Mindway AI is known to be a leading specialist in behavioral intelligence and gambling risk detection. They have recently announced a strategic partnership with 2mee, a pioneering Human Messaging platform. They aim to work together in a move designed to strengthen safer gambling practices across regulated markets. The collaboration brings together two complementary approaches to responsible gambling, including:
At its core, the partnership aims to bridge a long-standing gap within the gambling industry. While artificial intelligence has become increasingly effective at identifying potential markers of problem gambling, many operators still struggle to translate those insights into meaningful, timely interventions that resonate with users. By combining Mindway AI’s data-led behavioral analysis with 2mee’s Human Messaging capabilities, the two companies seek to deliver safer gambling interactions that are both proactive and genuinely engaging.
2mee’s Human Messaging technology is designed to deliver pre-recorded, verified messages from real people at moments when users may feel uncertain, confused, or at risk. Unlike traditional pop-ups, warnings, or text-heavy alerts, these messages introduce a human presence into digital environments, offering reassurance and guidance without disrupting the user experience.
In the context of safer gambling, Human Messaging can be deployed at critical points of friction, such as when betting behavior changes, session length increases, or spending patterns become irregular. The messages are crafted to feel authentic and supportive, helping users understand information, reflect on their behavior, and make informed decisions.
Mindway AI’s role in the partnership centers on gambling risk detection. Using behavioral intelligence and advanced algorithms, Mindway AI identifies patterns associated with the following elevated gambling risks, including:
When Mindway AI’s systems flag potential risk, 2mee’s Human Messaging layer can immediately deliver a contextual, human-led intervention. This synergy transforms risk detection from a passive monitoring process into an active, responsive safeguard. Instead of simply recording risky behavior, the combined solution supports real-time human intervention that aligns with responsible gambling principles.
One of the challenges facing digital operators is maintaining user trust while implementing safer gambling controls. Automated warnings or abrupt restrictions can sometimes feel intrusive or punitive, undermining user engagement. The Mindway AI and 2mee partnership addresses this issue by introducing transparency and relatability into the user journey. Human Messaging allows operators to explain why certain prompts or safeguards appear, helping users understand the purpose behind interventions.
From a regulatory perspective, the collaboration offers a practical way for operators to meet increasingly stringent safer gambling requirements. Regulators across multiple jurisdictions now expect operators to demonstrate not only that risks are identified, but that effective action is taken to mitigate harm.
By combining gambling risk detection with documented, measurable human interventions, the solution helps operators strengthen regulatory compliance. It provides evidence of active problem gambling prevention measures, aligning with modern expectations around responsible gambling, user engagement, and duty of care.
The CEO of Mindway AI, Rasmus Kjaergaard, has highlighted the partnership as a significant step toward more holistic risk management in gambling. According to Kjaergaard, identifying risky behavior is only part of the challenge; the real value lies in supporting users in a way that feels relevant and human.
He emphasizes that integrating Human Messaging into AI-driven systems allows operators to move beyond static alerts and toward dynamic, user-centered interventions. This approach benefits both operators and customers by improving outcomes without compromising the digital experience.
Jez White, Managing Director of 2mee, described the collaboration as an opportunity to close the “critical gap” between identifying risk and taking meaningful preventative action. White notes that while AI excels at detection, human communication remains essential for understanding, empathy, and behavior change.
By embedding human intervention directly within digital journeys, the partnership ensures that support arrives at the right moment. This alignment of timing, tone, and context is central to effective responsible gambling strategies.
The partnership between Mindway AI and 2mee has the potential to set a new benchmark for safer gambling practices in regulated industries. By uniting behavioral intelligence with Human Messaging, the solution represents a shift from passive risk monitoring toward active, human-embedded digital journeys.
As regulators, advocacy groups, and consumers demand higher standards of protection, such integrated approaches may become the norm rather than the exception. The model demonstrates how technology and human intervention can coexist to deliver better outcomes.
Beyond gambling, the collaboration highlights a broader trend in digital risk management. The move toward human-centered design within automated systems has become popular. Rather than replacing human judgment, AI is used to enhance it, ensuring that interventions are timely, relevant, and empathetic.
This evolution reflects growing recognition that responsible gambling and digital well-being require more than algorithms alone. It requires thoughtful communication, trust, and meaningful engagement embedded seamlessly into the user experience.
The strategic partnership between Mindway AI and 2mee marks a notable advancement in the field of safer gambling. By combining sophisticated gambling risk detection with Human Messaging, the collaboration addresses one of the industry’s most persistent challenges: turning data-driven insights into effective, human-led action.
As regulatory scrutiny intensifies and expectations around responsible gambling continue to rise, solutions that integrate behavioral intelligence, human intervention, and digital journeys are likely to play a crucial role in shaping the future of risk management.
