The British Columbia Lottery Corporation (BCLC) has signed a five-year contract extension with MGM Resorts and its subsidiary BetMGM to continue delivering its responsible gaming program, GameSense.

The program enhances the pair’s guest and customer service models by focusing on ‘positive, transparent and supportive conversations’ with players over how to gamble responsibly.

Coinciding with the start of Problem Gambling Awareness Month, the latest agreement extends a partnership which has been in operation since 2017.

Pat Davis, BCLC President and CEO, commented: “We’re proud to continue providing MGM Resorts with the tools to offer the GameSense experience at its properties and online at BetMGM. When we work together to develop best practices and share learning that support positive play, we can reduce harm and make gambling safer throughout the industry.”

BetMGM fully integrated GameSense into its desktop and mobile platforms last year in an attempt to replicate the experience of physically visiting an MGM Resort.

GameSense’s integration into BetMGM offers players information on how to set responsible gaming limits, while ‘dispelling common gambling misconceptions’.

Since incorporating GameSense into its platform, BetMGM has provided responsible gaming information to more than 100,000 customers each month through website visits and direct email correspondence.

Adam Greenblatt, BetMGM CEO, explained: “Since integrating GameSense into Bet MGM, we’ve noticed significant and positive results.

“With the continued expansion of sports betting and igaming, our commitment to responsible gaming practices has never been more important.

“This contract extension comes at a crucial time and allows us to deliver an impactful program to out players for years to come.”

In line with the agreement, BCLC and MGM Resorts will reveal additional information regarding a commitment to responsible gaming research at the New Horizons in Responsible Gambling Conference in Vancouver, BC, next week.

Bill Hornbuckle, MGM Resorts CEO and President, added: “Through our partnership with BCLC, we’re proud to set the standard and do our part to ensure that gaming is an enjoyable experience.

“As the industry expands, we will continue to provide players tools and capabilities that empower everyone to play responsibly.