Four years after abandoning legacy state-monopoly frameworks to introduce a competitive, regulated online gambling market, a landmark consumer study by Ipsos has confirmed that 91.1% of all active Ontario players are now choosing to play exclusively on legal websites.
This performance represents a major 7.4% year-on-year increase in channelization efficiency compared to the same period last year.
A Dramatic Decline in Black-Market Player Share
The independent channelization research, executed by data analytics firm Ipsos and jointly commissioned by the Alcohol and Gaming Commission of Ontario (AGCO) and iGaming Ontario, reveals that more than nine out of ten digital players across the province now wager within the secure, regulated framework.
Concurrently, the proportion of consumers who confess to wagering only on unregulated black-market websites plummeted to a mere 8.9%, a substantial decline from the 16.3% recorded last year.
The success of the model highlights an incredible turnaround from the pre-launch environment of April 2022, when the Government of Ontario estimated that roughly 70% of all local online gambling was being routed through unauthorized offshore networks.
Unlike unregulated portals that offer no data privacy or financial safeguards, Ontario’s open-market system requires operators to meet strict, enforceable standards governing game integrity, information security, and automated responsible gaming checks to actively prevent criminal money laundering.
Government and Regulatory Leaders Celebrate Success
Doug Downey, Attorney General of Ontario, hailed the Ipsos findings as concrete proof that the province has successfully built an international benchmark for safe digital entertainment:
“These results are clear–Ontario is an international leader in upholding a safe, competitive, and regulated online gaming market. Only four years ago, our government took action to bring online gaming into a modern, regulated framework that protects players, supports greater choice for consumers, and tackles the illegal market. 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.”
Stan Cho, Minister of Tourism, Culture and Gaming, reiterated that prioritizing robust consumer protection tools is the single most efficient path to achieving sustainable commercial growth:
“This increase in Ontarians choosing regulated igaming sites proves that we’ve taken the right approach to responsibly expanding the online gaming market. By prioritizing player protections and embedding responsible gaming tools into the market, our government is committed to providing a safer experience for players across the province.”
Dr. Karin Schnarr, Registrar and CEO of the AGCO, confirmed that the regulatory enforcement teams will continue to actively hunt down and squeeze out any residual underground networks targeting the province:
“It’s encouraging to see more and more Ontarians choosing regulated sites when they gamble online. 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.”
Joseph Hillier, President and CEO of iGaming Ontario, concluded by highlighting that high channelization numbers guarantee absolute market confidence for both consumers and incoming international operator brands:
“Today’s findings are further proof that Ontario continues to strike the right balance of providing players the choice and protection they need to have confidence in the regulated igaming market. iGaming Ontario is committed to building a safe and robust marketplace for players and operators alike.”
