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BCLC to Expand the Influence of Its GameSense Program

British Columbia Lottery Corporation pays special attention to the safety of its customers, but it also wants to expand the impact of this program as much as possible.

The provincial monopoly intends to do that through a new agreement with the North American Association of State and Provincial Lotteries.

Thanks to this important move, BCLC’s in-house developed GameSense program will soon reach new players all over the North American continent.

The philosophy behind this program is simple: provide players with the necessary knowledge in order to gamble healthily, and thus prevent negative impacts of this activity. The program has already been implemented in British Columbia with excellent feedback from consumers and positive results.

BCLC to Expand the Influence of Its GameSense Program

Maintaining a Healthy Relationship with Gambling

Under the provisions of the new deal, all lottery corporations, which are the members of the North American Association of State and Provincial Lotteries, will be given access to the GameSense program and they’ll be able to use it free of charge. Utilizing the full power of this program, the corporations and their customers will quickly witness its positive results. 

However, implementing this program will not be an easy task, which is why the British Columbia Lottery Corporation has decided to use an innovative approach, offering both online and offline support. Online support will be provided by GameSense, while offline supports will be available at retail locations of the company’s lottery partners.

In practice, this means players will have easy access to all the necessary information, and at the same time, learn more about the offering of games and products.

Commenting on the new collaboration, Kevin Gass, vice-president of lottery gaming at BCLC said the company would be working together with their partners in North America to create a community focused on the health of its customers. 

He explained that all sides involved would be able to share key learnings in order to provide safer gambling across different jurisdictions.

Meeting New Corporations

It should be noted the new collaboration would not only benefit the corporations using the GameSense program, but also the program itself, as it would facilitate its further development. Players are going to gain essential information on safer gambling, while lottery corporations will improve the safety of their customers and share the knowledge across their respective markets.

So far, the GameSense program has been implemented only by MGM Resorts International, in its gambling venues in Connecticut and Massachusetts. In Canada, apart from British Columbia, players in Alberta, Saskatchewan and Manitoba will be able to make the most out of the knowledge provided by this program.

Launched in 2009, GameSense has since been implemented in venues all over these provinces, as well as in Community Gaming Centers in British Columbia. By the end of 2019, the program had over 67,000 interactions with customers.

GameSense is available in English, and since December, also in Cantonese and Mandarin.

BCLC is the provincial Crown Corporation operating more than 3,500 lottery retailers, 35 casino gaming properties, 3 bingo halls and an online gaming site,