Rolling jackpots, ringing bells and trilling whistles. Those familiar jingles filled the air as flashes of colour lit up the face of a player, locked in, watching the dealer’s hand fan across the table.
As BCLC’s Chief Operating Officer, I’ve visited a few casinos in my day, but this was different. I was navigating that vibrant gaming floor wearing a new title – and a new name tag. This time it said: Dan Beebe, GameSense Advisor in Training.
I knew GameSense Advisors (or GSAs, as we call them) to be the symbol of ‘responsible gambling’ for both players who visit our casinos across B.C. and who play online. They are player health specialists; for players with questions about different games on the floor, GSAs are there to support with education and information. They’re the friendly face offering relaxed rapport and resources for players feeling stuck.
At BCLC, we talk a lot about player health. It’s a core part of our mandate to provide gambling entertainment that is conducted with care. But talking about it in a boardroom is one thing – seeing it firsthand is another. I wanted to experience the real conversations, the real challenges, and the real impact our GSAs have on the ground.
The moment I put on that GameSense golf shirt, I recognized that I was representing a specific brand, one that would ask me to be sociable and approachable. If you know me, you know that’s not a problem – in fact, it brought me right back to the days I spent working in sales – but I was struck by the significance of one crucial element of my new role on the night shift: trust.
As I greeted players and handed out some swag, I hoped to answer some questions about odds and game mechanics, maybe even offer some tips on how to keep gambling fun. I experienced some lighthearted interactions, but I hadn’t accounted for how hard it might be to capture the attention of players on the floor. I hadn’t realized how stigma might hold players back from engaging with a GSA, even in a basic way.
Being a GSA requires empathy, patience and expertise – and not just about the games we offer. I mean human behaviour, too. It’s about meeting people where they’re at, without judgment. During my time on the floor, I saw how GSAs build trust over time – and how even a short, casual chat can nurture healthier play. It’s not always easy to approach someone who might be struggling or offer help in a way that feels supportive rather than intrusive, yet our GSAs do this with grace and professionalism every single day.
Even though I was only a GSA for an evening, the experience reaffirmed to me that player health isn’t a side gig. It’s embedded in our operations, our partnerships and our people, and embodied clearly in the work of our GSAs. The experience also reaffirmed that our GSAs are not just experts in player health; they’re fantastic front-line ambassadors for our business. The service they offer is crucial to the overall customer experience. The kindness and relationships that our GSAs share with players, no matter who they are or how they’re gambling, says it all: Welcome, have fun. We’re here and we’re ready to help when you are.
As BCLC’s COO, I’ll carry this experience going forward, and it will help inform every decision we make about our products, environments and support services. GSAs are the heart of our commitment to player health, but it doesn’t stop at the casino door. Even though I might be hanging up the golf shirt for now, I’m hanging it with pride – pride for the GSAs who make a difference every single day.
