A new mobile application called GamScore aims to enhance consumer protection and market sustainability in the UK, with a scheduled launch in October. Developed by Josh Apiafi, a former executive at Betfair, and Phillip Adams, founder of the AI-powered B2C esports tote Punt, the app is described as a well-being tool for gamblers. It offers real-time insights into users' gambling activities and employs proprietary AI-driven behavioral science to identify early-stage risks while providing educational tips. According to a statement released on Friday, GamScore will also educate players about black-market activities and the hazards involved with offshore gambling products.
Future updates of the app will allow users to monitor their compliance actions across different operators, helping them stay informed about necessary regulatory documents and discouraging offshore gambling. Developers state that GamScore has addressed the UK Gambling Commission’s (UKGC) request for innovative technical solutions that are widely supported across the industry.
The app is positioned to assist the government's goal of balancing consumer protection with the sustainability of the domestic betting and gaming markets. Apiafi, who serves as chair of GamScore, mentioned that the app will deliver live updates up to three times a day, enabling quick identification of problematic behavior paired with educational nudges. He noted, "For operators, GamScore offers a lower-friction, user-controlled alternative to traditional static, point-in-time credit checks." Investment opportunities for the product are also available.
Recently, the UKGC's financial risk assessment policy, still under consideration following a pilot phase, has been criticized for creating excessive friction for players. Tim Miller of the UKGC defended the policy during a recent speech, reassuring stakeholders that high-spending gamblers will not be required to submit extensive financial documentation as part of the new program.
