Kindbridge Behavioral Health is combining its mental health and problem gambling expertise with Mindway AI‘s technology capabilities in a bid to help to identify and support at-risk gamblers.
Danish company Mindway AI’s data and technology identifies gamblers at risk, and the new partnership will connect those individuals with Kindbridge’s telehealth services to ensure they get mental health support.
Kindbridge Founder and CEO Daniel Umfleet noted that Mindway AI offers the ability to detect behavioral triggers and risk patterns and combine them into a player risk score that provides a useful tool for predicting harm to gamblers. By using this approach, Kindbridge can intervene earlier as needed and deliver timely and effective support that is tailored to specific players’ habits and needs.
“This collaboration brings together Mindway AI’s cutting-edge detection technology with Kindbridge’s expertise in telehealth services to create a robust pipeline for identifying and supporting at-risk gamblers,” Umfleet posted on LinkedIn. “Together, we aim to set a new standard in responsible gambling by seamlessly integrating innovative technology with accessible mental health care. This alignment reinforces our shared commitment to reducing gambling-related harm and delivering meaningful solutions to players in need.”
“We have to establish a no-stigma, no-judgment, supportive environment. As a treatment provider, it’s essential to approach it from a space of wanting to help the client meet their goals,” added Kindbridge Chief Clinical Officer Michelle Hatfield.
Kindbridge and Mindway both have own US partnerships
Mindway is currently live in 37 countries, including the U.S. It has some significant partnerships in the American market, including a deal struck last year with the National Council on Problem Gambling to bolster its flagship website, ResponsiblePlay.org.
Kindbridge operates heavily across North America and is beginning to increase its presence in the U.K. It has recently forged or extended partnerships with a number of gaming and betting operators in the market, including DraftKings and BetMGM.
The mental health services provider also partnered with PrizePicks back in June to begin providing free problem gambling help to the daily fantasy sports operator’s players and customer-facing employees.
