Our Player Health Vision

Our vision is for BCLC’s players to demonstrate the safest gambling behaviours in the world.

We are committed to prioritizing ways to make gambling safer by centering our focus on the well-being and needs of our players. 

We want players to gamble within their time and money limits, and we want those who play beyond their means to reduce their time and money spent, or stop gambling altogether. We’re delivering a higher standard of care and support by offering evidence-based programs that encourage healthy play and improve the safety of our products, environments and services for our players.

What is player health?

For years, BCLC has taken care of its players by offering the information and tools needed to make informed decisions about gambling. This is the core of responsible gambling and it’s a vital piece in assisting players.

Communicating healthy play information is critical, but we have a responsibility to do more to reduce the potential for harm. BCLC understands that the sustainability of our business is directly linked to the well-being of our players. That’s why we’ve shifted our focus from responsible gambling to player health, which places the well-being of every single player at the centre of our business practices. With this in mind, we’ll tackle core issues with new and innovative strategies that support those who struggle with gambling, and find ways to keep players well informed and safe.

Because player health means taking care of players—not just today, but every day.

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Pillars of player health

Our player health vision is structured around four key pillars that help encourage healthy play. Each one guides us to create products, environments and services that are safe for players.

These pillars are:

Informed decisions - Players understand healthy play

We will equip players with all the information they need to make healthy decisions about their gambling. Players who understand the games and risks tend to make better decisions.

Positive play - Player exhibit healthy gambling behaviours

We will provide enhanced tools and ‘nudges’ to help players adopt safer behaviours. Players who exhibit healthy gambling behaviours will balance their gambling entertainment by playing within their limits and keeping it fun. 

Referral & support - Players receive relevant and timely help

We will ensure that all employees are able to respond knowledgeably and sensitively to players who show signs of a problem. We have a responsibility to respond and provide care for our players when and if they need help.

Safer products & environments - Players enjoy safer gambling experiences

We will seek ways to alter products, environments and marketing to make it easier for players to stay within their limits. We have a shared responsibility to ensure players can enjoy safer gambling experiences.

Looking ahead

BCLC has a history of responsible gambling initiatives and a tradition of leadership in the industry. We’ll leverage the foundation we’ve already built to continually improve programs, develop new measures to inform and influence safer play, and establish higher standards to be an exemplary gambling jurisdiction.

Everyone at BCLC shares a collective responsibility to make gambling safer for our players.