Ontario Online Gambling Participation Shifts to 91.1% Regulated Play

Ontario iGaming Market Reaches 91.1% Legal Participation – Ipsos Data Shows Decline in Unregulated Gambling

Key Takeaways

• 91.1% of Ontario online gamblers now play on legal, regulated platforms, according to a 2026 Ipsos poll.
• The share of players using only illegal sites fell from 16.3% in 2025 to 8.9% in 2026.
• Before the regulated market launch in 2022, an estimated 70% of players used unregulated operators.
• The survey was commissioned by the Alcohol and Gaming Commission of Ontario and iGaming Ontario.
• Alberta is preparing to launch its own regulated online gambling market on July 13.

Ipsos Survey Shows Shift Toward Regulated Platforms

Four years after Ontario opened its regulated online gambling market, new research indicates a substantial migration of players to licensed operators. According to an Ipsos poll commissioned by the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario, 91.1% of Ontarians who gamble online now do so on legal, regulated platforms.

This marks a 7.4% increase compared to 2025 results. The data also shows a significant decline in exclusive use of illegal sites. The proportion of respondents who reported gambling only on unregulated platforms dropped from 16.3% in 2025 to 8.9% in 2026, nearly halving within one year.

The findings contrast with the situation before the commercial market launch in 2022. At that time, an estimated 70% of Ontario players were gambling with unregulated operators. The regulated framework was introduced with the stated aim of shifting activity into a supervised and enforceable environment.

Regulatory Authorities Cite Consumer Protection and Enforcement

Ontario Attorney General Doug Downey stated that the results demonstrate the impact of the regulatory model introduced in 2022. He described the province as an international leader in maintaining a safe, competitive, and regulated online gaming market, adding that the framework was designed to protect players, increase consumer choice, and address illegal gambling.

The AGCO and iGaming Ontario have commissioned Ipsos to conduct annual surveys since the market launch. According to the AGCO, the collected data supports ongoing enforcement efforts against remaining illegal operators.

Dr. Karin Schnarr, CEO and Registrar of the AGCO, said the continued movement toward regulated platforms reflects the structure of Ontario’s model and its focus on player protection. The regulator emphasized that licensed operators must comply with clear and enforceable standards.

According to the AGCO, these standards include safeguards for game integrity and responsible gaming measures. In contrast, the Commission stated that unregulated sites may expose players to weaker information security, limited consumer protections, and higher risks of criminal activity, including money laundering and match fixing.

Government Links Regulation to Market Stability and Economic Activity

Provincial officials also connected the regulated market to broader economic considerations. Ontario’s Attorney General said the online gaming model supports jobs, innovation, and economic activity within the province.

Stan Cho, Ontario’s Minister of Tourism, Culture and Gaming, stated that embedding responsible gaming tools into the market has been central to the government’s approach. He said the increase in regulated play indicates that expanding the online gaming market within a supervised framework has resulted in a safer environment for players.

Joseph Hillier, President and CEO of iGaming Ontario, said the survey findings suggest that the province has balanced consumer choice with regulatory oversight. He noted that the agency remains focused on maintaining a safe and structured marketplace for both players and operators.

For users comparing platforms, the data highlights the extent to which Ontario’s online gambling activity now takes place within a regulated environment. This affects how operators are licensed, how player protections are applied, and how compliance standards are enforced.

Alberta Prepares Regulated Launch Amid Ontario Results

Ontario’s results come less than two months before Alberta is scheduled to launch its own regulated online gambling market on July 13. The Alberta government has stated that its objective is to provide consumer choice, strengthen protections, reduce illegal gambling, and recapture tax revenue currently flowing to unregulated operators.

Speaking at the SBC Canadian Gaming Summit, Dale Nally, Minister of Service Alberta and Red Tape Reduction, said online gambling is already active in the province. He described the introduction of a regulated framework as a response to existing market demand.

According to Nally, the government views regulation as a way to ensure gambling activity is conducted as safely and responsibly as possible. He stated that addressing an illegal market requires the presence of a healthy and regulated legal alternative.

Ontario’s data, showing a shift from predominantly unregulated play in 2022 to more than 90% regulated participation in 2026, is being cited as evidence supporting that policy rationale.

Implications for Online Gambling Users

For online gambling and sports betting users, particularly those evaluating licensed versus offshore platforms, the Ontario figures provide measurable insight into market behavior under a regulated model. A participation rate above 90% on legal platforms indicates that most players are now operating within a framework that requires compliance with provincial standards.

These standards cover responsible gaming tools and oversight mechanisms defined by the AGCO. At the same time, the remaining share of users on illegal sites, 8.9% according to the latest survey, shows that unregulated activity has not been fully eliminated.

The annual Ipsos surveys provide an ongoing benchmark for how effectively regulatory measures are shifting player behavior. With Alberta preparing to implement a similar model, future data from both provinces will offer further comparative insight into how regulated frameworks influence market participation.

Our Assessment

The 2026 Ipsos poll indicates that 91.1% of Ontario online gamblers now use regulated platforms, compared to an estimated 30% before the 2022 market launch. The share of players exclusively using illegal sites has declined significantly year over year. The data, commissioned by provincial regulators, is being used to demonstrate the impact of Ontario’s regulated framework and is referenced as Alberta prepares to introduce its own legal online gambling market.