Better Collective to launch problem gambling self-assessment tool across betting brands

Better Collective has pledged to launch problem gambling self-assessment tool Gamalyze on all its main sports betting media brands.

The safer gambling software, which is developed by Mindway AI, makes it possible for site visitors to conduct a test that can help detect problem gambling.

The tool is scheduled to go live on the affiliate’s bettingexpert brand during Safer Gambling Week 2021, which kicked off on 1 November 2021.

Better Collective’s other sports betting brands are set to follow suit later in the year.

Gamalyze is a virtual card game offered to online gamblers where, during the game, decision making is analysed using validated neuroscientific principles.

The analysis provides insight into gambling behaviour and is used by the Copenhagen-based business to identify key characteristics associated with problem gambling.

Better Collective CEO Jesper Søgaard said: “Responsible gambling is a very important part of our business philosophy.

“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,” he added.

Better Collective is a majority shareholder in Mindway AI, which provides a range of solutions for the gaming industry designed to identify, prevent and intervene in at-risk and problem gambling.