The self-test giving insight into decision making behavior in gambling

Award-winning innovation

Gamalyze has won the prestigious Global Regulatory Award Compliance Innovator or Innovation of the Year 2020. By reinventing the self-test and turning it into a game, a much more honest result is shown as the self-test reflects actions and decisions during gambling rather than reflections on own behavior.

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About Gamalyze


Gamalyze is a self-test, presented to the customer as a card game with 80 cards that need to be turned. The purpose of the game is to maximize the win. During the game, decision making is analyzed, using validated neuroscientific principles. The analysis provides deep insight into gambling behavior, thus identifying key characteristics associated with problem gambling.

Immediate feedback

The software behind the game analyzes and weighs every decision made during the game, identifying strategy and how a person reacts to losses, wins etc. These data are combined into an overall result and estimated risk level. The generated report gives feedback on the gambler’s strategy and his/her sensitivity to rewards, losses and frequency of wins. It also includes advice specified for the individual gambler.



Research behind the game


Problem gambling is associated with dysfunctions in connections between certain brain regions including the limbic system (impulses) and frontal cortex (executive function).


Neuroimaging has demonstrated these circuits to become activated during the game. Player behavior therefore reflects integrity of decision making brain processes.

Deep characterization

Analysis of behavior provides a deep characterization of key elements in decision making, serving as the basis for individualized feedback to the participant.


Pros of Gamalyze

Playing a game is more likely to engage customers than responding to a questionnaire
Early warning
Detection of problem gambling early in customer journey or low-intensity customers
Novel risk markers
Game analysis provides an extensive set of unique risk-markers for operators
Actionable advice to reduce beginning compulsive behavior

Cons of self-report questionnaires

Questions misunderstood
Research shows that on average 26% of questions are misunderstood
Questions in typical self-tests are of a private and often uncomfortable character
As with asking about drinking habits, it is unlikely respondents will report truthfully
Not actionable
A risk score from a self-test in itself does not empower at-risk customers to change behavior
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