The B.C. Lottery Corporation (BCLC) is confronting a growing challenge as problem gambling sees a steady increase, particularly within the realm of sports betting in British Columbia. Recent research obtained by The Breaker News through the Freedom of Information Act highlights the pressing nature of this issue, indicating a need for targeted interventions.
In July 2024, an Ipsos Research study underscored that sports betting online is a burgeoning concern, identifying online sports bettors as a notably high-risk group. This study’s insights have led to a set of recommendations aimed at transforming gambling entertainment in the region. The key strategy involves creating engaging experiences that not only entertain but also contribute positively to communities.
Among the suggested measures is the implementation of specific initiatives directed at mitigating the risks associated with sports betting. These initiatives focus on fostering safer gambling practices, especially during high-stakes events like the Super Bowl, March Madness, and the NHL and NBA playoffs. The urgency of these measures is amplified by observations beyond British Columbia. The Canadian Medical Association Journal recently issued a caution about the susceptibility of younger populations to the impacts of the legalization of single-event betting in Canada since 2021.
The proliferation of gambling advertisements during commercial breaks of live sports games, often featuring celebrities, is contributing to the growing addiction problem. These advertisements have a potent influence on younger audiences, encouraging them to start gambling or increase their gambling activity, as noted in a recent editorial.
The Ipsos report delved deeper into the shifts in gamblers’ beliefs and behaviors. While the habits of sports bettors have remained relatively consistent with previous findings, certain warning signs are becoming increasingly apparent. Between 2024 and 2025, there was a notable 5% decline in the honesty of individuals about their gambling losses, signaling a reluctance to disclose financial losses to family and friends. Furthermore, confidence among bettors in their ability to cease gambling decreased by 10%, while the proportion of gamblers acknowledging a potential problem rose by 8%.
Misconceptions within the gambling community have also seen an uptick, with a 6% rise in players believing that playing for longer increases their chances of winning, and a 10% increase in those thinking an “almost win” signifies an impending win. Superstitions and rituals are gaining traction, evidenced by a 7% increase in individuals who believe they can “avoid bad luck” through particular practices.
Similar concerns extend to horse racing bettors, where a significant number have resorted to borrowing money or selling personal items to fund their gambling, showing a 12% increase over the past year.
The BCLC’s internal reports reflect shifts in gambling patterns, notably a reduction in players betting exclusively on PlayNow, the corporation’s official platform for legal gambling. Despite this, the use of illegal gambling websites has shown a decline. PlayNow’s recognition remains strong, with 63% of respondents identifying it as a legal platform, a stark contrast to Bet365’s 17% and DraftKings’ 13%.
In response to these challenges, the BCLC is enhancing its support systems by investing in both online and in-person advisors through the GameSense program. This initiative offers crucial services to gamblers, gambling staff, and the community at large. Additionally, the corporation is deploying new technology to monitor betting behavior in real time, aiming to provide timely interventions.
However, there is a counter-narrative to this approach. Some industry experts argue that increased regulation and monitoring could push gamblers further towards unregulated, illegal platforms, where oversight and support systems are non-existent. They suggest that the focus should also include educating gamblers on responsible betting and improving the entertainment value of legal platforms to better compete with their illegal counterparts.
Despite these differing viewpoints, the BCLC remains committed to its proactive stance, believing that by making informed and strategic investments, it can effectively address the growing issue of problem gambling. The corporation’s efforts to balance regulation with player engagement and community benefit highlight its dedication to maintaining a sustainable and responsible gambling environment in British Columbia. As the gambling landscape continues to evolve, the BCLC’s comprehensive approach aims to safeguard players while fostering a positive impact on local communities.
