DraftKings announced Monday that it is integrating Gamalyze, a neuroscience-based assessment tool developed by Mindway AI, into its Responsible Gaming Center. The move adds a behavior-based evaluation layer to DraftKings’ existing responsible gaming framework, as operators face growing regulatory pressure and public scrutiny around player protection.
Photo by Steve Johnson on Unsplash
Gamalyze evaluates player behavior through a simulated card game, rather than relying on self-reported data, a common feature of traditional responsible gaming tools.
DraftKings formalized that focus in April 2024 with the appointment of Lori Kalani as its first Chief Responsible Gaming Officer. That made Kalani the first C-suite executive at a major U.S. operator dedicated solely to responsible gaming.
How The Tool Works
Unlike traditional self-assessments that ask users to evaluate their own gambling habits, Gamalyze observes decision-making directly during gameplay. The tool measures indicators such as risk tolerance, sensitivity to losses, and consistency over time.
Based on those signals, users receive personalized feedback grounded in observed behavior rather than self-perception. Gamalyze can then recommend specific safeguards, including deposit limits, time limits, or self-exclusion periods.
“At DraftKings, promoting informed decision-making to our customers is central to how we engage with them, and we’re pleased to work with Mindway AI to continue such promotion,” Kalani said in a press release.
Regulatory Pressure Drives Adoption
The move comes amid a broader push on responsible gaming across North America. In September 2025, MGM Resorts, BetMGM, DraftKings, FanDuel, and the American Gaming Association promoted Responsible Gaming Education Month.
In DraftKings’ case, the operator offered sweepstakes to users who engaged with the operator’s suite of responsible gaming tools. Prizes included NFL tickets and a trip to Super Bowl 60.
Regulators have also signaled a less tolerant stance towards products lacking robust player protection. Several states, including Ohio, issued warnings to licensed sportsbooks in 2025 for offering betting products without adequate responsible gaming controls.
Academic research has added to that scrutiny. A study by researchers at the University of Southern California and the University of California, Los Angeles found that in states with legalized online sports betting, average credit scores declined by approximately 1% four years after legalization. In comparison, bankruptcy risk increased by 28% within about two years.
Scaling Behavioral Monitoring
Mindway AI operates as part of Better Collective, a publicly traded digital sports media and betting content group. The DraftKings partnership extends Gamalyze’s reach across one of the largest U.S. sports betting platforms.
Mindway AI stated that its tools currently monitor more than 14.7 million active players each month. They are available across over 65 jurisdictions, including the U.S., the UK, Australia, Brazil, and Malta.
“Working with DraftKings signifies a proactive approach when it comes to responsible gaming and allows us to expand the reach and impact of these innovations across a broad and active customer base,” said Mindway AI CEO Rasmus Kjaergaard.
The companies did not disclose the financial terms of the partnership.
Also, DraftKings has not detailed how Gamalyze will be activated for customers or whether assessments will be triggered automatically. Even so, the integration could mark an early step toward behavior-based safeguards becoming more deeply embedded across the regulated betting industry.
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