For 40 years, BCLC has been bringing people together, helping them feel part of something bigger than themselves. As we celebrate and share stories from the past four decades, we sat down with Tamara Morgan, Manager of GameSense Programs & Training, and Rob Gazzola, Manager of GameSense Business Development, to talk about BCLC’s flagship player health program — GameSense — including where we’ve been, where we are and where we’re going in support of safer play.
Q: What is GameSense and why was it created?
TM: Launched by BCLC in 2009, GameSense is BCLC’s award-winning player health program that encourages healthy gambling behaviours by giving players the tools to support informed decision making. As the organization mandated to conduct and manage all legal gambling activities in British Columbia, we have a responsibility to provide our players with the best information to support safer play in a way that reaches them in the right place at the right time.
GameSense allows us to shape supports and services and transform data and research into authentic, digestible conversations that resonate with our players.
Q: What is a GameSense milestone from the past 16 years that sticks out to you the most?
TM: A key moment of pride for me is having the opportunity to build and evolve the GameSense program - from its earliest concept into an internationally recognized initiative that’s become a cornerstone of BCLC’s player health strategy. When we launched GameSense in casinos, there was no blueprint; it began as an idea about how we could engage players directly in meaningful conversations about healthy play. Over time, that vision grew into the GameSense Advisor Program — a specialized, in-venue service model that we’ve shaped through program design, training and continuous innovation. Seeing how GameSense has evolved from a small pilot into a trusted, 11-member Community-of-Practice with partners across Canada and the U.S has been one of the most rewarding parts of my career. Together, we’re working in lockstep with a unified commitment to advancing player health through shared learning and innovation.
Q: In your opinion, what makes GameSense’s Community-of-Practice so impactful?
RG: I get to see firsthand how our partners find value in the program. BCLC is unique in that we have quite a robust player health department, from GameSense Advisors on the frontlines, all the way to people working in areas like research, program development and advancement and outreach. Many of the organizations we partner with only have a small handful of people working in the player health space, so they may not have the resources to collaborate with others. Therefore, it’s been invaluable to be able to come together across organizations to check in, talk about successes and challenges from the various jurisdictions and have that added value of community and support for one another. There is true strength in numbers when it comes to advancing safer play — collective action amplifies our impact.
Q: Where is the program at today and what are your hopes for the future?
RG: The GameSense program continues to raise the standard of care in our industry. It’s helped us achieve the World Lottery Association’s (WLA) Level 4 certification, the highest level granted for excellence in player health programming, for the fifth consecutive time now. We’ve also been recognized internationally by various industry bodies like the National Council on Problem Gambling and the North American Association of State & Provincial Lotteries — but these accolades are just icing on the cake. Through our partnerships, we are committed to moving the needle on player health, and we look forward to expanding our Community-of-Practice with like-minded organizations who share in this goal.
TM: Today, the GameSense program is stronger and more visible than it ever has been. Looking ahead, my hope is to continue strengthening opportunities for meaningful player conversations, expanding access and informed choice. I'm excited to keep advancing a program that puts players first and leads the way in creating healthier gambling environments.
As we look ahead to the next 40 years, we’re committed to expanding our reach and deepening our impact — empowering people to make smarter, safer decisions in every moment of play.
BCLC is proud to celebrate the stories of its employees for its 40th anniversary in 2025. To read more, visit our Stories page.
