Better Collective's brands launch problem gambling detection tool amid Safer Gambling Week

Better Collective is launching the problem gambling detection tool Gamalyze across all its main sports betting media brands, the company announced on Monday. The self-assessment tool makes it possible for visitors to conduct a test that can help detect problem gambling.

The tool is being launched on bettingexpert.com during Safer Gambling Week 2021. The initiative by the independent body Responsible Affiliates in Gambling (RAiG) is running in Great Britain and Ireland this week to promote responsible gambling.

Gamalyze is a virtual card game offered to online gamblers where the player tries to maximize the win. During the game, decision-making is analyzed, using validated neuroscientific principles. This analysis provides deep insight into gambling behavior, thus identifying key characteristics associated with problem gambling.

The solution was developed by software company Mindway AI, which has Better Collective as a majority shareholder. Mindway AI provides a range of solutions for the gaming industry that helps identify, prevent and intervene in at-risk and 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 behavior presents as fun and entertaining, as it should be, or if it is potentially problematic.”

Bettingexpert.com is one of the first Better Collective sites with Gamalyze launched. Other platforms of the sports betting media group will follow “in the coming period,” according to a press release.

"Bettingexpert.com is the world's biggest social network of sports betting tipsters,” said Neil Smith, head of Bettingexpert.com. “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.”

The cross-industry initiative Safer Gambling Week aims to promote safer gambling in Great Britain and Ireland. This year, it will be running from November 1-7 2021. Together with bettingexpert.com, Better Collective will be supporting the campaign “with a number of initiatives” that will put focus on safer gambling and where to find advice and support.

The group is among the founding members of the RAiG organization, which works to increase focus on problem gambling in the industry, as well as helping raise standards in the sector. It was founded in May 2019 and, as a condition of membership, each member is subject to an annual social responsibility audit conducted by an independent third party.