BetMGM has reached an agreement with the British Columbia Lottery Corporation (BCLC) to integrate GameSense, the BCLC’s player-focused education initiative, into its online gambling service in the United States.
Gamesense, a BCLC player-health platform that is incorporated into the company’s merchandise, marketing, and distribution networks, including PlayNow.com, is designed to help players make informed gambling decisions. This agreement with BetMGM is the first time the programme has been implemented by a US-based online casino.
Forward-thinking approach to player health
Lynda Cavanaugh, Interim CEO and President of BCLC, stated: “BCLC is so pleased that our forward-thinking approach to player health through our GameSense program continues to be adopted by other jurisdictions.
“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 was founded in 2009 with the goal of increasing player trust, knowledge, and education through the use of research-based guidance and best practises, as well as providing access to player-health specialists online, over the phone, and in every casino and community gaming centre in British Columbia.
Long standing partnership
The program’s incorporation into BetMGM builds on BCLC’s long-standing partnership with MGM Resorts, which first introduced GameSense at its US properties in 2017. It is currently available at 17 MGM Resorts properties in the United States.
BetMGM’s CEO, Adam Greenblatt, said: “As the mobile gaming industry in the US continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole.
“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.”
14 gambling companies in North America have GameSense licences. The World Lottery Association, the National Council on Problem Gambling, and the North American Association of State and Provincial Lotteries have all given the software their seal of approval.