Joining Forces to Address a Growing Challenge in Responsible Gambling
In a groundbreaking collaboration, Kindbridge Behavioral Health and Mindway AI have united their strengths to tackle the escalating issue of gambling harm. This partnership blends cutting-edge AI technology with mental health care expertise to identify and assist individuals suffering from gambling-related issues, offering a more comprehensive approach to responsible gambling.
The Power of AI in Detecting Gambling Risks
Mindway AI, known for its neuroscience-based technology, has been at the forefront of using artificial intelligence to identify individuals at risk of gambling harm. The technology works by analyzing a player’s behavior, pinpointing patterns that indicate potential problems. However, while it can flag individuals, the real challenge lies in ensuring these at-risk players receive the proper support.
That’s where Kindbridge comes in. The mental health service provider specializes in telehealth, making it easier to connect at-risk individuals with essential care. The partnership between Mindway AI and Kindbridge Behavioral Health aims to address this gap by offering timely mental-health interventions tailored to each individual’s needs.
“This collaboration is a game changer,” said Daniel Umfleet, President of Kindbridge Research Institute. He emphasized that combining Mindway’s ability to detect psychological markers with Kindbridge’s expertise in mental-health care creates a powerful tool for early intervention. This fusion of technology and care could make it possible to address gambling harm before it escalates, offering individuals the support they need to regain control.
Bridging the Gap Between AI and Mental Health Care
The uniqueness of this partnership lies in how it links technology with human care. Mindway AI’s player-risk scoring system identifies the likelihood of harm based on behavioral triggers, creating a detailed risk profile for each player. By feeding this data into Kindbridge’s mental-health management system, it’s possible to design tailored care plans based on the specific needs of the individual.
Rasmus Kjaergaard, CEO of Mindway AI, pointed out the importance of providing personalized care. “The real value of this collaboration is ensuring that players at risk of gambling harm receive support that matches the intensity of their situation,” he said. “Our technology helps to identify at-risk behaviors early, but it’s Kindbridge that ensures these players are then directed to the appropriate care.”
The result is a seamless system that combines artificial intelligence and telehealth, helping those most vulnerable before their situation becomes critical.
The Mental Health Crisis Underlying Gambling Addiction
One of the driving forces behind this collaboration is the recognition of an often-overlooked issue: the mental health concerns many individuals experiencing gambling harm already face. According to data shared by Umfleet, nearly 23% of the U.S. population experiences a mental health concern at any given time. In reality, this figure may be closer to 50%, especially when considering the unreported cases of anxiety, depression, and other conditions affecting gamblers.
“Many of these individuals are struggling with mental health issues that go unnoticed by gambling operators,” Umfleet explained. “When gambling becomes an escape, it can exacerbate these underlying problems, leading to more severe harm. This is where we need to intervene.”
By detecting unhealthy gambling patterns early and addressing the underlying mental health issues, Kindbridge and Mindway AI are working together to prevent more serious gambling addiction. This early intervention model not only provides better care but also reduces the burden on overwhelmed healthcare systems, which are often unprepared to handle the growing demand for gambling-related mental health services.
A Changing Landscape of Gambling in North America
The partnership comes at a time when the gambling industry is experiencing rapid growth, particularly in digital spaces. Online gambling platforms have made it easier than ever for players to engage in gambling, often without the oversight of traditional brick-and-mortar establishments. As the industry grows, so does the risk of players suffering from gambling harm without detection.
In Ontario, Canada’s only fully regulated gambling jurisdiction, the number of licensed operators and online gambling sites has surged. In the first quarter of fiscal year 2024-2025, the Ontario market saw wagers reach $18.4 billion, with revenues hitting $726 million.
In the United States, the American Gaming Association (AGA) reported a record-high $17.71 billion in commercial gaming revenue for Q3 2024, marking the 15th consecutive quarter of growth. These numbers highlight a booming industry, but also a pressing need for more comprehensive responsible gambling strategies to protect players.
Why Early Detection is More Critical Than Ever
As the gambling landscape continues to grow, the need for early identification and intervention has never been more urgent. Kjaergaard noted that with the increasing intensity and accessibility of digital gambling platforms, players are more at risk than ever before. The data provided by Mindway AI helps identify those most likely to experience harm, while Kindbridge ensures they receive the care they need in a timely manner.
“Increasingly, gambling platforms are recognizing their role in protecting players, and more are investing in responsible gambling initiatives,” Kjaergaard said. “But there’s still a significant gap. Many at-risk players remain undetected or fail to get the care they need. This partnership helps close that gap and ensures that no one slips through the cracks.”
The American Gaming Association has recognized this issue as well. In their latest report, they revealed that responsible gambling investments have surged, reaching $471.8 million annually, up from $275 million in 2017. This increase in spending reflects the growing recognition of the need for more robust responsible gambling programs, and partnerships like the one between Kindbridge and Mindway AI are a crucial part of that effort.
