Mindway AI is launching a new research project to scientifically determine how gambling operators can most effectively support players exhibiting risky gambling behaviors. The company’s GameScanner tool already identifies at-risk players by analyzing behaviors such as extended play sessions and impulsive transactions. Now, Mindway AI aims to establish evidence-based methods for operators to intervene in ways that actually help players reduce their risk and develop healthier gambling habits.
Will Mace, Head of Strategic Programmes at Mindway AI and a veteran responsible gambling advocate, explained the challenge: “How do you change somebody’s behavior?” He noted that while operators can detect risky patterns, they often lack the expertise to influence player behavior effectively. “(Operators) are not behavioral psychologists, and it was very clear that we had this gap,” Mace said.
The research will take a comprehensive approach, examining why people gamble and how different motivations might inform tailored interventions. The goal is to identify which types of operator-player interactions—such as personalized messages referencing recent play deviations—are most successful in encouraging safer gambling. For example, generic responsible gambling emails sent en masse are unlikely to impact individual behavior, whereas personalized communication that reflects a player’s recent activity may prompt reflection and change.
This project will cover multiple jurisdictions, including both online and land-based casinos and sportsbooks across Europe and North America. Mindway AI plans to involve regulators to share findings that could influence future responsible gambling requirements. Mace emphasized that while operators must meet regulatory obligations, many want to go beyond compliance to implement meaningful, effective player protections. “Operators obviously have to tick the regulatory boxes,” he said, “but increasingly they want to go further than that and actually do something that’s effective and meaningful.”
For players and bettors, this research could lead to more helpful and timely interventions that better reflect individual risk levels and gambling behaviors. It may also improve the overall player safety landscape by encouraging operators to adopt scientifically validated responsible gambling practices rather than relying on generic messaging.
Mindway AI’s GameScanner currently monitors nearly 16 million gamblers monthly across more than 70 jurisdictions, primarily online. The new research aims to build on this data-driven foundation to create a playbook for effective responsible gambling interactions tailored to diverse player profiles, from elderly bingo players to young sports bettors.
Players concerned about their gambling habits or those of loved ones may benefit from more personalized support tools emerging from this initiative. Meanwhile, operators could gain clearer guidance on how to engage players constructively without overwhelming them with irrelevant or generic messages.
This initiative complements other responsible gambling efforts, such as Mindway AI’s recent launch of Gamalyze Sports, which takes a proactive approach to player safety during major sporting events like the FIFA World Cup. For more on these developments, see CDC Gaming’s coverage.
Players interested in responsible gambling resources can explore additional information and tools at GamblingNews.today Responsible Gambling. The ongoing research by Mindway AI may soon provide operators with scientifically backed strategies to improve player protection and support.
As the project progresses, it could influence regulatory frameworks in key markets such as the Europe and the USA, where responsible gambling requirements continue to evolve. Operators and players alike stand to benefit from more effective, personalized interventions that address the complexities of gambling behavior.
Source: CDC Gaming.
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