Mindway AI has announced a new partnership with safer gambling specialist Will Mace. The Mindway AI partnership aims to improve how gambling operators interact with players identified as being at risk. The initiative combines AI technology with behavioural research to create practical, evidence-based player protection tools.

• Mindway AI has appointed former evoke Group Player Safety Director Will Mace as Head of Strategic Programmes. He will lead a research project focused on improving how operators interact with players identified as being at risk. The aim is to create practical, evidence-based guidance for safer gambling interventions.
• The initiative will combine Mindway AI’s behavioural analytics and GameScanner technology with Mace’s operational and regulatory experience. Research will focus on when operators should intervene, how they should communicate with players, and how the results of those interactions can be measured. The company wants to move from broad player protection measures to more targeted support.
• Mace brings experience from evoke, Kindred, Gamprotect, EQ-Connect and several safer gambling organisations. Mindway AI CEO Rasmus Kjaergaard said: “Identifying harm is a technical triumph we have mastered with GameScanner, but identification is only as good as the interactions and intervention that follows.” Mace added that he was excited to join the company and work on the new initiative.

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