This week, the British Columbia Lottery Corporation made another important announcement. The Crown corporation informed that it has become a member of the United Lotteries for Integrity in Sports, which is formerly known as the Global Lottery Monitoring System. Now, the BCLC is the third Canadian entity to join, after Loto Québec and Ontario Lottery and Gaming Corporation.
BCLC is a state-run Crown agency that conducts gambling and lottery entertainment for the Province of B.C. but in a responsible manner. It also provides online gambling via its PlayNow platform which is the only regulated website in the province. Also, it boasts an award-winning player protection program, GameSense, to aid gamblers in their playing activities.
Third Canadian Lottery to Join
President of ULIS, Ludovico Calvi commented that the organization is pleased to welcome the BCLC and have it on board as its third Canadian lottery member. He added that the Crown corporation’s commitment to ESG, responsible gambling and community outreach correspond to the organization’s values, and the team is eager to work with BCLC to promote integrity in sports.
The announcement of BCLC joining ULIS comes on the back of the news that the Lithuanian Gaming Control Authority has also joined the broad network of partners. It should be also mentioned that the organization, was renamed from United Lotteries for Integrity in Sports to Global Lottery Monitoring System in October 2022, after members unanimously voted in favour of the change.
Back then a survey discovered that members of the organization believed that GLMS was no longer an accurate representation of it, as it referred mostly to monitoring services only. The rebranding reflected several developments including a new strategy and focus on the services the organization provides to its partners on top of the initial monitoring.
Advancing Player Protection and More
Just recently, the BCLC kicked off a new campaign to promote responsible gambling among its bettors. In the new initiative, the Crown compares everyday gamblers and professional sports athletes, in an attempt to promote responsible gambling habits. It is part of its award-winning GameSense responsible gambling program and was developed with help from PS&Co Brand Studio.
The new initiative directly addresses the pace and social setting of sports betting via multiple channels and is aired on TV, OLV, radio, digital, and OOH. One of the two spots compares a potential bettor to a football quarterback facing a lot of pressure from a friend instead of the opposing team. Meanwhile the other advises players to take timeouts just as their favourite basketball team might do.
At the start of 2023, the Crown agency also announced a new partnership with Everi Holdings Inc. Via the agreement, the supplier of land-based and online casino content has integrated its innovative Everi Compliance Anti-Money Laundering solution available to the Crown agency’s in-person and digital activities.
Source: “British Columbia Lottery Corporation joins ULIS” iGaming Business, March 29, 2023