Stanley Tromp
Problem gambling is on the rise among B.C. sports gamblers, according to surveys done for the B.C. Lottery Corporation, obtained by theBreaker.news under the freedom of information law.
A Player Health Tracker Report by Ipsos Research, completed in July 2024, identified sports betting as a distinct concern.
BCLC market research about sports gambling website awareness. (BCLC/FOI)
“Given that online sports bettors continue to be a higher-risk group, BCLC could benefit from maintaining targeted initiatives that tackle the specific challenges of sports betting and promote safer gambling practices, especially during major sporting events such as the Super Bowl, March Madness, and the NHL and NBA playoffs.”
A recent Canadian Medical Association Journal editorial warned that smartphone-savvy youth are particularly at risk after Canada’s 2021 legalization of single-event wagering. A flood of flashy ads starring celebrities during live sports broadcasts “influences young people to start gambling and to gamble more.” Thus, raising the potential for addiction.
Derby dreamers
The polls for BCLC found that horse racing bettors are growing more likely to believe in gambling myths, such as “chances of winning get better after a loss.” Over the past year, on the question “have you borrowed money or sold anything to get money to gamble?” the number rose by 12%.
“The behaviours and beliefs of online sports bettors remain relatively stable, yet this group continues to exhibit a more at-risk profile,” the Ipsos pollsters wrote. From the 2024 fiscal year to the 2025 fiscal year, this group’s responses to the statement “I was honest with my family and/or friends about the amount of money I spent in this period,” dropped by 5%, while “I should be able to walk away from gambling at any time” fell by 10%.
For the question, “have you felt that you might have a problem with gambling?” the number rose by 8%.
From BCLC market research obtained by theBreaker.news. (BCLC/FOI)
Regarding this sports group’s beliefs, some numbers rose from fiscal 2024 to fiscal 2025 in response to these statements: “If I play longer, I am more likely to win” [up 6%]; “I almost won so I am due for a win” [up 10%]; “If I use special rituals, I can avoid bad luck” [up 7%].” Yet the belief in “I have a special strategy that helps me to win” declined by 3%.
Surfing the web
A BCLC “Key Performance Indicators Tracker” report from August 2024 found that “PlayNow sports bettors are increasingly using other websites to place their bets, with a significant decrease in those only betting on PlayNow quarter-over-quarter.” A later report noted: “PlayNow.com sports bettors are playing significantly less on illegal sports betting websites.”
Respondents to a Harris Poll were asked to select the website(s) that they believed offer legal sports betting in B.C. Of the 18 options, 63% correctly of respondents identified BCLC’s PlayNow. Way ahead of Ontario-licensed, but nationally marketed, Bet365 (17%), DraftKings (13%), FanDuel (8%) and PokerStars Sports (7%).
An Angus Reid Group poll said: “PlayNow is by far the most recognized site for offering legal sports gambling but there are other mentions of the popular illegal sites. Confusion persists. Proline is a niche game with only 3% of people playing it suggesting that wider spread adoption will need to be accomplished through PlayNow.”
In September 2024, just in time for NFL season, BCLC replaced SportsAction retail sports betting with the Proline sportsbook.
BCLC response
BCLC stated it continues to invest in its GameSense Advisors (both in venues and online), with a focus on sports bettors, and is starting a new online system that monitors gambling behaviours in real time.
Stanley Tromp is a longtime Vancouver journalist and author of Fallen Behind, a book on world FOI laws. www.canadafoi/author
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