Responsible gambling software provider Mindway AI has appointed former Danish Gambling Authority CEO Birgitte Sand to its board of directors.
A veteran gambling business, Sand has served 12 years as the CEO of a Danish regulator since 2008.
During her tenure, she oversaw the partial licensing of online gambling operators in Denmark.
Since leaving the regulator in April 2020, Sand has run her own consulting business that provides advice on gambling regulation to international regulators, including in the Canadian province of Ontario.
Sand's appointment was confirmed at the April 20 Mindway AI shareholder meeting.
“We are thrilled to welcome Birgitte as a new board member,” said Mindway AI CEO Rasmus Kjærgaard.
“With many years of experience as CEO of the Danish Gambling Authority and her national and international recognition, Birgitte brings a wealth of regulatory experience and expertise to further support our vision to improve responsible gambling and create a sustainable gaming environment,” Kjargard added.
Mindway AI offers a portfolio of products to combat gambling-related harm through AI-assisted prevention and intervention to identify customer behavior patterns.
The company was founded by scientists at the Danish Aarhus University and is the brainchild of Professor Kim Muridsen.
Mindway AI is currently participating in a pilot initiative with FTSE 100 operator Entain.
The pilot scheme uses the Mindway Gamalyze self-identification test, which provides participants with feedback on decision-making processes to encourage people to maintain control over their gambling behavior.
In January, subsidiary giant Better Collective signed a £2 million deal to become the majority owner of Mindway AI, buying an additional 70% of the firm's shares.