Mindway AI and GamScore are joining forces to develop a broader approach to player protection, combining financial wellbeing insights with technology designed to identify potential gambling risks at an early stage.
The partnership brings together GamScore’s player-controlled financial health platform with Mindway AI’s behavioural and neuroscience-based tools, including GameScanner and Gamalyze. The companies say the goal is to give both players and operators a clearer picture of gambling behaviour and potential risks.
Bringing financial and behavioural insights together
GamScore focuses on helping bettors monitor and understand their own betting health, while Mindway AI provides technology that can analyse player behaviour and flag signs of potentially risky gambling.
By combining the two approaches, the companies hope to give operators additional information that can support existing safer gambling programmes. At the same time, players would retain greater control over their personal information and gain more visibility into their own betting habits.
Mark Potter, Chief Responsibility Officer at GamScore, said the two companies share a similar approach to player protection. He pointed to the potential of combining financial wellbeing tools with behavioural profiling to encourage healthier engagement and improve player outcomes.
More data, with players in control
A key part of the partnership will be the way player data is handled. GamScore brings a privacy-focused model in which consumers have control over their information, while Mindway AI contributes its risk-detection technology.
GameScanner, Mindway AI’s automated player-monitoring solution, and Gamalyze, its self-assessment tool, will remain part of the company’s wider offering as the partnership develops.
According to Mindway AI, its technology is currently used to monitor more than 9 million active players each month through operator partnerships. The company has also recently expanded its presence in North America through collaborations with operators including DraftKings and PrizePicks.
The companies believe that combining player-provided information with automated risk detection could help operators identify potential concerns earlier, while giving consumers a more active role in managing their gambling behaviour.
Mindway AI targets wider player protection
Mindway AI CEO Rasmus Kjaergaard described the partnership as a combination of neuroscience, behavioural analysis, human insight and self-regulation tools.
The idea is to create a model in which players have more control over their data, while operators can still access information that may help them identify potential gambling-related risks.
The partnership does not currently include details on when the combined offering will launch or which operators and markets will be the first to adopt the integrated tools.
Education will also be part of the partnership
Beyond technology, Mindway AI and GamScore plan to collaborate on educational content and integrated workflows aimed at improving player awareness and supporting safer gambling practices.
The agreement adds to Mindway AI’s growing network of safer gambling partnerships, which includes work with operators and industry organisations such as ATG, Burendo and Better Change.
For now, the partnership brings together GamScore’s financial wellbeing platform with Mindway AI’s GameScanner and Gamalyze technologies. Both companies are expected to continue developing their joint approach, with player empowerment and earlier identification of gambling risks at the centre of the initiative.