Mindway Al

Background and Founding

Mindway AI was founded in 2018 as a spin‑out from Aarhus University in Denmark, based on over a decade of neuroscientific research led by professor Kim Mouridsen. The core technology was built using thousands of evaluated gambling patterns, combining behavioral neuroscience with machine learning. The company was co-founded by Kim Mouridsen and Svend Aage Lykke Linderoth Kirk, and has since grown to become a recognized leader in safer gambling software.

Technology and Products

The company's main product, GameScanner, is an AI-driven platform that ingests real‑time player data—bet frequency, stake size, session duration, deposit patterns—and applies proprietary models to assign risk scores. When a player crosses a defined threshold, the system generates an alert with a plain‑language explanation, enabling operator intervention teams to have informed conversations. Mindway AI claims a detection accuracy of at least 87% compared to human experts. A second product, Gamalyze, is a gamified self-assessment that replaces traditional questionnaires, encouraging more honest responses through an interactive game interface. Gamalyze won the Global Regulatory Award Compliance Innovator of the Year in 2020.

Business Model and Market Position

Mindway AI operates as a B2B software provider, selling its tools to gambling operators, platform providers, regulators, and governments. The company differentiates itself through its “neuroscience layer” that models cognitive biases and reward-seeking behavior, allowing earlier detection of subtle shifts in play compared to rules‑based triggers. It competes with other player protection technology firms, but its academic roots and award recognition give it a strong market position. As of 2025, Mindway AI monitors over 7 million active players per month across 47 jurisdictions.

Acquisition and Partnerships

In 2021, Mindway AI was acquired by Better Collective, an iGaming affiliate and media group. The acquisition provided greater distribution reach and access to Better Collective’s regulatory network, while Mindway AI retained its own management and brand identity. The company has formed partnerships with notable operators including BetCity.nl (part of Entain), SportsBroker, Docaposte, and Amelco. It also collaborates with the National Council on Problem Gambling (NCPG) in the United States and EPIC Risk Management to enhance training and player protection.

Recent Developments

Mindway AI continues to expand its reach, with eight industry awards received in 2024 alone, including EGR North America Safer Gambling Supplier of the Year and Compliance Technology Provider of the Year. The company raised approximately $589K in a single corporate round in 2019 at a post‑money valuation of $8.3M. Revenue reached an estimated $2.8M in 2025, with a headcount of around 25 employees. The team is concentrated in Aarhus, Denmark, with some remote staff.