Home > Sustainable Gambling > Responsible gambling > Evoke partners Mindway AI to strengthen responsible gambling measures

Evoke partners Mindway AI to strengthen responsible gambling measures

| By Robert Fletcher
Evoke, the group that recently rebranded from 888 Holdings, has entered a partnership with responsible gambling specialist Mindway AI.
Mindway AI Evoke

Under this arrangement, Mindway AI will supply its responsible gambling solutions to Evoke. These will be rolled out across its entire portfolio of brands including 888, William Hill and Mr Green.

Mindway AI solutions combine artificial intelligence, neuroscientific insights, and human evaluations in tools such as GameScanner, Gamalyze and GameChanger. 

Evoke, which rebranded in May, will make use of GameScanner, focusing on protecting players from gambling-related harm. Features of this solution include a virtual psychologist, which adapts to player behaviour to identify risky or problematic gambling.

“Partnering with Mindway AI will allow us to take our approach to player safety to a whole new level,” Evoke group director of player safety Will Mace said. “We’re totally committed to ensuring our players have a safe and enjoyable experience.

“Mindway AI are unequivocally experts in identifying signs of potentially harmful gambling. By harnessing that expertise, we will be able to really enhance our commitment to our players.”

Mindway CEO Rasmus Kjaergaard added: “We are beyond excited to join forces with Evoke. They are a leading powerhouse renowned for unwavering commitment to excellence and player satisfaction. 

“This alliance perfectly aligns with our mission to propel responsible gaming practices forward and set new standards in the industry.”

Mindway AI takes on another major player

Evoke represents the latest leading industry name to partner with Mindway AI. The provider has continued to go from strength to strength since affiliate heavyweight Better Collective increased its stake in the business in early 2021.

Better Collective became the major stakeholder in Mindway AI, the provider building out a roster of leading clients, including Entain, Flutter Entertainment and Holland Casino and, in addition, supports groups and organisations working to improve player protection measures. These include the National Council on Problem Gambling in the US, gambling addiction treatment specialist AnonyMind and US government relations firm Doura-Schawohl Consulting.

Subscribe to the iGaming newsletter