DraftKings is taking a different approach to responsible gaming during the busiest betting periods of the year. Mindway AI announced the launch of Gamalyze American Football this week, expanding a partnership with DraftKings that began earlier this year. It’s another example of DraftKings trying to make responsible gaming tools more interactive for users.
DraftKings began promoting Gamalyze American Football on Sept. 2 as part of its DraftKings Gameday campaign at select gas stations across the U.S.
The company is also bringing this marketing to several major sports venues during September. This includes the DraftKings Sports Bar at Wrigley Field, Gillette Stadium for the New England Patriots’ home opener, and Arrowhead Stadium for the Kansas City Chiefs’ home opener.
Launching these new products during NFL season is an attempt to capitalize on the busiest time of the sports betting calendar. That makes responsible gaming even more important.
Gamalyze American Football takes Mindway AI’s traditional self-assessment concept and turns it into an interactive, football-themed game. Instead of answering a series of questions about their gambling habits, users make decisions during gameplay while the tool analyzes those choices in real time.
Mindway AI uses those decisions to measure factors such as a player’s sensitivity to wins and losses and overall decision-making style.
Once the self-assessment is done, users receive a personalized report explaining their approach and providing advice based on their results. The goal is to give users insight based on how they actually behaved during the game rather than relying entirely on how they describe their own gambling habits.
DraftKings added Mindway AI’s original Gamalyze tool to its responsible gaming resources back in January. That version uses a simulated card game to analyze how players respond to different outcomes.
DraftKings then became the first operator to use a sports-focused version of Gamalyze around the 2026 World Cup. Now, the company is taking the same approach into the NFL season.
This shows how DraftKings’ usage of the tool has evolved as they attempt to stand out as an industry leader in responsible gaming.
DraftKings also expanded its responsible gaming tools through a partnership with Evive, which provides additional digital support and personalized resources for users.
In addition to that, DraftKings offers features such as My Stat Sheet, deposit and wager limits, cool-off periods, and self-exclusion through its My Budget and Controls hub.
The common theme is giving users more information about their own behavior. Typically, responsible gaming tools often rely on general reminders to set limits or gamble within a budget. Tools such as Gamalyze and My Stat Sheet go a step further by giving users information based on how they actually interact with gambling products.
As sportsbooks continue to add new betting markets and features, operators are also under pressure to show that responsible gaming is being built into the customer experience.
DraftKings’ expanding partnership with Mindway AI shows how the company is trying to accomplish that goal.
