The new arrangement is going to help casino operators make better use of AI for consumer protection

Since 2019, Better Collective, a company focused on responsible gaming solutions, has been a backer of Mindway AI. The latter uses artificial intelligence (AI) to provide “early detection and intervention with at-risk gamblers keeps [sic] gambling entertaining, allowing for long-term customer relations, instead of losing customer to problem gambling,” according to its website. Better Collective had a 20% stake in the company, but has now increased its control to 90%, which is going to have a positive impact on the entire iGaming industry.

One of the biggest challenges faced by gaming operators is ensuring they can protect customers and limit the possibilities of gaming addiction. More than just an ethical solution, it’s a requirement placed on them by regulators, and AI is making that job much easier. By increasing its stake in Mindway AI, which has proven to be an excellent resource for responsible gaming initiatives, Better Collective will be able to help the platform develop more extensively, which will benefit all online gaming operators.

Better Collective CEO Jesper Søgaard said of the arrangement, “We see Mindway AI’s technologies and software solutions as best-in-class and foresee the business will play an increasingly important role in the iGaming ecosystem, as responsible gambling continues to be at the very top of the industry agenda and in society as a whole. It has been impressive to follow the strong development of the company over the last year since our initial investment and I am excited to further build on the promising collaboration we have established and to find new areas where our core competencies can be crossed and utilized for the benefit of the partners and players.“