Can ‘Bet Well’ Revolutionise Sports Betting Management?

_{Bet Well was named “Most Innovative” at the Regulating the Game Pitch event. (Image: Courtesy of Brain and Mind Centre)}

A new online resource, Bet Well, has emerged to help bettors track and manage their wagering activities across various online casinos and betting platforms.   

Developed by a dedicated team, including Dr Sally Gainsbury and Dr Dilushi Chandrakumar, Bet Well aims to provide users with a comprehensive view of their betting history, spending patterns, and gambling knowledge. 

Dr Sally Gainsbury is an esteemed academic specialising in gambling research and the director of Australia’s only university-affiliated gambling treatment and research clinic. She also spoke to Casinos.com about NSW’s cashless gambling trial and the industry backlash it sparked.

Bet Well was recently recognised as the 'most innovative' project at the Regulating the Game Pitch event, highlighting its potential impact on promoting responsible gambling practices. 

Supported by the University of Sydney’s Commercialisation Office and the Brain and Mind Centre, Bet Well is currently in a trial phase with plans to collaborate with various Australian wagering operators for seamless integration. The platform aims to evolve into a mobile app, too. 

Dr Sally Gainsbury on the Innovation Behind Bet Well 

Casinos.com spoke exclusively to Dr Sally Gainsbury about Bet Well and its implications for the gambling industry. We began by asking Dr Gainsbury if she could elaborate on how Bet Well differentiates itself from other gambling tracking tools currently available and what specific advantages it offers in the context of the casino industry. 

Dr Gainsbury said, “In terms of what Bet Well is, it is quite a unique product. I haven't seen anything like it. It recognises a gap in the market: users are not engaging with current responsible gambling tools because they don't see them as relevant for them.

"Most people say that anything that's a safer gambling tool, like a deposit limit or an activity statement, is only for people who already have gambling problems.”  

Dr Gainsbury continued: “All these tools are actually designed to prevent gambling problems, so they are intended to be relevant for our customers. This does seem to be a gap in the market; people aren't seeing these readily available, so we flip this on its head. 

"We didn't design at all. We just went to the consumers first and foremost and said, 'What would you like to use? What's difficult for you? What can we help you do?' And they told us that they wanted to be able to track their spending across different operators and that it was difficult to do manually.

"So that's the real advantage we have – this is a cross-operator, cross-platform tool. That people can use to monitor their gambling spend, which is intended to be very neutral and empowering. It's not about problems or harms.”  

Will Gamblers Engage with Bet Well?

We asked Dr Sally Gainsbury how she plans to encourage both casual and serious gamblers to adopt Bet Well and ensure lasting user engagement.

She explained the strategy is to meet users where they are—through partnerships with gambling operators. “We’re going to work with operators to make it available. But it will be provided through an independent third party because we would rather not have any concerns about independence or privacy.”

As for uptake, she added, “We will obviously have to work on our marketing strategy down the line.”

Can Bet Well Be Integrated With Existing Systems?

Casinos.com asked about potential challenges in integrating Bet Well with platforms already used by casinos and online operators.

Dr Gainsbury said, “The key challenge is that Bet Well is currently available only for online wagering in Australia, as we have easy access to the necessary data, including monthly activity statements.” 

She added that versions compatible with other gambling platforms are in development. Given the diversity in global gambling laws, we asked how adaptable Bet Well is internationally and what features support local compliance.

Dr Gainsbury stressed the need for a seamless experience. “It has to be frictionless for users to get their data into it. We're working with the software providers on that.”

While international rollout is in future plans, she added, “We do think this would be very relevant across different jurisdictions and, again, independent of any government and local operators."

Can Bet Well Shape Better Gambling Policies?

We also asked how Bet Well’s data could support responsible gambling and policy development.

Dr Gainsbury emphasised the tool’s standalone role in shifting the conversation around gambling. “We’re empowering users, tracking affordability, and helping them reflect on their spending,” she said.

“Part of the experience is changing the narrative so it’s not just something you use if you have a problem—more like a seat belt. It’s something everyone can use to stay safe.”

We asked about the importance of working with users, operators, and regulators in developing Bet Well.

“We’re exploring how Bet Well’s data could be used to spot risky gambling and offer tailored suggestions—similar to behavioural nudges like utility bills that compare your usage with others,” Dr Gainsbury said. “It’s about helping people stay in control and make informed, intentional choices.”

She also addressed data security and stakeholder input: “User collaboration is key to getting the design right. We’re working with operators and regulators too. Privacy is critical—we operate under strict ethical standards at the University of Sydney, and nothing proceeds without meeting the highest security levels.

Potential for Bet Well: ‘Limitless’

Finally, we asked about future developments for Bet Well and possible partnerships with health-focused organisations.

Dr Gainsbury concluded: “Potential expansions are quite limitless at this stage. We’re in the early stages and really welcome user feedback. I’d love to hear from anyone who wants more information or to get involved.”