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BCLC's GameSense goes international


The Massachusetts Gaming Commission has announced it is adopting BCLC’s GameSense into their responsible gambling program, becoming the first jurisdiction outside Canada to embrace this internationally recognized brand.

The announcement was celebrated at the New Horizons in Responsible Gambling conference taking place February 2-4 at the Vancouver Convention Centre.

“We are thrilled to have Massachusetts onboard with GameSense,” said Jim Lightbody, BCLC Interim President & CEO. “GameSense is designed to communicate with players in an approachable tone and with engaging resources. It’s become a model others look to for best practices and it’s exciting to share this with our counterparts.”

GameSense gives players factual information they need to play responsibly, make informed choices and connect with resources should they need help. In addition to Massachusetts, the program has already been adopted by gaming jurisdictions in Saskatchewan and Manitoba.

“In advance of introducing casinos in the state, the Massachusetts Gaming Commission sought to identify the world's most promising and advanced responsible gaming practices,” described Mark VanderLinden, Director of Research and Responsible Gaming, Massachusetts Gaming Commission. “Given the success of  BCLC's GameSense strategy, it was clear to the Commission that adopting this innovative brand will greatly enhance our overall efforts to promote responsible gaming and effectively communicate with our citizens.”

The first casino in Massachusetts to feature GameSense will be Plainridge Park Casino with future plans to include the new MGM and Wynn facilities.

In B.C. every casino has a GameSense Information Centre staffed by GameSense advisors who are funded by the province’s Gaming Policy and Enforcement Branch. GameSense advisors discuss gambling odds, dispel common myths and share information on resources. They also support the enrolment process for BCLC Voluntary Self-Exclusion program, and referral to the Province’s free problem gambling counselling services.

The program uses a positive and fun approach to engage players. Last year GameSense Advisors interacted with an average of 4,500 players each month.

GameSense resources are also available at lottery retailers, on and at

BCLC is a provincial Crown corporation offering socially responsible gambling entertainment while generating more than $1 billion in net income each year to benefit provincial and community programs across B.C.

Posted in: media release, news article, media, gamesense, corporate