Mindway AI is set to play a larger role in Sweden’s responsible gambling landscape as ATG, the country’s leading betting operator, begins integrating the company’s advanced behavioural-monitoring system, GameScanner, across its platforms. The move positions ATG to strengthen player protection at a time when Sweden continues to enforce some of Europe’s strictest gambling-safety regulations.
Raising the Bar
For ATG, safeguarding players has long been a defining part of its identity, and the company sees this new integration as a natural extension of that mission. “Responsible gambling is our most important sustainability issue,” said Sophie Linghag, ATG’s Head of Fair Play, noting that GameScanner will give the operator an even more robust framework for protecting its customers.
ATG’s roots stretch back to 1974, when it was established to support the Swedish horse racing industry. Over the decades, it has evolved into a major force in the nation’s regulated betting market, offering gambling on horses, sports, and casino games. This latest partnership underscores ATG’s commitment to pairing entertainment with long-term sustainability.
How the Tool Reinforces Player Protection
What makes GameScanner notable is its blend of AI technology and human-expert assessment, producing a sophisticated system that tracks the behaviour of the entire player base. It does more than flag unusual activity; it evaluates patterns that may indicate the early stages of harmful or high-risk gambling.
Mindway AI describes GameScanner as a Virtual Psychologist of sorts. That includes its ability to deliver real-time insight into player behaviour. By identifying at-risk customers early, operators can intervene sooner, making play safer and more supportive for individuals who may not yet recognise problematic habits on their own.
ATG’s adoption of this technology places them at the forefront of behavioural-safety innovation in the Swedish market, where regulatory expectations continue to evolve.
The Shared Values This is Built On
The collaboration is also a milestone for Mindway AI, which has steadily expanded its footprint across regulated markets worldwide. CEO Rasmus Kjaergaard highlighted the importance of working with an operator that aligns with the company’s values.
“We are thrilled to partner with ATG, a company that shares our commitment to responsible gambling and player protection.”
In many ways, this unique alignment may be a snippet of a broader industry trend that we could see more of in the future. That is, major operators are increasingly investing in advanced monitoring tools to ensure gambling remains sustainable, enjoyable, and safe for all.
