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Lara Wilson: Balancing protection & freedom in Canada’s iGaming market
Right now, Canada’s iGaming market is undergoing some fascinating developments, with increased regulation on the horizon across the country – and for Canadian players, this means that finding sources of trusted guidance is more important than ever. To understand the current picture, Lara Wilson, who is a resident expert at the leading online casino affiliate site Casino.ca, has plenty of fascinating insights to offer into the current status of Canada’s iGaming scene.
During the conversation, it was clear to see that Lara Wilson is an online slots expert who has been involved in the world of online gambling for over 15 years, ever since the early days of online poker.
“Since then, I’ve worked on both the client and agency side in Vancouver and remotely, focusing on player communication and casino marketing campaigns,”
said Wilson, and her considerable understanding of each facet of the industry has helped Casino.ca become such a trusted voice for Canadian players.
The international iGaming scene has become increasingly competitive, and it can be pretty difficult for players to keep up with the latest industry developments and to choose between all the different sources of expert guidance. How do you navigate this, and what do you think sets Casino.ca apart from its competitors today?
I would say it’s our top-down approach. We take a comprehensive view of the iGaming market, not just the casinos themselves, but everything that goes into the experience, including regulations, banking, entertainment, and emerging trends, all from a player’s perspective.
Understandably, players need to know that their needs are being prioritized, and they want to consult experts who genuinely understand the iGaming experience. Can you talk us through the process you follow to review online casinos? What kind of factors do you use to determine whether one casino is better than another?
As a player, my approach is quite genuine and hands-on. Especially if I’m reviewing a new online casino, the review starts as soon as the home page loads – I tackle the experience from that first impression, to banking ease, to spinning slots and playing a few rounds of blackjack (yes, it’s a tough gig). To see it through, I cashout – and repeat much of this process on mobile.
Online casinos often carry the same games. Take a slot, for example – the gameplay is quite similar across platforms once it the game launches, and you’ve left the lobby. So, when a casino does something different, like Betty has, and creates an unexpected or improved experience, that’s gold. Beyond the games, it comes to the basics like navigation, rewards, banking options, and works its way up to, is anything noticeably best in class? Or, if it’s a great site, how immersed we get in the brand experience.
In recent years, growing demand for iGaming means there’s been a massive influx of new games, and we often hear from players that making gaming choices can be pretty overwhelming. Can you talk us through some of the most popular slots among Canadians right now? How does Casino.ca help users find them, and what kind of things should players be considering when choosing between the huge variety available?
Canadians love big wins, so it’s no surprise that progressive slots like Mega Moolah with million-dollar+ potential are especially popular. For some time now, titles like Gates of Olympus, Book of Dead, and Wolf Gold have consistently ranked among Canada’s top slots. They’re all high-volatility games with RTPs of 96% or higher and are jam-packed with features that keep spins entertaining. We track Canada’s most popular slots, highlight new releases, and through our free play section, let players test the reels to see if they agree.
Look for what brings you joy on the reels – and do not settle. Take the time to find a slot that checks all your boxes before spending real money. Most online casinos offer demo modes so you can spin without using your own dollars, or they provide enough browsing options, like penny slot sections, themed collections, or slots categories built around bonus rounds (walking wild slots, expanding reels, etc) to help you find a good match.
Since the opening of Ontario’s own legal, regulated iGaming market back in 2022, it’s been a hugely eventful few years for the nation’s gambling industry. What is your opinion on the evolution and growth of the iGaming industry in Canada – and what is your forecast for the near future?
It’s reassuring to have the added security that regulation brings, but there’s also a balance that, in my opinion, needs to be realigned. Views on gambling can be quite polarized. On one side, there’s a strong push to protect players, which is necessary, but on the other, it can feel overly restrictive (for both players and operators) compared to how other industries are treated.
Striking that balance between protection and freedom is what will ultimately shape how Canada’s iGaming market grows. I see it following Ontario’s success, with Alberta next and other provinces closely watching, bound to follow in time. Eventually, it makes sense to merge player pools regionally, much like PlayNow does, making the Canadian market more attractive for growth.
It’s interesting that you mention Alberta – the proposed launch of its regulated online casino market has certainly got people talking recently. If and when this happens, how important do you think Alberta will be for the future of the industry, and what might be the next steps for the rest of the Canadian provinces?
It looks as though Alberta will be following Ontario’s lead, with the market expected to launch in early 2026. Over the coming year, data from Alberta’s launch will help guide other provinces, depending on their size, on whether a government-run model (like British Columbia’s) or an open, competitive market makes the most sense. If British Columbia ever opens up their model, we’ll have our answer, and hopefully begin merging provincial player pools, making it less of a hoops-and-hurdles hassle for operators to enter the Canadian market.
Canada has officially canceled its proposed Digital Services Tax (DST), bringing relief to iGaming companies and opening new opportunities in the growing Canadian market.
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