The Great White North has seen a dramatic transformation of its sports betting market. While it was originally restricted to just parlays and regional websites, Ontario now has an open market with quality operators and more betting options with Alberta’s coming soon. Check out our article to learn more about Canada’s sportsbooks and details on future legislation.
Legalizing The Market
While Canada has had sports betting options since 1985, they were very limited. Players could only bet on sports events if the bets were parlays of at least two legs. Online sports betting in Canada started in the 90s, but the only options were unlicensed sites. It would take until 2021 for the government to legalize single-event betting through The Safe and Regulated Sports Betting Act. Some of the events since then include:
- Ontario opened its market on August 27th, 2021.
- Nova Scotia opened its market on February 22nd, 2022.
- Ontario generates CA$3.20 billion in gross gambling revenue from April 2024 to March 2025.
The market has seen significant success, with many other provinces now preparing to launch their own markets. The government is also looking to introduce new advertising rules through the National Framework on Sports Betting Advertising Act. That has created a sustainable market where players can compare the finest Canadian sportsbooks side by side without worrying about scams.
Key Reasons for Success
While the market is still young, it has achieved significant success through several key factors. For example, society is more accepting of gambling, and modern technology allows players to bet from their phones rather than going to physical locations. Some of the trends contributing to the market’s success include:
- Young people are becoming more interested in sports betting.
- Ontario’s business model is creating a safe gambling experience.
- Online sportsbooks are making sports betting in Canada more accessible.
- Advertising campaigns lead to widespread knowledge of the betting market.
Canada’s revenue accounted for 4.1% of the global sports betting market in 2024, and some experts project it will reach CA$11.97 billion. The legalization of sports betting also means players don’t use unlicensed Canadian sportsbooks, allowing provinces to generate more revenue. Sports betting has also increased the popularity of sports, with Canadians becoming more interested in soccer and staying to see the full games.
Ontario’s Success
A major reason for the success of sports betting in Canada is Ontario’s highly regulated market. It initially launched in 2021 as the province’s PROLINE+ digital sportsbook, but it became an open market in April 2022, allowing other operators to establish their own platforms. Some of the earliest ones that joined Ontario’s growing market include:
- FanDuel
- BetMGM
- DraftKings
Ontario’s market is unique in that it has an open licensing approach. Canadian sportsbooks don’t need to partner with land-based casinos, and there is no limit on the number of available licenses.
However, they have to register with the Alcohol and Gaming Commission of Ontario and sign an operating agreement with iGaming Ontario. Operators also need a B2C license, their own bank account and a security deposit equal to the last 12 months’ GGR.
Other Provinces Follow Suit
Ontario generated CA$3.20 billion in GGR from April 2024 to March 2025, with wagering reaching CA$82.7 billion. This success has caused other provinces to consider their own markets and how to create the best Canadian sportsbook. Most still only allow betting through government-owned platforms, such as:
- PlayNow.com, operated by the British Columbia Lottery Corporation in British Columbia, Manitoba and Saskatchewan
- Mise-o-jeu+ is operated by Loto-Quebec in Quebec
- PROLINE operated by the Atlantic Lottery Corporation in New Brunswick, Newfoundland, Nova Scotia and Prince Edward Island
Alberta is aiming to follow in Ontario’s footsteps and open its market. However, it will face additional challenges as it tries to turn people away from offshore operators, while avoiding cannibalization of PlayAlberta.com. Although most of the legal work is done, including the establishment of the Alberta iGaming Corporation as a regulatory body, the official launch may be delayed.
Canadian Player Preferences
While legislation is important for the market, player preferences are a driving force for any changes. For example, most Canadian players are young people who like using their phones, so Canadian sportsbooks that want to succeed have to offer high-quality mobile apps. While Canadians are becoming more interested in various sports, the most popular ones are still:
- Ice Hockey
- Football
- Basketball
- Soccer
Many of the best Canadian sportsbooks also offer intuitive payment methods, such as e-wallets, and use AI chatbots to improve the experience and help players with any common issues. Ontario’s players in particular care a lot about a brand’s trustworthiness, and with the wide variety of options currently available, it can be hard to break into the market without quality features.
Future Legislation
While Ontario is currently the only legal market, the federal government is working to improve gambling legislation. The National Framework on Sports Betting Advertising Act had a vote scheduled for April 22nd, 2026.
It aims to create uniform regulations across the provinces in preparation for the expanding sector, following concerns about the large number of sports betting advertisements during events. Some of the provisions included in the framework are:
- Restrict the number of gambling advertisements and limit or ban celebrities from participating in them
- Promote research and inter-governmental information sharing to protect minors from harmful gambling
- Set national standards for the prevention and diagnosis of harmful gambling and addiction
Many Canadians are concerned about the intensity of gambling advertisements, with 66% wanting to ban them from live sports broadcasts and 59% being in favor of a complete nationwide ban on gambling advertisements.
That will significantly impact current sponsorships if approved and may lead to further federal oversight. The Canadian market is still relatively young, so it’s important to keep track of future developments.
