Improving Responsible Gaming: Mindway and Kindbridge’s Partnership
From the dreaded affordability checks in the UK to the introduction of the SAFE BET Act in the US, the industry needs innovative solutions to deal with the topic of problem gambling. An unlikely alliance between Tennesse-based addiction counselor Kindbridge and the Dutch software company Mindway may be the answer.
Mindway estimates 1% to 2% of players have a gambling problem. © Cytonn_Photography, Unsplash
AI and Telehealth Unite to Confront Problem Gambling
Mindway has a problem – a problem made from its own success. They currently utilize their AI-powered responsible gaming software to monitor online casino play in over 30 countries and with more than 7.7 million active monthly users.
This software helps online casinos and other gaming providers monitor and track players over time. It surfaces players who may have a problem for further review by a highly trained group of human operators, who then dive into that data to determine further steps.
And they are growing quickly, especially as regulators in Europe, Great Britain and North America demand more oversight and intervention. They have a product ready-made to help discover customers who may be at risk for disordered gambling; what they didn’t have until now was a way to begin to address those potential problem gamblers.
We want everyone on our platform to engage in responsible play and we are committed to educating consumers on the multitude of resources offered. For those who recognize signs of problem gaming and decide to utilize our tools to self-exclude, they now have access to therapy and treatment free of cost through Kindbridge Behavioral Health. – Jennifer Aguiar, DraftKings Chief Compliance Officer, Press Release
The Role of Kindbridge Behavioral Health
That’s where Kindbridge Behavioral Health comes in. Founded just four short years ago, they have quickly become one of the country’s leading telehealth companies focused on gambling disorders. They signed a major deal with DraftKings in April of 2024, which integrated access to addiction treatment for self-excluded gamblers directly through the DraftKings app.
Those struggling with gambling issues can access mental health assessments, care plans, and even care providers. While this partnership saw Kindbridge become active in the more than 25 states that DraftKings operates in, the new partnership with Mindway provides them with the potential to eventually reach players on four continents and dozens of countries.
It allows Mindways a way to provide treatment to those it has flagged as struggling with a gambling-related disorder. After all, what good is all the science of sorting out people in need of help if you don’t have a lifeline to throw to them?
And of course, now armed with a complete all-in-one solution, Mindway will be better poised to position itself with European and US online gaming companies hoping to placate regulators that have begun to expect that they do more to help those affected by their product. And no longer pass along both the costs and burdens to an already overwhelmed local and state mental health system.
What’s Next for the Partnership?
One of the ideas to come out of the new partnership is increasing ways to detect problem gambling earlier, when it can be easier to address and cause far less harm to an individual who is beginning to show early signs of addiction.
They hope that with AI software and larger data sets, they can find innovative ways to interact with and call attention to warning signs that may help intervene before the issue worsens.
