(June 25, 2026) — Mindway AI, the industry-leading provider of AI-powered player protection software, has announced a strategic partnership with Will Mace, former Group Player Safety Director at evoke. Joining as Head of Strategic Programmes, Mace will spearhead an ambitious, research-led initiative designed to revolutionise how the gambling industry conducts, measures and optimises customer interactions.
While identifying player risk has historically dominated the safer gambling narrative, it represents only half of the equation. Equally critical is how operators engage with players to reduce that identified risk. Despite clear regulatory intent globally, existing frameworks often provide limited practical guidance, leaving operators to navigate a complex behavioural challenge with often mixed results.
Mindway AI is uniquely positioned to bridge this gap. By combining its deep analytical capabilities and foundations in behavioural psychology with Mace’s operational and regulatory expertise, the company aims to “write the book” on effective interactions, establishing a research evidence-led framework for effective player interactions. This includes identifying the right moment to intervene, selecting the most appropriate interaction approach, developing effective messaging, and creating a robust evaluation framework to measure the impact of interventions against specific risk indicators.
Current academic research on interaction efficacy remains sparse, and few competitive market solutions exist. Mindway AI’s new initiative will explore interactions from first principles-examining why people gamble and how to change how they gamble, nudging them toward safer behaviours-before integrating these insights into an actionable capability alongside its flagship GameScanner technology. By delivering tailored interactions based on granular behavioural markers, the solution will use focused intensity models to measure outcomes at an individual level. This approach solves a major commercial and regulatory challenge: replacing restrictive, blanket policies with precision safeguards that protect players while enhancing commercial sustainability and customer lifetime value.
To lead this project, Mace brings an extraordinary depth of experience across the safer gambling ecosystem, including roles with Kindred, EQ-Connect, Gamprotect, the Beacon Counselling Trust, the Armed Forces Gambling Support Network and the Gambling Commission Financial Risk Working Group.
Rasmus Kjaergaard, CEO of Mindway AI, commented: “Identifying harm is a technical triumph we have mastered with GameScanner, but identification is only as good as the interactions and intervention that follows. Operators are crying out for a scientific, measurable way to interact with players effectively. Will Mace’s phenomenal track record across major operators, regulatory working groups, and clinical support networks give us the perfect blend of insight to build a full-service safer gambling ecosystem.”
Will Mace, Head of Strategic Programmes at Mindway AI, added: “I have long admired the team at Mindway AI and am very excited to start working with them on this fascinating and important initiative.”
The partnership marks a vital step in Mindway AI’s mission to become a comprehensive, full-service safer gambling provider, further cementing its status as the industry’s primary compliance innovator and thought leader.