AI-powered tools help monitor over 9 million players monthly across 14 languages and multiple markets
Better Collective has reaffirmed its strategic investment in Mindway AI, a majority-owned subsidiary that is rapidly becoming a leader in behavioural risk detection in the gambling industry.
Founded as a spin-off from Aarhus University’s Institute for Clinical Medicine, Mindway AI combines neuroscience and artificial intelligence to deliver data-driven solutions that identify at-risk gambling behaviours before they escalate. The company’s flagship product, GameScanner, is an AI-powered tool that analyses real-time behavioural data to detect early signs of problematic gambling and enables operators to intervene proactively.
Advanced Player Protection Tools
Another cornerstone of Mindway AI’s toolkit is Gamalyze, a neuroscience-based self-assessment tool that evaluates a player’s decision-making tendencies. The tool is designed not just for monitoring, but also for empowering users with greater self-awareness about their gambling habits—an increasingly important focus in regulated markets.
Currently, Mindway AI supports player protection across more than 10 countries, including the UK, Germany, Sweden, and the United States, and is available in 14 languages. This reach, combined with its cutting-edge technology, allows the system to monitor over 9 million active players per month, making it one of the most widely deployed behavioural monitoring tools in the iGaming sector.
Rapid Growth and Global Expansion
Since 2021, Mindway AI has enjoyed a compound annual growth rate (CAGR) of 50%, reflecting surging demand for responsible gambling solutions. CEO Rasmus Kjærgaard emphasized the company’s forward momentum:
“We are only just getting started and are highly committed to continuing our rapid growth path, advancing safer gambling standards and player protection.”
Aligned with Better Collective’s Global Mission
For Better Collective, the partnership with Mindway AI is more than a business investment—it reflects the company’s mission to promote sustainable sports betting practices. Co-Founder and Co-CEO Jesper Søgaard noted:
“The ownership of Mindway AI aligns strongly with our commitment to advancing safer gambling standards and educating our sports audience.”
By integrating Mindway AI’s technology into its global operations, Better Collective aims to lead the charge in ethical marketing, player education, and industry-wide adoption of safer gambling practices.
As regulatory scrutiny intensifies globally, especially in European and North American markets, Better Collective’s backing of Mindway AI reinforces its role not only as a media and affiliate powerhouse, but also as a responsible stakeholder in the future of betting.
