Better Collective launches Gamalyze problem gambling tool

Better Collective has launched its Gamalyze responsible gambling product across its primary sports betting media brands, coinciding with Safer Gambling Week 2021.

Produced by Mindway AI – acquired by Better Collective earlier this year – the product functions as a self-assessment tool in the form of a virtual card game, and is offered to online gamblers where the player tries to maximise the win.

Players’ decisions are analysed using ‘validated neuroscientific principles’ with the goal of providing ‘deep insight’ into betting and gaming behaviour and identifying key characteristics associated with problem gambling.

“Responsible gambling is a very important part of our business philosophy,” said Jesper Søgaard, CEO and Co-Founder of Better Collective. “By implementing Gamalyze on our websites, we give visitors an opportunity to test their gambling habits and find out if their gambling behaviour presents as fun and entertaining, as it should be, or if it is potentially problematic.”

Better Collective has timed the launch of Gamalyze to coincide with Safer Gambling Week, which will see a range of industry leaders and organisations promote responsible betting tools and support to consumers, and the product will roll out first on its bettingexpert site, followed by other outlets.

Gamalyze was introduced by Mindway AI into the newly regulated Dutch market last month in order to raise awareness and provide advice to bettors, whilst operators have been offered the GameScanner solution.

Neil Smith, Head of, remarked: “ is the world’s biggest social network of sports betting tipsters. We have millions of visitors every year and with Gamalyze launched, we increase our focus on responsible gambling so our community can feel even safer when they visit our site.”

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