BCLC’s Call for Focused Measures to Tackle Growing Problem Gambling
Rising Concerns Over Problem Gambling in British Columbia
Problem gambling is becoming an increasingly serious challenge in British Columbia, particularly among sports bettors. Internal research conducted for the British Columbia Lottery Corporation (BCLC), obtained through a Freedom of Information request, highlights this troubling trend.
Heightened Risks for Online Sports Bettors
A July 2024 Ipsos Research study identified online sports bettors as a group at elevated risk of problematic gambling behaviors. The study’s findings prompted experts to recommend targeted actions for the corporation overseeing all legal gambling activities in the province. Their goal is to transform gambling into a safer, more engaging entertainment experience that supports communities.
One key recommendation emphasizes the importance of maintaining focused initiatives to tackle the unique challenges posed by sports betting. These efforts should promote safer gambling habits, especially during major sporting events like the Super Bowl, March Madness, and the NHL and NBA playoffs.
Concerns about problem gambling reach beyond provincial borders. The Canadian Medical Association Journal has issued warnings about the increased vulnerability of young people following Canada’s legalization of single-event betting in 2021. With gambling advertisements saturating commercial breaks of live sports, often featuring celebrities, the risk of addiction is rising. These ads are believed to encourage youth to start gambling and to increase their gambling frequency.
Shifts in Gambling Behaviors and Beliefs
The Ipsos report delved into changes in attitudes and behaviors among sports bettors. Although overall habits remained relatively stable compared to previous years, several warning signs emerged. Between 2024 and 2025, there was a 5% decline in bettors openly admitting gambling losses to family or friends. Confidence in their ability to stop gambling fell by 10%, while the proportion of sports gamblers acknowledging potential problems rose by 8%.
Belief in gambling myths also increased; more respondents agreed with notions such as “playing longer increases chances of winning” (up 6%) and “almost winning means a win is due soon” (up 10%). Superstitions and ritualistic behavior grew by 7%, with more players believing in methods to avoid bad luck through specific practices.
Similar troubling trends appeared among horse racing bettors, with a 12% increase in those admitting to borrowing money or selling possessions to finance their gambling.
Changing Betting Patterns and BCLC’s Response
BCLC’s reports indicate shifts in how gamblers bet. A review from August 2024 showed a decline in the number of players exclusively using the PlayNow platform, although usage of illegal gambling websites is currently decreasing. PlayNow continues to enjoy strong recognition, with 63% identifying it as a legal option, compared to just 17% for Bet365 and 13% for DraftKings.
In response to these developments, BCLC is investing in both in-person and online advisors as part of the GameSense program, which offers support services to players, gambling staff, and the broader community. Additionally, they are introducing new technology to monitor betting behavior in real time, aiming to promote safer gambling environments.
