The European Lotteries (EL) has revealed that the player protection solution provider Mindway AI has secured provisional associate membership.
Mindway AI is joining 70 members across 39 countries and is provisional until it receives formal approval at EL’s General Assembly in September 2025.
According to Mindway AI, EL’s support of society projects through annual contributions of €22bn from its members aligns with its work to advocate for responsible gaming.
Rasmus Kjaergaard, CEO of Mindway AI, commented: “This partnership will be an essential step in our endeavour to implement cutting-edge responsible gaming solutions across the continent, ensuring a safe and positive environment for players.”
The EL acts as an umbrella organisation for national lotteries operating games of chance across Europe, including sports betting. Its funding supports initiatives covering sport, cultural heritage, art, healthcare education, science and more.
Kjaergaard added: “To join as a proud new member of The European Lotteries, Mindway AI is delighted to contribute to and learn from a community that shares our commitment to integrity and public welfare.”
Mindway’s AI approach
Mindway AI’s Marketing Manager, Niamh Gallagher, recently appeared on Footprints in the Market to detail the company’s approach to harnessing AI to innovate iGaming’s approach to player protection.
She said: “Our algorithms are trained by experts, so along with the ten years of research, we have an expert panel of psychologists and psychotherapists and experts in the field and look at the data and then the algorithm is trained on that.
“It detects normal but also problematic behaviour so that operators can make more informed decisions of how to interact and intervene early with those players to avoid problems escalating.”
