How AI tools for responsible gambling are changing the game
AI tools for responsible gambling are gaining traction fast, and not just in marketing decks. Problem gambling has long been tackled after the fact. When Better Collective announced in late May 2025 that Mindway AI was now monitoring over 9 million active players per month using neuroscience and artificial intelligence, it marked a shift in how the industry thinks about player protection.
If early-stage responsible gambling (RG) tools can genuinely flag risk before harm occurs, then we may be moving from reaction to prevention, and from compliance to care.
The tools are here, the science is growing, and the intent is clear. As innovation outpaces regulation, stakeholders must urgently examine how these systems operate, govern risk, and build trust, not just how they’re built.
The neuroscience behind GameScanner
Mindway AI’s origins are deeply rooted in academia. Born out of Aarhus University and led by Professor Kim Mouridsen, the company draws on over a decade of research in neuroimaging and behavioural science. Mindway AI CEO Rasmus Kjaergaard shared exclusive comments with SiGMA News about how the development of GameScanner was shaped by cognitive science, psychology, and practical expertise on gambling harm.
“GameScanner identifies at least 87 percent of at-risk and problem gambling cases that a human psychologist would typically recognise. We’ve built it on behavioural pattern recognition, validated by thousands of player data samples, and continuously updated by our team of gambling addiction experts, researchers, and psychologists.”
This figure mirrors the accuracy range of standardised psychological assessments, helping bridge the gap between human insight and scalable automation.
These insights are not theory alone. GameScanner is now live in 64 jurisdictions, while Mindway’s gamified self-test, Gamalyze, was launched by over 10,000 players during Safer Gambling Week 2024. This is a fivefold increase on the 2023 campaign. For context, similar RG tools commonly see engagement in the low thousands annually, making this one of the most widely adopted self-tests in the space. The scale is important, with accuracy levels that align with psychological assessment benchmarks.
As adoption grows, so too does the opportunity to embed responsible gambling at the core of player journeys, not just at the margins. These AI tools for responsible gambling guide rather than punish, equipping operators with insight to act before behaviour escalates.
Ethical design and operator empowerment
Mindway’s responsible gambling model is designed to support informed operator action, rather than dictate, dominate, or control the player. Its tools offer dashboard-level insights drawn from behavioural patterns such as session frequency and deposits per active day. These are insights designed to prompt meaningful interaction, not just regulatory box-ticking.
“Our aim is to empower operators with insights, not overstep,” said Kjaergaard. “We see it like a lane-keeping assistant in a vehicle, helping course-correct before harm escalates.”
Mindway’s model goes beyond the tech. It’s about building trust, shaping behaviour, and putting values into practice. Organisations like Better Change, Epic Global Solutions, and BetComply actively embed ethical RG across all levels, from frontline decisions to boardroom strategy. Jesper Graversen, Tech Lead at Mindway AI, also shared exclusive insights with SiGMA News on how neuroscience is shaping real-world responsible gambling tools.
Supporting a broader ecosystem of accountability
As the technology becomes more advanced, so too does the need for shared standards. That’s where voices like Kevin O’Neill of the Responsible Gambling Foundation Malta add constructive balance. In exclusive comments to SiGMA News, he said,
“The integration of behavioural science and artificial intelligence holds real potential for timely, tailored interventions.
“But tools must be transparently validated to ensure they are accurate, ethical, and free from bias.”
O’Neill stresses the importance of independent audits and collaborative oversight, not to undermine innovation, but to strengthen it.
“National foundations can help bridge gaps between stakeholders, promote transparency, and ensure such tools prioritise player welfare over commercial gain.”
Building trust in AI tools for responsible gambling requires more than good intentions. It involves collaboration, audits, and consistent oversight. It’s a view shared by many in the policy space: AI-led solutions are welcome, but must be deployed responsibly, with governance and trust at their core.
Kevin O’Neill also contributed to this wider SiGMA News series, including our exclusive on black market risks and the need for unified RG frameworks.
Regulatory momentum around AI tools for responsible gambling
No two regulators sing from the same hymn sheet. That’s a challenge, but also a chance to write a smarter playbook. As O’Neill points out, countries such as the UK and the Netherlands are tightening their frameworks with prescriptive standards. In contrast, others, such as Malta, continue to adopt principles-based approaches that allow for more innovation, but also demand clearer industry alignment.
Anyone can tick a box, but not everyone builds the box in the correct way. Mindway’s ISO 27001 underlines a deeper operational readiness, anchoring its tools in the kind of rigour and integrity that earns long-term trust from regulators and partners alike.
O’Neill suggests national foundations could bridge regulatory gaps by encouraging oversight and transparency. It’s a framework that could align the sector behind tools that are not only effective, but ethical and accountable. For operators, adopting AI-led models has already shown commercial benefits, including improved player segmentation and lower churn, as well as a clearer cost-to-care return when compared with reactive RG methods.
As demand grows and regulation tightens, these tools are no longer optional add-ons. They are part of the backbone of a responsible gambling strategy. Responsible gambling tech has crossed the threshold. This is no longer an experiment. It is the new standard.
Tech with purpose, tools with trust
AI tools for responsible gambling are no longer theoretical; they are now a reality. These tools prove it: early-stage intervention is no longer a theory. GameScanner and Gamalyze show exactly how ethics and efficacy can align.
But technology alone won’t change the game. Innovation must continue alongside collaboration. When industry leaders, regulators, foundations, suppliers, and operators align, responsible gambling becomes a strategy, not a shield. A recent joint letter from the CEOs of the European Gaming and Betting Association (EGBA) reinforces the need for cross-sector alignment, urging the development of collaborative frameworks to secure a more sustainable future for regulated gambling in Europe. Trust needs more than good intentions. As AI tools for responsible gambling become industry standard, the question for operators is no longer if, but how well. Evaluating integration timelines, audit readiness, and stakeholder training now will determine who leads and who fades. The winners won’t just tick boxes. They’ll turn player protection into performance.
And that’s not just a future worth investing in. It’s good business.
