Better Collective expands safer gambling focus with Mindway AI
Partnership to focus on advancing AI-powered player protection.
Key points:
– Better Collective’s continued investment in Mindway AI focuses on global safer gambling efforts through technology and neuroscience
– Mindway AI’s tools now monitor more than nine million players each month, helping identify and prevent at-risk gambling behaviour
Better Collective is furthering its commitment to safer gambling through the development of its majority-owned subsidiary, Mindway AI.
Mindway AI’s technology now monitors over nine million active players each month, helping operators improve their player protection strategies. Its core product, GameScanner, uses behavioural data and AI to identify at-risk gambling patterns and allows operators to intervene at an early stage.
The company also offers Gamalyze, a self-assessment tool that gives players insights into their gambling habits using decision-making analysis based on neuroscience. Mindway AI began as a spin-off from Aarhus University’s Institute for Clinical Medicine and has grown significantly, with a revenue compound annual growth rate of 50% since 2021.
Better Collective integrates Mindway AI’s solutions across its sports betting operations to improve marketing practices and support player education. The company’s products are currently active in over ten countries including the UK, Germany, Sweden and the United States, with language support in 14 localised versions.
Good to know: Mindway AI works with operators, platforms and regulators to support early intervention and promote safer gambling environments
Rasmus Kjærgaard, Mindway AI CEO, 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, Better Collective Co-Founder & Co-CEO, 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.”
Since its initial investment in 2019 and majority acquisition in 2021, Better Collective has supported the company’s growth into a recognised global player in gambling harm prevention.
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