A serious challenge that the global industry deals with has met its match in Mindway AI, an award-winning software company headquartered in Denmark that has harnessed the power of artificial intelligence to tackle at-risk and problem-gambling behavior head-on.
With an online and land-based presence in over 64 jurisdictions across Europe, Australia, Brazil, and increasingly in the U.S. and Canada, Mindway AI’s technology is currently tracking more than 13 million active players each month and is translated into 14 languages.
Rasmus Kjaergaard, CEO of Mindway AI, sums up his company’s goal by explaining that at the company’s core is blending the analytical power of artificial intelligence with scientific rigor, adding, “This allows us to detect problematic gambling behavior early, well before it escalates, while ensuring the solutions remain scalable, reliable, and rooted in neuroscience.”
Mindway AI’s flagship product is GameScanner, a fully automated gambling-behavior tracking tool powered by artificial intelligence that is the result of 10 years of scientific research. It identifies at least 87% of problem-gambling cases (as tested by GLI) found by human experts and offers clear information for operators to reach out to players.
The algorithms of GameScanner, which monitor and profile players automatically around the clock, have been educated on a unique combination of neuroscientific insights and human-expert assessments of several thousand gambling patterns. Referred to as Explainable AI, it learns to weigh different indicators of both normal and addictive behavior.
“What makes GameScanner exceptional is that it has been trained and validated using insight from human experts, including psychologists specializing in addictive behavior,” Kjaergaard said. “That foundation ensures the technology doesn’t just work – it works in ways like a virtual psychologist and specific to the situation, the vertical, culture, and geography.”
GameScanner flags early behavioral indicators such as chasing losses, erratic betting patterns, or prolonged play. Its real strength lies in early detection, helping operators intervene before a player reaches a crisis point, while preventing the player from leaving the operator because of self-exclusion.
In addition to GameScanner, Mindway AI empowers players directly through Gamalyze, which won the prestigious Global Regulatory Award Compliance Innovator or Innovation of the Year in 2020. Gamalyze is a neuroscience-based gamified self-test that provides insight into decision making while gambling.
Explaining that Gamalyze engages users in a simulated gambling experience and analyzes their cognitive biases, impulsivity, and risk-taking behavior, Kjaergaard said, “We designed it to be engaging and actionable. People learn more when they interact with a tool that mirrors their real-life behavior. It is not about labeling someone. It’s about creating awareness and promoting healthy habits.”
Mindway AI, a spin-out of Aarhus University in Demark, acknowledges that neuroimaging is the window to the brain. It draws upon insights from neuroscience and neuroimaging research to educate and continuously update its innovations to provide evidence-based safer gambling solutions that address the complexity of problem-gambling behavior and make a real difference for players around the world.
Mindway AI incorporates a human touch with a panel of experts in gambling addiction, research, and psychology to study thousands of gambling patterns and utilizes their assessments to educate and continually update GameScanner’s algorithm.
One of Mindway AI’s significant milestones came in September when the company partnered with Crown Resorts in Australia to launch a groundbreaking player-protection program across its land-based casinos. It marked the largest physical deployment of the company’s technology to date and the first of its kind in Australia.
“This was a huge step, not just for Mindway AI, but for how land-based casinos globally approach responsible gaming,” Kjaergaard said. “We’re already seeing growing interest from operators in North America who want to bring the same level of sophisticated monitoring to brick-and-mortar settings.”
Recently, PrizePicks, the leading sports-entertainment operator in the U.S. head quartered in Atlanta, announced a new partnership with Mindway AI to enhance responsible gaming on its platform. PrizePicks operates in more than 45 jurisdictions and continues to expand, offering skill-based fantasy games.
The collaboration will see Mindway’s GameScanner technology fully integrated into the PrizePicks ecosystem, enabling the real-time analysis of player behavior and proactive detection of at-risk gaming patterns.
Kjaergaard is convinced that with GameScanner, Mindway AI is helping PrizePicks go beyond compliance and toward real-time, data-driven, player protection, while observing, “This kind of integration allows for subtle, timely interventions that can make a big difference in player outcomes.”
PrizePicks will be able to identify nuanced shifts in user behavior, such as increased session frequency, accelerated spending, or more frequent play that can indicate elevated risk. The insights will generate personalized nudges and reminders, supporting players in managing their activity while reinforcing the platform’s responsible gaming framework.
Evidence of Mindway AI’s thought leadership attracting national recognition came in September when Kjaergaard was invited to speak at the United Nations’s General Assembly Better Gambling Forum in New York, following a summer of global engagement at the G7-linked Global Forum in Calgary and the UN AI for Good Summit in Geneva.
“These events are an opportunity to shape global frameworks around ethical AI use,” Kjaergaard said. “As AI continues to transform industries, gambling has a responsibility to get it right, especially when it comes to protecting vulnerable individuals.”
Mindway AI recently welcomed Yardena Almagor to the position of customer success manager. With over 15 years of industry experience and a recent role as head of player safety at Evoke, Almagor brings a deep understanding of player protection and operator needs.
“Bringing Yardena on board is a big step for us,” Kjaergaard said. “Her expertise will be critical in helping our partners implement our solutions effectively and responsibly.”
As AI’s role in igaming and sports betting continues to expand, from personalized content to fraud detection, Kjaergaard cautions that “responsibility must scale with innovation.”
“AI is a powerful tool, but it’s not magic,” he explained. “We must ensure transparency, data ethics, and player fairness are always front and center. That is where our scientific approach sets us apart. We are not just building tech; we are building trust.”
Mindway AI’s expanding global footprint and commitment to a clear mission are pivotable in helping shape a new standard in responsible gaming, a standard in which protection is proactive, data is actionable, and AI serves not just the industry, but the players at its heart.
