Responsible gaming (RG) is moving beyond its long-held status as a compliance obligation, emerging as a data-driven discipline capable of delivering measurable commercial returns through behavioural science and mood management technology.
Speaking on the latest episode of Martin Lycka’s Safe Bet Show, Dr Mary Donohue, CEO of the Digital Wellness Center, outlined how neuroscience-led interventions can help operators reduce player stress, improve decision-making and ultimately lower churn.
Drawing on experience working with corporations including Microsoft and Walmart, Donohue explained that her company uses physiological data to identify and reduce stress in under three minutes. By addressing the emotional triggers that lead to “tilt”, operators can support healthier player behaviour while protecting long-term customer value.
“Responsible gaming today is where PR was in the 1980s, something companies did because they had to, not because it drove value,” Donohue said. “The shift now is integrating RG into the core business strategy. We can show clear returns on investment at a per-player level.”
The Digital Wellness Center was founded following Donohue’s own experience with a stress-induced heart attack, as well as witnessing a close family member place a $17,000 bet on a single football kick during a moment of emotional overload. These experiences shaped her focus on stress reduction as a preventative tool in gambling-related harm.
Looking ahead, the company is preparing a major hardware launch in 2026: a dedicated “mood machine”, described by Donohue as the “iPod of mood management”. The device is intended for deployment across casinos, airports and cruise ships, offering real-time emotional regulation support in high-stimulation environments.
The interview also explored the role of hybrid interventions that combine artificial intelligence with trained frontline staff. Donohue revealed that casinos adopting this blended approach have recorded positive response rates of up to 44%.
Future initiatives include an educational partnership with TikTok aimed at younger audiences, as well as research into how quantum computing could enable real-time mood prediction.
Donohue concluded by urging the gambling industry to view RG innovation as a shared opportunity, noting that data-led wellness tools can simultaneously support regulators, protect players and enhance sustainable business performance.
To hear more on what Donohue said, click on the video above.
