Latest News

Mindway AI Appoints Industry Pioneer Will Mace as Head of Strategic Initiatives

Published

3 weeks ago

July 2, 2026

mindway-ai-appoints-industry-pioneer-will-mace-as-head-of-strategic-initiatives

Mindway AI, the industry-leading provider of AI-powered player protection software, has announced a strategic partnership with Will Mace, former Group Player Safety Director at evoke. Joining as Head of Strategic Programmes, Mace will spearhead an ambitious, research-led initiative designed to revolutionise how the gambling industry conducts, measures and optimises customer interactions.

While identifying player risk has historically dominated the safer gambling narrative, it represents only half of the equation. Equally critical is how operators engage with players to reduce that identified risk. Despite clear regulatory intent globally, existing frameworks often provide limited practical guidance, leaving operators to navigate a complex behavioural challenge with often mixed results.

Mindway AI is uniquely positioned to bridge this gap. By combining its deep analytical capabilities and foundations in behavioural psychology with Mace’s operational and regulatory expertise, the company aims to “write the book” on effective interactions, establishing a research evidence-led framework for effective player interactions. This includes identifying the right moment to intervene, selecting the most appropriate interaction approach, developing effective messaging and creating a robust evaluation framework to measure the impact of interventions against specific risk indicators.

Current academic research on interaction efficacy remains sparse, and few competitive market solutions exist. Mindway AI’s new initiative will explore interactions from first principles-examining why people gamble and how to change how they gamble, nudging them towards safer behaviours-before integrating these insights into an actionable capability alongside its flagship GameScanner technology. By delivering tailored interactions based on granular behavioural markers, the solution will use focused intensity models to measure outcomes at an individual level. This approach solves a major commercial and regulatory challenge: replacing restrictive, blanket policies with precision safeguards that protect players while enhancing commercial sustainability and customer lifetime value.

To lead this project, Mace brings an extraordinary depth of experience across the safer gambling ecosystem, including roles with Kindred, EQ-Connect, Gamprotect, the Beacon Counselling Trust, the Armed Forces Gambling Support Network and the Gambling Commission Financial Risk Working Group.

Rasmus Kjaergaard, CEO of Mindway AI, said: “Identifying harm is a technical triumph we have mastered with GameScanner, but identification is only as good as the interactions and intervention that follows. Operators are crying out for a scientific, measurable way to interact with players effectively. Will Mace’s phenomenal track record across major operators, regulatory working groups, and clinical support networks give us the perfect blend of insight to build a full-service safer gambling ecosystem.”

Will Mace, Head of Strategic Programmes at Mindway AI, said: “I have long admired the team at Mindway AI and am very excited to start working with them on this fascinating and important initiative.”

The partnership marks a vital step in Mindway AI’s mission to become a comprehensive, full-service safer gambling provider, further cementing its status as the industry’s primary compliance innovator and thought leader.

The post Mindway AI Appoints Industry Pioneer Will Mace as Head of Strategic Initiatives appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Related Topics:latest-news Mindway AI partnerships Rasmus Kjaergaard Will Mace

Up Next

Blask data shows uneven World Cup search peaks across group stage

Don't Miss

BetMGM Relaunches Borgata Online Platform

Contributors Program

Gamblers Connect names Gali Hartuv as seventh 2026 Contributors Program voice

Published

4 hours ago

July 22, 2026

Wladimir P.

gamblers-connect-names-gali-hartuv-as-seventh-2026-contributors-program-voice

The Playa strategic advisor will publish on VIP operations, segmentation and retention, starting with an anonymous VIP Operations Survey 2026.

Gamblers Connect has confirmed Gali Hartuv, Strategic Advisor at The Playa, as the seventh voice to join its 2026 Contributors Program.

The independent B2B iGaming media platform said the programme will reveal one senior industry voice per month throughout 2026, with contributors publishing under the Gamblers Connect Contributor Editorial Code.

Gamblers Connect said Hartuv has more than 15 years’ experience in VIP management, including designing and optimising VIP programmes across more than 50 operator brands, and training “hundreds of professionals” now working in VIP roles across the industry.

Hartuv will publish across four areas: building VIP programmes that drive long-term value; AI-powered VIP identification and player segmentation; hyper-personalisation and retention strategy; and scaling VIP operations across different markets and cultures. His first contribution is a VIP Operations Survey 2026, an anonymous survey intended to benchmark how VIP teams work across iGaming operators, including portfolio sizing, tools, qualification thresholds, workflow standards and where time is spent during the week.

Partnerships and Operations Lead, Luka Dimitrijevic, said: “VIP management is where a great deal of an operator’s value is won or lost, and very few people can speak to it with Gali’s depth. He has spent his career turning high value player relationships into a discipline rather than guesswork, and he is refreshingly candid about what works and what does not. Through the Contributors Program he will share practical insight on VIP strategy, retention, and the smart use of AI, with content grounded in real results rather than recycled best practices.”

The post Gamblers Connect names Gali Hartuv as seventh 2026 Contributors Program voice appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Alberta

St8 extends TonyBet partnership to Alberta after securing supplier registration

Published

5 hours ago

July 22, 2026

Wladimir P.

st8-extends-tonybet-partnership-to-alberta-after-securing-supplier-registration

St8 has extended its partnership with TonyBet into Alberta, expanding their Canada footprint following an earlier launch in Ontario this year.

Under the expanded agreement, TonyBet will use St8’s game aggregation platform through a single API integration. St8 said this provides access to its wider catalogue of casino content for players in Alberta.

St8 said the Alberta rollout follows its newly acquired registration to operate in the province as an iGaming Services Supplier, allowing it to provide aggregation services to licensed operators in the market. The company said its platform connects partners to more than 200 game providers via a single API.

David Fall, Business Development Manager at St8, said:

“Entering Alberta’s regulated market is a strong step for St8 that represents our continued efforts to bring our offerings to as many territories as possible, delivering top-tier results for partnerships at the local, national and international stage. We share this commitment with TonyBet, a company that we are very fortunate to be working with so collaboratively and closely as we continue to grow our presence across North America.”

Kiryl Liudvikevich, Head of Product at TonyBet, said:

“We’re proud that our work with St8 has enabled us to continue expanding across Canada. Through St8’s aggregation platform, we can seamlessly access games from the industry’s leading providers via a single integration, helping us scale efficiently while maintaining a strong focus on the player experience. St8 has cemented itself as our go-to partner for expansion into regulated markets, and we look forward to continuing our collaboration as we grow into new jurisdictions.”

The post St8 extends TonyBet partnership to Alberta after securing supplier registration appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Alberta

St8 continues partnership with TonyBet with an expansion into Alberta

Published

5 hours ago

July 22, 2026

GamingAmericas.com

st8-continues-partnership-with-tonybet-with-an-expansion-into-alberta

Casino game aggregation platform and full-service technology provider St8 has extended its ongoing partnership with TonyBet into Alberta, furthering both companies’ expansion into Canada.

As part of the extended agreement, Tonybet will benefit from St8’s next-generation platform via a single API integration, unlocking seamless access to a wide portfolio of games from the industry’s leading providers and enhancing its casino offering for players in Alberta.

The move is the latest in St8’s successful relationship with TonyBet, having previously launched in Ontario earlier this year in a bid to continually grow in regulated markets worldwide.

This expansion was made possible thanks to St8’s newly acquired registration to operate in Alberta as an iGaming Services Supplier, enabling St8 to provide its next-generation game aggregation services to licensed operators in the region, giving partners access to more than 200 premium game providers through a single API integration.

Featuring over 3,000 games from more than 60 providers, TonyBet, meanwhile, has gone from strength to strength in its 17-year history, establishing itself as one of the industry’s leading game studios by delivering engaging titles that combine player appeal with premium gameplay.

Holding licenses in 10 different jurisdictions including Spain, the Netherlands, the UK, Ireland and Estonia, among others, Tonybet’s partnership with St8 has seen them now launch in two separate territories in Canada, with both companies working collaboratively to explore the opportunities available in exciting new markets. This latest agreement reinforces St8’s strategy of expanding its premium content portfolio while helping operators simplify integration, accelerate market entry, and deliver engaging gaming experiences across multiple regulated jurisdictions.

Speaking on the expansion, David Fall, Business Development Manager at St8, said: “Entering Alberta’s regulated market is a strong step for St8 that represents our continued efforts to bring our offerings to as many territories as possible, delivering top-tier results for partnerships at the local, national and international stage. We share this commitment with TonyBet, a company that we are very fortunate to be working with so collaboratively and closely as we continue to grow our presence across North America.”

Kiryl Liudvikevich, Head of Product at TonyBet, had this to say: “We’re proud that our work with St8 has enabled us to continue expanding across Canada. Through St8’s aggregation platform, we can seamlessly access games from the industry’s leading providers via a single integration, helping us scale efficiently while maintaining a strong focus on the player experience. St8 has cemented itself as our go-to partner for expansion into regulated markets, and we look forward to continuing our collaboration as we grow into new jurisdictions.”

The post St8 continues partnership with TonyBet with an expansion into Alberta appeared first on Americas iGaming & Sports Betting News.