New AI-driven mobile app aims to boost sustainability on UK gambling market

GamScore has been designed to promote gamblers’ wellbeing through AI-driven behavioural science

UK.- A new mobile application for British gamblers will aim to promote consumer wellbeing and market sustainability when it goes live in October. GamScore, was created by Josh Apiafi a former executive of Betfair and Rewards4Racing executive, and Phill Adams, founder of the licensed esports tote Punt.

The app has been designed to provide real-time insights into gambling behaviour. Its creators say it will flag early signs of risk through proprietary AI-driven behavioural science, and provide educational prompts and tailored guidance for players

According to the launch statement, GamScore will update throughout the day, flagging up adverse activity with educational nudges and content. It will also carry messages about the dangers of black-market activity and offshore platforms, aiming to raise awareness among players.

Future versions of the app will allow users to monitor their compliance status across licensed operators, ensuring regulatory documents remain up to date and reducing incentives to migrate to unregulated markets.

The developers said GamScore was designed to answer the British Gambling Commission’s call for innovative technical solutions that the whole industry can support. They said: “GamScore believes this will support the government’s aims of balancing consumer protection with the long-term health of the domestic betting and gaming industries.”

Apiafi, who chairs GamScore, said that for operators, GamScore would offer a “lower-friction, user-controlled alternative to traditional static, point-in-time credit checks.”

The launch follows industry criticism of the Gambling Commission’s proposed financial risk assessments. The regulator says it continues to see misinformation about the initiative and insists that no decision has yet been made on whether the pilot will be expanded.