Dallas McCready, the new CEO of Atlantic Lottery Corporation (ALC), steps into the role at a pivotal moment. With the company approaching its 50th anniversary in 2026, McCready is focused on guiding ALC through a transformative period.
Drawing on years of experience in strategic planning, including his role as Deputy Minister of Strategic Initiatives in New Brunswick, McCready is ready to lead the crown corporation into its next chapter, with a focus on expanding its market share and maintaining its strong commitment to responsible gambling.
Leadership Transition and Market Expansion
McCready officially took over as ALC’s CEO in January, succeeding Patrick Daigle, who led the company for 27 years. McCready was quick to acknowledge the value of Daigle’s mentorship, helping ease the transition into the role. As the new CEO, McCready is focused on addressing the challenges posed by unlicensed gambling sites while positioning ALC as the leading regulated operator in Atlantic Canada. To achieve this, McCready’s five-year strategy includes a strong push to expand ALC’s market share and grow the brand’s presence within the region.
The Vision for Market Share and Growth
One of McCready’s key priorities is to increase ALC’s market share, currently around 30%, aiming for a 50% share in the future. With a target of addressing the unlicensed gambling market, McCready is focused on offering a secure and trusted alternative. As a result, he views capturing market share as vital to ALC’s growth. McCready emphasized that it is crucial for ALC to build trust with the players of Atlantic Canada, ensuring that the corporation’s social purpose remains at the forefront of its mission. In 2022, the ALC reported losing up to $200 million annually to illegal gambling sites, underscoring the importance of their strategy to combat this growing issue.
Supporting a Regulated and Safe Gambling Environment
McCready has made it clear that his goal is not simply market dominance but to maintain a focus on healthy, responsible gambling. ALC’s dedication to ensuring that players engage in gambling activities safely is paramount. He emphasizes the importance of protecting the regulated gambling space and working closely with other provincial lotteries through the Canadian Lottery Coalition to advocate for fair and sustainable gambling policies. For McCready, it’s not about maximizing profits, but about ensuring that the company operates with integrity and ensures the wellbeing of its players.
iCasino Launch and Market Growth
One significant milestone for ALC under McCready’s leadership was the launch of a regulated iCasino in Newfoundland and Labrador. This new service has proven successful, repatriating significant business from the unregulated market, which McCready attributes to the trust players place in ALC’s brand. The iCasino is now available across most of Atlantic Canada, excluding Prince Edward Island, and McCready has expressed optimism about expanding further, contingent on government approval.
Collaboration and Future Goals
McCready remains open to collaboration with local governments, although he respects that it is ultimately their decision whether to expand regulated iCasino offerings in other provinces. Despite these challenges, the Atlantic Lottery is well-positioned for continued growth, and McCready is determined to lead the charge in offering a safe, regulated, and trusted gambling experience for residents of Atlantic Canada.
Conclusion: A Vision for ALC’s Future
With a firm focus on responsible gambling, market growth, and the protection of player interests, McCready’s leadership at ALC is set to drive the organization forward into its next 50 years. His vision for a future where regulated gambling thrives in Atlantic Canada is grounded in a commitment to player trust and sustainable growth, ensuring ALC remains the region’s leading operator.
Source: “New CEO Dallas McCready outlines hopes and aims for Atlantic Lottery“, canadiangamingbusiness.com, July 14, 2025.
