AGCO Research Shows Ontario Players Turning to Licensed Sites, Channalization Rate Hits 91%

Ontario’s regulated online gaming market has reached a new milestone, with fresh research showing that more than nine out of ten players are now choosing licensed platforms. The study, commissioned by iGaming Ontario and the Alcohol and Gaming Commission of Ontario (AGCO), found that only 8.9% of respondents gamble exclusively on unregulated sites.

Read more Max Kellerman apologizes for James Harden-Donald Trump comparison: ‘It was too severe’

That figure is almost half of what was reported last year, when 16.3% admitted to betting solely outside the regulated system. Conducted by IPSOS between March 30 and April 20, 2026, the survey covered 2,012 Ontarians aged 19 and above.

AGCO described the findings as proof of steady progress in channelization, noting that the decline in unregulated play “builds on previous IPSOS findings and signals continued progress in the province’s regulated igaming market.”

Attorney General Doug Downey praised the results, stating, “These results are clear, Ontario is an international leader in upholding a safe, competitive, and regulated online gaming market.”

He added that the framework introduced four years ago was designed to protect players, expand consumer choice, and curb illegal gambling. “To date, we’re proud to see Ontario’s world-class online gaming model continue to support jobs, innovation, and economic activity across the province,” Downey said. 

Ontario launches BetGuard as it pushes for player safety 

Before regulation began in April 2022, officials estimated that around 70% of online gambling took place on unregulated sites. Since then, iGaming Ontario has worked closely with operators and government leaders to build a competitive market that prioritizes safety and consumer choice.

Read more Ghana Court Rules MSport Must Return GH¢364k Following Employee’s Unauthorized Betting

That collaboration has already delivered more than $4.2bn in gaming revenue from $103bn in wagers, showing how quickly the regulated system has grown.

Dr. Karin Schnarr, Chief Executive Officer and Registrar, AGCO, said its “encouraging to see more and more Ontarians choosing regulated sites when they gamble online.” 

He was joined by Joseph Hillier, President and CEO of iGaming Ontario, who said the latest survey results show “growing confidence among Ontarians in the province’s regulated market, which offers mandatory player protections and safeguards across all regulated sites that the unregulated market does not.”

One of the biggest steps in that direction came last week with the launch of BetGuard, a centralized responsible gaming platform. The tool allows players to voluntarily self‑exclude from licensed sportsbooks and casinos, blocking access to existing accounts, preventing new registrations, and stopping marketing communications from operators.

“This continued shift reflects the strength of Ontario’s model and its focus on protecting players. The AGCO remains committed to addressing the residual illegal market and ensuring regulated operators meet Ontario’s strong regulatory standards,” Schnarr added.

Read more Wildz Group Expands Product Portfolio with Launch of Beazt

Source: Canadian Gaming Business