At BCLC we are committed to continuously advancing and improving our approach to player health across all the products we offer. Using an evidence-based approach to our work helps us better understand those who participate in gambling in B.C. and the ever-changing gambling landscape.
A recently released gambling prevalence study commissioned by British Columbia's Independent Gaming Control Office (IGCO) offers a valuable snapshot of how gambling behaviours are changing across our province and the complex factors shaping today’s, and reshaping tomorrow’s, gambling environment.
The results of the study are stark: that 35 percent of past-year online gamblers demonstrate moderate or high-risk gambling behaviours.
Our reaction at BCLC is equally plain: we are concerned. These findings highlight the serious impacts that gambling-related harms can have on individuals, families and communities and underscore the need for continued collaboration, enforcement and sustained action to better protect players — especially in the online space. As gambling continues to change, so must our efforts to support safer play.
The findings in the study also reflect just how much the gambling landscape has changed since a previous online gambling prevalence study was conducted in 2020. Online gambling participation has surged, fuelled by advances in mobile technology, greater digital connectivity and a rapid expansion of online gambling options. Notably, there has been a marked increase in advertising and visibility from online platforms that operate illegally in B.C. and continue to target British Columbians with promotional content.
The broader digital environment has shifted as well, with gambling and related products now extensively embedded across social media, streaming services and online entertainment platforms. Additionally, minors are increasingly exposed to gambling concepts through mechanisms such as loot boxes and randomized rewards in video games. Collectively, these developments have created a more complex gambling ecosystem, raising new concerns for player health and the protection of vulnerable groups.
But as the gambling landscape continues to evolve, so too does BCLC’s commitment to safer play. Our five-year Player Health Strategy provides a roadmap that focuses on understanding our players better and personalizing their player health experiences. What does this look like in practice? It’s having GameSense Advisors in every casino across British Columbia and virtual support available by phone and live chat to ensure players can connect with trusted information and assistance in ways that work for them. It’s providing a range of tools designed to help keep players safer, including Game Break, our voluntary self-exclusion program, ID@Entry, to support those who have voluntarily self-excluded from entering a casino or gaming facility and budgeting and time limit features on PlayNow.
It’s also recognizing that a single approach to safer play will not meet the needs of every player. Research shows that younger men, particularly those aged 19 to 34, as well as some Indigenous and racialized communities, may be more likely to experience higher-risk gambling behaviours. To better support these groups, we continue to invest in targeted and culturally relevant initiatives. Last year, we launched a campaign focused on “chasing losses,” using approachable, educational messaging to raise awareness of high-risk behaviour and encourage safer play. We also introduced some of our GameSense brochures in Chinook Jargon and Sḵwx̱wú7mesh Sníchim (Squamish), expanding our multilingual offerings beyond the seven languages already available, with additional Indigenous language translations planned. By combining accessible support, practical tools and targeted outreach, we are working to ensure more players across British Columbia have the resources they need to make informed decisions and maintain safer play behaviours.
Ultimately, the most meaningful change also comes about through collective action. By working strategically with our government and industry partners, we can find new ways to better understand our players, reach them where they’re at, build safer products, services and environments and continue to foster a strong culture of player health within BCLC and across the broader industry.
Looking ahead, we know the gambling landscape will continue to evolve. Our commitment to safer play will ensure we evolve with it.
