91% of Ontario Players Now Choose Regulated Gaming

Four years after Ontario launched its competitive online gaming market, a new study shows the regulated sector is thriving. An Ipsos channelization study commissioned by the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario found that 91.1% of Ontario players now choose regulated sites. That marks a 7.4 percentage point increase from the previous year. Before the market launched in April 2022, the provincial government estimated that 70% of online gambling occurred on unregulated sites.

Why Unregulated Sites Are Losing Ontario Players

The shift away from unregulated sites is equally striking. Only 8.9% of respondents reported gambling exclusively on unregulated platforms. That figure stood at 16.3% just one year ago. Ontario's regulated market currently includes 44 licensed operators. Regulated sites must meet clear, enforceable consumer protection standards, including game integrity measures and responsible gambling safeguards.

Unregulated sites offer no such guarantees and carry risks related to money laundering and match-fixing.

The AGCO uses the annual Ipsos findings to actively combat the illegal gaming market. "This continued shift reflects the strength of Ontario's model and its focus on protecting players," said Dr. Karin Schnarr, Registrar and CEO of the AGCO.

BetGuard and What Else Is Bringing Players In

Ontario's commitment to player protection recently expanded with the launch of BetGuard. This centralized self-exclusion platform allows players to opt out of all regulated iGaming sites at once. Previously, players had to contact each site individually.

Minister of Tourism, Culture, and Gaming Stan Cho attributed rising channelization rates to several factors: growing consumer awareness, support from responsible gambling groups like the Responsible Gambling Council, and a broader demographic shift toward online wagering. "I think it's a bit of awareness, and I think it's the sheer number of gamers in general growing," Cho said. He also noted that 1.2 million active players are now wagering within the regulated market.

Ad Rules Tighten as Other Provinces Take Notice

Alongside the positive channelization data, Ontario is weighing tighter advertising rules for online gaming. Cho confirmed that he and Attorney General Doug Downey are "very seriously looking at additional measures on the advertising side." The AGCO restricted the use of athletes and celebrities in iGaming ads in 2024. Federal advertising legislation is also advancing. Cho said he hopes both levels of government can find common ground.

Meanwhile, other provinces are taking notice. Alberta is preparing to launch its own regulated iGaming market on July 13. Officials from British Columbia and Nova Scotia have also reached out to learn from Ontario's model.