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Customer Well-Being

We are committed to helping customers enjoy our products safely and sensibly.
Customer Well-Being Logo

Our Approach

As fellow Manitobans we care about our customers’ well-being and commit to helping them use our products in a healthy and sensible way. We understand this is important for our province and our people, and we know it’s in everyone’s long term best interest to build a healthy and sustainable customer base.



Helping customers enjoy gambling purely as a great form of entertainment is the goal of GameSense. GameSense aims to dispel commonly held myths, provides information on how the games work and provides our customers with tips to help keep their gaming experience fun.

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GamseSense Help Booth



For customers who choose to include alcohol as part of their social life, DrinkSense can help them maintain a lifestyle that includes alcohol mixed with non-drinking days and an understanding of how to minimize short and long term alcohol related risks.

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DrinkSense poster beside a woman choosing a bottle of wine.


Help When Needed

We support people who are concerned about their drinking or gambling by referring them to helplines, treatment services, financial counselling and other support services. We also fund organizations that deliver problem gambling and alcohol addiction services in Manitoba to make sure help is available for those who need it.

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help Support Group


Casino staff are trained to help players get accurate information about how gambling works, answer questions related to the Voluntary Self Exclusion program and deliver contact information for services such as the Problem Gambling Helpline. Liquor Mart staff are trained to understand how to refuse service to an intoxicated person, how to identify under age store patrons and how to prevent adults from purchasing liquor for minors.

Lottery retailer training focuses on age identification requirements, player information and the availability of problem gambling support services.

Through the Liquor, Gaming and Cannabis Authority of Manitoba, employees at liquor vendors, beer vendors and video lotto (VLT) sites are trained on the responsible sale of alcohol, VLT responsible gambling and player information, as well as problem gambling services.

We use research and evaluation results to make evidence-based decisions and improve the quality and effectiveness of our programs. Research and program evaluations are conducted on our own and with partners provincially and across Canada.
Our responsible gambling program has earned level 4 certification World Lottery Association’s Responsible Gaming Framework, the highest possible level.

World Lottery Association Certified Logo


Healthy choices infographic - please see text version below Helping Manitobans Make Healthy Choices

Helping Manitobans make healthy choices includes educating customers on how to use our products sensibly, and refusing them service if they are underage or show signs of intoxication. Here's how we did in 2018/19:

Gambling Sensibly

GameSense customer information, GameSense website and two GameSense Info Centres.

Drinking Sensibly

DrinkSense customer information, DrinkSense website and multi-media campaigns.

Helping People with Problems

Voluntary Self-Exclusion program, funding alcohol and gambling addiction services, referral to treatment and support.

Age Checks and Refusal of Sale

Casino ID checks: 153,863
Casino Entry Refusals: 3,392

  • 2,711 improper or no ID
  • 386 minors
  • 295 showing signs of intoxication

Liquor Mart ID checks: 791,164
Liquor Mart purchase refusals: 26,242

  • 11,998 improper or no ID
  • 14,244 showing signs of intoxication

Employee and Industry Training

All casino and Liquor Mart employees take social responsibility training. Liquor vendors, beer vendors and VLT site staff receive social responsibility training through the LGA. Lottery retailers are trained on selling responsibly.




46% of alcohol consumers in Manitoba were aware of our DrinkSense program, up from 27% last year.



31% of gamblers in Manitoba were aware of our GameSense program, up from 22% last year.

$5.1 million

Addictions Foundation

$5.1 million in funding provided to the Addictions Foundation of Manitoba for addictions awareness, treatment and evaluation in 2018/19.

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