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State of Play’s TL;DR
- AI-based safer-gambling tools are becoming a bigger part of how North American betting platforms operate, not just how they market responsible gaming.
- Mindway AI’s recent deals with PrizePicks, DraftKings, and Amelco suggest behavioral monitoring and self-assessment tools are gaining ground with major US-facing operators.
The latest safer gambling push comes through three partnerships highlighted in InterGame’s report on the evolution of safer gambling in North America.
PrizePicks integrated Mindway AI’s GameScanner last October. The tool analyzes player behavior and flags risky gambling patterns so operators can intervene.
Mindway AI’s Carl Ørnstrup Etzerodt said PrizePicks has become “a true frontrunner when it comes to responsible gaming,” adding that its use of GameScanner shows “a commitment to lead the DFS and sports entertainment space by using AI to identify at-risk patterns before they become problematic.”
DraftKings began a partnership with Mindway AI in January centered on Gamalyze, an interactive self-test about gambling behavior.
Etzerodt said the company integrated the “gamified self-test” into DraftKings’ RG Center and described the early response as strong.
“By replacing standard questionnaires with a simulated card game, we’re seeing higher engagement and more honest self-reflection from players regarding their risk profiles.”
Mindway AI also agreed to terms with Amelco in March. That deal could widen distribution because Amelco has worked with operators including Fanatics Betting and Gaming and Hard Rock Bet in the US. Etzerodt called the agreement “a significant milestone,” saying operators on the Amelco stack can add Mindway AI’s tools more easily.
AI no longer a luxury for operators
The bigger story is not one vendor’s expansion. It is the growing role of AI in compliance and player protection across online betting.
Mindway AI says it now tracks almost 15 million players daily. Etzerodt argued that scale shows “science-based AI isn’t just a luxury; it’s an operational asset.” That framing fits the direction of the US market, where responsible gambling tools are increasingly tied to how operators manage risk, customer health, and regulatory expectations.
The company’s recent operator lineup is also notable. PrizePicks and DraftKings are major names for US bettors, while the Amelco relationship creates another route into platforms already used by American brands. For readers who follow the business side of betting, that signals safer gambling tech is moving closer to core infrastructure rather than sitting on a separate responsible gaming page.
Mindway eyes Alberta’s market
Etzerodt said North America’s safer gambling landscape is strong but at a turning point. He urged regulators to move beyond “checkbox compliance” and pointed to Brazil as a model where behavioral monitoring was mandated from day one.
“Integrating these technical requirements into the infrastructure – rather than as an afterthought – is the key to a sustainable market.”
Canada is another part of that picture. Mindway AI views Alberta as a priority market, with Etzerodt saying the province is set to follow Ontario’s regulated model. He described Ontario, open for four years, as one of North America’s well-regulated jurisdictions.
For the broader industry, the takeaway is straightforward: AI-powered monitoring and self-assessment tools are becoming more visible in North American betting, and operators that adopt them early may be better positioned as expectations around active consumer protection continue to rise.
Based on reporting by Johnny Whitfield for iNTERGAME.
