, and prior to the 2021 law change, just parlay products. Regulators are aiming for Alberta sportsbooks and online casinos to launch July 13.
‘Deplorable’ sports betting rollout
Masse said the rollout of legalized sports betting has not gone the way he thought it would.
“It’s deplorable the way that some of the provinces have actually implemented it,” Masse said. “They’ve allowed the private sector to basically own and operate.
“I don’t have regrets, but it’s sad to see some of the repercussions. We can still avoid them, too. The story isn’t done.”
A main issue for Masse is the federal law change did not actually address the regulation of sports betting, as that is done at the provincial level. That led to Ontario launching “full throttle” and “allowed all of this unregulated activity.”
Ads rampant, need for more protections
Another part of Masse’s issue with the sports betting rollout is the proliferation of sports betting advertisements. A CBC Marketplace analysis in 2024 found sports betting ads made up 21% of sports broadcasts in Ontario. Masse prefers greater restrictions on sports betting ads, similar to cigarettes.
There has also been a 300% increase in young men contacting Ontario’s mental health helpline for gambling-related issues.
Sen. Marty Deacon has pushed for a national sports betting advertising framework. Deacon’s S-211 passed the Senate and is on its second reading in the House.
Alberta sports betting set for summer launch
Service Alberta Minister Dave Nally confirmed a July 13 launch date in a letter to industry stakeholders last month. Alberta Gaming, Liquor and Cannabis and Alberta iGaming Corp. will regulate the industry.
“The launch of a regulated iGaming market is an exciting chapter for our province, and I am confident that we can work together to build a market that is both competitive and socially responsible,” read the note.
Nally initially hoped the industry would launch in late 2024, after announcing the plan to open he market at that summer’s Canadian Gaming Summit. The launch, which Nally said would be modeled on Ontario’s regulations, met several delays.
The launch is more about curbing illegal gambling than to make the industry more accessible, according to Nally.
Who’s ready for Alberta sports betting
The AGLC estimates approximately 50 operators are looking to potentially apply for a license.
That includes major operators like bet365, Caesars, DraftKings, FanDuel, and theScore Bet.
Multiple companies have expressed interest in the market because of some key statistics. Executives cites aspects like the youngest adult population with the highest per-capita GDP and the highest per-capita spending on gambling in Canada.
