Canada’s overall gambling participation rate has fallen over the past two decades, even as provincial online markets continue to expand — with Ontario’s regulated iGaming sector reaching C$2.9 billion in gaming revenue in 2024–25, according to an analysis by CasinoCanada that combines Statistics Canada survey data with iGaming Ontario’s annual reports.
Participation Down, Revenue Up
Statistics Canada data cited in the analysis shows 76% of Canadians aged 15 and over reported gambling in the previous year in 2002. By 2018, that figure had dropped to 64.5%, based on the agency’s Gambling Rapid Response module — a decline of more than 11 percentage points over 16 years.
Ontario’s regulated online market tells a different story. Since the competitive iGaming framework launched in April 2022, revenue has grown sharply year on year. The province generated approximately C$1.3 billion in its first full fiscal year, rising to C$2.2 billion in 2023–24 and C$2.9 billion in 2024–25. Total wagering volume grew from approximately C$63.2 billion in 2023–24 to C$82.7 billion in 2024–25.
iGaming Ontario recorded roughly 2.6 million active player accounts during 2024–25. With a provincial population of approximately 15 million, the figure points to a relatively concentrated base of active digital users — though the regulator notes that individual players may hold multiple accounts across different operators.
Online Casino Drives the Mix
Online casino activity accounts for the largest share of Ontario’s regulated revenue. In 2024–25, online casinos generated approximately C$2.2 billion of the C$2.9 billion total — roughly three-quarters of the market. Sports betting and other wagering products make up the remainder.
The concentration of revenue in casino products reflects broader trends in regulated online markets, where table games and slots have consistently outperformed sports betting in terms of per-player revenue generation. Ontario’s market structure mirrors patterns seen across European regulated markets, where online casino has become the primary growth engine even in jurisdictions where sports betting was the initial focus of regulation.
Growth Driven by Existing Players, Not New Ones
Eugene Ravdin, head of PR for CasinoCanada, said the two datasets point to a structural shift in how gambling markets expand.
“What we are seeing in Canada is a clear paradox. Overall, gambling participation has declined over the past two decades, yet the market itself is expanding rapidly. That suggests growth is increasingly being driven by deeper engagement among existing players rather than a surge in new gamblers.”
Ravdin also pointed to the role of commercial partnerships in raising the industry’s public profile.
“Gambling has become far more visible through sports sponsorships, broadcast integrations, and digital platforms. That creates an interesting tension between how gambling is perceived in public life and what participation data actually shows. For policymakers and regulators, understanding that gap will be increasingly important as the market continues to develop.”
The analysis identifies a further dynamic: Ontario’s regulated framework redirected a portion of players from offshore platforms to licensed operators. That migration does not expand the total gambling population but shifts existing activity into regulated channels — inflating licensed revenue figures without representing new demand.
Sports Partnerships Increase Visibility
Since the legalization of single-event sports wagering, betting brands have entered sponsorship agreements with major professional leagues and teams. Official partnerships now cover the National Hockey League, the Canadian Football League, and the Canadian Elite Basketball League. Betting brands appear in arena signage, broadcast segments, and digital sports coverage across major Canadian sports programming.
The analysis argues that this visibility has not translated into a broader gambling audience. Survey data indicates fewer Canadians report gambling now than two decades ago, despite substantially higher commercial exposure. The divergence illustrates how digital platforms and sports marketing can increase the public presence of betting without expanding participation rates.
Regulatory Fragmentation Complicates the Picture
Canada does not operate a single national gambling framework. Ontario runs a competitive regulated online market with dozens of licensed operators; several other provinces continue to rely on government-run monopoly platforms. Alberta has indicated plans to introduce a similar competitive structure, with an iGaming framework expected ahead of the NFL season.
The gap between national participation surveys — which measure broad population behaviour — and provincial regulator reports — which track wagering volumes, revenue, and account activity — means the two datasets capture different aspects of the industry. National surveys measure how many people gamble at all; provincial reports measure how intensively a licensed segment of those players wager.
If market expansion continues to be driven by a concentrated group of high-frequency digital players, regulators are likely to focus attention on how that activity is monitored and managed — particularly around player protection obligations, deposit limits, and platform-level intervention tools. Ontario’s approach to consumer protection requirements will be watched closely by other provinces considering similar frameworks.
Source: CasinoCanada
