Mindway AI launches GameScanner to profile player behaviour, CEO says

Mindway AI has introduced GameScanner, a platform that builds individual profiles of player behaviour using machine-learning algorithms trained with psychologists, chief executive Rasmus Kjaergaard said. The company presented the platform at the Global Gaming Expo (G2E) this year, according to Kjaergaard.

According to Kjaergaard, the algorithms are built for narrow, precise tasks, unlike large language models, and pairing AI with input from psychologists yields each player's profile. He called the result a virtual psychologist, since psychologists examine a player's whole behaviour rather than just the money spent. Kjaergaard added that GameScanner also weighs other signals, such as players pursuing losses or betting late at night or at unusual hours.

Operators can use GameScanner to make their approaches to customers more specific and individualised when they reach out in writing, Kjaergaard said. He said it is normally good practice, particularly in countries with regulation, to call very high-risk customers. He also said operators should tell players in their terms of agreement that they are being evaluated, to address privacy concerns.

Kjaergaard said reaching players earlier mitigates the risk of losing them to self-exclusion and makes changing their course easier. Managing the cost earlier with more individualised care raises the lifetime value of the customer database on average, he said, making the database more sustainable and putting the acquisition budget to use. Operators can also reduce publicity risks associated with hardcore gamblers through early treatment, he said.

Kjaergaard put the number of players receiving support through the platform at just fewer than 17 million across Europe, the United States and Canada. In his view, online gambling in America remains a young market, under a decade old, and the rules and oversight of player behaviour that underpin assistance programmes are missing there.