The British Columbia Lottery Corporation (BCLC) has landed a deal with one of the world’s largest marketing and communications agencies.

New York-based agency VML has announced a new partnership with the BCLC to promote personalized gaming experiences across Canada’s third-most populous province. As part of the pact, the BCLC will leverage VML’s expertise in data, communications and CRM to connect players to the slew of gaming experiences that are offered across British Columbia.

The connectivity is aimed at driving business growth opportunities for Canada’s gaming industry.

“We’re excited to work with VML, leveraging their brand and customer experience to deepen our connection with our players, to help develop new and innovative strategies for safer gambling experiences, and drive positive community impact throughout the province,” said BCLC Director of Marketing Emily McDonald.

The BCLC is poised to benefit from VML’s expertise as the agency has collaborated with iconic brands including Coca-Cola, Ford, Colgate and Intel. The agency, a merger of VMLY&R and Wunderman Thompson, has a workforce of more than 26,000 employees.

As of February 2025, it owns over 150 offices with locations in more than 60 markets.

BCLC bolsters marketing efforts

The BCLC has partnered with VML after hiring marketing firms Cossette and Visionnaire.

Two months ago, the BCLC announced partnerships with the two agencies, which both operate under the Plus Company Canada umbrella. The crown corporation has hired the two firms to drive growth in the province while promoting innovation in gambling entertainment.

The agencies are also poised to enhance the BCLC’s equity and inclusion efforts.

BCLC told Canadian Gaming Business in a statement that it now works with VML, Visionnaire and Cossette Creative, FCB and We First on its targeted marketing campaigns, “including in the areas of player health, multicultural marketing and social purpose, to continue to provide exceptional player experiences.”