AI-Powered Solutions Monitor Over 9 Million Players Monthly
Better Collective has reaffirmed its dedication to promoting safer gambling standards by continuing to invest in its majority-owned subsidiary, Mindway AI. This strategic support reflects Better Collective’s vision of aligning growth with player protection through the use of advanced artificial intelligence and neuroscience-based tools.
Mindway AI’s flagship solution, GameScanner, now actively monitors the behaviour of more than nine million players each month, identifying early signs of problem gambling. The system uses behavioural tracking algorithms and predictive modelling to assess risk levels and recommend timely operator interventions before issues escalate.
Neuroscience Meets Player Self-Awareness with Gamalyze
In addition to its AI tools for operators, Mindway AI also provides Gamalyze, a self-assessment tool based on decision-making science. It allows users to gain insight into their gambling habits by analysing their risk behaviour through a neuroscience framework.
The combination of operator-focused and player-facing tools highlights the company’s holistic approach to gambling harm prevention—offering both early detection for businesses and self-regulation resources for consumers.
Global Reach and Rapid Growth
Since Better Collective’s initial investment in 2019 and majority acquisition in 2021, Mindway AI has experienced a remarkable 50% compound annual growth rate (CAGR) in revenue. Its technologies are currently integrated across over ten regulated markets, including the UK, Germany, Sweden, and the United States, and are available in 14 localized languages.
Mindway AI collaborates not only with gambling operators but also with platform providers and regulatory bodies, reinforcing a shared commitment to responsible gambling ecosystems.
Executive Support for Long-Term Impact
Mindway AI CEO Rasmus Kjærgaard stated, “We are only just getting started and are highly committed to continuing our rapid growth path, advancing safer gambling standards and player protection.”
Meanwhile, Better Collective Co-Founder & Co-CEO Jesper Søgaard emphasized the importance of the partnership, saying, “The ownership of Mindway AI aligns strongly with our commitment to educating our sports audience and helping them better navigate the betting landscape.”
Looking Ahead
As the global online betting market grows, so too does the urgency for responsible gambling innovation. Through continued investment in Mindway AI, Better Collective is positioning itself as not only a market leader in sports media and affiliate marketing, but also a pioneer in ethical player engagement and gambling harm mitigation.
