Better Collective to launch Mindway’s Gamalyze problem gambling tool on sports betting brands
Better Collective will launch self-assessment tool ‘Gamalyze’ on all of its main sports betting media brands as it moves to curb problem gambling.
Developed by Danish software experts Mindway AI, Gamalyze monitors customers’ behaviour while they undergo a test, presented to them as a card game with 80 cards that need to be turned. The purpose of the game is to maximise the win.
During play, customers’ decision making is analysed using neuroscientific principles, with the software behind the game assessing every choice to identify strategy and how each person reacts to wins and losses. An estimated risk level is then generated from the result.
Jesper Søgaard, CEO and Co-founder of Better Collective, commented: “Responsible gambling is a very important part of our business philosophy. By implementing Gamalyze on our websites, we give visitors an opportunity to test their gambling habits and find out if their gambling behaviour presents as fun and entertaining, as it should be, or if it is potentially problematic.”
Mindway touts its tool as superior to self-reporting and questionnaires, with respondents often not recognising their own problems. According to the firm, Gamalyze offers a deep insight into each player’s behaviour and helps identify the key markers of harmful gambling.
This tool will first come to Better Collective brand bettingexpert.com during Safer Gambling Awareness Week 2021, which will run from 1-7 November, with the media group’s other platforms to follow.
“Bettingexpert.com is the world’s biggest social network of sports betting tipsters. We have millions of visitors every year and with Gamalyze launched, we increase our focus on responsible gambling so our community can feel even safer when they visit our site,” said Neil Smith, Head of bettingexpert.com.
Gambling Insider delivers the latest industry news, in-depth features, and operator reviews that you can trust. Our team combines rigorous editorial standards with decades of specialized expertise to ensure accuracy and fairness. We are committed to delivering clear, impartial, and dependable coverage across the global gambling sector.
