BCLC Licenses Responsible Gambling GameSense Program to BetMGM in Seminal Deal
April 20, 2021
BCLC has announced that GameSense, its prominent player-focused education program, will expand its support to players thanks to a new licensing agreement with leading U.S.-based online gambling operator BetMGM.
The agreement marks the first time an online gambling operator in the United States will utilize GameSense, a player-health program developed by BCLC and integrated into its products, marketing and distribution channels, including on PlayNow.com.
“BCLC is so pleased that our forward-thinking approach to player health through our GameSense program continues to be adopted by other jurisdictions,” said BCLC Interim CEO and President Lynda Cavanaugh. “Through this new agreement, BCLC looks forward to working with BetMGM to share best practices and new learnings as we continuously evolve our understanding and approach to online player-health supports.”
GameSense is BCLC’s player-facing, positive-play program designed to assist players in making informed choices. Launched in 2009, GameSense aims to improve player trust, awareness and education using research-based guidelines and best practices, including access to player-health specialists online, over the phone and in every casino and community gaming centre in B.C.
The integration of GameSense within BetMGM, expected to be completed later in 2021, is an extension of BCLC’s longstanding relationship with MGM Resorts: MGM Resorts first launched GameSense at its U.S. properties in 2017 and it’s currently offered at 17 of MGM Resorts’ U.S. properties.
“As the mobile gaming industry in the U.S. continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole,” said Adam Greenblatt, Chief Executive Officer, BetMGM. “GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”
To date, BCLC has licensed GameSense to 14 gambling organizations across North America. The program has earned international recognition from the World Lottery Association, the National Council on Problem Gambling and the North American Association of State and Provincial Lotteries as a best-practice approach to communicating industry-leading player-health concepts.