While Ontario has emerged as a pioneer in online gambling by opening its market to private operators, Quebec appears hesitant to follow suit. Despite concerted efforts from third-party brands and the Quebec Online Gaming Coalition (QOGC), the local government remains reluctant. Concerns loom over the potential inundation of betting advertisements, reminiscent of the situation in Ontario 

The QOGC comprises prominent entities like Betway, Bet99, DraftKings, Flutter, Entain, Rush Street, and Apricot, united in their endeavor to persuade the local government to adopt a similar regulatory framework for iGaming as seen in Ontario. They argue that such a model would mutually benefit the province and operators, fostering revenue-sharing opportunities. Additionally, they advocate for the establishment of an independent regulatory body to oversee gaming activities in the province.

Despite these efforts, Quebec's government remains steadfast in its refusal to embrace a similar iGaming framework. The Finance Minister's office has cited concerns about the proliferation of online gambling advertisements witnessed in other jurisdictions. Renaud Dugas of the Crown highlighted the coalition's purported aim to promote responsible gambling, juxtaposed with the continuation of illegal gambling activities through the grey market.

Contrary to this stance, gambling specialist Sylvia Kairouz contends that relying solely on state-owned corporations cannot adequately protect consumers in the digital age. Kairouz emphasizes the importance of considering the role of private operators, suggesting that a monopoly on land-based gaming may not thrive in a competitive environment.

Nathalie Bergeron, president of QOGC, clarifies that the coalition does not seek to replicate Ontario's model verbatim. Instead, they aim to develop a system tailored to meet the needs of local consumers, emphasizing the private operators' proficiency in promoting responsible gambling and player protection on their platforms.

In terms of revenue, Quebec's Crown corporation reported CA$403.9 million from its iGaming platform for 2022-23, including online lottery ticket sales. The coalition estimates digital gambling and sports betting contributed CA$279 million to provincial proceeds. Despite this, Quebec's revenue from lottery ticket sales remains substantial, even amidst calls for regulatory reform.

Interestingly, sports leagues have also joined the chorus advocating for a regulated iGaming market in Quebec. The Canadian Football League's commissioner, Randy Ambrosie, believes such a sector would ensure a fair playing field and safeguard the province's cultural integrity. MLS and NBA have echoed their support for this model, signaling a unified push for regulatory change in the province.