Mindway AI
Mindway AI builds AI-powered responsible gambling software (GameScanner and Gamalyze) that combines neuroscience-based behavioral assessment with machine learning to detect at-risk players. It licenses the technology to enterprise gambling operators and regulators across 65+ jurisdictions, including DraftKings, Tabcorp, and Crown Resorts.
- Company typePrivate
- Founded2018
- HeadquartersMiddle, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Mindway AI does
Mindway AI is a private, Denmark-origin (research base) and UK-headquartered software company founded in 2018 that builds AI-powered responsible gambling tools for licensed gambling operators. Its product portfolio centers on two complementary platforms: GameScanner, an AI-driven detection system that analyzes betting patterns, spending habits, and player behavior to flag potential problem gambling (augmented by a human expert review layer and an integrated Anti-Money Laundering module), and Gamalyze, a neuroscience-based behavioral assessment tool that evaluates decision-making during simulated gameplay rather than relying on self-reported questionnaires. The company offers a sports-betting variant, Gamalyze Sports, launched in June 2026, which uses interactive football gameplay localized into 14 languages to assess sportsbook customer risk.
Mindway AI monetizes through B2B technology licensing agreements with gambling operators and platform providers, operating on subscription-based recurring revenue with channel-driven distribution via partners such as Amelco. The company has built an enterprise customer base across online sportsbooks, iGaming platforms, and land-based casinos, with named deployments including DraftKings, PrizePicks, Betr, Gaming Analytics, PepperMill Casino, Tabcorp, and Crown Resorts, the last representing a landmark land-based implementation. Its go-to-market combines direct enterprise sales with platform-provider partnerships, enabling distribution leverage across regulated markets without proportionate headcount growth.
The company operates across 65+ global jurisdictions, holds SOC 2 Type 2 certification secured specifically to meet North American enterprise procurement requirements, and is backed by over a decade of neuroimaging research from Aarhus University in Denmark. Disclosed capital is limited to a single 2019 funding round of $588,962 from Better Collective, suggesting either capital-efficient, revenue-funded growth or the presence of undisclosed investment. Leadership is led by CEO Svend Aage Kirk, with Paula Murphy heading business development.
Mindway AI firmographics
Firmographics- Name
- Mindway AI
- Legal name
- Mindway AI
- Website
- https://mindway-ai.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mindway AI builds AI-powered responsible gambling software (GameScanner and Gamalyze) that combines neuroscience-based behavioral assessment with machine learning to detect at-risk players. It licenses the technology to enterprise gambling operators and regulators across 65+ jurisdictions, including DraftKings, Tabcorp, and Crown Resorts.
- Ownership category
- akta.pro rank
Mindway AI industry classification
Industry- Product category
- Responsible Gambling Software
- NAICS
- Other Gambling Industries (713290)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Responsible Gambling & Player Protection Solutions (MPAEACAJ)
- akta.pro secondary industries
- Responsible Gambling (RG) Compliance & Player Protection (MPAEAOAE), Geolocation, Age Verification & Responsible Gambling Tech (MPAEAKAE)
Keywords
Where Mindway AI is headquartered
LocationHeadquarters
- HQ city
- Middle
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Mindway AI business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales
Revenue model
- Technology Licensing to Gambling Operators: Mindway AI generates revenue by licensing its Gamalyze and GameScanner technologies to gambling operators (sportsbooks, iGaming platforms, casinos). The company operates on B2B licensing agreements where operators integrate the technology into their platforms for responsible gambling compliance and player protection.
- Compliance and Licensing Services: Partnerships with platform providers like Amelco enable Mindway AI to deploy its responsible gambling technology across multiple operators through a single integration, generating licensing revenue from compliance-focused solutions.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Mindway AI product offering
Product offeringCore offering
Mindway AI develops and licenses AI-powered responsible gambling software for gambling operators. Its two core platforms—GameScanner (real-time detection of at-risk gambling via betting pattern and behavior analysis) and Gamalyze (neuroscience-based behavioral assessment through simulated gameplay)—are integrated into operators' existing platforms to enable regulatory compliance and player protection. The technology combines machine learning with human expert review and is deployed across 65+ jurisdictions.
Product overview
Mindway AI offers a portfolio of responsible gambling solutions centered on two core platforms: GameScanner and Gamalyze. GameScanner is an AI-powered detection platform that analyzes betting patterns, spending habits, and player behaviour to flag problem gambling, which can be enhanced with an optional Anti-Money Laundering module. Gamalyze is a neuroscience-based behavioral assessment tool offered in two variants—standard (using simulated card game scenarios) and Gamalyze Sports (using interactive football gameplay)—both replacing self-reported questionnaires with immersive, gamified evaluation of real decision-making. Both platforms are backed by over a decade of neuroimaging research from Aarhus University in Denmark and are deployed across 65+ global jurisdictions.
Differentiator
Problem solved
Functional benefit
Brands
- GameScanner: AI-powered detection technology combining artificial intelligence with human expert assessment for early detection of problem gambling behavior
- Gamalyze
- Gamalyze Sports
Products and services
- Gamalyze Sports
- Gamalyze
- GameScanner
Quantifiable outcome
- Diagnosed gambling disorder cases increased 47% from 2016 to 2024, driving demand for responsible gambling technology
- +2 more outcomes
Companies that use Mindway AI
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Mindway AI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature5 records
Mindway AI partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship and core.
- Crown ResortsflagshipMindway AI completed a landmark Crown Resorts land-based GameScanner deployment in Australia, representing a significant implementation of responsible gambling technology in the land-based casino segment.
- AmelcocoreMindway AI partnered with Amelco to improve compliance and licensing services for gambling operators globally, integrating responsible gambling technology into Amelco's platform. This collaboration aims to enhance regulatory adherence and player safety across multiple markets.
- PepperMill CasinocoreMindway AI partnered with PepperMill Casino to implement its GameScanner technology across PepperMill's Belgian operations, enhancing player protection through AI-powered detection of at-risk gambling behavior. The technology combines artificial intelligence with human expert assessment for early detection of problem gambling. The partnership strengthens Mindway AI's European presence.
- DraftKingsflagshipMindway AI partnered with DraftKings to integrate Gamalyze, a neuroscience-based behavioral assessment tool, into the DraftKings Responsible Gaming Center. The tool adds a behavior-based evaluation layer that observes decision-making during simulated gameplay rather than relying on self-reported data. DraftKings is one of the largest regulated sportsbook and iGaming platforms in the US, representing significant market reach for Mindway AI.
- PrizePickscoreMindway AI integrated its Gamalyze tool for PrizePicks as part of US market expansion, providing responsible gambling assessment services for the fantasy sports platform.
- BetrcoreMindway AI integrated its Gamalyze tool for Betr sports betting platform as part of US market expansion, providing responsible gambling assessment services.
- Gaming AnalyticscoreMindway AI integrated its Gamalyze tool through Gaming Analytics partnership for responsible gambling assessment services.
- TabcorpflagshipTabcorp, a major Australian gaming company, partnered with Mindway AI to enhance its responsible gambling detection systems. The technology analyzes betting patterns, spending habits, and player behavior to flag potential problem gambling and trigger timely interventions.
Scale indicators4 records
Recent moves2 records
Expansion highlights5 records
Mindway AI competitors and assessment
Company assessmentDirect peers
- Playtech (BetBuddy): Playtech's BetBuddy is one of the most established AI-driven responsible gambling analytics platforms, offering behavioral analysis and intervention tools to gambling operators. Direct head-to-head competitor in the RG analytics category with deeper balance-sheet and broader product portfolio.
- GeoComply: GeoComply provides geolocation and identity verification for online gambling operators, with adjacent responsible gambling and compliance capabilities. Closely comparable as a B2B compliance/geo tech vendor serving the same operator buyer in regulated markets.
- EPIC Risk Management: EPIC provides gambling harm minimization services, training, and consulting alongside technology solutions for operators and regulators. Directly comparable mission in player protection with operator-facing services.
- Neccton: Neccton offers responsible gambling analytics and player monitoring software (mentor.ml) used by major online gambling operators. Direct competitor in AI-driven player behavior analytics with established European operator relationships.
Broad incumbents
- Sportradar: Global sports data and integrity services leader that deploys AI-powered fraud and integrity detection across sports betting platforms. While primarily focused on match-fixing and bonus abuse, Sportradar's integrity/anti-fraud capabilities overlap with Mindway's behavioral analytics and compliance positioning.
- Aristocrat (Pixel United / RMG): Aristocrat is a global gaming technology provider with responsible gambling modules embedded across its digital and land-based platforms. Incumbent with broader portfolio that may bundle or compete with specialist RG tools.
- LexisNexis Risk Solutions: LexisNexis Risk Solutions provides KYC, AML, and identity verification services adopted by gambling operators for compliance. Comparable as an enterprise compliance vendor with adjacent RG-adjacent capabilities and stronger brand in North America.
- IDEMIA: IDEMIA provides identity verification and age verification technology used by regulated gambling operators for KYC and player onboarding compliance. Comparable as a player-protection-adjacent compliance vendor to gambling operators.
Emerging players
- Sustainable Interaction: Sustainable Interaction develops responsible gambling research and assessment tools leveraging cognitive and psychological insights. Comparable academic-rooted behavioral assessment methodology to Mindway's Gamalyze platform.
- Gamban: Gamban provides gambling self-exclusion software blocking access to gambling sites/apps. Adjacent in the responsible gambling ecosystem but takes a consumer-direct blocking approach rather than operator-embedded analytics.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Mindway AI social profiles
Digital presenceMindway AI compliance and trust
Trust signalCompliance1 record
Mindway AI financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mindway AI leadership team
Management profileNumber of profiles
Profiles2 records
Mindway AI funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mindway AI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mindway AI
What does Mindway AI do?
Mindway AI develops and licenses AI-powered responsible gambling software for gambling operators. Its two core platforms—GameScanner (real-time detection of at-risk gambling via betting pattern and behavior analysis) and Gamalyze (neuroscience-based behavioral assessment through simulated gameplay)—are integrated into operators' existing platforms to enable regulatory compliance and player protection. The technology combines machine learning with human expert review and is deployed across 65+ jurisdictions.
Is Mindway AI a public or private company?
Mindway AI is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mindway AI founded?
Mindway AI was founded in 2018. It employs 11 to 50 people.
Where is Mindway AI based?
Mindway AI is headquartered in Middle, United Kingdom, in the Europe region.
How does Mindway AI make money?
Two revenue lines are on record. Technology Licensing to Gambling Operators are the primary driver. The others are compliance and Licensing Services.
Who are Mindway AI's main competitors?
Direct peers on record are Playtech (BetBuddy), GeoComply, EPIC Risk Management and Neccton. Broad incumbents are Sportradar, Aristocrat (Pixel United / RMG), LexisNexis Risk Solutions and IDEMIA. Emerging players are Sustainable Interaction and Gamban.
Does Mindway AI have an API?
No public API is recorded for Mindway AI.
What industry is Mindway AI in?
Mindway AI's product category is Responsible Gambling Software. Its primary akta.pro industry code is MPAEACAJ, Responsible Gambling & Player Protection Solutions, with a secondary code of MPAEAOAE, Responsible Gambling (RG) Compliance & Player Protection. Its NAICS code is 713290 and its SIC code is 7900.