BetMGM becomes first US online operator to integrate BCLC’s GameSense program

Image source: MGM Resorts International

BetMGM has agreed terms with the British Columbia Lottery Corporation (BCLC) to incorporate the latter’s player-focused education program, GameSense, into its US-based online gambling operation.

Gamesense, a player-health program developed by BCLC and integrated into its products, marketing and distribution channels, including on, is designed to assist players in making informed choices about their gambling. This deal with BetMGM marks the first occasion the program has been adopted by a US online gambling operator. 

BCLC Interim CEO and President Lynda Cavanaugh stated: “BCLC is so pleased that our forward-thinking approach to player health through our GameSense program continues to be adopted by other jurisdictions.

“Through this new agreement, BCLC looks forward to working with BetMGM to share best practices and new learnings as we continuously evolve our understanding and approach to online player-health supports.”

Launched in 2009, GameSense aims to improve player trust, awareness and education using research-based guidelines and best practices, including access to player-health specialists online, over the phone and in every casino and community gaming center in British Columbia.

The integration of the program within BetMGM is an extension of BCLC’s long-standing relationship with MGM Resorts which first launched GameSense at its US properties in 2017. It is currently offered at 17 of MGM Resorts’ US properties.

Adam Greenblatt, CEO, BetMGM, commented: “As the mobile gaming industry in the US continues to grow, responsible gambling is a key focus for BetMGM and is critically important for the industry as a whole.

“GameSense presents a forward-thinking approach to responsible gambling. We look forward to empowering our players with a proven program, designed to help support a positive gambling experience.”

GameSense is licensed to 14 gambling organizations across North America. The program has earned international recognition from the World Lottery Association, the National Council on Problem Gambling and the North American Association of State and Provincial Lotteries.