Dallas McCready, the new CEO of the Atlantic Lottery Corporation (ALC), had some interesting comments recently in Canadian Gaming Business about a five-year strategy to increase the ALC’s market share from about 33% to 50% vis-à-vis the non-legal grey market. Of course, any increase of the market share for the lone regulated online operator in the region is a positive, especially if it comes at the expense of the unregulated sector.
“We’ll never have 100% [of the market], of course, and we wouldn’t aspire to that,” was quoted as saying in the Summer 2025 edition of the Canadian Gaming Business magazine. “But we have around a third of the market right now, which is a fairly small percentage when you consider that we’re the only legal operator. Our goal is to get up to around 50% of that share. Our strategy has a lot of key elements that will help us be the first choice for the players of Atlantic Canada.”
We believe the ALC is looking at the numbers all wrong.
If, as McCready states, the ALC’s goal is to contribute more money back to the region (because all of the ALC’s profits remain in Atlantic Canada), wouldn’t Atlantic Canadians benefit more from following Ontario’s open model. Some 85% of previous grey-market operators have made the transition into the regulated space, better protecting consumers and increasing tax revenue to the Douglas Ford government.
Through the first three years, the open market in Ontario has produced total online gambling revenue of more than $7 billion and tax revenue of some $1.4 billion. Those figures also do not include numbers from the province’s lottery and gaming corporation. OLG reports its financials separately.
Meanwhile, on the east coast, McCready is basically saying that 66% of the online gambling in Atlantic Canada currently is bet in the grey market, depriving the region of any revenue from that off-shore activity and leaving consumers completely unprotected.
Even if the ALC achieves McCready’s ambitious goal to increase its market share to 50% – especially when consumers are effectively telling them, en masse, that grey market products are preferable to what the ALC offers — that still means, at best, half of the bets being made in Atlantic Canada are flying right out the window.
If the concern is the loss of ALC’s market share, OLG has more than proven it can hold its own against unprecedented competition (some 50 operators offering about 85 different gambling sites). OLG’s online revenue has grown since the open market launched in April of 2022 and the lottery corporation’s market share is somewhere near a very healthy 20%. The corporation’s leadership has also pointed to legal competition as a catalyst to greatly improve its digital gambling products.
All ALC has to do is follow the lead of Ontario and the OLG and Atlantic consumers reap the benefits of better protection and more money remaining in the region to fund other important priorities – the first of which should be responsible and problem gambling programming.
We don’t expect McCready or the ALC to advocate for competition. But we do think the ALC’s political masters need to take a better look at the numbers.
Playing some catchup on news from the Alcohol and Gaming Commission of Ontario seven days ago that it’s revoking lottery seller registrations of some retailers in the Greater Toronto Area found to be offering unapproved gambling machines under the Prime Slot brand.
From the AGCO news release:
Over the past decade, unregulated gaming machines have increasingly proliferated across North America. While they largely rely on chance like traditional slot machines, manufacturers have claimed they are games of skill and have installed terminals in convenience stores and other locations where gaming machines would otherwise be prohibited.
The AGCO will continue to take every action within its authority to protect the public against the risks that these unregulated machines pose – particularly in locations easily accessible to children and youth.
The most recent episode of the Gaming New Canada Show with host Steve McAllister features a conversation with Play’n Go’s head of government affairs Shawn Fluharty and the company’s North America regional director Saam Hafezi.
McAllister asked Fluharty for his takeaways from the G7 forum in Calgary, and the National Council of Legislators from Gaming States conference. The two guests also discussed Play’n Go’s ongoing business in Ontario, its partnership with Loto-Quebec, and their thoughts on the to-come open market in Alberta.
You can listen to the show here or watch it here:
Last week, after we hit the Publish button, the Canadian Football League (CFL) issued a press release saying it had reinstated free agent defensive lineman Shawn Lemon (with conditions) following a 15-month suspension for betting on CFL games in 2021 while Lemon was a member of the Calgary Stampeders — including one game in which he played.
Lemon is now eligible to sign with any team, but future violations of the CFL Match Manipulation Policy will result in a lifetime ban.
“Protecting the integrity of the play on the field is of the utmost importance and we will not tolerate players violating the CFL’s Match Manipulation Policy,” said CFL Commissioner Stewart Johnston. “Mr. Lemon’s suspension, which was the longest in league history, was necessary and appropriate. He has taken full responsibility for his actions.
“He understands how wagering negatively impacts sports and has re-educated himself on league policy. He is now committed to helping other players learn from his mistake.”
Should Lemon be signed by a CFL team, he would only be eligible to play after serving a two-game suspension for a positive drug test for the banned substance Phentermine.
Lemon will be required to complete all mandatory league education, including the CFL Match Manipulation Policy, and he must continue to participate in the counselling sessions he has been attending.
It is unusual that an athlete that bet on his own league’s games did not receive a permanent lifetime ban, but it’s likely a sign of the times — and not all for the better — that the punishments appear to be softening in the age of gambling proliferation.
Rhea Loney joins the Board of Directors for the Responsible Gambling Council.
Congratulations to David Berman, Ann Simmons Nicholson and Charles Lombardo, the Class of 2025 in the American Gaming Association’s Gaming Hall of Fame.
Carrie Shaw is named an Assistant Professor and AGRI Research Chair at University of Alberta.
Felicitations to Stacy Shaw of Oregon Lottery – and a board member with the Responsible Gambling Council – on receiving the Don Feeney Award for Responsible Gambling Excellence from the National Council on Problem Gambling.
Neale Deeley, formerly of Sportradar, is appointed Senior Vice President of Sportsbook at ALT Sports Data.
Cristian Robalino departs SBC after serving as Vice President of Marketing, Americas for the past four-plus years.
Martin Bland steps down as Commercial Director of EPIC Global Solutions.
Werter Luna replaces Ramiro Altucha as CEO at Vibra Gaming.
Lauren Lemmer has a new title at Fanatics: Senior Director, Enterprise Compliance.
Former Digitain and Sport Generate executive Simon Westbury joins 1XBET as a Strategic Advisor.
Brendon Jeacocks joins Altenar as Regional Director – South Africa.
Beter appoints Miguel Valdes as Business Development Manager for the Asia-Pacific region.
Javier Buell says adios to PlayLive as its Head of Marketing.
Mae Valdes returns to Softswiss as a Business Development Manager.
Michael Miller departs CBC/Radio-Canada as Head of Sales: Olympics, New Business and Client Direct.
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Cool gig alert at Aristocrat Interactive, which is hiring a Vice President, Product Solutions.
MGM Resorts International has an opportunity for a Senior Data Analyst – Gaming.
Yolo Group wants to hire a Global Head of CRM.
Hard Rock Digital is in seek-and-employ mode for a Senior Manager, Marketing Analytics – Cross-Channel Analysis, and a Senior Manager – Sports Operations & Content Optimization. And, oh yes, a Senior Manager – Sports & Event Operations.
DraftKings has a position available in the city of the Red Sox for a Lead Data Science Engineer, Sportsbook.
A Marketing Specialist position is up for grabs at Penn Interactive.
Low6 has a UK-based gig available for a UX UI Designer, Games & Gamification and also for a Senior Full Stack Developer.
Wanted by the Responsible Gambling Council: an Events Manager, Education and Programs.
EGR has a maternity leave contract for a Head of Content.
ClickOut Media is seeking a Gambling Editor.
There’s an opening at the Alcohol and Gaming Commission of Ontario for a Payroll and Benefits Administration Specialist.
BCLC has an opportunity for a Senior Accountant, iGaming Finance.
iGaming Ontario is seeking a Manager, Operator Relations.
Manitoba Liquor & Lotteries has a number of available positions in IT these days.
Casino Niagara wants to bring a Senior Internal Auditor on board.
OLG is on the lookout for an Articling Student, and also has an opportunity for an Enterprise Strategy MBA Student.
Blazesoft has an opening in Vaughan, ON, for a Partnerships Manager.
Among the openings at theScore is one for a Lead Product Manager, Payments & Fraud Prevention.
Bet99 is searching for a Social Media Coordinator.
Push Gaming needs a Senior Game Mathematician.
FanDuel is in hiring mode for a Media Senior Manager.
UK-based Legend is hiring a Content Editor – North American Markets.
Fanatics has an opening in the UK for a Trader II – General Sports.
Wanted by Pinnacle for its Toronto operation: an Azure Kubernetes Engineer (and that’s not a typo. . . ).
Bally’s has an opportunity for a Responsible Gaming Manager.
Entain has a gig available in Gibraltar for a UK Live Casino Manager, and in Toronto for an Affiliate Account Manager.
Altenar wants to bring on board a Product Manager (Mobile Applications).
There’s an opportunity for a Crime Analyst at the Ontario Securities Commission.
Red Bull is seeking for its Toronto office a Field Marketing Specialist – Event & Activation.
The folks with the FIFA Women’s World Cup are in need of a Head of Broadcast.
The National Hockey League is on the lookout for a Director, Corporate Communications.
The Canadian Centre for Ethics in Sport is seeking a Director of Operations and an Education Manager.
The United States Hockey League has an opportunity available for a Vice President, Business Development.
Wanted by the American Hockey League: a Director, Hockey Operations and Player Safety.
Oak View Group has a gig up for grabs in Hamilton as Director of Fan Experience.
The NFL is in search of a Seasonal Digital Video Editor.
The WNBA expansion Toronto Tempo is in the market for a Manager, Scouting & Basketball Administration.
Next League is seeking a Director, Product Management.
Calgary Sports and Entertainment is hiring a Manager, Sales for the CFL Stampeders.
Golf firm Callaway is in the market for a Photography & Content Manager.
Canadian Women & Sport is looking for two volunteers to join its Board of Directors, and has an opening for a Manager, Research & Insights.
Wanted at the University of Toronto: an Athletic Communications, Digital and Social Media Assistant.
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