Better Collective is reinforcing its commitment to safer gambling through the development of its majority-owned subsidiary, Mindway AI. The collaboration aims to advance AI-powered tools that enhance player protection and responsible gambling strategies across the industry.
Mindway AI’s Technology Monitors Millions of Players
Mindway AI now monitors over nine million active players each month, offering tools that help gambling operators improve their intervention strategies. Its flagship product, GameScanner, leverages behavioural data and artificial intelligence to identify risky gambling patterns and facilitate early-stage intervention.
In addition to GameScanner, the company offers Gamalyze, a neuroscience-based self-assessment tool. Gamalyze provides players with insights into their gambling behaviour using decision-making analysis techniques. Originally a spin-off from Aarhus University’s Institute for Clinical Medicine, Mindway AI has achieved a compound annual growth rate of 50% since 2021.
Integrating AI Solutions Across Global Operations
Better Collective integrates Mindway AI’s technology across its sports betting operations, enhancing marketing strategies and supporting responsible gambling education. The tools are currently used in over ten countries, including the UK, Germany, Sweden, and the United States, with 14 localised language versions available.
Leadership Perspectives on Growth and Responsibility
Mindway AI CEO Rasmus Kjærgaard stated:
“We are only just getting started and are highly committed to continuing our rapid growth path, advancing safer gambling standards and player protection, while growing our business in the years to come.”
Jesper Søgaard, Co-Founder and Co-CEO of Better Collective, added:
“The ownership of Mindway AI aligns strongly with our commitment to advancing safer gambling standards and educating our sports audience, enabling them to better navigate the sports betting world.”
Strategic Growth Since Acquisition
Since its initial investment in 2019 and majority acquisition in 2021, Better Collective has played a key role in scaling Mindway AI into a globally recognised leader in gambling harm prevention. The partnership continues to drive innovation at the intersection of artificial intelligence and responsible gambling.