Alberta Gaming, Liquor and Cannabis (AGLC) has been named the winner of the British Columbia Lottery Corporation’s (BCLC’s) inaugural GameSense Innovation Award, recognized for its province-wide sports-betting campaign that brought GameSense messaging directly to fans through partnerships with Alberta’s professional sports teams.
BCLC developed the award with GameSense partners to celebrate the most creative, impactful and original GameSense-branded initiative of the year. All GameSense partners were eligible to make submissions. The winner was selected through a people’s choice vote by partners in the GameSense Community of Practice—a collaborative network of 11 organizations committed to advancing player health through shared learning and innovation.
AGLC’s winning campaign resulted in over 23.9 million impressions, 2.3 million video views and a 10 percent increase in direct traffic to its player health resources. GameSense messaging was featured in stadiums and arenas across Alberta, where teams like the Edmonton Oilers, Calgary Flames, Edmonton Elks and Calgary Stampeders play.
“This award is a testament to the power of collaboration and innovation – and a little friendly competition – in promoting player health messaging and resources,” said Ryan McCarthy, director of Player Health at BCLC. “AGLC’s campaign exemplifies how GameSense can be brought to life in engaging, high-impact ways to reach people where they’re at, like when they’re watching their favourite athletes hit the ice or the field.”
The award was presented to AGLC at the annual GameSense Summit held in Edmonton on September 17, where GameSense Community of Practice members gathered to share insights and celebrate progress in player health.
“AGLC’s GameSense Program reached new heights this past year and seeing its campaign recognized with the inaugural GameSense Innovation Award is an achievement I am proud of. The decision by BCLC to develop this award will further encourage jurisdictions to promote resources that ensure gambling remains fun and a form of entertainment,” said Kandice Machado, chief executive officer of AGLC. “My thanks to our partners in B.C. and Alberta’s professional sports landscape, who supported the campaign. Social responsibility plays a key role at AGLC and I’m happy to see the team recognized for their efforts.”
About GameSense & the Community of Practice
Launched by BCLC in 2009, GameSense is an award-winning player health program that encourages healthy gambling behaviours by giving players the tools to support informed decisions. The GameSense licensing program was established to support other organizations with their player health goals and initiatives through a collective approach that raises the standard of care in the industry.
Partners in the GameSense Community of Practice are commercial gambling entities that license the GameSense brand through BCLC. The partners include AGLC, the Saskatchewan Indian Gaming Authority, Saskatchewan Liquor and Gaming Authority, Lotteries Yukon, Klondike Visitors Association (Dawson City), Northwest Territories & Nunavut Lotteries, MGM Resorts International, BetMGM, the Massachusetts Council on Gaming and Health, the Massachusetts Gaming Commission and BCLC.
For more information about GameSense and the licensing program, visit www.gamesense.com.
