In this episode of The iGaming Show, we take a look at Alberta’s regulated iGaming market one month after launch. We explore how the market has developed so far, what operators can learn about Alberta’s player base, the importance of channelization, responsible gambling, and what the future could look like for the province’s regulated iGaming industry.

Guest: Dan Keene, CEO of the Alberta iGaming Corporation.

The iGaming Show, presented by Paramount Commerce, is a podcast that will analyse gaming industry trends with experts from various gaming organizations.

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Full episode transcript: 

Varad Mehta: Alberta's regulated iGaming market has now been live for more than a month. To look at how the market is developing and what's ahead, we're joined by Dan Keene, the CEO of the Alberta iGaming Corporation.

So, without further ado, let's get the show rolling.

Dan, as we always begin this podcast, I have a few fun questions before we get into the topic of discussion. I have a couple lined up for you, and I hope my research is on point with this one.

Okay, so the first one: during your high school years at Paul Kane High School, did you ever visit Big Lake? Did you see any cool birds in that area? Apparently, Big Lake is home to 235 different types of birds.

Dan Keene: Wow, Varad. First, let me say: great to be on with you today.

Wow, that's quite a question, because I'm going to have to go back into my memory banks. First, I'll tell you, I live very close to Big Lake. Actually, it's within walking distance from where I live today—maybe 10 or 15 minutes. It is a beautiful spot. I often go there for a little bit of a walk and a hike.

My wife is the ornithologist—is that the right phrase? She's more of a birdwatcher. I love the birds too, but I wouldn't be able to give you the exact species. But yeah, it's a beautiful area.

And yeah, Paul Kane—wow, you're taking me back. Let's just say it was my high school reunion this year, and it wasn't my 20th. It wasn't even my 30th. So, let's just say it's been a little while. But it's a beautiful area. Thanks for asking that question.

Varad Mehta: I love that. Okay, so good—research paid off.

Second question: what makes Donovan and his music really special? Do you have any recommendations for songs by Donovan? Give us your top three—I'm putting you on the spot here.

Dan Keene: Well, again, that's a great bit of research and a great question. I am a lover of Donovan. I love all kinds of music. At one time, I had a very big vinyl-record collection, which is now just a modest collection of keepers.

I like all genres of music, but yeah, Donovan—the Scottish Bob Dylan. What would I say? Of course, you have to go with “Sunshine Superman.” I'll go with the track off Mellow Yellow called “Museum.” But then I'll say probably my favourite, which was featured in the movie Zodiac, is a song called “Hurdy Gurdy Man.”

Varad Mehta: Okay.

Dan Keene: There you go. That's my favourite Donovan song. But thanks for asking. Great artist—still with us. Donovan's still with us.

Varad Mehta: Yeah, if anyone's into folk music, please check it out. Dan has given you some incredible recommendations.

My last fun question—promise, last one. As you're a big music fan and, as you mentioned, you're into records and live music, do you think your passion for music has helped you develop any skills that you use in your professional career?

Dan Keene: Well, these are great questions. I do have to say, if we're talking music today: RIP Dolly Parton, who was a complete maverick and titan in the music industry.

I would say, Varad, I think the one thing—and I touched on it before about music, and I feel the same way about books, art, film, news, and all kinds of things—is that it teaches you to drink deep, if you know what I mean. It's always something new to explore.

I think I've always been dialled in that way. You can never learn enough about music, just like you can never read enough books, watch enough film, or take in enough news. It's all about having your mind open to those sorts of things. I think that helps. Yeah, that helps in business for sure.

Varad Mehta: Yeah. Remain curious and keep learning.

Dan Keene: That's it.

Varad Mehta: Love it. Love it.

Now, on to the topic we're here to talk about: iGaming in Alberta.

Dan, I want to kick off with one month into regulated iGaming in Alberta. What stands out most to you about how the market has developed so far? What have you heard? Any cool insights?

Dan Keene: Well, listen, and again, thanks for having me. It's been incredibly exciting.

We're coming up on two months, and I would say that what we've heard from operators—and we've got some great partners out there—is that they've been engaged in creating a safe and sustainable market. We've seen that market building successfully, week after week.

I think there's a collective understanding that it's very important to channelize this market and to have a regulated and safe market where Albertans can participate under a set of guidelines and standards, both imposed by the AiGC and, of course, our regulator, AGLC.

But really, it's the acceptance and the partnership on behalf of the operators that have come into the market. We've obviously had tremendous momentum. We don't take it for granted, and ultimately, operators need to be good stewards of Albertans and Albertans' business.

We're up to 20 operators and 29 sites, and we continue to onboard as the weeks pass by. So far, it's really been that acceptance and that focus on a safe and sustainable marketplace.

Varad Mehta: That's great to hear. As more than a month has passed, are there any learnings about the player base? I'm sure there were some learnings around the player base on the regulated provincial site, but what have you learned about Alberta's player base and the opportunities for operators since the launch?

Dan Keene: Yeah, it's a great question. We'll continue to learn, and we're obviously going to be focused on that.

One of the biggest things for Albertans is that social-responsibility measures are in place, their privacy is protected, and they can play with confidence. I think that is something we've heard from Albertans, and it is important to Albertans.

We continue to foster the message: play within your means. Gaming and gambling should be entertainment and viewed as such. It is entertainment; it's not a way to make money. It's something you do as a pastime, so do it responsibly. We hear that from Albertans.

I think Albertans have also really taken to the message that, previously, before the market was regulated, when it existed in the grey or unregulated space, none of the funds stayed in Alberta. The funds would all leave the province. Now, a portion of net revenues goes to support services that Albertans rely on every day. That's important to Albertans too.

When we hear from Albertans, those are the kinds of things we're hearing and focusing on: making sure they know we're not here to grow the market. We're here to channelize the existing illegal market so that it is now regulated.

This is something that has gone on for decades. The market has been here for a number of years, and now we have a structure in place in which Albertans can feel secure. They can feel secure in playing and feel secure that their information and finances are safe going forward. Those are the kinds of things we hear.

Varad Mehta: You touched on something so important: that shift from unregulated sites to licensed operators. How important is channelization in shaping Alberta's regulated iGaming market and moving players into the safer environment you have created?

Dan Keene: Thank you for pointing that out. When I think of us creating it, it's our friends at AGLC, the support we had from iGO Ontario—they've been very gracious with their help—the support from the Canadian Gaming Association, our lobbyists, our industry, our vendors, and our legal firm. Everybody has had a hand in it. Obviously, we've helped steward it forward.

But channelization, to your question, Varad, is absolutely critical. It's a key performance indicator for us, and I think it should be for Albertans as well.

The fact that we have an unregulated market here means that funds may be at risk, or that social responsibility may not be at the forefront or under a consistent standard. What AGLC has put forward with centralized self-exclusion is so important. Now, you've got a place where you can go and, with one click of a button, self-exclude.

But not only that, we have partnerships with the Responsible Gambling Council and with 211 Alberta, where we can direct people to support. It's about having accountability. It's about having standards in place as we channelize.

Our goal is to get to 75% channelization within two years. That is our goal, and I believe we'll achieve it. We're not trying to be boisterous; I just think there's going to be momentum from companies and Albertans to get there.

It's going to take work, and we need to make sure people are in close adherence to the guidelines as we go forward. But channelization is critically important, Varad.

Varad Mehta: For sure. You again mentioned something so important: the collaboration between AGLC, AiGC, and all the stakeholders. What have you seen from operators and other industry stakeholders that gives you confidence in the market's long-term potential?

There was interest in the market even before it launched. Two or three years ago, you would go to any conference and everyone was just saying, “Alberta, Alberta.” I'd love to know your perspective on that.

Dan Keene: Well, listen, I'm glad people want to come to Alberta. We welcome them to Alberta if they get regulated, pass due diligence at AGLC, and adhere to our standards and operating agreement.

As you know, when I watched your podcast with Brandon, he's absolutely right: Alberta is a great place to do business. We're a business-friendly, business-forward province. We've got low taxes—the lowest provincial taxes—and a young, dynamic demographic here in this province.

When it comes to those partnerships you mentioned, AGLC has been tremendous as our regulator in setting and enforcing the standards and requirements for internet gaming. We have our own partnerships, policies, and close alliances as well.

A lot of this, I have to credit to our minister, Minister Dale Nally of Service Alberta and Red Tape Reduction, who has provided a great mandate for the AiGC and the AGLC in terms of these partnerships and what we're going to do.

There are a number of partnerships. I mentioned a few with the Responsible Gambling Council and 211 Alberta, but there are more that will continue to grow. We have a lot of consultations with a number of groups because, as we said at the top, you're always learning in this industry. It is ever-evolving, and we need those partnerships in order to be successful.

We can't do this in a vacuum. We can't build the market and grow the market in a vacuum. It has to be done with industry-stakeholder feedback and partnership along the way.

Undoubtedly, there will be things we learn that we can improve upon. As much as we like to think we're off to a good start, we never take things for granted. We're always looking for ways to improve and get better, and partnerships help us with that.

Varad Mehta: I love that. One thing that came up when I spoke to Minister Dale Nally was consumer protection through responsible-gambling measures. Alberta was very active in those conversations, and we heard a lot about how you wanted to get it right.

As responsible gambling is a major focus for Alberta's regulated framework, what do you think the industry needs to prioritize as the market matures?

Dan Keene: You never want to say one matter is the most important, but social responsibility is certainly near the top of the list and always will be.

The centralized self-exclusion tool from AGLC, the advertising standards around not promoting to minors, and making sure these rules are strictly followed are all important. We're working with operators to ensure that happens, but it's more than that.

I mentioned the 211 partnership, which is critical in terms of the resources available. You can find more of these resources at abigaming.ca. In fact, our most visited page is the social-responsibility page, which I'm very proud of. But we have to continue to promote and make sure Albertans are aware of the services available.

One percent of our gross gaming revenue goes toward research, treatment, prevention, and education in terms of social responsibility. We're going to be unveiling more about how those funds can be allocated, and they will be allocated toward those services going forward.

I would also say—and I think I've been transparent with industry about this—that we're going to look for industry to really be on the front foot. We need to be mindful and progressive relative to our social-responsibility measures. We're not finished.

What I mean by that is that it's incumbent upon all of us to make sure we have a very healthy marketplace and that we're doing right by Albertans in the long term in terms of social responsibility.

You only have to look around globally at what's happening on the social-responsibility front—in the UK, Australia, and the Netherlands. You don't want to be restrictive of a healthy marketplace, but we need to understand that there are measures and tools that can be deployed effectively to keep the marketplace healthy and consumers protected.

We're going to continue to do a lot of investigation and work on that file. We've got some great people. Amanda Nolet and her team are working exceedingly hard alongside the industry to make sure we continue to get it right.

Varad Mehta: Love to hear that. My last question, Dan: looking ahead, what do you see for the future of Alberta's regulated iGaming market? What does success look like?

Is there anything you're excited about, whether it's technology or certain practices? As you've mentioned, you're doing so much amazing work with responsible gambling. Is there anything you're especially looking forward to? Do you have a top three goals as the year pans out for regulated iGaming?

Dan Keene: I don't know if I have a top three, but I've touched on quite a few things. Obviously, advances in social responsibility and our partnerships; maintaining Albertans' privacy—privacy laws are critically important and a little bit different in Alberta relative to PIPA and ATIA; and understanding where we're going from an advertising perspective and how we can make sure we maintain the national standard for advertising.

When we think about going forward, Albertans will decide. Albertans will be the judge of whether we've been successful or not. Their satisfaction, which we'll assess through research; their understanding that some of the net proceeds and revenues go toward supporting services Albertans rely on; the fact that we're not here to grow the market but to channelize the existing unregulated market into a regulated market; and whether operators are satisfied that they can do business here successfully and be commercially viable—those are all critically important.

We want those partnerships to continue to develop because we want a healthy industry in Alberta. I think we're off to a good start in doing that.

As I think about going forward, there are all kinds of things that excite me. We're going to be looking at the future of prediction markets. We're obviously going to be looking at digital currencies and what that could mean in the iGaming space. There are a lot of different files and things we're working on, but those are some of the things we're most excited about.

I'm most excited for the staff of AiGC and the people who are participating. I'm happy the organization is off and running.

There is one topic we haven't touched on that is absolutely critical: anti-money laundering. We are the reporting entity to FINTRAC. We were just going through AML training this week, and I would say anti-money laundering is an absolutely foundational piece for AiGC and our operators. We put a lot of effort into that as well.

Those are a number of the topics, but ultimately it is about keeping the marketplace healthy. It'll be very interesting to see what happens in the next year. I can't wait for the next year to unfold. It's going to be very exciting in the Alberta marketplace.

Varad Mehta: I'm so excited that you joined us just a month after launch, because there's so much to talk about. I'm so happy that industry leaders like you are able to join us and talk about what's happening in the market and what you're working on. It makes the conversations more substantial.

I want to thank you so much, Dan. I'm going to put it out there: a year later, I would love to book you for a yearly checkup on iGaming in Alberta. So, I'm putting it out there. If viewers are seeing this, Dan has to hold on to that deal.

Dan Keene: Hey, I'd love it. But next time, we have to kick it off with me asking you some questions. I'm going to do my research, so be ready. I'm just going to tell you that right now.

Varad Mehta: Yes. Thank you, Dan, for joining us today. It really means a lot. Thank you so much, and we'll see you really soon.

Dan Keene: Thank you for the opportunity. Have a great rest of your day.

Varad Mehta: Alberta's newly regulated iGaming market is off to an exciting start, with lots of opportunities ahead.

I want to thank Dan Keene, the CEO of the Alberta iGaming Corporation, for joining us today and providing his expertise. If you have any questions for us or Dan, please put them in the comments below.

Please don't forget to like and share this episode, and subscribe to our YouTube channel. For the episode transcript, please visit paramountcommerce.com.

Thank you so much for tuning in to The iGaming Show, presented by Paramount Commerce. I'm your host, Varad Mehta, and until next time, keep gaming.