Mindway AI and Better Collective Shift Focus to Player Protection During World Cup

As the FIFA World Cup captivates audiences worldwide, most operator attention remains fixed on engagement metrics and revenue KPIs. But Rasmus Kjaergaard, CEO of Mindway AI, and Guy Harding, Senior Director of Business Development at Better Collective, are using the tournament to spotlight a different priority: proactive bettor safety.

In an interview, the two executives discussed how Gamalyze Sports – a gamified risk-assessment tool – can help operators identify at-risk players before harmful behaviours take hold, particularly during high-traffic events that attract large numbers of recreational bettors.

Moving from reaction to prevention

Traditional responsible gambling (RG) tools often rely on self-report questionnaires, which suffer from low engagement and poor completion rates. Harding noted that “very few people enjoy questionnaires or surveys, yet they are everywhere.” Gamalyze Sports replaces these with an interactive, football-themed game that measures behavioural choices rather than self-reported answers, yielding more meaningful insights.

For the World Cup, Better Collective reskinned the Gamalyze offering to appeal specifically to sports bettors, who may have felt alienated by the original card-game version. “The mechanics are the same, so that statistically significant inferences can be drawn,” Harding said, adding that he looks forward to seeing the results from the deployment across Better Collective’s sites.

Kjaergaard explained that the tool’s core innovation lies in preventing harm altogether, not just detecting it earlier. “During major events like the World Cup, millions of people engage with sports betting, many without a clear understanding of their own risk tendencies,” he said. “Informed players are better protected players.”

Addressing sports-betting pain points

Sports bettors interact with products differently from casino players, and conventional RG tools often fail to resonate with them. Gamalyze Sports solves this by embedding science-backed risk assessment into a game that “speaks the language of sports fans,” according to Kjaergaard. The tool provides personalised feedback and advice based on each player’s tracked behaviour.

Embedding RG into the player journey

Both executives see responsible gambling becoming an integral part of the player experience rather than a standalone compliance checkbox. Harding likened RG tools to seat belts: “They shouldn’t restrict the fun of sports betting, but they should prevent serious harm.” He warned that overly restrictive regulation could drive bettors to the unregulated black market.

Instead, Harding advocates for frictionless tools such as net deposit limits, easy-to-access profit/loss trackers, and instant withdrawals – the latter having effectively replaced reverse withdrawals, which research found were especially harmful to at-risk players.

A timely reminder

With the World Cup final approaching, the interview underscores that while operators focus on financial KPIs, the tournament offers a prime opportunity to embed engaging, science-backed player-protection tools into the customer journey. Gamalyze flips the script by putting consumers in control of their own risk awareness, helping them make more informed choices.