Ontario’s online gambling market has surged since Canada legalized single-game sports betting, but new data shows a sharp rise in gambling-related harm and calls for stronger national advertising rules
Canada’s decision to legalize single-event sports betting in 2021 has transformed the country’s gambling environment, with Ontario emerging as the leading example of both rapid market growth and intensifying concerns about gambling-related harm. The shift from parlay-only betting to single-game wagers, and the subsequent opening of Ontario’s online market to private operators in 2022, have driven significant changes in player behavior and industry revenue.
Ontario’s Private Market Drives Online Gambling Surge
Following the 2021 federal legalization of single-game sports betting, Ontario moved quickly to allow private companies to operate online gambling platforms. This regulatory change enabled players to place bets on individual sporting events and access a wider range of online casino games. Alberta is set to follow with its own private online gambling market in July 2026, but Ontario remains the largest and most developed example to date.
Industry analysts note that while the federal reform focused on sports betting, online casino products have become a major source of growth for operators. According to Matthew Young of Greo, gambling companies have strong financial incentives to promote casino games, which typically generate higher margins than sports wagers. Since private operators entered Ontario’s market, gambling revenue per adult has increased sharply, and the number of active online gambling accounts has tripled compared to the market’s initial opening.
Gambling Participation and Harm Indicators Climb
Despite a slight decline in the overall percentage of Canadians who reported betting on sports in the past year, those who do participate are now betting more frequently. Statistics Canada data shows that the share of sports bettors wagering at least once a month rose from under 25% to over 40% between 2018 and 2025. The same period saw increases in behaviors linked to gambling harm, such as chasing losses and borrowing money to continue gambling.
Ontario’s ConnexOntario problem gambling helpline has reported a sustained surge in monthly call volume since the private market opened, with calls now more than three times higher than before. These trends have prompted researchers and treatment organizations to call for stronger consumer protections and more consistent regulation across provinces.
Fragmented Advertising Rules Raise New Risks
As legal gambling expands, Canada’s advertising regulations remain inconsistent. Ontario-based gambling ads are now appearing in other provinces, including regions where those operators are not licensed to offer services. Experts warn that this widespread promotion can increase exposure among young people and those recovering from gambling problems. Luke Clark, a psychologist at the University of British Columbia, has highlighted the risks of pervasive advertising in a fragmented regulatory environment.
At the federal level, lawmakers have proposed legislation to establish national standards for gambling advertising. Supporters argue that unified oversight could help reduce the risks associated with aggressive marketing as the industry continues to grow. The debate over advertising rules echoes similar regulatory efforts in other jurisdictions, such as Denmark’s recent court-ordered blocking of unauthorized gambling sites, as reported in coverage of Denmark’s crackdown on unlicensed operators.
Understanding the difference between betting handle and gambling revenue is essential for interpreting market growth. Betting handle refers to the total amount wagered by players, while gross gaming revenue represents the operator’s winnings after paying out player prizes. In Ontario, the sharp rise in revenue per adult reflects not just increased betting activity, but also a shift toward higher-margin online casino products. This distinction is critical for evaluating both the financial impact on the industry and the potential risks to consumers.
