Better Collective Advances Safer Gambling with Growth of Mindway AI

Better Collective has reaffirmed its dedication to responsible gambling through continued investment in its majority-owned subsidiary, Mindway AI.

Mindway AI’s advanced technology currently monitors over nine million active players each month, enabling operators to enhance player protection protocols. At the heart of its offering is GameScanner, an AI-driven tool that uses behavioural data to detect early signs of at-risk gambling and allows for timely intervention.

The company also offers Gamalyze, a neuroscience-based self-assessment tool that helps players understand and reflect on their gambling behaviours through decision-making analysis.

Founded as a spin-off from Aarhus University’s Institute for Clinical Medicine, Mindway AI has experienced rapid expansion, achieving a compound annual growth rate of 50% since 2021.

Better Collective integrates Mindway AI’s solutions across its global sports betting operations to refine marketing practices and promote player education. The technology is now active in more than ten countries—including the UK, Germany, Sweden and the United States—and supports 14 language versions.

Rasmus Kjærgaard, CEO of Mindway AI, commented:

“We are only just getting started and are highly committed to continuing our rapid growth path, advancing safer gambling standards and player protection, while growing our business in the years to come.”

Jesper Søgaard, Co-Founder and Co-CEO of Better Collective, added:

“The ownership of Mindway AI aligns strongly with our commitment to advancing safer gambling standards and educating our sports audience, enabling them to better navigate the sports betting world.”