Canada’s gambling participation rate has declined over the past two decades, even as the regulated online wagering market continues to grow, according to an analysis published by CasinoCanada that combines national survey data with provincial market reports.
Statistics Canada data shows that 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.
At the same time, provincial financial data indicates rising activity in regulated digital markets, particularly in Ontario, where the competitive iGaming framework launched in April 2022.
Ontario online market expands
According to iGaming Ontario‘s annual reports, the province’s regulated online gambling sector generated approximately CAD 1.3 billion in gaming revenue during its first full fiscal year. Revenue then increased to CAD 2.2 billion in 2023–24 and reached CAD 2.9 billion in 2024–25.
Wagering volume also increased during the period. Total wagers rose from approximately CAD 63.2 billion in 2023–24 to CAD 82.7 billion in 2024–25.
The same report recorded roughly 2.6 million active player accounts in Ontario during 2024–25. With a provincial population of about 15 million, the figure indicates a concentrated group of active digital users, although multiple accounts may belong to individual players.
Online casino activity accounts for a large share of the province’s regulated revenue. Data from the 2024–25 reporting period indicates that online casinos generated about CAD 2.2 billion of the CAD 2.9 billion in total online gaming revenue, representing roughly three-quarters of the market.
Participation decline contrasts with revenue growth
The analysis compares long-term participation surveys with provincial regulator reporting to examine how gambling activity has evolved.
“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,” said Eugene Ravdin, head of PR for CasinoCanada.
He added that gambling exposure has increased through commercial partnerships and digital media channels.
“At the same time, 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,” said Ravdin.
Digital platforms alter market structure
Industry reporting suggests that recent market expansion is linked less to attracting new gamblers and more to increased activity from existing players.
Since Ontario introduced its regulated framework, many North American operators have entered the market. The competitive environment has shifted toward player retention and engagement rather than acquiring large numbers of casual participants.
The analysis also notes that regulation redirected some users from offshore platforms toward licensed operators. This migration did not necessarily increase the total number of gamblers but shifted existing play into regulated channels.
Sports partnerships increase industry visibility
The report also examines the growing role of sports partnerships in the Canadian betting ecosystem.
Since the legalization of single-event sports wagering, betting brands have entered sponsorship agreements with professional leagues and teams. Partnerships include official betting relationships with organizations such as the National Hockey League, the Canadian Football League, and the Canadian Elite Basketball League.
Betting brands also appear in arena signage, broadcast segments, and digital sports coverage, integrating wagering content into professional sports programming.
Despite that exposure, survey data indicates fewer Canadians report gambling than two decades ago. According to the analysis, this contrast between visibility and participation illustrates how digital platforms and sports marketing can increase the public presence of betting without expanding the overall audience.
Provincial regulation and policy considerations
Canada does not operate a single national gambling framework. Ontario runs a competitive regulated online market with dozens of licensed operators, while several other provinces continue to rely on government-run platforms. Alberta has indicated plans to introduce a similar regulated structure in the future.
Researchers note that participation surveys provide a national snapshot, while provincial regulator reports track wagering volumes, revenue, and account activity. The two datasets measure different aspects of the industry.
If market expansion continues to be driven by a relatively concentrated group of players, regulators may focus more on how digital gambling activity is monitored and managed.
The analysis concludes that Canada’s gambling market is expanding not because more people are playing, but because digital platforms are changing how players engage with betting products.
