New Brunswick Explores Opening Online Gambling Market to Private Operators

FREDERICTON, New Brunswick – The New Brunswick government is exploring whether to regulate private online gambling operators. The potential change could open the province’s iGaming market to commercial businesses and alter the exclusive position currently held by Atlantic Lottery Corporation.

Finance Minister René Legacy confirmed the government’s position in a statement to Brunswick News, citing the increasing availability of regulated and unregulated gambling services. However, the province has not announced a formal consultation, proposed legislation or a timetable for potential reforms.

New Brunswick Reviews Its Online Gambling Framework

New Brunswick currently operates under a publicly controlled online gambling system administered through Atlantic Lottery Corporation, which is owned by the four Atlantic provinces. According to the provincial government’s gaming information, ALC.ca is the only authorized and regulated online gambling platform in New Brunswick.

Legacy said the government is considering whether that arrangement remains appropriate as more commercial gambling platforms become available to Canadian consumers.

Government spokesperson David Kelly said officials are monitoring regulatory approaches in other jurisdictions while considering consumer protection and oversight requirements. The review remains exploratory, and no decision has been made to introduce a competitive licensing system.

Ontario opened its commercial online gambling market in April 2022, allowing approved private operators to offer casino games and sports betting. Alberta became Canada’s second province to introduce a similar framework when it opened its regulated iGaming market in July 2026.

Atlantic Lottery Estimates Over C$250 Million Goes to Unauthorized Sites

The potential policy change comes amid concerns about gambling activity moving to platforms outside Atlantic Canada’s authorized system. Atlantic Lottery spokesperson Greg Weston told Brunswick News that unauthorized gambling websites attract more than C$250 million in annual revenue from the four Atlantic provinces combined.

That figure is an estimate provided by Atlantic Lottery, rather than a confirmed amount of lost government revenue. It covers the entire Atlantic region and should not be interpreted as money lost by New Brunswick alone.

Weston said widespread advertising by commercial gambling brands, particularly during nationally broadcast sporting events, has contributed to consumer confusion about which operators are authorized in Atlantic Canada.

In its 2024–25 annual results announcement, Atlantic Lottery reported that its share of the regional online gambling market had increased from 22% to 34%. The corporation also said it was expanding its digital products to compete with unauthorized operators.

New Brunswick budget documents show provincial lottery revenue has declined by approximately C$8 million compared with two years earlier. However, the figures do not establish how much of that reduction, if any, can be attributed directly to offshore gambling activity.

Consumer Protection and Licensing Rules Remain Central Questions

Michael Naraine, an associate professor of sport management at Brock University, argued that Atlantic provinces should consider licensing private operators rather than relying exclusively on the existing monopoly model. He suggested examining different approaches to licensing fees, taxation and gambling-related harm prevention.

However, Molly Cormier, executive director of the Canadian Alliance for Responsible Gaming, emphasized the importance of effective oversight and consumer education regardless of the market structure. Her organization has not endorsed a particular licensing model but supports safeguards designed to protect consumers from unauthorized gambling platforms.

The debate also raises questions about how a private market would affect Atlantic Lottery’s financial contributions to provincial governments. Atlantic Lottery returned C$498.7 million in profit to its four provincial shareholders during fiscal 2024–25, including C$154.6 million to New Brunswick.

Any proposal to introduce private online gambling operators would require further policy development and regulatory decisions. For now, Atlantic Lottery remains New Brunswick’s only authorized online gambling provider, while the provincial government continues examining its options.

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