Mindway AI — Responsible Gaming

Mindway AI — Responsible Gaming logo
Mindway AI is a software company specialising in the early detection of problem gambling behaviour, founded in 2018 as a spin-out from Aarhus University, Denmark. Its academic origin is central to its identity: the company was born from over ten years of research in neuroscience, neuroimaging, and gambling psychology led by Professor Kim Mouridsen. This approach, training AI algorithms with expert psychologist assessments instead of relying solely on statistical rules, gives rise to what Mindway AI calls an automated "virtual psychologist," capable of analysing each player's behaviour with a depth and precision difficult to achieve through manual review.
Mindway AI's flagship product is GameScanner, a real-time monitoring tool that analyzes approximately 120 individual behavioral factors, aggregates them into 15 risk factors, and generates an overall risk score for each player, categorizing them into one of five levels (from "very low" to "very high"). GameScanner detects at least 87% of problem gambling cases that a human expert would identify, with the advantage of doing so continuously, automatically, and at the scale of millions of players. The platform also generates explainable reports for each player, detailing the specific factors that elevate their risk score. Mindway AI's second solution is Gamalyze, a neuroimaging-based gamified self-assessment test that allows players to understand their own risk profile through an interactive experience rather than a static questionnaire. By replicating decision-making dynamics under uncertainty, similar to those in real gambling, Gamalyze obtains more honest and accurate information about a player's risk behavior than conventional self-reports. The tool was recognized with the Global Regulatory Award for Compliance Innovation in 2020. Today, Mindway AI operates in over 39 countries, monitors more than 14.7 million active players monthly, and boasts clients among the world's leading operators and lotteries, including BetCity, ZEAL Network (Lotto24), and Betr. Its technology has also been integrated into national regulatory frameworks, such as that of the Hellenic Gaming Commission in Greece, which signed a memorandum of cooperation with Mindway AI to evaluate the use of its software in player protection. Better Collective, its majority shareholder since 2021, supports the company's global growth. In Latin America, where regulators are beginning to demand active player behavior monitoring systems as a licensing condition, Mindway AI represents the most scientifically advanced solution on the market. Its ability to adapt to multiple languages—the platform currently operates in over 30 languages—and diverse regulatory frameworks makes it a natural candidate for operators seeking a single solution to manage responsible gambling compliance across multiple Latin American jurisdictions simultaneously. The combination of neuroscience, explainable AI, and international regulatory validation is hard to match in the industry.
Mindway AI - Technical Sheet
Founded2018
HQAarhus, Dinamarca
CountryDinamarca
CityAarhus
LicensesPropiedad mayoritaria de Better Collective (adquirida en enero de 2021), múltiples premios EGR, SBC, Global Regulatory Awards
Webhttps://www.mindway.ai

Social media

Frequently Asked Questions

How Mindway AI analyzes a user's gambling behavior: betting patterns, frequency, losses, and risk indicators?
Mindway AI uses advanced machine learning algorithms to analyse user gambling behaviour. Its system monitors betting patterns, such as bet size, speed, and volatility. It also evaluates game frequency, session duration, and net losses over time. It cross-references this data with psychological and financial risk indicators, identifying significant deviations that could signal problematic behaviour. This continuous analysis allows for the generation of dynamic risk profiles for each player.
What does an operator need to integrate Mindway AI into their platform, and what player data does it need to access for the system to work?
To integrate Mindway AI, an operator needs a robust API that enables bidirectional communication between their platform and Mindway's system. This requires access to transactional and player activity data, including deposits, withdrawals, betting history, game types played, session durations, and any interactions with the operator's responsible gaming tools. The quality and completeness of this data are crucial for the accuracy of the risk detection algorithms.
When was Mindway AI founded, in which country is it based, and which public health organizations endorse its detection methodology?
Mindway AI was founded in 2018 and is headquartered in Denmark. Mindway AI's detection methodology is backed by research from Aarhus University and endorsed by public health organizations such as the Danish National Center for Gambling Addiction (Center for Ludomani). Their algorithms are based on years of research in neuroscience and the psychology of gambling, validating their effectiveness in the early identification of at-risk behaviors.
Why early detection with AI like Mindway's is more effective than reactive self-exclusion tools for regulated operators?
Early detection with AI, such as that offered by Mindway AI, is proactive, identifying subtle changes in behaviour before they escalate. Self-exclusion tools are reactive and depend on the player's decision, which often comes when the problem is already significant. An AI system constantly monitors, alerting both the operator and the player to incipient risks, allowing for personalised and preventive interventions, improving player protection and the operator's regulatory compliance.
How an AI solution like Mindway helps identify players at risk of developing problematic behaviour before serious harm occurs?
An AI solution like Mindway AI continuously monitors user gambling behaviour, looking for anomalous patterns or sudden changes in habits. By analysing data such as gambling frequency, amounts wagered, or time spent, the system can accurately predict when a player is showing signs of risk. This Mindway AI problem gambling detection allows operators to intervene early with responsible gambling tools, offering help or limiting access before the behaviour escalates into a serious problem.