Building on their 2026 FIFA World Cup collaboration, Mindway AI and DraftKings are expanding their responsible engagement partnership with a new American football-themed tool.
Mindway AI, a neuroscience-based responsible gaming company and part of Better Collective, officially announced the launch of Gamalyze American Football for DraftKings customers.
The tool is a custom-built, gamified responsible engagement experience designed specifically for American football fans ahead of the upcoming NFL season.
The partnership between the two companies first took shape in January 2026, when DraftKings integrated Mindway AI’s flagship self-assessment tool, Gamalyze Casino, into DraftKings’ My Budget and Controls feature.
DraftKings became the first operator to deploy a football-themed Gamalyze tool when the 2026 FIFA World Cup kicked off in June, laying the groundwork for this expanded American football rollout.
On September 2, DraftKings launched a nationwide activation featuring Gamalyze American Football at gas station locations across the United States as part of the “DraftKings Gameday” celebration, which offered fans free gas at select locations.
Throughout September, the interactive experience will appear live at major sports venues including the DraftKings Sports Bar at Wrigley Field in Chicago, Gillette Stadium for the New England Patriots’ home opener, and Arrowhead Stadium for the Kansas City Chiefs’ home opener.
“Major moments on the sports calendar give us an important opportunity to meet customers where they are with timely and relevant responsible engagement resources,” said Lori Kalani, Chief Responsible Gaming Officer at DraftKings.
Kalani added that “Gamalyze American Football offers customers an interactive and engaging way to learn more about their decision-making style, helping them make more informed choices about their engagement.”
Rasmus Kjaergaard, CEO of Mindway AI, praised DraftKings for aligning its responsible engagement strategy with high-profile moments in the sports calendar, from the World Cup through to the NFL season.
“By embedding these gamified tools when fan excitement is at its peak, DraftKings is offering its customers an engaging way to help keep their experience fun and responsible during some of the biggest moments in sports,” Kjaergaard said.
Both Gamalyze Football and Gamalyze American Football are backed by over ten years of Aarhus University research, with the tool evaluating real-time decision-making to deliver instant, unbiased player risk assessments.
The sports-themed Gamalyze tools represent a deliberate shift away from traditional self-assessment formats, turning responsible gaming education into an active and engaging customer experience.
The American Football launch also coincides with a period of rapid North American growth for Mindway AI, which recently announced an annual partnership with the International Association of Gaming Regulators.
