AI Against Gambling Addiction: Mindway AI Researches Effective Player Interventions

The online gambling world is at a technological turning point regarding player protection. While the detection of problematic behavior through algorithms is already advanced, a gap often remains in the subsequent intervention. Mindway AI has taken on the task of filling this void. It is no longer just about knowing who plays too much, but how to successfully encourage that person to change their behavior sustainably. Under the leadership of Will Mace, who joined Mindway AI in June as Head of Strategic Programmes, a scientific "book" for effective player interactions is now being written.

Will Mace brings years of experience from leadership positions at evoke plc (formerly 888) and the Kindred Group. He understands the challenge that operators are often not behavioral psychologists. The current practice of sending generic emails to thousands of customers shows little effect. The new project focuses on analyzing the motivations for gambling and examines how targeted nudges work for different player types. It incorporates data from nearly 16 million players monthly, already monitored by the GameScanner system in more than 70 jurisdictions worldwide.

Numbers and facts

Mindway AI is already active in 37 countries across four continents. The software is based on machine-learning algorithms combined with the expertise of human psychologists. A central element is the Gamalyze tool, which uses neuroscientific insights to make players aware of their own risk profile through a game-like simulation. In the US, the company collaborates with the National Council on Problem Gambling (NCPG) to integrate these tools into the ResponsiblePlay.org platform.

The urgency of such systems is highlighted by the sheer volume of cases. Rasmus Kjaergaard, CEO of Mindway AI, illustrates the scale: a major customer in Europe has two million active players daily. With an estimated prevalence of one to two percent for problem gambling, there is a massive number of people who need protection. This is also where the partnership with Kindbridge Behavioral Health comes in, a telehealth clinic from Tennessee, to build a direct bridge from AI detection to therapeutic treatment.

Background

The motivation behind the project is also regulatory in nature. Authorities worldwide are demanding increasingly strict measures. However, Will Mace emphasizes that many operators want to go beyond merely ticking regulatory boxes. They are looking for ways that actually work.

"How do you change somebody’s behavior? How do you interact with the player to reduce their level of risk and embed sustainable, healthy playing habits? The more personalized the message, however it’s presented, the better. If we can talk about what you did yesterday and why that’s different from your norm, that’s more likely to make you stop and think." - Will Mace, Head of Strategic Programmes at Mindway AI

The research project will cover both online and land-based casinos as well as sports betting in Europe and North America. A technical blueprint for the study is nearing completion, although cultural and regulatory differences present a complex challenge.

Why it matters for German players

For German players, Mindway AI's initiative represents a potential improvement in safety at licensed operators. Since the State Treaty on Gambling 2021 (GlüStV 2021) came into force, all legal online casinos in Germany must be connected to the central OASIS exclusion system and the LUGAS monitoring system. Additionally, strict limits apply, such as the monthly deposit limit of 1,000 euros and the one-euro-per-spin limit for slots. AI systems like GameScanner could complement these hard limits by providing early warnings before a player reaches legal boundaries or attempts to chase losses impulsively.

What it means for GGL-licensed casinos

Casinos with a license from the Joint Gambling Authority of the Federal States (GGL) are required to implement a social concept and proactively address at-risk players. Mindway AI's research findings could help these operators fulfill their legal duties more efficiently. Instead of just issuing standardized warnings, GGL-licensed providers could use scientifically sound communication strategies in the future. This reduces the risk of false alarms and increases player acceptance of protection measures, as the communication is perceived as helpful support rather than mere paternalism.