BCLC is a worldwide leader in products, practices and procedures for safe, fun and responsible gambling.
The Content Innovation team focuses on developing new games in a variety of formats—physical, digital, social, and online. We aim to deliver games that are fun, meet customer needs, and contribute to the sustainable future of gambling as quality entertainment.
New ideas big and small are informed by customer research, evolved by subject matter experts, and validated through targeted customer testing. We work with companies, individuals, and education and research facilities to take ideas for skill-based gambling games from early concepts into functional prototypes with simple gameplay and social elements.
We aim to entertain players and sustain long-term growth by creating new games and innovative experiences that resonate with a wide audience.
New Horizons in Responsible Gambling
Business to business
BCLC shares its successful GameSense program with other organizations that are also committed to player health. By collaborating with other jurisdictions, we can share information and enhance our player health approaches in B.C.
Several jurisdictions throughout North America are currently using GameSense, including Alberta and Saskatchewan, as well as Massachusetts and Connecticut in the U.S. In 2017, BCLC also partnered with MGM Resorts International which has since launched GameSense to all of its North American gaming properties.
Most recently, a unique GameSense model was finalized which focuses on lottery-specific organizations making the program more readily available for the lottery marketplace. Interested in licensing GameSense for your lottery market? Get in touch with us.
Launched in 2004, PlayNow is B.C.’s online gambling service committed to safe, secure gambling on digital platforms. BCLC partnered with the Manitoba Liquor and Lotteries Corporation in 2013 to offer regulated online gambling with regional content for Manitobans. In November 2022, PlayNow was launched in Saskatchewan as part of a partnership with the Saskatchewan Indian Gaming Authority (SIGA).
Thanks to PlayNow, Manitoba and Saskatchewan benefit from PlayNow B.C.’s offerings, but with regional branding, sports betting options for local teams, and online versions of games that are usually only available in physical gaming centres. All revenue generated from PlayNow goes back into the provinces in which it operates in, to support priority programming in areas like healthcare, education, social and community services.
In partnership with Evolution Gaming, BCLC offers a whole new way for players to enjoy a live casino tables from the comfort of home with the first North American Live Casino studio. Located in New Westminster, British Columbia, it features real dealers and an interactive casino experience.
Available online and on mobile devices, players can access Live Casino from PlayNow.com. They can chat with dealers, place bets, and play their favourite table games in real-time, including:
- Live Speed Baccarat
- Live eSqueeze Baccarat
- Live Blackjack and Live Infinite Blackjack
- Live Ultimate Texas Hold'Em
- Live Roulette and Live Auto Roulette