In launching GameSense, the British Columbia Lottery Corporation (BCLC) said that players will be able to make educated decisions by informed choice that will help make sure their play is balanced. The launching of a new and innovative responsible gambling program will include public service TV ads for the first time in the Canadian province.

Michael Graydon, President and Chief Executive Officer of the British Columbia Lottery Corporation, stated, “GameSense is really about balancing the fun element of play and individual choice with the need to exercise a sense of control and stay within one's boundaries when participating in games of chance.

“These ads represent the first ever responsible gambling television messages to appear in British Columbia, and we're extremely proud they have been deemed important enough to have received Public Service Announcement status from the Television Bureau of Canada.”
When required, GameSense will provide the opportunity to further promote provincially funded resources, including the problem gambling helpline and free counseling services.

TV advertising will ask gamblers to ‘use their GameSense’ which uses both online and offline resource materials. GameSense information centers are staffed with knowledgeable personnel available to help and will be open for business in casinos and community gaming centers throughout BC.

Jon Kelly, Responsible Gambling Council CEO, said, “The introduction of the GameSense innovations will make essential problem gambling prevention information much more friendly, appealing and accessible. It reflects BCLC’s ongoing commitment to provide gaming entertainment in a socially responsible manner.”

“Know your limit, play within it,” is the point of sale and marketing message the BCLC is promoting. Recent research has revealed that approximately 5% of the adult populations of BC are problem gamblers.

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