Alberta Gaming, Liquor & Cannabis (AGLC) has expanded its responsible gambling support network with a new GameSense Info Line phone service.

Launched on Aug. 19, the phone line extends the reach of its GameSense responsible gambling program by complementing in-person and online offerings. GameSense aims to connect, inform and support gamblers with the aim of protecting players.

GameSense advisors are already located in casinos and racing entertainment centres across the province, providing information on games and odds as well as tools, resources and tips on how to manage gambling and keep players safe. AGLC also offers a self-exclusion program.

“AGLC places a tremendous amount of importance on responsible gambling,” stressed CEO Kandice Machado. “This past year, GameSense has grown exponentially around the province, with the brand being added at the homes of the Oilers, Flames, Elks, Stampeders and both Edmonton and Calgary CEBL teams.

“In adding the GameSense Info Line, AGLC is providing another way players can access tools, resources and support to help keep gambling fun and entertaining.”

The GameSense Info Line (1-833-447-7523) will operate on Tuesdays and Wednesdays from 10 a.m. – 5 p.m. MT and Thursday – Saturday from 1 p.m. to 8 p.m. MT Users with PlayAlberta.ca accounts will be able to access the numbers directly from their respective websites. The Info Line will supplement the Alberta Health Services Addiction Hot Line and players who are seeking further support or treatment will be redirected to AHS.

GameSense was created and developed bu the British Columbia Lottery Corporation and is use with license by a range of lottery corporations and commercial operators across North America.

Responsible gambling will continue to be a focus for AGLC as it continues to overhaul its Play Alberta platform.

The revamp of the regulated iGaming and sports betting platform has already included steps such as an integration of Aristocrat content last month. AGLC VP of Gaming Dan Keene told Canadian Gaming Business that he expects the site to roughly double the size of its game portfolio on its site.

The most prominent change will come when Play Alberta launches a mobile app for the very first time this fall after four years of operation. Keene said that AGLC will introduce a new app for the platform in September, to coincide with its fourth anniversary as well as the start of the new NHL and NFL seasons.

The app will be sportsbook-only at first but will ultimately expand to include all of Play Alberta’s gaming verticals. Keene told CGB that one of the main motivations is to allow for easier access to the platform’s suite of responsible gambling tools.

Estimates suggest that Play Alberta’s currently holds around 45% of the Alberta online gaming market.